An empty AMC dashboard is the most-reported non-problem in TrackIQ. Almost always the answer is Amazon has not delivered yet, and the fix is to wait rather than to check anything.
Worth understanding once, because it also changes how you read AMC when it does arrive.
Prefer to watch? Sixty-three seconds on the cadence, and how it changes the way you read AMC.
AMC is monthly
Amazon Marketing Cloud publishes on a monthly cadence. Not daily, not weekly, and not on demand.
So:
- A new account has no AMC data until Amazon's next monthly delivery.
- The current month is not there. You are always looking at completed months.
- Refreshing changes nothing. There is no sync to trigger.
Every other data source in TrackIQ updates far more often, which is exactly why this one surprises people. Sales are minutes old; AMC is a month behind by design.
Why monthly, and why it matters for reading it
AMC answers questions that need a whole cohort of people observed over time — who was new to your brand, how long they took to buy, which sequence of ads they saw before purchasing.
Those questions cannot be answered from a day. Somebody who saw a display ad on the 2nd and bought on the 20th is one story, and you only have it once both ends exist.
That has a direct consequence for how you use the numbers: each month is a distinct cohort of people, so months are compared, never added. Somebody new in March may buy again in April; summing the two double-counts them.
Work down this list
1. Has Amazon delivered a month yet? On a new AMC connection, no. Wait for the next monthly publication.
2. Is AMC actually connected? It is a separate authorisation from Seller, Advertising and DSP. Having advertising does not give you AMC. Check Settings → Connections — the brand's card lists its connected sources. See How to Connect Your Amazon Accounts.
3. Is AMC on your plan? It starts at PRO. On Starter the section is not available at all, and a missing sidebar item is not the same as an empty screen. See What's Included in Each Plan.
4. Is the date range on a month that exists? Ranges covering only the current month will be empty. Widen to cover completed months.
5. Is the right brand selected? Every screen is scoped to the brand in the top bar.
6. Does your account have enough volume? AMC suppresses results below a minimum threshold to protect shopper privacy. A small brand may genuinely have sparse rows, and no amount of waiting changes that.
That last one is the only case where the answer is not “wait” — and it is a deliberate privacy behaviour rather than a fault.
Which screens this covers
Every AMC dashboard shares the cadence: NTB ASINs, NTB Purchases, Time to Conversion, Path to Purchase, Brand Keywords, ASIN Purchase Upsell.
If one is empty and the others have data, that is not the cadence — check your date range and brand.
Not AMC, but often confused with it
Search Query Performance is weekly, in Sunday-to-Saturday cohorts. Also published by Amazon on its own schedule, also never aggregated across periods, but a different cadence entirely. See SQP Is Weekly.
The two together are the reason “how fresh is my data?” is a per-source question. See Where Your Data Comes From and How Fresh It Is.
What to do while you wait
AMC answers acquisition questions. Until it arrives, the closest available substitutes:
- DSP reporting carries new-to-brand purchases on a 14-day window, without the cohort depth.
- Search Query Performance shows where new demand is, if you are on PRO.
- Sales Performance shows which products grow, though it cannot tell you who bought.
None replaces AMC. They are what you have in the meantime.
Related
- Understanding AMC Cloud — the dashboards themselves.
- What 'New to Brand' Actually Means — the definition behind most AMC figures.
- My Dashboard Is Empty — the general version of this checklist.