How long can AMC accrue and retain Amazon Ads events?
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Correct answer: 12.5 months.
Why this is the answer
Amazon Marketing Cloud (AMC) can accrue and retain Amazon Ads events for 12.5 months. This extended data retention period allows advertisers to analyze long-term trends, evaluate the effectiveness of campaigns over a full year, and perform more robust attribution modeling across seasonal cycles. Shorter retention periods like 6 months or 90 days would limit the scope of historical analysis, making it difficult to understand customer journeys that span multiple quarters or to compare year-over-year performance accurately. The 12.5-month window provides a comprehensive view necessary for strategic marketing decisions.
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