Amazon Retail Purchases Now Available in AMC: What It Means for Brands

Amazon just released one of the most impactful Amazon Marketing Cloud (AMC) updates yet — advertisers can now access the Amazon Retail Purchases dataset.

For the first time, brands can analyze what customers buy across all of Amazon, not just from their own catalog. Even more powerful? This dataset includes 5 years of historical store purchase data, complete with detailed order item information.

Here’s what this means for your targeting, insights, and growth strategy.

What’s New in AMC? Retail Purchase Data Explained

As of June 2025, AMC now includes a dataset called Retail Purchases.

What’s in it?

• 5 years of Amazon retail data, covering purchases across all brands and categories

• Detailed order item information (ASIN, title, price, quantity, etc.)

• Customer-level insights into product purchases, even if they never engaged with your ads

Previously, AMC could only show ad engagement, impressions, and conversions for your own catalog.

Now you can:

• Analyze the entire retail journey on Amazon

• See what shoppers bought before, during, or after engaging with your brand

• Understand NTB behavior, brand switching, and cross-brand trends

Why This Update Matters for Advertisers

This update takes AMC from brand analytics to true shopper intelligence.

Here’s why it’s a big deal:

• You can see which brands your customers are switching to

• You can measure how loyal New-To-Brand (NTB) shoppers really are

• You can build audiences based on what shoppers buy outside your catalog

• You finally get access to category-level behavior at scale

The data is available in the AMC UI and APIs, and can be queried using templates or custom SQL.

What You Can Do With Retail Purchases in AMC

Here are 4 ways brands can turn this dataset into smarter decisions:

🔁 Analyze Cross-Brand Purchase Behavior

See what your customers bought:

• Before discovering your brand

• After their first purchase

• Instead of repurchasing

Use this to adjust targeting, positioning, and lifecycle marketing.

📦 Discover Co-Purchase Opportunities

Find out what products are frequently bought alongside yours — whether or not you own them.

• Build product bundles

• Launch Sponsored Brands campaigns that feature complementary products

• Improve Store navigation with “Frequently Bought Together” logic

🎯 Build Audiences Based on Shopping Habits

Create ultra-specific AMC audiences:

• Shoppers who buy from your category but not your brand

• Customers who buy from you once, then switch

• People who consistently buy from a specific competitor

Use these in DSP or Sponsored Display to target with precision.

📈 Measure True NTB Impact

NTB metrics in standard reports only tell you who’s new to your brand — not whether they stuck around.

With Retail Purchases, you can track:

• Retention vs. defection

• Repeat vs. one-time NTB behavior

• Brand loyalty over time

Who Should Use This Data — and How

✅ For Growth-Stage Brands:

• Spot which brands NTB shoppers are switching from

• Understand where your brand fits into broader shopping journeys

• Improve launch strategy and competitive positioning

✅ For Established Brands:

• Track NTB customer loyalty over time

• Find out which competitors are poaching your repeat buyers

• Refine your Store and product portfolio based on cross-brand trends

✅ For Agencies:

• Use detailed purchase signals to build high-precision audiences

• Guide full-funnel ad strategy with real buying behavior

• Deliver more strategic insights beyond ad clicks and ROAS

Final Thoughts: AMC Just Got Smarter — and So Can You

The Amazon Retail Purchases dataset unlocks real customer behavior.

You’re not limited to your own catalog anymore. You can analyze:

• 5 years of retail data

• Shopper journeys across brands

• Detailed order-level purchase behavior

This means better targeting, more accurate NTB tracking, and smarter brand growth decisions.

✅ Want Help Using AMC for Growth?

At Atlisco, we help brands:

• Set up AMC

• Access and query Retail Purchase data

• Turn insights into audience strategies that scale

👉 Book a strategy call — and let’s put your data to work.