AMC Query Templates for Amazon Sellers: Which Analyses to Run First and How to Read Them

Run the templates Amazon already gives you before you write any SQL. Amazon's AMC homepage has no-code templates showing campaign performance and audience insights, low-code templates in a use case library, and a query editor for custom work. Amazon names three starter use cases: finding loyal customers, building remarketing audiences and mapping the path to conversion. This page turns those into a starter list, and says plainly which ones Amazon names and which are our suggestion.

Why is this not ten copy-paste queries?

Because Amazon does not publish a public ranked list of ten, and we will not invent SQL for tables we cannot see from outside your account. The templates live inside AMC, and their names and columns can change. What we can verify is the structure Amazon describes and the use cases it names.

So think of this as ten questions worth asking, where Amazon's template library or the query editor does the work. Access first: if you have not opened AMC, follow the steps in Amazon Marketing Cloud for India sellers. Sponsored Ads advertisers in India can open it from the console at no cost for eligible advertisers.

Which template tier should I start with?

Amazon also says Ads Agent in AMC can help generate custom queries from natural-language requests. If you are not a SQL person, that is the easiest route, but always check what the generated query is actually measuring before you act on it.

What are the ten analyses worth running?

The first three are named by Amazon as use cases. The overlap analysis is taught in Amazon's Ads Academy. The rest are our suggestions for a seller, so check that your account offers a template or the data for each.

1. Path to conversion (Amazon-named). Which sequence of ad exposures came before a purchase? Amazon lists mapping the path to conversion as a use case. Action: if Sponsored Brands often appears before a Sponsored Products purchase, protect its budget.

2. Overlap analysis (Amazon Ads Academy). How many shoppers saw more than one ad type, and what happened to them? Amazon's Academy course covers overlap analysis and path to conversion as the two advanced analyses. Action: if overlap is high, you may be paying twice to reach the same people.

3. Loyal customers (Amazon-named). Who buys more than once, and from which ads did they first come? Amazon lists finding loyal customers as a use case. Action: shift budget toward the entry ad type.

4. Remarketing audience (Amazon-named). A group of shoppers who engaged but did not buy, saved as an audience. Amazon lists building remarketing audiences as a use case. Action: use it in Sponsored Display or as a bid boost. See AMC audiences in sponsored ads.

5. Campaign performance by ad type (our suggestion). Start with the no-code template on the homepage. Action: confirm that one ad type is not eating spend without showing up in purchase paths.

6. New-to-brand share (our suggestion). How much of your sales come from shoppers who are new to you? Check whether a template or the console shows it for your account. Action: if the share is low, add upper-funnel ads. Check Amazon's own definition of new-to-brand in your console before you compare numbers.

7. Time to purchase (our suggestion). How long between first ad exposure and purchase? Action: if the gap is long, a short retargeting window will miss people.

8. Frequency of exposure (our suggestion). How many exposures before a purchase, and after which count does conversion flatten? Action: cap or rotate creative where you can.

9. Product-level paths (our suggestion). Run path to conversion for your top ASIN only. Account-wide numbers hide product differences.

10. Before-and-after a change (our suggestion). Re-run the same query two weeks after any budget or bid change, so the change is judged on the same measure.

How do I read the results?

• Treat everything as aggregated. AMC returns aggregated, anonymous output with built-in aggregation thresholds, and accepts only pseudonymised inputs. You will not see named shoppers.
• Expect empty rows. Thresholds hide small groups. Widen the dates or combine campaigns.
• Compare like with like. Use the same date range and the same products when you compare two runs.
• Look for a decision. Every query should end in one change you can make. If it cannot, the question was too vague.

For judging results on total business impact rather than ACOS alone, see ACOS, TACOS and ROAS.

What does a first-week routine look like?

This is our suggestion, built around the order of difficulty Amazon describes.

1. Day 1. Open AMC and read the no-code templates. Write down one thing that surprises you.
2. Day 2. Run the path-to-conversion analysis for your whole account. Note which ad type appears first and which appears last.
3. Day 3. Run it again for your single best-selling ASIN and compare. Differences between product and account are where decisions come from.
4. Day 4. Run the overlap analysis. Ask whether two of your ad types are chasing the same shoppers.
5. Day 5. Pick one change: a bid, a budget split or one audience. Write the date and the number you expect to move.
6. Two weeks later. Re-run the same query and compare.

Keep a short log of the question, the template or query used, the date range and what you changed. When a colleague or an agency joins later, that log saves weeks.

What if the result looks wrong?

First, check the date range and the filters. Then check whether the query uses the right ASINs. If numbers still look odd, compare against your console report. AMC figures may differ from console reports because AMC aggregates and applies privacy thresholds, so do not expect a perfect match. If something still looks off, ask Amazon Ads support or your Amazon Ads partner.

Amazon says certified AMC providers are listed in the Amazon Ads Partner Directory, in three categories: agencies, software vendors with native integrations, and consultancies.

FAQ

Where do I find AMC query templates? On the AMC homepage and in the use case library. Amazon says the homepage has no-code templates, and the use case library holds low-code templates for people with SQL experience. You open AMC from Measurement & Reporting in the Amazon Ads console.

Do I need to write SQL? Not to begin. No-code templates need none. SQL helps in the query editor for custom questions. Amazon also says Ads Agent in AMC can help generate custom queries from natural-language requests.

Is there a free list of ten official AMC queries? We did not find one on Amazon's public pages. Amazon names use cases such as loyal customers, remarketing audiences and path to conversion, but the templates sit inside AMC. Be wary of anyone selling a query pack as official.

Why does my query return no rows? Often because AMC applies aggregation thresholds to protect shoppers. Widen the date range, remove a filter, or combine campaigns. Amazon does not publish the threshold on its product page.

Can the same queries run on Sponsored Products and DSP? Amazon's announcement lists Sponsored Products, Sponsored Display, Sponsored Brands and Sponsored TV advertisers as eligible, and said DSP advertisers would get access early the following year. Which data each template uses depends on your account.

Does AMC cost anything? Amazon says eligible advertisers can use AMC at no cost. Some add-on data features are paid by subscription, and Amazon does not publish prices for them on its product page.

Where to start

Open the AMC homepage and read the no-code templates before writing anything. If you want help choosing and reading the first analyses, Blooprint's marketplace ads management team in Bengaluru can do it with you.