Amazon Marketing Cloud
AMC clean room checklist: data, privacy, upload
Checklist for the Amazon Marketing Cloud clean room: privacy limits, aggregated results, onboarding your own signals and preparing the instance.
Verify the official Amazon Ads documentation before making business-critical changes.
Checklist
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1. Confirm that AMC only returns aggregated, anonymous output, never data on individuals.
According to Amazon only aggregated, anonymous output is accessible. Questions at person level cannot be answered.
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2. Bring in your own signals only in pseudonymised form and agree this with privacy and legal first.
According to Amazon AMC only accepts pseudonymised information. Names or plain-text email addresses do not belong in it.
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3. Plan around the built-in aggregation thresholds: small segments can be suppressed.
Amazon mentions built-in aggregation thresholds that protect users. Exact values are in the AMC documentation; check them for your query instead of guessing.
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4. Create the instance, link advertisers and check the status until COMPLETED.
Without a finished instance and linked advertisers every analysis misses data. Details are in the instance setup checklist.
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5. Decide which first-party signals (for example conversions) are uploaded or streamed.
Amazon offers interfaces to upload or stream pseudonymised signals. According to Amazon your signals cannot be exported or accessed by Amazon.
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6. Check the lookback of the data sources against the intended analysis period.
Amazon names an extended lookback of 25 months for ad traffic. For other sources the note in the respective documentation applies.
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7. Test queries in the AMC Sandbox with synthetic data first.
Syntax and logic errors show up before the run in the live instance.
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8. Subscribe to paid features and further signal sources only after checking benefit and cost.
Amazon lists paid features as a beta with third-party data. See also our guide to the paid features.
Primary sources
This checklist summarises publicly available documentation; it does not replace product-specific Amazon approval.