This evolution comes at the perfect time. With third-party cookies disappearing, the backbone of traditional retargeting and cross-channel attribution is breaking away. Tracking performance has become increasingly difficult. 

• AMC now functions as a privacy-safe clean room. 
• Advertisers can run query-based analyses across pseudonymized, event-level data. 
• Outputs are restricted to aggregated results and must meet minimum reporting thresholds. 
• This enables advanced measurement, including path-to-purchase sequencing (e.g., DSP → Sponsored Products → Purchase). 
• It also supports exposure cohort comparisons (ad-exposed vs. non-exposed conversion behaviour). 
• AMC enables repeat-purchase window analysis over flexible timeframes, ranging from short windows such as 30/60/90 days to much longer periods (e.g., up to 365 days or more) by acquisition source. 
• Instead of providing customer-level access, AMC helps quantify patterns across journeys while protecting individual shopper identities. 

In short, AMC has grown from a tool for data experts into Amazon’s core system for marketing intelligence. In a post-cookie world, it is more relevant than ever. While it offers many powerful capabilities, it also has certain limitations. Nevertheless, when implemented and used properly, it provides a solid foundation for data-driven decision-making and privacy-compliant measurement across Amazon’s ecosystem.