Amazon Marketing Cloud: timeline of launches and changes 2023 to 2026
In short: This timeline lists AMC changes that we read with a date in Amazon sources: eligibility without DSP, self-service for sponsored ads, new datasets such as Retail Purchases, the longer lookback and the free period of Amazon 1P signals through the end of 2026. It is not a complete chronicle since launch.
The milestones
| Date | What changed | Source |
|---|---|---|
| 2023-10-25 | Audience Segment Insights (beta) and Flexible Shopping Insights (beta) through the Amazon Insights subscription | Amazon Ads What's new |
| 2024-08-01 | The instance-level APIs are officially retired; calls may return 410 | Amazon Ads API docs |
| 2024-10-15 | Eligibility widened: all Amazon DSP direct advertisers and all partners in the Amazon Ads Partner Network can register for AMC, including for clients without DSP usage; before, DSP usage was a prerequisite | Amazon Ads What's new |
| 2025-05-23 | Amazon Retail Purchases dataset: 5 years of purchase history, 60-day trial | Amazon Ads What's new |
| 2025-06-16 | Amazon Live signals (impressions, views, clicks) in AMC | Amazon Ads news |
| 2025-09-16 | Direct self-service access for sponsored ads advertisers in the Ads Console | Amazon Ads What's new |
| 2025-10-17 | Amazon Your Garage extended from NA to EU and FE; tables amazon_your_garage_all | Amazon Ads API docs |
| 2025-11-11 | Ad traffic lookback extended from 13 to 25 months (including DE, UK, IT, FR, AT, TR, US, CA, JP) | Amazon Ads What's new |
| 2026-06-01 | Amazon 1P signals of the paid features queryable at no cost through 2026-12-31; 3P features such as Experian remain paid; the NCS paid feature has been discontinued | Amazon Ads API docs |
| 2026-12-31 | End of the announced free period; what follows is not published in the Amazon sources | Amazon Ads API docs |
The last row is an announced end date, not an event. We extend the timeline when we read further changes with a date and a source.