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Author: Kadence Leung<\/span><\/p>\n

Last Update\uff1a2026\/04\/26<\/span><\/p>\n

<\/h2>\n
Amazon Marketing Cloud (AMC) gives advertisers access to privacy-safe, event-level data to analyze audience behavior, measure advertising effectiveness, and build custom audiences. Xnurta's AMC Hub brings these capabilities into a single platform—but first, you need to connect your AMC instance.<\/p>\n
This guide covers everything you need to authorize AMC on Xnurta, including both scenarios: if you already have an AMC instance with admin permission, or if you have an SA store or DSP advertiser authorized on Xnurta and want to create a new AMC instance.<\/p>\n
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Before You Start: Which Scenario Are You In?<\/h2>\n
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\n\n\n\n\n\n\n\n
<\/th>\n Scenario A<\/span><\/th>\n Scenario B<\/span><\/th>\n<\/tr>\n<\/thead>\n
Situation<\/strong><\/span><\/td>\n You have an existing AMC instance and hold admin permission.<\/span><\/td>\n You have an authorized SA store and\/or DSP advertiser on Xnurta, and want to create a new<\/em> AMC instance.<\/span><\/td>\n<\/tr>\n
What You'll Do<\/strong><\/span><\/td>\n Authorize your AMC account to Xnurta, then create a new AMC instance under it.<\/span><\/td>\n Create a new AMC instance using Xnurta's AMC account.<\/span><\/td>\n<\/tr>\n
Key Detail<\/strong><\/span><\/td>\n SA store or DSP authorization on Xnurta is not<\/em> required—AMC-only clients can use this path.<\/span><\/td>\n Your SA store and\/or DSP advertiser must have been authorized to Xnurta for at least 3 days<\/strong> before creating an AMC instance.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n
<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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How to Check If You Have an AMC Account and Admin Permission<\/h2>\n
Before starting, confirm two things: (1) whether you have an AMC account, and (2) whether you hold admin permission on it.<\/p>\n
Step 1 — Check if you have an AMC account<\/h3>\n
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Log into Amazon Ads<\/a>.<\/p>\n<\/li>\n
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In the left menu<\/strong>, click Administration<\/strong> → Account access & settings<\/strong>.<\/p>\n<\/li>\n
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On the right panel, look for a section labeled Amazon Marketing Cloud Accounts<\/strong>.<\/p>\n<\/li>\n<\/ol>\n
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If you do NOT see any Amazon Marketing Cloud account:<\/strong> You don't have an existing AMC account. Skip to Scenario B<\/strong>.<\/p>\n<\/li>\n
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If you DO see an Amazon Marketing Cloud account:<\/strong> Select it and continue to Step 2.<\/p>\n<\/li>\n<\/ul>\n<\/blockquote>\n
<\/p>\n
<\/p>\n
Step 2 — Confirm it is a standalone AMC account (not Sponsored Ads)<\/h3>\n
After selecting the account, check the page header<\/strong>:<\/p>\n
\n\n\n\n\n\n
Account Status<\/strong><\/td>\n What to Look For in the Header<\/strong><\/td>\n Screenshot Reference<\/strong><\/td>\n What This Means \/ Next Steps<\/strong><\/td>\n<\/tr>\n<\/thead>\n
Valid Standalone AMC Account<\/strong><\/span><\/td>\n \n
Top-left:<\/strong>`Measurement & reporting > Amazon Marketing Cloud<\/code><\/p>\n \n`
`Top-right:<\/strong>Account name labeled as Amazon Marketing Cloud<\/code><\/p>\n<\/td>\n`
<\/td>\n \n
Valid.<\/strong> You can use this account.<\/p>\n

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Proceed to Step 3<\/strong> below to check your admin permissions.<\/p>\n<\/td>\n<\/tr>\n
Invalid Self-Created Instance<\/strong><\/span><\/td>\n Top-right:<\/strong>Account name labeled as `Sponsored ads<\/code><\/span><\/td>\n` <\/em><\/span><\/td>\n \n
Invalid.<\/strong> This is a self-created instance accessed through a Sponsored Ads entity and cannot be authorized to Xnurta.<\/p>\n

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You will need to create a new instance — skip to Scenario B<\/strong>.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
<\/p>\n
Step 3 — Check if you have admin permission<\/h3>\n
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On the AMC page, look for Access and settings<\/strong> in the top-right area and click it.<\/p>\n<\/li>\n<\/ol>\n
<\/p>\n
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This takes you to Administration → Account access & settings<\/strong>.<\/p>\n<\/li>\n
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You will see the account name, Account ID, and a Users<\/strong> tab.<\/p>\n<\/li>\n<\/ol>\n
<\/em><\/p>\n
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If you can see the Users tab and the \"Invite users\" button:<\/strong> You have admin permission. Proceed to Scenario A<\/strong>.<\/p>\n<\/li>\n
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If \"Access and settings\" is not visible, or the Users tab and \"Invite users\" button are missing:<\/strong>You do not have admin permission. Either request admin access from your account owner, or proceed to Scenario B<\/strong> to create a new instance.<\/p>\n<\/li>\n<\/ul>\n<\/blockquote>\n
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Requirements<\/h2>\n
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For Scenario A only:<\/strong> You hold admin permission on your AMC instance.<\/p>\n<\/li>\n
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For Scenario B only:<\/strong> Your SA store and\/or DSP advertiser is authorized to Xnurta (see the Amazon Store Authorization<\/em> guide).<\/p>\n<\/li>\n<\/ul>\n
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Important Timing Note (Scenario B):<\/strong> If you just authorized your SA store or DSP advertiser for the first time, you must wait at least 3 days before creating an AMC instance. Amazon requires this processing time before a new advertiser connection can be completed.<\/p>\n<\/blockquote>\n
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Supported Regions and Marketplaces<\/h2>\n
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\n\n\n\n\n\n\n\n
Region<\/span><\/th>\n Countries<\/span><\/th>\n<\/tr>\n<\/thead>\n
North America<\/strong><\/span><\/td>\n United States, Canada, Mexico, Brazil<\/span><\/td>\n<\/tr>\n
Europe & Middle East<\/strong><\/span><\/td>\n United Kingdom, France, Germany, Spain, Italy, Netherlands, Sweden, India, Turkey, Saudi Arabia, UAE<\/span><\/td>\n<\/tr>\n
Asia Pacific<\/strong><\/span><\/td>\n Japan, Australia<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n
<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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Note: One AMC instance can only contain DSP advertisers and SA stores from a single region. You cannot mix regions within one instance.<\/em><\/p>\n<\/blockquote>\n
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4. How to Access AMC Instance Authorization<\/h2>\n
From anywhere in Xnurta, follow this path:<\/p>\n
