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. [Watch the walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-amc-monthly-explainer-ace7cb71.mp4) *Prefer to watch? Sixty-three seconds on the cadence, and how it changes the way you read AMC.* ## **AMC is monthly** ![AMC reporting arrives in monthly cohorts](/kb-assets/shot-amc-cards-71cb38.png) 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**](https://kb.trackiq.com/hc/knowledge-base/articles/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**](https://kb.trackiq.com/hc/knowledge-base/articles/whats-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**](https://kb.trackiq.com/hc/knowledge-base/articles/time-to-conversion), [**Path to Purchase**](https://kb.trackiq.com/hc/knowledge-base/articles/path-to-purchase), **Brand Keywords**, [**ASIN Purchase Upsell**](https://kb.trackiq.com/hc/knowledge-base/articles/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**](https://kb.trackiq.com/hc/knowledge-base/articles/sqp-is-weekly-reading-week-cohorts). 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**](https://kb.trackiq.com/hc/knowledge-base/articles/where-your-data-comes-from). ## **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**](https://kb.trackiq.com/hc/knowledge-base/articles/understanding-amazon-marketing-cloud-amc-insights) — the dashboards themselves. - [**What 'New to Brand' Actually Means**](https://kb.trackiq.com/hc/knowledge-base/articles/what-new-to-brand-means) — the definition behind most AMC figures. - [**My Dashboard Is Empty**](https://kb.trackiq.com/hc/knowledge-base/articles/my-dashboard-is-empty) — the general version of this checklist.