Amazon Marketing Cloud tool

Frequency cap calculator

Paste or load the CSV from the optimal frequency analysis query. The tool runs the method from the Amazon playbook: the cap is the last bucket with a positive percent change.

CSV (header row required)

or load a file

Frequency bucket column

Cost column (or impressions as substitute)

Return column (for example purchases)

Paste a CSV to see the calculation.

The calculation runs in your browser. No input is transmitted.

How it calculates

Source: Amazon playbook "Optimal frequency analysis" (retrieved 2026-10-09). Difference = cumulative return share minus cumulative cost share; change = difference minus the difference of the row before; cap = last bucket with a positive change.
The standard export of the query holds no cost. Use a cost column if you have one; otherwise impressions_in_bucket as an approximation (our assessment, not part of the playbook).
The result is guidance for a test, not a substitute for checking in your campaign.