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Click your username<\/strong> in the upper right corner.<\/p>\n<\/li>\n
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Select Authorization<\/strong> from the dropdown menu.<\/p>\n<\/li>\n
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On the Authorization Management page, select the Amazon<\/strong> tab.<\/p>\n<\/li>\n
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Click the AMC Instance Authorization<\/strong> tab.<\/p>\n<\/li>\n<\/ol>\n
<\/p>\n
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Scenario A — You Have an Existing AMC Account<\/h2>\n
\n
Important:<\/strong> Amazon self-created AMC instances cannot be directly authorized or used in Xnurta. Even if you have an existing AMC account, you will need to create a new AMC instance through Xnurta. <\/p>\n<\/blockquote>\n
Step 1: Authorize your AMC account to Xnurta<\/strong><\/p>\n
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On the AMC Instance Authorization page, click [Manage AMC Instance]<\/strong> → [Create AMC Instance]<\/strong>.<\/p>\n<\/li>\n
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In the popup, select My AMC Account<\/strong>.<\/p>\n<\/li>\n
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If your AMC account has not yet been authorized, click [+ Connect AMC Account]<\/strong> and follow the prompts.<\/p>\n<\/li>\n
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Once authorized, return to the AMC Instance Authorization page.<\/p>\n<\/li>\n<\/ol>\n
<\/p>\n
Step 2: Create a new AMC instance<\/strong><\/p>\n
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Click [Manage AMC Instance]<\/strong> → [Create AMC Instance]<\/strong>.<\/p>\n<\/li>\n
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Select your AMC account from the dropdown.<\/p>\n<\/li>\n
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Enter an Instance Name<\/strong> (required) and an Advertiser Name<\/strong> (optional—used as a nickname). Note: Instance names cannot contain special characters, except spaces.<\/em><\/p>\n<\/li>\n<\/ol>\n
Step 3: Connect your DSP advertisers and SA stores<\/strong><\/p>\n
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Select the region for the AMC instance. The search box will load all DSP advertisers and SA stores in that region that are already authorized to Xnurta.<\/p>\n<\/li>\n
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Check the advertisers and stores you want to connect.<\/p>\n<\/li>\n
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Click Create<\/strong>—a \"Successful\" popup will confirm the instance has been submitted. Note: You can connect up to 10 advertisers at one time. If you need to connect more, wait for the first batch to complete.<\/em><\/p>\n<\/li>\n<\/ol>\n
Step 4: Confirm the instance<\/strong> Check the status in the AMC Instance Authorization list:<\/p>\n
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Instance Creation Status:<\/strong> Shows whether the instance was created successfully.<\/p>\n<\/li>\n
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Advertiser Connection:<\/strong> Shows the progress for linked advertisers (this typically completes within 2 days, depending on Amazon's verification process).<\/p>\n<\/li>\n<\/ul>\n
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Scenario B — You Don't Have an AMC Account<\/h2>\n
In this scenario, you create an AMC instance under Xnurta's AMC account. You do not need your own AMC account. (Reminder: Make sure your SA store and\/or DSP advertiser has been authorized to Xnurta for at least 3 days).<\/em><\/p>\n
Step 1: Start instance creation<\/strong><\/p>\n
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On the AMC Instance Authorization page, click [Manage AMC Instance]<\/strong> → [Create AMC Instance]<\/strong>.<\/p>\n<\/li>\n
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In the popup, select Use Xnurta's AMC Account<\/strong>.<\/p>\n<\/li>\n<\/ol>\n
<\/strong><\/p>\n
Step 2: Name your instance<\/strong><\/p>\n
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Enter an Instance Name<\/strong> (required) and an Advertiser Name<\/strong> (optional). Note: Instance names cannot contain special characters, except spaces.<\/em><\/p>\n<\/li>\n<\/ol>\n
Step 3: Connect your DSP advertisers and SA stores<\/strong><\/p>\n
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Select the region for the AMC instance.<\/p>\n<\/li>\n
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Check the advertisers and stores you want to connect from the populated list.<\/p>\n<\/li>\n
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Click Create<\/strong>. (Maximum 10 advertisers per batch).<\/em><\/p>\n<\/li>\n<\/ol>\n
Step 4: Confirm the instance<\/strong> Your new instance will appear in the AMC Instance Authorization list. Check the Instance Creation Status<\/em> and Advertiser Connection<\/em> columns for progress.<\/p>\n
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After Authorization: Linking Entities<\/h2>\n
Once your AMC instance is authorized, you can link it to your SA stores and DSP advertisers to view data together.<\/p>\n
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In the AMC instance list, click the Link Entity<\/strong> icon to the right of an instance.<\/p>\n<\/li>\n
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Select the DSP advertisers or SA stores you want to link (multiple selections supported).<\/p>\n<\/li>\n
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After linking, use the store selector in the upper right corner to view data for the linked entity.<\/p>\n<\/li>\n<\/ol>\n
Note: Only entities that are already authorized to Xnurta and included in the instance information can be linked. If an entity is associated with multiple AMC instances, you can switch between instances on the AMC model page.<\/em><\/p>\n
<\/p>\n
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Managing Your AMC Instance<\/h2>\n
To access Instance Management, click the instance name in the upper right corner of the AMC Hub homepage. From here you can:<\/p>\n
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Edit Names:<\/strong> Click the \u270f\ufe0f icon to edit the instance or advertiser name.<\/p>\n<\/li>\n
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Manage Advertisers:<\/strong> Click the Adding and Removing Advertisers<\/em> icon. (Changes cannot be made while a previous connection is still in progress).<\/em><\/p>\n<\/li>\n
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Update Instances:<\/strong> If your AMC account has new instances, click Update AMC Instance<\/strong> to sync the latest information.<\/p>\n<\/li>\n
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Delete Account:<\/strong> Click the [AMC Account]<\/strong> button in the upper right corner. Warning: Deleting an account also deletes all AMC instances under it.<\/em><\/p>\n<\/li>\n<\/ul>\n
<\/em><\/p>\n
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FAQ<\/h2>\n
Q: How long does AMC instance setup take?<\/strong><\/h3>\n
