Two major updates to Amazon Marketing Cloud (AMC) today:

First, the long-awaited 5-year historical purchase data view is now available for everyone. This shows us customer behavior patterns we've never seen before. Here's what I mean:

I recently looked at data from a CPG manufacturer:
* 1-year window: 37% repeat purchasers, $24 average GMV
* 5-year window: 85% repeat purchasers, $185 average GMV

The difference is striking. With five years of data, brands can now:
* Spot product lifecycles
* Map seasonal patterns across multiple years
* Track how customers move through product portfolios
* Understand actual customer value over time

Second announcement - Amazon is removing cost barriers for AMC features. For example, Amazon Insights, which was previously a paid feature, is now available at no cost. These signals allow you to Analyzes custom audience segments to show behavior patterns, media exposure, shopping activity, and purchase trends. This Helps to refine your media strategy by showing what’s resonating with your most valuable audiences and enables advanced segmentation for future targeting or suppression strategies.

For anyone wanting to try the 5-year data view, or learn about building AMC audiences, reach out to your AMC tool provider or contact your Amazon Ads PDM.