AMC data source: Amazon Retail Purchases (ARP)

In short: Amazon Retail Purchases (ARP) is an AMC dataset with up to 60 months of purchase behaviour in the Amazon store, regardless of whether advertising was involved. It suits long-term analyses such as CLTV. The other datasets hold only 13 months of advertising data, so be careful when joining.

Tables

  • Analytics table: amazon_retail_purchases.
  • Audiences table: amazon_retail_purchase_for_audiences.
  • Fields include asin, asin_brand, asin_name, purchase_date_utc, marketplace_name and the identifier event_id with the VERY_HIGH threshold.

Availability and access

  • Measurement through a paid features subscription in these marketplaces: US, CA, JP, AU, FR, IT, ES, UK, DE, MX, BR, NL, SE, PL, BE, AE, SA, TR, EG, IE, ZA, NG, SG, IN.
  • Data from the UK and EU is excluded from audience creation but available for measurement queries.
  • There is a 60-day free trial, after which a subscription is necessary.
  • Check the association of your Seller or Vendor accounts in the Ads Console: for Vendor Central the data scope matches the Retail Analytics > Sales report with Distributor View = Manufacturing; for Seller Central the "By ASIN Detail" business report.

According to Amazon, starting June 1, 2026 the dataset can be queried at no cost through December 31, 2026 in every region where it is available. Existing subscriptions automatically convert to zero dollars.

What the dataset is meant for

  • Long-term purchase behaviour and more comprehensive insights (up to 60 months).
  • Customer value analyses as in the CLTV playbook, which recommends the shopping insights datasets.

What to watch for

  • Time window: ARP holds 60 months, the other AMC datasets only 13 months of advertising data according to the ARP page. Joining them without aligning the windows risks wrong conclusions (Amazon's warning). Amazon has since extended the ad traffic lookback to 25 months in some marketplaces (announcement of November 11, 2025, including DE), so check the window of your instance.
  • ARP versus conversions: conversions is advertising-centric, covers various conversion types and can include promoted, brand halo and brand-owned ASINs; ARP covers Amazon store purchases only, but the entire purchase activity regardless of advertising. ARP comes from the retail pipeline and matches other Amazon reporting such as Vendor Central more closely.

Sources: Amazon Ads API: Amazon Retail Purchases (ARP) · Amazon Ads API: Paid features overview · Amazon Ads: Expanded ad traffic lookback window (retrieved 2026-10-09)

Keep reading: Playbook: CLTV · All data sources