A:<\/strong> There are two stages. Instance creation<\/strong> typically takes only a few minutes. Advertiser connection<\/strong> (linking your DSP\/SA stores) can take up to 2 days due to Amazon's verification process. We recommend checking the status a few hours after creation. If the connection is still in progress after 2 days, contact your CSM.<\/p>\n
<\/em><\/p>\n
Q: Why do I need to wait 3 days before creating an AMC instance after a new authorization?<\/strong><\/h3>\n
A:<\/strong> Amazon requires processing time after a new SA store or DSP advertiser is first authorized before it can be connected to an AMC instance. Attempting to connect before this window may result in failure.<\/p>\n
Q: Can I connect DSP advertisers or SA stores that haven't been authorized to Xnurta?<\/strong><\/h3>\n
A:<\/strong> No. You must authorize the entity on Xnurta first, wait at least 3 days, and then create the AMC instance.<\/p>\n
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Billing note:<\/em> Once the AMC instance is created, you may remove the SA store or DSP advertiser authorization from Xnurta if it is not needed for other purposes, as keeping an unauthorized entity connected may result in unintended ad-spend charges.<\/p>\n<\/blockquote>\n
Q: How many advertisers can I connect to one AMC instance at once?<\/strong><\/h3>\n
A:<\/strong> You can submit up to 10 advertisers (DSP and SA combined) at one time. Once the first batch completes, you can add more.<\/p>\n
Q: How far back does historical data go after creating an AMC instance?<\/strong><\/h3>\n
A:<\/strong> AMC provides up to 13 months of historical data. For predefined model auto-queries:<\/p>\n
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Created before the 15th:<\/em> Data from two months ago is queried automatically. Last month's data is queried on the 15th of the current month.<\/p>\n<\/li>\n
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Created after the 15th:<\/em> Last month's data is queried automatically.<\/p>\n<\/li>\n<\/ul>\n
Q: How do I find the EntityID for an SA store?<\/strong><\/h3>\n
A:<\/strong> Log into Amazon Seller Central, select a marketplace, and open the Campaign Manager. The EntityID appears in the browser URL—copy all the numbers after `entityID=<\/code>.<\/p>\n`
Q: How do I find my DSP Advertiser ID?<\/strong><\/h3>\nA:<\/strong> There are two ways:<\/p>\n \n\nIn Campaign Manager, go to the Advertiser subwindow. The number listed under your DSP advertiser is the ID.<\/p>\n<\/li>\n \nOpen an individual DSP advertiser's details page. The number after advertisers\/<\/code> in the URL is the ID.<\/p>\n<\/li>\n<\/ol>\n Q: Why is my AMC data showing as empty?<\/strong><\/h3>\n A:<\/strong> This is typically caused by Amazon's privacy protection policies. If the number of users reached by DSP falls below 100, AMC automatically filters or hides the data. This is an Amazon limitation, not an Xnurta issue.<\/p>","pure_content":"Author: Kadence Leung\nLast Update\uff1a2026\/04\/26\n\u00a0\nAmazon Marketing Cloud (AMC) gives advertisers access to privacy-safe, event-level data to analyze audience behavior, measure advertising effectiveness, and build custom audiences. Xnurta's AMC Hub brings these capabilities into a single platform\u2014but first, you need to connect your AMC instance.\nThis guide covers everything you need to authorize AMC on Xnurta, including both scenarios: if you already have an AMC instance with admin permission, or if you have an SA store or DSP advertiser authorized on Xnurta and want to create a new AMC instance.\n\nBefore You Start: Which Scenario Are You In?\n\n\n\n\n\n\n\n \u00a0\n Scenario A\n Scenario B\n\n\n\n\n Situation\n You have an existing AMC instance and hold admin permission.\n You have an authorized SA store and\/or DSP advertiser on Xnurta, and want to create a new AMC instance.\n\n\n What You'll Do\n Authorize your AMC account to Xnurta, then create a new AMC instance under it.\n Create a new AMC instance using Xnurta's AMC account.\n\n\n Key Detail\n SA store or DSP authorization on Xnurta is not required\u2014AMC-only clients can use this path.\n Your SA store and\/or DSP advertiser must have been authorized to Xnurta for at least 3 days before creating an AMC instance.\n\n\n\n\n\u00a0\n\n\n\n\nHow to Check If You Have an AMC Account and Admin Permission\nBefore starting, confirm two things: (1) whether you have an AMC account, and (2) whether you hold admin permission on it.\nStep 1 \u2014 Check if you have an AMC account\n\n\nLog into Amazon Ads.\n\n\nIn the left menu, click Administration \u2192 Account access & settings.\n\n\nOn the right panel, look for a section labeled Amazon Marketing Cloud Accounts.\n\n\n\n\n\nIf you do NOT see any Amazon Marketing Cloud account: You don't have an existing AMC account. Skip to Scenario B.\n\n\nIf you DO see an Amazon Marketing Cloud account: Select it and continue to Step 2.\n\n\n\n\n\u00a0\nStep 2 \u2014 Confirm it is a standalone AMC account (not Sponsored Ads)\nAfter selecting the account, check the page header:\n\n\n\n Account Status\n What to Look For in the Header\n Screenshot Reference\n What This Means \/ Next Steps\n\n\n\n\n Valid Standalone AMC Account\n Top-left:Measurement & reporting > Amazon Marketing Cloud\n\nTop-right:Account name labeled as Amazon Marketing Cloud\n \n Valid. You can use this account.\n\nProceed to Step 3 below to check your admin permissions.\n\n\n Invalid Self-Created Instance\n Top-right:Account name labeled as Sponsored ads\n \n Invalid. This is a self-created instance accessed through a Sponsored Ads entity and cannot be authorized to Xnurta.\n\nYou will need to create a new instance \u2014 skip to Scenario B.\n\n\n\n\u00a0\nStep 3 \u2014 Check if you have admin permission\n\n\nOn the AMC page, look for Access and settings in the top-right area and click it.\n\n\n\n\n\nThis takes you to Administration \u2192 Account access & settings.\n\n\nYou will see the account name, Account ID, and a Users tab.\n\n\n\n\n\n\nIf you can see the Users tab and the \"Invite users\" button: You have admin permission. Proceed to Scenario A.\n\n\nIf \"Access and settings\" is not visible, or the Users tab and \"Invite users\" button are missing:You do not have admin permission. Either request admin access from your account owner, or proceed to Scenario B to create a new instance.\n\n\n\n\nRequirements\n\n\nFor Scenario A only: You hold admin permission on your AMC instance.\n\n\nFor Scenario B only: Your SA store and\/or DSP advertiser is authorized to Xnurta (see the Amazon Store Authorization guide).\n\n\n\nImportant Timing Note (Scenario B): If you just authorized your SA store or DSP advertiser for the first time, you must wait at least 3 days before creating an AMC instance. Amazon requires this processing time before a new advertiser connection can be completed.