| Blog | 
5 Jun 2026
Amazon Just Removed the Paywall on AMC’s Most Valuable Data. You Have Until December 31
On June 2, 2026, Amazon announced that most sellers will miss entirely. Amazon’s 1P paid feature signals in Amazon Marketing Cloud are now free to query through December 31, 2026, for both audience creation and measurement use cases. Third-party signals such as Experian continue to require a subscription fee.
For brands that have been running AMC queries for years, this is a significant expansion of what they can analyze at no additional cost. For brands that have never touched AMC’s paid tables — which is most sellers — this is a seven-month window to access data they have never seen before, at no cost.
Here is why that matters more than it sounds.
What AMC’s Free Tier Has Always Done — and What It Missed
AMC is free to use by default, but the free version only gives you insight into Amazon advertising-specific metrics. To get organic metrics — sales and purchase behavior of customers who were not ad-exposed — you previously had to subscribe to Amazon Flexible Shopping Insights, a paid feature.
That distinction is the entire point. Your ad data was always visible. What you could not see was everything that happened outside your ads — organic purchases, organic adds to cart, Subscribe & Save sign-ups, and the behavior of shoppers who found your product without clicking an ad. Without that data, you were analyzing half the picture.
Without the paid subscription, you could only calculate LTV for ad-exposed shoppers. Organic metrics were required for full LTV analysis. For any brand trying to understand true customer lifetime value, the free tier was structurally incomplete.
That gap is now closed, temporarily.
What You Can Actually Query Now
The paid feature that matters most for most advertisers is Amazon Insights — the dataset that gives you full access to both organic and ad-attributed interactions shoppers had with your brand over the last 12.5 months. With that data now free to query, the questions you can answer are fundamentally different from what AMC’s free tier allowed.
Here are the questions worth running first.
Full customer lifetime value. What is the actual LTV of a customer acquired through advertising, including all subsequent organic purchases? Not just ad-attributed revenue — total revenue across the full relationship. Most sellers have been running LTV calculations that only captured the ad-exposed portion of shopper behavior. This fills the gap.
Organic behavior after an ad-attributed purchase. Does a customer who first buys through a Sponsored Products ad come back organically? How often? How quickly? This tells you whether your ad spend is building a customer base or just renting traffic.
Subscribe & Save conversion paths. How many purchase events does a shopper typically have before subscribing? Does your entry-level size act as a trial that leads to subscription, or does it substitute for it? That distinction changes how you should price and advertise your subscription offering.
True attribution window. Amazon’s default attribution window is 7 days. How many of your actual customers purchased 8, 14, or 30 days after their first ad exposure? If a meaningful share of conversions occurs outside the 7-day window, your campaign performance data understates the true impact of your advertising.
Retargeting share of “LTV” spend. What percentage of your ad spend is going to customers you already won? If a large share of your retargeting budget is reaching repeat buyers who would have purchased organically anyway, you are paying for revenue you did not need to pay for.
AMC also reveals how Brand Store interactions appear in a shopper’s path to purchase — including how many store visits a shopper makes before converting, and whether higher store engagement correlates with higher purchase likelihood. That data has implications for how you structure your store and allocate your brand awareness budget.
Who Can Access This and How
Since September 2025, Amazon has offered direct, self-service access to AMC for sponsored ads advertisers, removing the traditional requirement for an Amazon representative or partner to provision access. AMC now includes no-code templates and AI-powered SQL assistance, making it more accessible to teams without dedicated data engineering resources.
In January 2025, Amazon also introduced a natural-language SQL generator for Marketing Cloud, enabling marketers to create database queries using plain English. The technical barrier that previously made AMC inaccessible to smaller teams has been reduced significantly. You no longer need to write SQL from scratch to get useful output.
The free access to paid feature signals runs through December 31, 2026. That is seven months. After that date, the subscription requirement returns.
Why This Window Is Worth Acting on Now
Most brands on Amazon are optimizing campaigns based on the data that has always been free — ad spend, ACoS, attributed sales within 7 days, and click-through rates. That data tells you whether your ads are working in a narrow, transactional sense. It does not tell you whether your advertising is building a business.
The paid feature data — now temporarily free — answers the business-level questions. Are your acquired customers worth acquiring? Are they coming back? Are they converting to a subscription? Are they upgrading to larger sizes? How much of your reported LTV is organic behavior that would have happened anyway?
For brands spending $50K or more per month on Amazon advertising, running even three or four of these queries could meaningfully change how you allocate budget — not just between campaigns, but between acquiring new customers and retargeting existing ones.
The window opened on June 2. It closes December 31. Seven months is enough time to run the analysis that changes how you see your business.
Open your AMC instance and start with one question: what is the actual LTV of a customer acquired through advertising, including everything that happened after?
That number will tell you more than your ACOS report ever has.
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Author: Oleksandr Kovalov
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