Amazon just made two of its most useful advertising datasets free for all AMC users, and it's more significant than it sounds on the surface. As of June 2, 2026, Amazon Retail Purchases (ARP) and Flexible Shopping Insights (FSI) are available to every Amazon Marketing Cloud user at no additional cost.
If you're making ad decisions based only on what your attributed reports show you, these datasets fill in a meaningful gap. Here's what they are and why they matter.
What Amazon Retail Purchases (ARP) Is
ARP provides full transaction-level purchase history going back up to five years, including purchases that had no advertising touchpoint involved. That last part is the key distinction. Standard AMC only shows you what happens after an ad exposure or click, so if a customer buys without ever seeing one of your ads, that transaction is invisible. ARP makes it visible.
That opens up analysis that wasn't accessible before without paying for it. You can track customer lifetime value across cohorts, identify which ASINs generate the highest long-term revenue per buyer, and build new-to-brand baselines that account for all acquisition channels. Those are the questions that separate strategic ad management from campaign-level bid optimization.
What Flexible Shopping Insights (FSI) Is
FSI covers a 12-month window and provides shopper behavior data including detail page views, add-to-cart events, and purchases for both ad-attributed and organic customers. The practical value is the ability to compare ad-driven buyers and organic buyers side by side, which tells you something important about the real contribution of your ad spend.
How much of your sales volume is advertising driving, and how much would have happened anyway? That question has always been hard to answer cleanly. FSI gives you directional data to work with. It also supports campaign-level LTV measurement that goes beyond the standard 7-day or 14-day attribution window, so you can see how customers acquired through a specific campaign actually behaved over a full year.
A quick caveat worth noting: AMC's definition of "ad-attributed" is based on impression data within the AMC reporting window and may not perfectly align with how your campaign reports define exposure. Treat the organic vs. paid split as directional rather than definitive. It's still significantly more useful than not having the data at all.
Why This Matters Right Now
The timing is good for a few reasons. Prime Day is days away, and both ARP and FSI are the kind of datasets that help you understand what your advertising is actually doing for customer acquisition, not just conversion on a given day. Brands that use this data to inform their post-Prime Day budget decisions will have a better read on whether the event generated customers worth retaining or just a spike in one-time buyers.
More broadly, these datasets move AMC from a tool primarily useful for attribution reporting into something closer to a full customer analytics platform. The data's always been there. The access barrier just got removed. Our Amazon advertising team can help you get the most out of both datasets.
If you want to understand what ARP and FSI can tell you about your specific customer base, or if you've never used AMC before and want to know where to start, schedule a call and we'll walk through what the data looks like for your account.