\n\n\nSupported Regions and Marketplaces\n\n\n\n\n\n\n\n Region\n Countries\n\n\n\n\n North America\n United States, Canada, Mexico, Brazil\n\n\n Europe & Middle East\n United Kingdom, France, Germany, Spain, Italy, Netherlands, Sweden, India, Turkey, Saudi Arabia, UAE\n\n\n Asia Pacific\n Japan, Australia\n\n\n\n\n\u00a0\n\n\n\n\nNote: One AMC instance can only contain DSP advertisers and SA stores from a single region. You cannot mix regions within one instance.\n\n\n4. How to Access AMC Instance Authorization\nFrom anywhere in Xnurta, follow this path:\n\n\nClick your username in the upper right corner.\n\n\nSelect Authorization from the dropdown menu.\n\n\nOn the Authorization Management page, select the Amazon tab.\n\n\nClick the AMC Instance Authorization tab.\n\n\n\n\nScenario A \u2014 You Have an Existing AMC Account\n\nImportant: Amazon self-created AMC instances cannot be directly authorized or used in Xnurta. Even if you have an existing AMC account, you will need to create a new AMC instance through Xnurta.\u00a0\n\nStep 1: Authorize your AMC account to Xnurta\n\n\nOn the AMC Instance Authorization page, click [Manage AMC Instance] \u2192 [Create AMC Instance].\n\n\nIn the popup, select My AMC Account.\n\n\nIf your AMC account has not yet been authorized, click [+ Connect AMC Account] and follow the prompts.\n\n\nOnce authorized, return to the AMC Instance Authorization page.\n\n\n\nStep 2: Create a new AMC instance\n\n\nClick [Manage AMC Instance] \u2192 [Create AMC Instance].\n\n\nSelect your AMC account from the dropdown.\n\n\nEnter an Instance Name (required) and an Advertiser Name (optional\u2014used as a nickname). Note: Instance names cannot contain special characters, except spaces.\n\n\nStep 3: Connect your DSP advertisers and SA stores\n\n\nSelect the region for the AMC instance. The search box will load all DSP advertisers and SA stores in that region that are already authorized to Xnurta.\n\n\nCheck the advertisers and stores you want to connect.\n\n\nClick Create\u2014a \"Successful\" popup will confirm the instance has been submitted. Note: You can connect up to 10 advertisers at one time. If you need to connect more, wait for the first batch to complete.\n\n\nStep 4: Confirm the instance Check the status in the AMC Instance Authorization list:\n\n\nInstance Creation Status: Shows whether the instance was created successfully.\n\n\nAdvertiser Connection: Shows the progress for linked advertisers (this typically completes within 2 days, depending on Amazon's verification process).\n\n\n\nScenario B \u2014 You Don't Have an AMC Account\nIn this scenario, you create an AMC instance under Xnurta's AMC account. You do not need your own AMC account. (Reminder: Make sure your SA store and\/or DSP advertiser has been authorized to Xnurta for at least 3 days).\nStep 1: Start instance creation\n\n\nOn the AMC Instance Authorization page, click [Manage AMC Instance] \u2192 [Create AMC Instance].\n\n\nIn the popup, select Use Xnurta's AMC Account.\n\n\n\nStep 2: Name your instance\n\n\nEnter an Instance Name (required) and an Advertiser Name (optional). Note: Instance names cannot contain special characters, except spaces.\n\n\nStep 3: Connect your DSP advertisers and SA stores\n\n\nSelect the region for the AMC instance.\n\n\nCheck the advertisers and stores you want to connect from the populated list.\n\n\nClick Create. (Maximum 10 advertisers per batch).\n\n\nStep 4: Confirm the instance Your new instance will appear in the AMC Instance Authorization list. Check the Instance Creation Status and Advertiser Connection columns for progress.\n\nAfter Authorization: Linking Entities\nOnce your AMC instance is authorized, you can link it to your SA stores and DSP advertisers to view data together.\n\n\nIn the AMC instance list, click the Link Entity icon to the right of an instance.\n\n\nSelect the DSP advertisers or SA stores you want to link (multiple selections supported).\n\n\nAfter linking, use the store selector in the upper right corner to view data for the linked entity.\n\n\nNote: Only entities that are already authorized to Xnurta and included in the instance information can be linked. If an entity is associated with multiple AMC instances, you can switch between instances on the AMC model page.\n\u00a0\n\nManaging Your AMC Instance\nTo access Instance Management, click the instance name in the upper right corner of the AMC Hub homepage. From here you can:\n\n\nEdit Names: Click the \u270f\ufe0f icon to edit the instance or advertiser name.\n\n\nManage Advertisers: Click the Adding and Removing Advertisers icon. (Changes cannot be made while a previous connection is still in progress).\n\n\nUpdate Instances: If your AMC account has new instances, click Update AMC Instance to sync the latest information.\n\n\nDelete Account: Click the [AMC Account] button in the upper right corner. Warning: Deleting an account also deletes all AMC instances under it.\n\n\n\n\n\u00a0FAQ\nQ: How long does AMC instance setup take?\nA: There are two stages. Instance creation typically takes only a few minutes. Advertiser connection (linking your DSP\/SA stores) can take up to 2 days due to Amazon's verification process. We recommend checking the status a few hours after creation. If the connection is still in progress after 2 days, contact your CSM.\n\nQ: Why do I need to wait 3 days before creating an AMC instance after a new authorization?\nA: Amazon requires processing time after a new SA store or DSP advertiser is first authorized before it can be connected to an AMC instance. Attempting to connect before this window may result in failure.\nQ: Can I connect DSP advertisers or SA stores that haven't been authorized to Xnurta?\nA: No. You must authorize the entity on Xnurta first, wait at least 3 days, and then create the AMC instance.\n\n\u00a0Billing note: Once the AMC instance is created, you may remove the SA store or DSP advertiser authorization from Xnurta if it is not needed for other purposes, as keeping an unauthorized entity connected may result in unintended ad-spend charges.\n\nQ: How many advertisers can I connect to one AMC instance at once?\nA: You can submit up to 10 advertisers (DSP and SA combined) at one time. Once the first batch completes, you can add more.\nQ: How far back does historical data go after creating an AMC instance?\n\u00a0A: AMC provides up to 13 months of historical data. For predefined model auto-queries:\n\n\nCreated before the 15th: Data from two months ago is queried automatically. Last month's data is queried on the 15th of the current month.\n\n\nCreated after the 15th: Last month's data is queried automatically.\n\n\nQ: How do I find the EntityID for an SA store?\n\u00a0A: Log into Amazon Seller Central, select a marketplace, and open the Campaign Manager. The EntityID appears in the browser URL\u2014copy all the numbers after entityID=.\nQ: How do I find my DSP Advertiser ID?\nA: There are two ways:\n\n\nIn Campaign Manager, go to the Advertiser subwindow. The number listed under your DSP advertiser is the ID.\n\n\nOpen an individual DSP advertiser's details page. The number after advertisers\/ in the URL is the ID.\n\n\nQ: Why is my AMC data showing as empty?