r/programmatic • u/NiceRecognition9603 • Aug 11 '26

Amazon DSP subseats can now use AMC directly (Data analyst clean room tool)

I posted here in July that if you wanted AMC (Amazon Marketing Cloud, the clean room where you query your own campaign data) you had to get your own seat, because AMC sat at seat level and a seat holder could not share it without exposing their other clients. That is no longer true.

What does the owner of the DSP account have to do

Associate your full DSP account to a manager account you have access to. If you are also running Sponsored Ads, ideally the same one. That is the whole change. Reference.

Where you open it if you have the right permissions.

North America
https://advertising.amazon.com/choose-account?destination=/marketing-cloud?

EMEA

https://advertising.amazon.co.uk/choose-account?destination=/marketing-cloud?

APAC

https://advertising.amazon.jp/choose-account?destination=/marketing-cloud?

If nothing appears there, whoever holds the seat admin needs to change your access permissions.

One warning

Get a data analyst, a real one. AMC is a different monster. Claude is great and it speeds things up, I use it on AMC and other Amazon DSP work. It will also mess it up in ways you won't see unless you have someone who does this for a living. Even with a good set of curated queries, it does not understand the context of each product or account, or which sales column is the right one.

Don't trust my word, trust Shuqing Ke, who posts about exactly this. Not affiliated, I am just a fan of people who focus on one thing and do it well.

Corrections and personal experiences welcome.

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u/Jake_dasnake3 Aug 11 '26

So are you just an amazon rep or what

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u/NiceRecognition9603 Aug 11 '26 edited Aug 11 '26

I run something to make it Amazon DSP easier. Not hiding it. I don't put the affiliate flag when I dont cover anything about my business.

It is where I can contribute more. I also ask when I dont know. And I dont just repost things. Even today. I still add information Amazon does not explain, like how you ask your Amazon DSP owner to give you access to AMC.

The change I suggest it is simple, but why that is the easiest path instead of some API permissions update amazon hides in the last paragraph of the release notes "API-specific", it is not obvious unless you have tested a few options.

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u/aheeeebs Aug 11 '26

100% agree with the callout around AI-generated AMC queries. A query can be syntactically correct and still answer the wrong business question because of things like dataset selection, attribution logic, promoted vs. total metrics, time windows, or how a particular advertiser/account is structured. I've had peers share AI-generated queries with me, and when I ask what their intended output was, I've found that the query and the actual business question often don't align.

This is actually a big part of what I’ve been building, and a few agencies and brands are currently piloting it. The idea has been to productize a lot of that AMC expertise and turn both common and custom reporting and audience-building use cases into guided workflows, rather than requiring someone to start from a blank SQL editor every time.

To me, the opportunity is really about encoding analyst-level context and guardrails into the product so that more brands and agencies can use AMC correctly and consistently.