Amazon DSP News: 5-Year Data Access and AI Query Builder

Amazon Ads announced two significant updates to Amazon Marketing Cloud (AMC) at CES 2025 that will reshape how sellers understand their customers. The introduction of five-year historical data access and an AI-powered SQL query builder helps you uncover valuable customer patterns and optimize campaigns more effectively - without needing a data science degree.

Extended Data Access: From 13 Months to 5 Years

Think about how your customers' buying habits have evolved over the years. Until now, you could only see 13 months of that journey. Amazon has expanded that window to five full years, letting you understand the complete customer lifecycle. Let's see what this means in practice.

Real-World Example: Premium Pet Brand Journey

Imagine you're selling premium pet supplements. With the traditional 13-month view, you might only see that customers buy every 3-4 months. But with five-year data access, a much richer story emerges:

• Month 0-6: Customers start with basic pet food purchases ($30-40 range)
• Months 6-12: They upgrade to premium food ($60-80 range)
• Months 12-18: Begin exploring supplements
• Months 18-24: 65% convert to Subscribe & Save 
• Years 2-5: 85% retention rate with 3.2x initial customer value

This understanding informs your advertising strategy by enabling you to:

• Target customers earlier in their pet owner journey
• Time your premium product promotions to match natural upgrade patterns
• Create lookalike audiences based on your best customers' full purchase history
• Adjust seasonal campaigns based on multi-year buying patterns

No-Code Solutions: Immediate Access to Advanced Analytics

While we await the full rollout of the AI query builder, Amazon has already deployed powerful no-code solutions that you can use today:

Ready-to-Use Audience Templates

You can now create sophisticated audience segments with just a few clicks:

• High-engagement, no purchase: Find shoppers with multiple detail page views but no purchases
• Cart abandoners: Target customers who added products to cart or wishlist without completing purchase
• Cross-device shoppers: Track customer journeys across devices and platforms
• Campaign overlap analysis: Understand how different ad formats work together

Analytics Made Simple

Access advanced insights without writing a single line of code:

• ASIN purchase patterns: Discover which products are frequently bought together
• Campaign effectiveness: Measure sponsored TV campaign impact on sales
• Customer value analysis: Identify and target your highest-value segments
• Conversion path analysis: Understand the typical journey from first ad exposure to purchase

The Future of Data Analysis: AI-Powered Insights

The upcoming AI-powered SQL query generator takes accessibility even further. As Vanessa Hung, Community Engagement Director at Carbon6, puts it: "Let's be real—how many of us actually enjoy writing SQL queries? Amazon just made that a thing of the past."

Real Numbers, Real Impact

Let's look at how this translates to actual business results:

Basic targeting (first-time dog food buyers):

• Cost per acquisition: $3.52
• Average order value: $45
• Repeat purchase rate: 22%

Advanced targeting (premium supplement buyers):

• Cost per acquisition: $6.55
• Subscribe & Save enrollment: 355% higher
• Customer lifetime value: 4.2x higher
• Retention rate: 72% better

Implementation Timeline and Action Plan

Action Steps

1. Start using available no-code solutions:
   • Set up audience templates for cart abandoners
   • Track cross-device customer journeys
   • Analyze campaign overlap effectiveness
2. Prepare for extended data access:
   • Document your current seasonal patterns
   • Map customer upgrade cycles
   • Identify key conversion timeframes
3. Plan for AI query capabilities:
   • List your most valuable customer segments
   • Document cross-channel campaign scenarios
   • Prepare custom audience criteria