\n\u00a0A: This is typically caused by Amazon's privacy protection policies. If the number of users reached by DSP falls below 100, AMC automatically filters or hides the data. This is an Amazon limitation, not an Xnurta issue.","is_draft":"0","editor_type":"3","file_path":"","add_time":"1718359546","update_time":"1777243409"},"pure_content":"Author: Kadence Leung\nLast Update\uff1a2026\/04\/26\n\u00a0\nAmazon Marketing Cloud (AMC) gives advertisers access to privacy-safe, event-level data to analyze audience behavior, measure advertising effectiveness,"},{"id":"110682","string_id":"Ou7rbm","status":"1","parent_id":"110585","slug":"AMC-Model-Gallery","order":"6","name":"AMC Model Gallery","type":"2","cover":"","cover_alt":"","desc":null,"website":"","contact":"","seo_title":"","seo_keyword":"","seo_desc":"","share_switch":"0","share_code":"","author":"","published_time":"1720689231","add_time":"1718363455","update_time":"1778087988","corp_auth_id":"0","verify_code_auth_id":"0","editor_type":"3","file_type":"","auth_id":"[\"-1\"]","content":{"content_id":"110682","content":" Author: Kadence Leung <\/span><\/p>\n Last Update\uff1a2026\/04\/12<\/span><\/p>\n <\/p>\n Introduction<\/strong><\/h2>\nAmazon Marketing Cloud (AMC) unlocks the \"black box\" of your Amazon business. Traditionally, advertisers have to look at data in silos—Sponsored Ads in one console, DSP in another. AMC breaks down those walls, aggregating your data to give you a unified, user-level view of the true shopper journey.<\/p>\n Getting these insights used to require a team of data scientists writing complex SQL. The Xnurta AMC Hub removes that bottleneck. Built by SparkX (winner of the Amazon Tech Innovation Award in 2023 and 2024), our platform turns AMC’s raw data into an intuitive, click-and-play UI. We handle the heavy technical lifting so you can focus on strategy and revenue.<\/p>\n The Value of AMC<\/strong><\/h2>\nOur platform lets you step ahead of the competition by unlocking capabilities you simply won't find in standard ad consoles:<\/p>\n \n\nTrack the Complete Journey:<\/strong> Stop guessing which ads drive sales. See exactly how customers interact with your brand across every touchpoint before buying.<\/p>\n<\/li>\n \nHyper-Granular Targeting:<\/strong> Build specific audiences based on exact event times and shopping behaviors, so you reach the right person at the right moment.<\/p>\n<\/li>\n \nConnect First-Party Data:<\/strong> Securely upload your brand’s off-Amazon data (like Shopify sales or email lists) and combine it with Amazon’s data for a 360-degree view.<\/p>\n<\/li>\n \nUnlock Premium Insights:<\/strong> Tap into advanced subscriptions like Amazon Retail Purchases to analyze long-term loyalty beyond the standard 365-day window, or use Brand Store Insights (BSI) to see how shoppers navigate your storefront.<\/p>\n<\/li>\n<\/ul>\n <\/p>\n When to Use the AMC<\/strong><\/h2>\nStandard reporting is fine for day-to-day checks, but it falls short when you need to answer complex questions from clients or leadership. The AMC Hub acts as your single source of truth. Pull these reports when you need to:<\/p>\n \n\nReport on Cross-Channel Impact:<\/strong> Explain how DSP, Sponsored Ads, and organic touchpoints work together to drive a single sale, rather than relying on basic reports that double-count conversions.<\/p>\n<\/li>\n \nPresent Advanced Metrics:<\/strong> Report on complex, long-term business goals like Customer Lifetime Value (CLV), Path to Conversion, and Multi-Touch Attribution.<\/p>\n<\/li>\n \nAnalyze Long-Term Trends:<\/strong> Look back up to 5 years (via Retail Purchases) to report on historical shopper loyalty and purchase patterns.<\/p>\n<\/li>\n \nSkip the Data Queue:<\/strong> Get SQL-level insights instantly, without waiting for your data engineering or science teams to run the queries.<\/p>\n<\/li>\n \nMerge First-Party Data:<\/strong> Securely mix your direct-to-consumer sales or subscriber lists with Amazon’s ecosystem for a complete market view.<\/p>\n<\/li>\n<\/ul>\n <\/p>\n How Xnurta AMC Models Answer Key Business Questions<\/strong><\/h2>\nTo help you navigate the Model Gallery, we’ve grouped our pre-built templates by the strategic questions they answer.<\/p>\n 1. How do shoppers actually navigate from first ad to final purchase?<\/h3>\nWhy it's important:<\/strong> The path to purchase is rarely a straight line. This category helps you visualize the exact sequence of touchpoints, identify where buyers drop off, and understand the consideration period so you can build a seamless funnel.<\/span><\/p>\n <\/p>\n <\/p>\n \n\n\n\n\n\n\n\nModel Name<\/strong><\/p>\n<\/td>\n \nKey Business Question<\/strong><\/p>\n<\/td>\n \nHow This Model Helps (The Value)<\/strong><\/p>\n<\/td>\n<\/tr>\n<\/thead>\n \nPath to Conversion<\/strong><\/a><\/p>\n<\/td>\n \nWhich exact ad sequences are driving my highest sales and subscriptions?<\/p>\n<\/td>\n \nShows you which campaigns act as the hook, bridge, or closer so you can replicate winning paths.<\/span><\/p>\n<\/td>\n<\/tr>\n \nMarketing Funnel Analysis<\/strong><\/a><\/p>\n<\/td>\n \nWhere are my shoppers dropping off, and how can I fix my funnel to boost conversions?<\/p>\n<\/td>\n \nPinpoints the exact leaks in your funnel. Instantly see where to reallocate spend to improve detail page views and conversion rates.<\/span><\/p>\n<\/td>\n<\/tr>\n \nTime to Conversion<\/strong><\/a><\/p>\n<\/td>\n \nHow long is the true consideration phase for my products before a shopper buys or subscribes?<\/p>\n<\/td>\n \nUncovers the timeline between first touch and purchase, helping you set accurate retargeting windows and realistic KPIs.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n <\/p>\n <\/p>\n 2. Where should I allocate my advertising budget to achieve my specific goals?<\/h3>\nWhy it's important:<\/strong> Standard reporting relies heavily on biased last-click attribution. This category helps you analyze performance from multiple angles to see the true synergy of your media mix.<\/span><\/p>\n <\/p>\n \n\n\n\n\n\n\n\nModel Name<\/strong><\/p>\n<\/td>\n \nKey Business Question<\/strong><\/p>\n<\/td>\n \nHow This Model Helps (The Value)<\/strong><\/p>\n<\/td>\n<\/tr>\n<\/thead>\n \nOverlap Analysis<\/strong><\/a><\/p>\n<\/td>\n \nWhich ad combinations effectively re-engage shoppers?<\/p>\n<\/td>\n \nValidates how overlapping campaigns work together, proving whether your combined exposures actually maximize performance.<\/p>\n<\/td>\n<\/tr>\n \nMulti-Touch Attribution<\/strong><\/a><\/p>\n<\/td>\n \nHow do I measure success beyond Amazon's default \"last-click\" bias?<\/span><\/p>\n<\/td>\n \nLets you compare advanced attribution models (Markov chain, Shapley, Linear) to uncover the hidden value of upper-funnel ads.<\/p>\n<\/td>\n<\/tr>\n \nUnique Reach<\/strong><\/a><\/p>\n<\/td>\n \nAm I paying to hit the same users repeatedly, or driving new unique visitors<\/p>\n<\/td>\n \nReveals your true Unique Visitor (UV) trends so you can see if you are successfully expanding your audience.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n <\/p>\n 3. <\/strong>Who are my most valuable customers, and how do I acquire them?