Who can use Amazon Marketing Cloud?
In short: AMC is no longer open only to DSP customers. Since October 15, 2024 partners in the Amazon Ads Partner Network can also register AMC for clients without DSP. Since September 16, 2025 sponsored ads advertisers have direct self-service access in the Ads Console, including in Germany.
Two stages of opening up
| Date | Change |
|---|---|
| 2024-10-15 | All Amazon DSP direct advertisers and partners in the Amazon Ads Partner Network can register for AMC, including for clients without DSP usage; before, DSP usage was a prerequisite |
| 2025-09-16 | Sponsored ads advertisers get self-service access directly in the Amazon Ads account, without a partner or representative |
According to Amazon self-service access is available in many markets, including Germany, the United Kingdom, France, Italy, Spain and the United States. The full country list is in the Amazon announcement.