Another update for Amazon Marketing Cloud - and it's a good one.

Amazon Retail Purchases, the 5-year purchase dataset, now supports audience creation.

When it first launched, the dataset delivered valuable insights but no targeting capabilities.

This unlocks new opportunities to:
🔸 Target lapsed customers based on five years of purchase history
🔸 Build more accurate upgrade and replenishment audiences
🔸 Create higher-value lookalike models grounded in long-term behavior

With the ability to activate audiences against 5 years of order-level data (instead of the previous 13-month window), we can now align campaigns more closely with real buying behavior - and run more effective full-funnel strategies.

Shoutout to our DSP extraordinaire Noah Salzl for sniping this update!