<\/strong><\/h3>\nWhy it's important:<\/strong> Sustainable growth requires long-term retention. This category shifts your focus from one-off sales to profitability, helping you calculate lifetime value and uncover new audience segments.<\/p>\n <\/p>\n \n\n\n\n\n\n\n\nModel Name<\/strong><\/p>\n<\/td>\n \nKey Business Question<\/strong><\/p>\n<\/td>\n \nHow This Model Helps (The Value)<\/strong><\/p>\n<\/td>\n<\/tr>\n<\/thead>\n \nCustomer Lifetime Value<\/strong><\/a><\/p>\n<\/td>\n \nIs it worth paying a higher acquisition cost (CAC) today to win this customer for the long term?<\/p>\n<\/td>\n \nCompares your Cost of Acquisition (CAC) directly against Lifetime Value (LTV) to justify your bids and set dynamic monthly KPIs.<\/p>\n<\/td>\n<\/tr>\n \nNew-to-Brand Analysis<\/strong><\/a><\/p>\n<\/td>\n \nWhich ASINs are best for acquiring new shoppers vs. driving repeat purchases?<\/p>\n<\/td>\n \nUncovers which products act as acquisition engines and which ones are best for maximizing LTV.<\/span><\/p>\n<\/td>\n<\/tr>\n \nAudience Labels<\/strong><\/a><\/p>\n<\/td>\n \nWhich untapped audience segments are driving engagement?<\/p>\n<\/td>\n \nAnalyzes all shopper segments (targeted or not) to discover hidden demographics that drive high engagement.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n <\/p>\n 4. How can I optimize my specific products, keywords, and geographic targeting?<\/h3>\nWhy it's important:<\/strong> To scale effectively, you have to optimize at the granular level. This category uncovers hidden behavioral patterns down to the exact product, search term, or region.<\/span><\/p>\n <\/p>\n \n\n\n\n\n\n\n\n\nModel Name<\/strong><\/p>\n<\/td>\n \nKey Business Question<\/strong><\/p>\n<\/td>\n \nHow This Model Helps (The Value)<\/strong><\/p>\n<\/td>\n<\/tr>\n<\/thead>\n \nCross-Product Association<\/strong><\/a><\/p>\n<\/td>\n \nHow do my products interact, and what should I bundle?<\/p>\n<\/td>\n \nReveals exact shopping behaviors so you can build highly profitable cross-selling and retargeting strategies.<\/p>\n<\/td>\n<\/tr>\n \nSearch Term Analysis<\/strong><\/a><\/p>\n<\/td>\n \nWhat are my shoppers searching for as they explore my category?<\/p>\n<\/td>\n \nReveals the exact chain of terms shoppers use during the consideration phase, allowing you to refine your bidding based on real intent.<\/p>\n<\/td>\n<\/tr>\n \nSubscribe & Save Analysis<\/strong><\/p>\n<\/td>\n \nAre my SnS customers staying loyal, or canceling?<\/p>\n<\/td>\n \nUnlocks the full lifecycle, tracking delivery orders and long-term retention rates that standard ad consoles can't see.<\/p>\n<\/td>\n<\/tr>\n \nGeographic Analysis<\/strong><\/a><\/p>\n<\/td>\n \nWhich specific cities and regions drive the best ROI?<\/p>\n<\/td>\n \nVisualizes performance by exact location, allowing you to aggressively GEO-target on DSP or leverage localized search placements.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n <\/p>\n <\/p>\n Managing Your Generated AMC Models<\/strong><\/h2>\nBeneath the Model Gallery is the Model Management dashboard. While the top gallery is where you create<\/em> models, this bottom section is where you track and manage<\/em> your requested data.<\/p>\n 1. My AMC Models (Custom Models)<\/strong><\/h4>\nThis tab is your personal repository for the custom models you've generated. It tracks their status (Completed, Pending, or Failed) and categorizes them by execution type:<\/p>\n \nInstant Models:<\/strong> One-time data runs generated for a specific question.<\/li>\n Loop Models:<\/strong> Recurring data runs that generate automatically on a set schedule.<\/li>\n<\/ul>\nAvailable Actions:<\/strong><\/p>\n \nManage Recurring Runs:<\/strong> Cancel active \"Loop\" requests if you no longer need that report.<\/li>\n Favorite:<\/strong> Click the star icon to pin high-priority models.<\/li>\n Delete:<\/strong> Remove outdated or failed models to keep your dashboard clean.<\/li>\n<\/ul>\n<\/p>\n 2. Prebuilt Model Management<\/strong><\/h4>\nTo ensure you always have access to baseline analytics, the Xnurta AMC Hub automatically generates standard versions of our core models once a month. This tab lets you oversee those automated runs.<\/p>\n Manual Data Refresh:<\/strong> If you need to force a data refresh—like needing the absolute latest data for an urgent client presentation—simply delete the current prebuilt model and click to regenerate it. This instantly pulls the freshest data into your dashboard.<\/p>\n <\/p>\n <\/iframe><\/p>\n<p class=\"MsoNormal\"> <\/p>\n<p class=\"MsoNormal\"> <\/p>\n<p class=\"MsoNormal\"> <\/p>\n<p> <\/p>\n<p> <\/p>\n<p> <\/p>\n<p> <\/p>","pure_content":"Author: Kadence Leung\u00a0\nLast Update\uff1a2026\/04\/12\n\u00a0\nIntroduction\nAmazon Marketing Cloud (AMC) unlocks the \"black box\" of your Amazon business. Traditionally, advertisers have to look at data in silos\u2014Sponsored Ads in one console, DSP in another. AMC breaks down those walls, aggregating your data to give you a unified, user-level view of the true shopper journey.\nGetting these insights used to require a team of data scientists writing complex SQL. The Xnurta AMC Hub removes that bottleneck. Built by SparkX (winner of the Amazon Tech Innovation Award in 2023 and 2024), our platform turns AMC\u2019s raw data into an intuitive, click-and-play UI. We handle the heavy technical lifting so you can focus on strategy and revenue.\nThe Value of AMC\nOur platform lets you step ahead of the competition by unlocking capabilities you simply won't find in standard ad consoles:\n\n\nTrack the Complete Journey: Stop guessing which ads drive sales. See exactly how customers interact with your brand across every touchpoint before buying.\n\n\nHyper-Granular Targeting: Build specific audiences based on exact event times and shopping behaviors, so you reach the right person at the right moment.\n\n\nConnect First-Party Data: Securely upload your brand\u2019s off-Amazon data (like Shopify sales or email lists) and combine it with Amazon\u2019s data for a 360-degree view.\n\n\nUnlock Premium Insights: Tap into advanced subscriptions like Amazon Retail Purchases to analyze long-term loyalty beyond the standard 365-day window, or use Brand Store Insights (BSI) to see how shoppers navigate your storefront.\n\n\n\u00a0\nWhen to Use the AMC\nStandard reporting is fine for day-to-day checks, but it falls short when you need to answer complex questions from clients or leadership. The AMC Hub acts as your single source of truth. Pull these reports when you need to:\n\n\nReport on Cross-Channel Impact: Explain how DSP, Sponsored Ads, and organic touchpoints work together to drive a single sale, rather than relying on basic reports that double-count conversions.\n\n\nPresent Advanced Metrics: Report on complex, long-term business goals like Customer Lifetime Value (CLV), Path to Conversion, and Multi-Touch Attribution.\n\n\nAnalyze Long-Term Trends: Look back up to 5 years (via Retail Purchases) to report on historical shopper loyalty and purchase patterns.\n\n\nSkip the Data Queue: Get SQL-level insights instantly, without waiting for your data engineering or science teams to run the queries.