How far back does data in Amazon Marketing Cloud go?
In short: It depends on the dataset. On November 11, 2025 Amazon extended the ad traffic lookback in some markets, including Germany, from 13 to 25 months. Amazon Retail Purchases holds five years of purchase history. Check the window of your instance yourself before you compare time periods.
The windows at a glance
| Dataset | Window |
|---|---|
| Ad traffic | 13 months; 25 months in some markets since 2025-11-11 |
| Amazon Retail Purchases | 5 years (60 months), launched 2025-05-23 |
| Prime Video Insights | 13 months |
When joining datasets with different windows Amazon warns of wrong conclusions. Align the time periods.