Why brands need the 5-year AMC purchase data set

Introduction

Kenton Snyder:
Welcome, everyone. Great to have you here. We’re heading straight into Black Friday and Cyber Monday, so thanks for joining us during a busy week.

Sreenath Reddy:
Hi, everyone. I’m Sreenath, founder and CEO at Intentwise. Along with Kenton, we’ll be walking you through one of the most important developments in Amazon Marketing Cloud: the release of five full years of retail purchase data.

This dataset unlocks deeper customer analytics, advanced LTV modeling, and powerful new audience-building capabilities. Our goal today is to show you what’s included, how much it costs, and—most importantly—how brands can use it to drive strategy.

What the 5-Year Purchase Dataset Includes

Sreenath:
Amazon has now made five years of retail purchase data available inside AMC. It’s a paid dataset with a 60-day free trial, followed by a flat $500/month fee. Compared to Flexible Shopping Insights (FSI), which uses variable pricing, this is a fixed-cost dataset—much easier for brands to adopt.

The fields include:

• ASIN and parent ASIN
• Purchase date and time
• Units sold
• Unit price
• Currency
• Gift vs. non-gift purchase
• Business vs. consumer purchase
• User ID (the shopper ID that ties all AMC interactions together)

This data gives brands unprecedented visibility into how shoppers behave—across multiple years, multiple products, and multiple touchpoints.

Kenton:
Exactly. For vendor brands, this is the first time true long-term LTV and repeat purchase behavior has been visible. Seller Central brands have always had pieces of this data, but not tied directly to ads. AMC finally connects the dots.

Why This Dataset Matters

1. True Lifetime Value (LTV) Modeling

Sreenath:
With this level of granularity, you can calculate 3-month, 6-month, 12-month, or multi-year lifetime value. You can analyze LTV by product, category, cohort, or acquisition quarter. These visuals are already available inside the Intentwise platform once you enable the dataset.

Kenton:
And this is the first time brands can calculate real, multi-year new-to-brand behavior. Instead of checking only whether a shopper purchased in the last 12 months—as AMC historically required—you can now look back a full 5 years. This dramatically improves how brands measure incrementality and define new customers.

2. Repeat Purchase & Cohort Analysis

Sreenath:
Brands can now understand:

• How often customers repurchase
• Average time between purchases (30, 60, 120, 180 days, etc.)
• How many customers buy once vs. multiple times
• Which cohorts have the strongest long-term value

This opens new possibilities for segmentation, retention strategies, and product-specific repeat purchase optimization.

3. Churn Analysis and Win-Back Audiences

Sreenath:
The dataset tells you exactly when customers become inactive. That lets you build highly targeted audiences for re-engagement campaigns. You can slice this logic any way you prefer: by time windows, by product category, or by specific ASINs.

4. Measuring Tentpole Event Success (Prime Day, Turkey 5)

Sreenath:
Brands often invest heavily in Prime Day or Turkey 5 deals with the goal of acquiring new customers—but it's historically been difficult to measure whether those customers actually repeat.

With 5-year purchase data, you can:

• Identify who purchased during a tentpole event
• Track their behavior over the months or years that follow
• Decide whether your tentpole strategy is worth continuing or adjusting
• Build audiences of past tentpole buyers

This is one of the most strategically valuable uses of the dataset.

5. Cross-Selling, Upgrading, and Product Pathing

Kenton:
For brands with multiple product lines—or products that change over time (like electronics)—this dataset helps you understand how shoppers move across your catalog. You can build audiences to:

• Upgrade customers into higher-end SKUs
• Cross-sell into complementary categories
• Predict when a customer is likely to need their next product

Audience Building With the 5-Year Dataset

Sreenath:
Here are the most impactful audience types you can build:

• High-LTV customers
• Churned customers (with precise inactive windows)
• Past tentpole event buyers
• Product upgrade segments
• One-time buyers you want to convert into repeat customers
• Gift purchasers vs. self-purchasers
• Business purchasers vs. consumer purchasers

Kenton:
A key note: audience creation using this dataset is free even after your 60-day trial ends. So many advertisers activate the dataset once or twice a year, extract insights, build audiences, and continue using those audiences indefinitely at no extra cost.

How Intentwise Helps

Sreenath:
Once you activate the dataset, Intentwise automatically unlocks:

• Prebuilt visuals for LTV, churn, cohorts, and repeat purchase cycles
• Audience builders with 5-year data baked in
• Custom queries and one-off analysis support
• Strategy sessions to design measurement or audience activation workflows

We can help interpret the data, build audiences, or create any custom analytics you need.

Q&A Highlights

Q: When does the free access end?
A: The 60-day trial begins the day you activate the dataset.

Q: Is audience activation free after the trial?
A: Yes. Audience usage remains free permanently.

Q: Is this dataset separate from FSI?
A: Yes. FSI still has variable pricing. The 5-year dataset is a fixed $500/month dataset.

Q: Can this be used mainly for retargeting?
A: Absolutely—retargeting is one of the strongest use cases. But don’t overlook the strategic value: adjusting ACoS targets based on multi-year profitability, evaluating tentpole performance, segmenting customers, and forecasting behavior.

Closing

Sreenath:
Thanks for joining us today. The 5-year AMC purchase dataset is one of the biggest leaps forward in Amazon data visibility that we’ve seen. We’ll continue to share more frameworks, visuals, and use cases as brands start adopting it.

Feel free to reach out with questions, ideas, or if you'd like a walkthrough of the prebuilt dashboards.

Kenton:
Thanks, everyone. Have a great Thanksgiving, and good luck during Turkey 5!