\n\n\nMerge First-Party Data: Securely mix your direct-to-consumer sales or subscriber lists with Amazon\u2019s ecosystem for a complete market view.\n\n\n\u00a0\nHow Xnurta AMC Models Answer Key Business Questions\nTo help you navigate the Model Gallery, we\u2019ve grouped our pre-built templates by the strategic questions they answer.\n1.\u00a0\u00a0\u00a0\u00a0 How do shoppers actually navigate from first ad to final purchase?\nWhy it's important: The path to purchase is rarely a straight line. This category helps you visualize the exact sequence of touchpoints, identify where buyers drop off, and understand the consideration period so you can build a seamless funnel.\n\u00a0\n\u00a0\n\n\n\n Model Name\n Key Business Question\n How This Model Helps (The Value)\n\n\n\n\n Path to Conversion\n Which exact ad sequences are driving my highest sales and subscriptions?\n Shows you which campaigns act as the hook, bridge, or closer so you can replicate winning paths.\n\n\n Marketing Funnel Analysis\n Where are my shoppers dropping off, and how can I fix my funnel to boost conversions?\n Pinpoints the exact leaks in your funnel. Instantly see where to reallocate spend to improve detail page views and conversion rates.\n\n\n Time to Conversion\n How long is the true consideration phase for my products before a shopper buys or subscribes?\n Uncovers the timeline between first touch and purchase, helping you set accurate retargeting windows and realistic KPIs.\n\n\n\n\u00a0\n\u00a0\n2.\u00a0\u00a0\u00a0\u00a0 Where should I allocate my advertising budget to achieve my specific goals?\nWhy it's important: Standard reporting relies heavily on biased last-click attribution. This category helps you analyze performance from multiple angles to see the true synergy of your media mix.\n\u00a0\n\n\n\n Model Name\n Key Business Question\n How This Model Helps (The Value)\n\n\n\n\n Overlap Analysis\n Which ad combinations effectively re-engage shoppers?\n Validates how overlapping campaigns work together, proving whether your combined exposures actually maximize performance.\n\n\n Multi-Touch Attribution\n How do I measure success beyond Amazon's default \"last-click\" bias?\n Lets you compare advanced attribution models (Markov chain, Shapley, Linear) to uncover the hidden value of upper-funnel ads.\n\n\n Unique Reach\n Am I paying to hit the same users repeatedly, or driving new unique visitors\n Reveals your true Unique Visitor (UV) trends so you can see if you are successfully expanding your audience.\n\n\n\n\u00a0\n3.\u00a0\u00a0\u00a0 Who are my most valuable customers, and how do I acquire them?\nWhy it's important: Sustainable growth requires long-term retention. This category shifts your focus from one-off sales to profitability, helping you calculate lifetime value and uncover new audience segments.\n\u00a0\n\n\n\n Model Name\n Key Business Question\n How This Model Helps (The Value)\n\n\n\n\n Customer Lifetime Value\n Is it worth paying a higher acquisition cost (CAC) today to win this customer for the long term?\n Compares your Cost of Acquisition (CAC) directly against Lifetime Value (LTV) to justify your bids and set dynamic monthly KPIs.\n\n\n New-to-Brand Analysis\n Which ASINs are best for acquiring new shoppers vs. driving repeat purchases?\n Uncovers which products act as acquisition engines and which ones are best for maximizing LTV.\n\n\n Audience Labels\n Which untapped audience segments are driving engagement?\n Analyzes all shopper segments (targeted or not) to discover hidden demographics that drive high engagement.\n\n\n\n\u00a0\n4.\u00a0\u00a0\u00a0\u00a0 How can I optimize my specific products, keywords, and geographic targeting?\nWhy it's important: To scale effectively, you have to optimize at the granular level. This category uncovers hidden behavioral patterns down to the exact product, search term, or region.\n\u00a0\n\n\n\n Model Name\n Key Business Question\n How This Model Helps (The Value)\n\n\n\n\n Cross-Product Association\n How do my products interact, and what should I bundle?\n Reveals exact shopping behaviors so you can build highly profitable cross-selling and retargeting strategies.\n\n\n Search Term Analysis\n What are my shoppers searching for as they explore my category?\n Reveals the exact chain of terms shoppers use during the consideration phase, allowing you to refine your bidding based on real intent.\n\n\n Subscribe & Save Analysis\n Are my SnS customers staying loyal, or canceling?\n Unlocks the full lifecycle, tracking delivery orders and long-term retention rates that standard ad consoles can't see.\n\n\n Geographic Analysis\n Which specific cities and regions drive the best ROI?\n Visualizes performance by exact location, allowing you to aggressively GEO-target on DSP or leverage localized search placements.\n\n\n\n\u00a0\n\u00a0\nManaging Your Generated AMC Models\nBeneath the Model Gallery is the Model Management dashboard. While the top gallery is where you create models, this bottom section is where you track and manage your requested data.\n1. My AMC Models (Custom Models)\nThis tab is your personal repository for the custom models you've generated. It tracks their status (Completed, Pending, or Failed) and categorizes them by execution type:\n\nInstant Models: One-time data runs generated for a specific question.\nLoop Models: Recurring data runs that generate automatically on a set schedule.\n\nAvailable Actions:\n\nManage Recurring Runs: Cancel active \"Loop\" requests if you no longer need that report.\nFavorite: Click the star icon to pin high-priority models.\nDelete: Remove outdated or failed models to keep your dashboard clean.\n\n\n2. Prebuilt Model Management\nTo ensure you always have access to baseline analytics, the Xnurta AMC Hub automatically generates standard versions of our core models once a month. This tab lets you oversee those automated runs.\nManual Data Refresh: If you need to force a data refresh\u2014like needing the absolute latest data for an urgent client presentation\u2014simply delete the current prebuilt model and click to regenerate it. This instantly pulls the freshest data into your dashboard.\n\n\n\u00a0\n\u00a0\n\u00a0\n\u00a0\n\u00a0\n\u00a0\n\u00a0","is_draft":"0","editor_type":"3","file_path":"","add_time":"1718363455","update_time":"1778087986"},"pure_content":"Author: Kadence Leung\u00a0\nLast Update\uff1a2026\/04\/12\n\u00a0\nIntroduction\nAmazon Marketing Cloud (AMC) unlocks the \"black box\" of your Amazon business. Traditionally, advertisers have to look at data in silos\u2014Spon"},{"id":"722262","string_id":"fPHxtSGC","status":"1","parent_id":"110585","slug":"AMC-Audience-Hub","order":"5","name":"AMC Audience Hub","type":"2","cover":"","cover_alt":"","desc":null,"website":"","contact":"","seo_title":"","seo_keyword":"","seo_desc":"","share_switch":"0","share_code":"","author":"Freya","published_time":"1770766362","add_time":"1770764239","update_time":"1779120603","corp_auth_id":"0","verify_code_auth_id":"0","editor_type":"3","file_type":"","auth_id":"[\"-1\"]","content":{"content_id":"722262","content":"<p><span style=\"font-size: 12pt;\">Author: Kadence Leung <\/span><\/p>\n<p><span style=\"font-size: 12pt;\">Last Update\uff1a2026\/02\/18<\/span><\/p>\n<p> <\/p>\n<h2 class=\"MsoNormal\"><strong>Introduction<\/strong><\/h2>\n<p>AMC Audience Hub is a centralized workspace that helps advertisers<span class=\"apple-converted-space\"> <\/span><strong data-start=\"196\" data-end=\"268\">create and manage Amazon Marketing Cloud (AMC) audiences efficiently<\/strong>.