Amazon Makes Amazon Marketing Cloud (AMC) First-Party Paid Feature Signals Free Through the End of 2026 (June 2, 2026)
On June 2, 2026, Amazon made its first-party (1P) paid feature signals in Amazon Marketing Cloud (AMC) available at no additional cost for both audience creation and measurement use cases. The two primary features affected are Amazon Audience Segment Insights and Amazon Retail Purchases, both of which previously sat behind an instance-level paid subscription. Amazon is offering the signals free from June 2, 2026 through December 31, 2026 — roughly seven months — and access is granted at the AMC instance level, so once an administrator subscribes through the Paid Features tab, all associated users gain access. Third-party paid feature signals, such as those from Experian, continue to require a paid subscription. This is an Amazon Ads / AMC change aimed at advertisers and agencies, not a Seller Central dashboard feature.
Real-World Impact
One practitioner quoted in the source estimated the AMC 1P paid-feature subscriptions previously cost roughly $1,000–$20,000 per month per account; that cost is removed for 1P signals through December 31, 2026.
Key Points
- Announced June 2, 2026: Amazon's first-party paid feature signals in Amazon Marketing Cloud (AMC) are now free to query for both audience creation and measurement
- The free period runs June 2, 2026 through December 31, 2026 (about seven months); no renewal terms for 2027 were disclosed
- Two primary 1P paid features are affected: Amazon Audience Segment Insights and Amazon Retail Purchases
- Access is granted at the AMC instance level — once an administrator subscribes through the Paid Features tab, all associated users gain access
- Third-party paid feature signals (for example, Experian) still require a paid subscription
- This is an Amazon Ads / AMC change for advertisers and agencies, not a Seller Central feature, and does not affect sellers who do not use AMC
What You Should Do Now
- 1If you run an AMC instance, have an administrator subscribe to Amazon Audience Segment Insights and Amazon Retail Purchases through the Paid Features tab to access them free for the rest of 2026
- 2Use the now-free 1P signals to build audiences and run measurement queries you may have skipped previously due to subscription cost
- 3Plan for the free window ending December 31, 2026 — budget for a possible return to paid subscriptions in 2027 since no renewal terms were disclosed
- 4Note that third-party signals (such as Experian) still carry a subscription fee, so factor that into any analysis that relies on them