Amazon Marketing Cloud guide

AMC for Vendors vs. Sellers

Amazon Marketing Cloud (AMC) is an AWS Clean Rooms clean-room environment: advertisers upload pseudonymized signals, Amazon has no access to advertiser raw data.

Data snapshot:

Vendor vs. Seller comparison

8 of 9 topics are classified as parity; 1 topic is a nuance.

Topic Vendor Seller Status / interpretation
AMC instance basis Ad account linked to a Vendor Central account (Amazon's 1P procurement role). Ad account linked to a Seller Central account (3P seller role). Parity

Both roles are on equal footing; it is the same AMC instance topology.
Data environment AWS Clean Rooms clean room; only pseudonymized signals; Amazon sees no advertiser raw data. Identical clean-room environment as for Vendor. Parity
Standard signals SP/SB/SD/DSP + organic + streaming - the same standard signal set. Identical standard signal set as for Vendor. Parity
Amazon Retail Purchases (ARP) Up to 5 years of transaction history, sourced from the same data as Vendor Central reporting. Up to 5 years of transaction history, sourced from the same data as Seller Central reporting. Parity

Both parties share transaction-level data in the same ARP dataset.
ARP pricing (as of July 2026) ARP is free from 02.06.2026 (previously a 500 USD/month paid feature). Identically free from 02.06.2026. Parity
Data ownership (nuance) Vendor data = Amazon's 1P procurement (Amazon buys, resells). Seller data = the seller's 3P direct sales. Nuance

The difference is in transaction origin, not in AMC access.
Path to AMC access Via the Amazon Ads console; AMC instance bound to the respective selling account. Via the same Amazon Ads console; AMC instance bound to the Seller account. Parity

Note: A specific go-live date for direct self-service access (without partner/DSP) is currently NOT verified from a primary source (see needs_verification).
Regional availability ARP measurement incl. US/CA/JP/AU/UK/FR/DE/IT/ES; ARP audiences only US/CA/JP/AU (per Amazon). Regional availability identical to Vendor. Parity
Real barrier today Query literacy (SQL) for deep analysis; eased by no-code templates + Ads Agent. The same query-literacy barrier as for Vendor. Parity

Segmentation long-tail

The SSOT assigns the same AMC segmentation levers to Vendors and Sellers. Separate lists make coverage of both account types explicit.

For Vendors

  • Cross-campaign journeys (Vendor + Seller)

    Journey across Sponsored Ads, DSP and organic - not visible in standard reporting.

  • Combined new-to-brand rate

    NTB rate for the first time across the portfolio instead of per isolated channel.

  • 5-year CLV via ARP

    Customer lifetime value across up to 5 years of transaction history (ARP).

  • Gateway & up-sell audiences

    Model purchases as a gateway for follow-up / cross-sell audiences.

For Sellers

  • Cross-campaign journeys (Vendor + Seller)

    Journey across Sponsored Ads, DSP and organic - not visible in standard reporting.

  • Combined new-to-brand rate

    NTB rate for the first time across the portfolio instead of per isolated channel.

  • 5-year CLV via ARP

    Customer lifetime value across up to 5 years of transaction history (ARP).

  • Gateway & up-sell audiences

    Model purchases as a gateway for follow-up / cross-sell audiences.

Long-tail search queries

The following phrases are SEO queries only, not factual claims.

  • amc vendor central vs seller central difference
  • can you use amc as a vendor
  • amc for seller central access
  • amazon retail purchases vendor and seller
  • amc data difference vendor seller
  • amc segmentation long tail vendor
  • 5 year transaction history amc seller
  • use amc without dsp partner

Sources