Sponsored Ads advertisers can now create AMC instances directly from the Ads Console, enabling faster access without manual setup.
Amazon has recently introduced a new way for Sponsored Ads advertisers to access Amazon Marketing Cloud (AMC). You now have two routes to create an AMC instance, and the right choice depends on how your account has been set up.
Which Type of Instance Should You Use?
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Instance created through Sponsored Ads (Self-Serve Flow)
Choose this option if you have received access to AMC directly through the Ads Console. This route allows you to create and use your instance without manual provisioning. -
Instance created in the AMC Console (Traditional)
Choose this option if your AMC setup has already been provisioned through the AMC Console. This continues to be the standard route for many existing AMC users.
If you don’t know how to get quick access to AMC data through Sponsored Ads, please go through the steps below.
Steps to Enable Self-Service Access
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Log in to your Amazon Ads Console.
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Select the Sponsored Ads account.
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Go to Measurement & Reporting → Amazon Marketing Cloud.
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Accept the AMC Terms & Conditions.
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Wait up to 90 seconds for your AMC instance to be created.
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Once ready, access AMC or invite additional users from Account Access & Settings.
Frequently Asked Questions
What is an AMC instance?
An instance is your dedicated workspace in Amazon Marketing Cloud. It’s where your campaign data is processed, and where you can run queries, measure performance, and create custom audiences.
Do I need to use the self-service route?
No, the traditional AMC Console path is still available. If your instance was already created through the AMC Console, you can continue using that setup.
What should I know about self-service instances?
Instances created through the self-service flow follow a standard setup. Advertisers cannot be added or removed once the instance is created, and the instance ID is automatically used as the instance name by default.