The great Amazon data shift of 2025

You can think of 2025 on Amazon as a kind of data shift. 

As has been the trend for a while, Amazon in 2025 shared a lot more data with advertisers. Just to take a few examples: within the Ad Console, Amazon extended its lookback windows to 15 months for daily advertising data and to 5 years for monthly ad data. 

At the same time, Amazon Marketing Cloud expanded to give brands traffic signals going back a full 25 months.

Plus, AMC is more accessible than ever. By default, every Amazon advertiser now has access to AMC in their Ad Console. 

Add in the newly unveiled data sets, like the AMC Retail Purchases data set, and you get the picture: this year, the typical business has seen their data flows surge.

But how to use all of this data is becoming a fraught question. As profit margins thin and ad costs go up, most businesses are looking to identify missed opportunities and problem patches more quickly. 

New dashboards are letting them see breakages in the path to purchase, for instance. And new troubleshooting solutions allow them to resolve performance swings the moment they happen. 

Leveraged properly, all of this new data will ensure you never leave money on the table again. 

At the same time, businesses are also using their data to try to gain new advantages in the world of AI discovery.  

Researchers and account managers alike have spent a lot of the year sorting through the nuances of how Amazon’s AI assistant Rufus works, why it recommends certain products and not others, and what brands can do to ensure their products surface in the recommendations. 

This is what’s next, probably: 2025 brought us entirely new uses for Amazon’s data. 

2026 is going to be all about figuring out how to maximize that data for these new use cases, like AI discovery—and, ideally, to do it before everyone else. 

How Intentwise has come in to help

Throughout 2025, we launched a steady stream of products designed to make all of this new data work for our customers. 

Our platform has always been about eliminating data blindspots—taking and sorting all of your data for you, and allowing you to see both what’s going wrong and what opportunities you should take advantage of next. 

To that end, this year, we rolled out: 

A new way of troubleshooting product performance

Our Product 360 solution is a revolutionary new kind of troubleshooting software. 

Product 360 constantly monitors your performance in the background, alerting you when something demands your attention and signaling which product-level metric—from ad revenue to organic sales to Buy Box % to inventory levels, and more—will help you fix it.

A feed of TikTok Ads data

TikTok has become an essential part of the product marketing and discovery process for many brands. 

Intentwise now brings TikTok Ads data into our platform, meaning you can track your performance on TikTok from the same place where your Walmart, Target, and Amazon data already live. 

Performance Audits for Amazon ads

Our software examines the structure and performance of your whole ads account, and then identifies missed opportunities. 

We’ll automatically surface issues in the split of spend and performance by campaign type, gaps in match types, high-performing search terms that aren’t keywords, and so much more. 

For agencies, Performance Audits will help you both win new business and fend off competitors from poaching existing clients. 

For brands, Performance Audits will ensure you never miss an ad opportunity again. It’s table stakes for any brand that advertises in house. 

Lookalike audiences for AMC

Every time you create an AMC audience in our platform, you can now select to expand that audience through lookalikes. 

Let’s say you have a small but high-performing audience of shoppers, such high-LTV shoppers. Wish you could find more like them? When you run the audience, just select to expand the size through lookalikes. 

From there, you can also select the ideal size for that audience. Choose how precise you want this new set of shoppers to be, from “most similar” to “most broad.” The more specific the match, the fewer shoppers you will have in your audience. 

Search Query Performance report

We’ve fully automated the Search Query Performance report, allowing businesses to pull powerful insights about their market share, purchase share, impression share, and high-performing keywords, and more without needing to click around or download a report.

Shopper Abandoner dashboard

One of the many powerful new views we’ve built for AMC is our Shopper Abandoner Dashboard, which lets you see exactly where all of the drop-offs happen for your shoppers—both across your whole portfolio and for each specific product. 

See how many shoppers drop off after: 

• Viewing your detail page
• Viewing your reviews
• Adding to cart 
• Adding to gift list 
• Adding to wish list

Our dashboard also breaks this down by ASIN, so you can zero in on products with a disproportionate number of abandoners. 

AMC’s 5-year retail purchase data

The Amazon Retail Purchases data gives you five years of purchase data at the ASIN level.

You can see every shopper who bought from you over this period, both organically and because of an ad. 

In Intentwise, we’ve split up this report into a series of dynamic powerful dashboards, which track your 5-year customer life-time value, repeat purchase rate, time between purchases, and more, in one clean view. 

Thank you for the great year

There’s a lot more to come next year. We’re working on new content, new experiments, and, of course, a firehose of product updates designed to simplify your lives even more. 

Come back every Monday, and we’ll keep navigating the changing e-commerce landscape with you.