AMC Reporting, in Amazon Marketing Cloud

See the whole path
to purchase.

Ad reports credit the last click. Amazon Marketing Cloud shows every ad a shopper saw before buying, across sponsored ads, DSP and TV. SellerGeni gives you the analyses ready to run.

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Amazon Ads Advanced Partner · Breakthrough Partner Award winner, India, 2026

STVSaw the brand filmDay 1 · on TV
DSPSaw a display adDay 3 · in an app
SBSaw the brand adDay 6 · in search
SPClicked the product adDay 7 · on Amazon
OrderBoughtNew to brand

Top paths to purchaseOrders · ROAS

DSP→SP

412

5.2x

338

4.4x

SB→SP

246

3.9x

STV→DSP→SP

161

3.1x

SD→SP

2.2x

Channel mixShare of spend

SP 46%SB 18%SD 9%DSP 21%STV 6%

ChannelShareROAS

SP46%4.6x

SB18%2.9x

SD9%1.8x

DSP21%3.4x

Path

Which ads worked together.

See the journeys customers took before they purchased, and where each channel sits in them: opening the journey, in the middle, or closing the sale.

Path to conversion by campaign
Purchase rate and new-to-brand share by position
Converters compared with non-converters

Where DSP sits in the pathBy position

DSP positionPurchase rateNew to brandROAS

Opens the journey1.8%84%4.9x

In the middle1.4%71%4.1x

Closes the sale1.1%52%3.2x

On its own0.2%66%0.9x

Not in the path0.6%58%3.6x

DSP works hardest when it opens the journey and sponsored ads close it.

Attribution

Choose how credit is shared.

Last click is one opinion. Apply first touch, last touch, linear or position based models, with lookback windows up to 28 days.

Four attribution models side by side
Lookback windows up to 28 days
Sponsored ads and DSP in the same analysis

Custom attributionCredit for one purchase, three touches

First touchLast touchLinearPosition based

DSP display

100%

Sponsored Brands

Sponsored Products

DSP display

Sponsored Brands

Sponsored Products

100%

DSP display

33%

Sponsored Brands

33%

Sponsored Products

34%

DSP display

40%

Sponsored Brands

20%

Sponsored Products

40%

Select a model to see how the credit moves.

Overlap

Prove the channels lift each other.

Measure what happens when shoppers see more than one kind of ad: sponsored ads with DSP, display with Streaming TV, or all of them.

2-way, 3-way and 4-way overlap of campaigns
Display and Streaming TV overlap
Incremental reach and timing of exposures

Cross-channel exposurePurchase rate by ads seen

SP only

0.6%

SB + SP

0.9%

DSP only

0.2%

DSP + SP

1.5%

DSP + SB + SP

1.9%

Includes DSPSponsored ads only

Timing

Know how long a decision takes.

Some shoppers buy in minutes, others take a week. See the gap between ad and order for each channel, and set your lookback to match.

Time to conversion by channel
Slow-buyer share by campaign
Reach and impression frequency

Time to conversionShare of orders

<10m

10–60m

1–2h

2–12h

12–24h

1–7d

7d+

Run a template, or write your own.

Start from the use case library and filter by Analytics, Audience, Sponsored Ads or Amazon DSP. When you need something custom, the Query Editor is one tab away.

Template analytics without writing SQL
A Query Editor for custom AMC SQL
New-to-brand customers and gateway ASINs

Query EditorAMC SQL

SELECT campaign, COUNT(DISTINCT user_id) AS reach
FROM dsp_impressions
WHERE campaign SIMILAR TO '%festive%'
GROUP BY campaign

Or skip the SQLTemplate analytics generate insights without writing any codeRun

Why SellerGeni

The answers AMC holds, without the wait.

A use case library

Path, overlap, attribution, reach and new-to-brand analyses, ready to open.

No-code templates

Insights from your advertising signals without SQL.

Query Editor

Custom AMC SQL for the questions templates do not cover.

Inside your ads workspace

Next to the campaigns the analysis is about.

Audiences from the same place

Turn a finding into an audience in the next tab.

Amazon Ads Advanced Partner

Early betas and direct support from Amazon.

Getting started

From question to answer in three steps.

1
Pick a use case
Filter the library by category.
You
2
Run it
Use the template, or edit the SQL.
SellerGeni
3
Act on it
Shift budget, or build an audience from the result.
Ongoing

Works with

Measurement that feeds the next campaign.

AMC AudiencesTurn an analysis into an audience

Amazon DSPAct on path and overlap findings

Connected TVSee the reach and sales TV added

Questions, answered.

What is Amazon Marketing Cloud?

Amazon Marketing Cloud, or AMC, is Amazon’s privacy-safe clean room. It holds event-level signals from your Amazon ads, so you can analyse the full path to purchase across ad types.

How is this different from normal ad reports?

Standard reports judge each campaign on its own, usually by last click. AMC shows how campaigns work together: which paths shoppers took, where audiences overlap and how credit changes under different attribution models.

Do I need to write SQL?

No. Template analytics generate insights without code. A Query Editor is available when you want to write custom AMC SQL.

Which analyses are included?

Path to conversion, custom attribution with four models, sponsored ads and DSP overlap, reach and frequency, time to conversion, new-to-brand customers and gateway ASINs, among others.

What do I need to get started?

An Amazon Marketing Cloud instance linked to your Amazon Ads account. Our team will help you check what is in place.

See what your ads really did.

Walk through AMC reporting in SellerGeni with our team, using your own questions.

Request a demo

See the whole pathto purchase.

Which ads worked together.

Choose how credit is shared.

Prove the channels lift each other.

Know how long a decision takes.

Run a template, or write your own.

The answers AMC holds, without the wait.

A use case library

No-code templates

Query Editor

Inside your ads workspace

Audiences from the same place

Amazon Ads Advanced Partner

From question to answer in three steps.

Pick a use case

Run it

Act on it

Measurement that feeds the next campaign.

Questions, answered.

See what your ads really did.

Running Ads Shouldn’t Feel Like a Gamble

See the whole path
to purchase.