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What Is the AMC Dashboard and How Do I Use It?

The AMC Dashboard helps you analyze and optimize your Amazon Ads customer journey and attribution across all channels—no advanced knowledge required.

Table of Contents

  1. Overview
  2. Accessing the Function
  3. Step-by-Step Guide
  4. Settings & Options
  5. Limitations & Special Notes
  6. Tips & Best Practices
  7. Typical Issues and Solutions

Overview

The AMC Dashboard is your central hub for data-driven insights into every stage of the Amazon customer journey. Campaigns and various ad channels are analyzed together, allowing you to track every key touchpoint from first interaction to purchase. The performance measurement is based on powerful analytics and machine learning insights. This dashboard is especially helpful if you want to use data to improve your advertising, guide your budget decisions, and optimize your target audience activation.

  • Customer Journey: Visualizes the entire conversion path, including the order of ad contacts, channel impact, typical purchase journeys, and the path length. Conversion paths are categorized (e.g., “DSP only,” “PPC only,” or Multi-Touch).
  • Marketing Funnel: Shows and analyzes the marketing funnel from Awareness to Retention – including sales, ad costs, ROAS, conversions, and traffic metrics for each stage. The funnel starts empty; allocate your own campaigns to fill its stages.
  • Attribution by Ad Type: Compares the effectiveness of formats (Sponsored Products, Brands, Display, DSP, Streaming TV) with attribution models – use Amazon's (linear) or advanced BidX attribution with flexible touchpoint weighting.
  • Geographic & Demographic Data: Analyze performance by region, see heatmaps for market penetration, and get device insights (mobile, desktop, tablet, cross-device).
  • Time to Conversion: Discover optimal campaign durations by analyzing conversion times, daily/weekly patterns, and seasonality.
  • Customer Retention: Identify new and returning customers, analyze loyalty, and segment by cart abandoners, wish-list users, or high-value customers.
  • Touchpoint Groups: Evaluate how many contacts are needed before purchase and when diminishing returns set in.
  • Visualizations: In addition to bar, line, and donut charts, the AMC Dashboard offers special visualizations like Sankey diagrams (for journeys), interactive funnels, heatmaps, and geo-maps.

Accessing the Function

The AMC Dashboard requires special authorization from Amazon. You’ll need an active Amazon Advertising account, an AMC/DSP contract or a BidX subscription, as well as a valid Amazon Entity ID (AMC Account ID). The dashboard is available in these regions:

  • North America: USA, Canada
  • Europe: Germany, UK, France, Spain, Italy
  • Asia Pacific: Japan, Australia (limited)

Step-by-Step Guide

  1. Request AMC Access: Open your Dashboards section and choose AMC Dashboard (Request). The AMC request form opens automatically; you’ll need your company name, Entity ID, and main marketplace.
  2. Locate Your Amazon Entity ID: Log in to the Amazon Ads Console and find your Entity ID in the browser’s address bar (an alphanumeric code starting with “ENTITY”, for example ENTITY1AA1AA11AAA1). Copy only this code.
  3. Submit Your Request: Check your details and click Submit. If successful, you’ll receive a confirmation from us.

Settings & Options

  • Date Range Selection: Choose between last month, previous month, last 3, 6, or 12 months, or any of the last 12 individual months.
  • Data Limitations: AMC data usually appears with a 24–72 hour delay. Complex queries may take up to 7 days. Data is available for up to 12 months back, mostly as daily values.
  • Privacy & Compliance: Only aggregated anonymous data is provided – never personal data. AMC complies with GDPR, using role-based access, tiered data deletion, and audit trails.
  • Within the Customer Journey chart, sometimes only “PPC” (no ad type) is shown, due to summarized or specific datasets.

Limitations & Special Notes

The AMC Dashboard is available only to authorized users and is subject to Amazon’s and BidX’s standard data, compliance, and privacy policies. Not all features or markets may be identical.

Tips & Best Practices

  • Analysis Strategies: Start with the funnel view, then explore detailed conversion paths. Analyze the number of touchpoints and cross-channel performance. For deeper insights, test different attribution models.
  • Actionable Insights: Optimize your campaigns using touchpoint sequences, distribute your budget across funnel stages, and analyze regions and top-performing device types.

Typical Issues and Solutions

  • AMC Dashboard Unavailable: Double-check your Entity ID and account verification at Amazon. If issues persist, contact support.