Amazon Ads: Events API generally available, promotional signals and IP-address matching added to Amazon Marketing Cloud

Amazon Ads published several measurement updates in its API release notes in the second half of October 2026. On October 15, the Events API became generally available for sending real-time or offline conversion events from outside Amazon via server-to-server integration or a CDP, with an unchanged endpoint. Also on October 15, AMC Data Upload added IPv4 and IPv6 addresses (hashed or plaintext) as an identity column, and AMC on AWS Clean Rooms gained direct ID mapping for MAID, LiveRamp RampID, Experian, TransUnion and Samba TV ACR IDs (US identities only) plus IP-address joins. On October 20, the Amazon Retail Purchases dataset in AMC gained 13 promotional signal columns covering deals, point-of-sale discounts and coupons, with two years of history, in the 24 countries where the dataset is available. On October 30, a unified PublisherOwner inventory endpoint for Amazon DSP entered open beta.

Impact

Advertisers can now send off-Amazon conversions to Amazon Ads through a generally available server-side API, improving measurement for brands selling on their own sites. The promotional signals let analysts separate the effect of media from the effect of deals, which is critical for Prime Day, Black Friday and Cyber Monday analysis. Simplified identity resolution in AMC lowers the setup effort for clean-room analyses that combine first-party and Amazon data.

Recommendations

Move Events API integrations from beta assumptions to production monitoring and confirm event match quality
Use the new promotional signal columns in AMC to compare full-price and promoted purchase paths ahead of Black Friday
Review whether IP-address or direct ID mapping can replace more complex identity workflows in AMC on AWS Clean Rooms
Check that hashed IPv6 values follow the RFC 5952 normalization required before upload

Source: Amazon Ads API release notes