Amazon Marketing Cloud

Guides

Practical AMC guides: facts, comparisons and FAQs — straight to the point.

Decision

Reporting API, Marketing Stream or AMC?

Which Amazon Ads data product for which job, with a decision table.

Audiences

AMC audience recipes

Seven rule-based audiences with seed SQL, activation path and minimum sizes.

Reference

AMC SQL function reference

The most useful AMC SQL functions with syntax, specifics and an example.

Errors

AMC error messages explained

Rejected queries, NULL rows, 429 and 410: cause and fix according to the Amazon docs.

Reference

AMC tables and fields

Every field of the main AMC tables with type, metric/dimension and aggregation threshold.

SQL

AMC SQL query patterns

Four research-verified AMC SQL query patterns (user overlap, path to conversion, campaign lift, reach & frequency).

Self-service

AMC without DSP

Since 16 September 2025, advertisers running Sponsored Ads get direct self-service access to AMC via the Amazon Ads console.

Pricing

AMC paid features after 2026

Which AMC features became paid and which self-service capabilities remain unchanged.

Comparison

AMC Vendor vs. Seller

Difference between vendor and seller AMC access, including eligibility and data-model differences.

Collection

AMC comparisons

AMC compared with other data products: delineation, table and classification with sources.

Collection

AMC playbooks explained

Amazon's official AMC playbooks summarised with source, tables and classification.

Collection

AMC by industry

Typical AMC analyses and KPIs by industry, with links to matching queries and the Amazon documentation.

Collection

AMC by ad type

Which AMC tables and signals exist for each Amazon ad product and which analyses make sense with them.

Collection

AMC by role

Starting paths through the AMC content by role: PPC manager, analyst, agency, brand and vendor manager.

Collection

Learning AMC: the learning path

A learning path through our AMC content: from the start through SQL and analyses to audiences and the API, in order.

Collection

AMC topics at a glance

Topic hubs that bundle guides, queries, playbooks and tools on one topic, such as measurement and audiences.

Collection

AMC data sources

The AMC paid feature datasets at a glance: content, tables, availability and source from the Amazon documentation.

Collection

AMC integrations

How AMC results reach other tools: export, S3, CSV and what the Amazon documentation says about it.

Collection

AMC around events

AMC analyses before, during and after sales events such as Prime Day, after Amazon's playbook with the limits of its example.

Collection

AMC questions answered

Common questions about Amazon Marketing Cloud, each with a short answer, detail and a source from the Amazon documentation.

Setup

AMC on AWS Clean Rooms: requirements, setup and data rules

AMC on AWS Clean Rooms keeps your first-party data in AWS. Requirements, setup and data rules according to the Amazon docs, with sources.

Getting started

AMC sandbox: test environment with synthetic data, limits and tables

The AMC sandbox offers AMC features with synthetic data for learning and testing. What it can do, where it ends, which tables exist.

Developers

AMC API migration: from the instance-level APIs to the Amazon Ads API

The AMC instance-level APIs have been retired since August 1, 2024. The steps to the Amazon Ads API, the S3 bucket policy and ADU 2.0 per the docs.

Measurement

Time to conversion in AMC: how fast people buy after the ad

How long is it between first ad and purchase? Read time buckets, derive retargeting windows and understand the 14 and 30 day rules of the tables.

Data

Uploading first-party data to AMC: process, hashing and consent signals

Advertiser data upload (ADU 2.0) step by step: file formats, SHA-256 hashing, fact and dimension datasets and the consent requirement for the UK and EEA.

Audiences

Rule-based AMC lookalike audiences via API: seed, reach, refresh

Create lookalike audiences from an AMC seed query: seed size 500 to 500,000, five reach levels, refresh every 7 to 21 days.

Developers

Automating AMC workflows: saved queries, parameters and schedules

From manual query to automated reporting: save workflows, set parameters, choose time windows, create schedules and fetch results from S3.

Measurement

Customer lifetime value with AMC: cost, revenue and 60 months of purchase history

CLTV in AMC: cost and revenue drivers, the one-year window of the playbook and what the ARP dataset with 60 months of history changes.

Measurement

Evaluating Prime Video in AMC: streaming signals and channel subscriptions

Two AMC datasets on Prime Video, PVI and PVCI, compared: what they measure, who can use them and how to join them with advertising data.

Audiences

Audience Segment Insights in AMC: tables, snapshots and query rules

Audience Segment Insights links users to Amazon segments (in-market, lifestyle). Which tables exist and seven rules so queries do not time out.

Measurement

New-to-brand analysis in AMC: definition, fields and typical evaluation

New-to-brand in AMC: who counts as new (12 months without purchase), which fields exist and how to evaluate NTB shares per campaign.

Measurement

Brand halo measurement in AMC: purchases of non-promoted products of the same brand

Brand halo in AMC: fields for purchases and sales of brand products that were not promoted, with click and view variants and an example.

Measurement

Repeat purchase analysis in AMC: repeat buyers per brand with Amazon Retail Purchases

How many buyers purchase more than once? A query using Amazon Retail Purchases that keeps user_id in a CTE only, plus notes on Subscribe and Save.

DSP

DSP supply quality in AMC: comparing sites and supply sources

Which sites and inventory sources deliver in Amazon DSP? Fields such as site, supply_source and view rate, an example query and the limits of the analysis.

Measurement

Measuring off-Amazon conversions: four routes and what lands in AMC

Amazon Ad Tag, Attribution tags, Conversions API and AMC compared: when off-Amazon data becomes visible in AMC and when it does not.

SQL

Writing AMC SQL with AI: provide the schema and check the result

How to have ChatGPT or Claude write AMC SQL: provide the schema, recognise typical missteps and check the result against the Amazon docs.

Learning

Amazon Ads Academy AMC certification: content and preparation

The Amazon Ads Academy beginner certification for AMC: eight courses, 1 h 12 min, learning goals. And which of our pages fit.

Reporting

Amazon Ads benchmarks: peer comparisons in the Ads Console and how they relate to AMC

Amazon's benchmarks reporting has been generally available worldwide since May 2026: eight metrics, who has access and how it differs from AMC.

Checklist

Choosing an AMC-capable agency: question catalogue for advertisers in DACH

Questions to ask an agency before it looks after your AMC instance: access, ownership of queries, data protection, reporting and exit.

Reporting

Preparing AMC results for management: five charts and the message behind them

Five chart types for explaining AMC results to executives, each with the question it answers and the trap involved.

Reference

Amazon Marketing Cloud: timeline of launches and changes 2023 to 2026

Ten documented AMC milestones with date and Amazon source: eligibility, self-service, datasets, lookback, API retirement, free period.

Reference

AMC cheat sheet: thresholds, joins and date functions on one page

One-page reference for AMC-SQL: aggregation thresholds, supported joins, UNION rules, key date functions. Printable, can be saved as PDF.