<\/p>\n<p data-start=\"271\" data-end=\"298\">With Audience Hub, you can:<\/p>\n<p data-start=\"301\" data-end=\"382\">·       Build audiences using<span class=\"apple-converted-space\"> <\/span><strong data-start=\"323\" data-end=\"351\">pre-configured templates<\/strong><span class=\"apple-converted-space\"> <\/span>for common marketing scenarios<\/p>\n<p data-start=\"385\" data-end=\"452\">·       Create<span class=\"apple-converted-space\"> <\/span><strong data-start=\"392\" data-end=\"440\">custom audiences without writing SQP queries<\/strong>, including:<\/p>\n<p data-start=\"457\" data-end=\"491\">o   Advertising conversion audiences<\/p>\n<p data-start=\"496\" data-end=\"558\">o   AMC subscription-based audiences such as<span class=\"apple-converted-space\"> <\/span><strong data-start=\"537\" data-end=\"558\">FSI, ASI, and BSI<\/strong><\/p>\n<p data-start=\"561\" data-end=\"643\">·       Create and manage audiences for<span class=\"apple-converted-space\"> <\/span><strong data-start=\"593\" data-end=\"630\">both Sponsored Ads and Amazon DSP<\/strong><span class=\"apple-converted-space\"> <\/span>in one place<\/p>\n<p class=\"MsoNormal\">Audience Hub is designed to reduce AMC complexity while still supporting advanced audience strategies.<\/p>\n<div class=\"MsoNormal\" align=\"center\"><hr align=\"center\" size=\"0\" width=\"100%\"><\/div>\n<h2 class=\"MsoNormal\"><strong>Who Needs Audience Hub<\/strong><\/h2>\n<p class=\"MsoNormal\">Audience Hub is built for teams that want to use AMC audiences without friction or coding knowledge, whether you are just getting started with AMC or running advanced full-funnel strategies.<\/p>\n<p class=\"MsoNormal\">This is useful for you if you:<\/p>\n<ul type=\"disc\">\n<li class=\"MsoNormal\">Don’t have deep AMC or audience-building expertise<\/li>\n<li class=\"MsoNormal\">Don’t have a dedicated data team to write or maintain AMC queries<\/li>\n<li class=\"MsoNormal\">Want to build audiences beyond Amazon’s default segments (such as in-market or standard remarketing)<\/li>\n<li class=\"MsoNormal\">Need more precise, behavior-based audiences, for example:<\/li>\n<ul type=\"circle\">\n<li class=\"MsoNormal\">Shoppers who purchased your brand in the last 5 years<\/li>\n<li class=\"MsoNormal\">Users who clicked your ads more than 3 times within a month<\/li>\n<li class=\"MsoNormal\">High-intent shoppers based on combined view, click, and purchase behavior<\/li>\n<\/ul>\n<\/ul>\n<p class=\"MsoNormal\">Audience Hub enables you to create these audiences visually and efficiently, without writing queries, while still leveraging the full power of AMC data.<\/p>\n<div class=\"MsoNormal\" align=\"center\"><hr align=\"center\" size=\"0\" width=\"100%\"><\/div>\n<h2 class=\"MsoNormal\"><strong>How to Use Audience Hub<\/strong><\/h2>\n<p>Through Audience Hub, you can choose from<span class=\"apple-converted-space\"> <\/span><strong data-start=\"308\" data-end=\"344\">15+ pre-built audience templates<\/strong>, grouped by different<span class=\"apple-converted-space\"> <\/span><strong data-start=\"367\" data-end=\"386\">marketing goals<\/strong>, to quickly create audiences that align with your campaign objectives.<\/p>\n<p data-start=\"459\" data-end=\"584\">Each template category is designed to support a specific stage of the Amazon marketing funnel, from acquisition to retention.<\/p>\n<p data-start=\"459\" data-end=\"584\"> <\/p>\n<h4 class=\"MsoNormal\"><strong>Step 1: <\/strong>Choose an Audience Template<\/h4>\n<p>From the<span class=\"apple-converted-space\"> <\/span><strong data-start=\"423\" data-end=\"449\">Audience Hub main page<\/strong>, you can:<\/p>\n<p data-start=\"462\" data-end=\"525\">·       Select an audience template directly to get started quickly, or<\/p>\n<p data-start=\"528\" data-end=\"585\">·       Click<span class=\"apple-converted-space\"> <\/span><strong data-start=\"534\" data-end=\"548\">Go to View<\/strong><span class=\"apple-converted-space\"> <\/span>to explore the full template library<\/p>\n<p data-start=\"587\" data-end=\"737\">In the template library, all templates are grouped by<span class=\"apple-converted-space\"> <\/span><strong data-start=\"641\" data-end=\"659\">marketing goal<\/strong>, helping you quickly identify the right audience for your campaign objective.<\/p>\n<p class=\"MsoNormal\"><strong> <\/strong><\/p>\n<p class=\"MsoNormal\"><strong><img src=\"https:\/\/resource-wangsu.helplook.net\/docker_production\/nd452y\/article\/fPHxtSGC\/698bbbc44b38b.png\" alt=\"A screenshot of a computer\n\nAI-generated content may be incorrect.\" width=\"571\" height=\"305\"><\/strong><\/p>\n<p class=\"MsoNormal\"> <\/p>\n<h4 class=\"MsoNormal\"><strong>Step 2: Select a Template Based on Your Marketing Goal<\/strong><\/h4>\n<p class=\"MsoNormal\">Audience templates are categorized into four main marketing goals:<\/p>\n<p class=\"MsoNormal\"> <\/p>\n<table style=\"border-collapse: collapse; width: 117.777778%; height: 1154.6875px;\" border=\"1\"><colgroup><col style=\"width: 33.301887%;\"><col style=\"width: 43.773585%;\"><col style=\"width: 22.830189%;\"><\/colgroup>\n<tbody>\n<tr style=\"height: 22px;\">\n<td style=\"text-align: center; height: 22px;\">Marketing Goal <\/td>\n<td style=\"text-align: center; height: 22px;\">Use Case <\/td>\n<td style=\"text-align: center; height: 22px;\">KPI <\/td>\n<\/tr>\n<tr style=\"height: 279.171875px;\">\n<td style=\"height: 279.171875px;\">\n<p class=\"MsoNormal\"><a href=\"https:\/\/help.xnurta.com\/en\/docs\/Drive-Repeat-Purchases-Audience-Templates\" target=\"_blank\" rel=\"noopener\">Drive Repeat Purchases<\/a><\/p>\n<\/td>\n<td style=\"height: 279.171875px;\">\n<p class=\"MsoNormal\">Use this category to retarget <strong>previous purchasers<\/strong> and encourage repeat buying behavior.<\/p>\n<p class=\"MsoNormal\">Best for:<\/p>\n<ul type=\"disc\">\n<li class=\"MsoNormal\">Increasing customer lifetime value (CLTV)<\/li>\n<li class=\"MsoNormal\">Running evergreen retention campaigns<\/li>\n<li class=\"MsoNormal\">Re-engaging past buyers during promotions or sales events<\/li>\n<\/ul>\n<p class=\"MsoNormal\">Recommended as: Evergreen retention campaigns and post-purchase remarketing<\/p>\n<\/td>\n<td style=\"height: 279.171875px;\">\n<ul>\n<li>CLTV<\/li>\n<li>ROAS<\/li>\n<li>Sales <\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr style=\"height: 279.171875px;\">\n<td style=\"height: 279.171875px;\">\n<p class=\"MsoNormal\"><a href=\"https:\/\/help.xnurta.com\/en\/docs\/Convert-Ready-Buyers\" target=\"_blank\" rel=\"noopener\">Convert Ready Buyers<\/a><\/p>\n<\/td>\n<td style=\"height: 279.171875px;\">\n<p class=\"MsoNormal\">Use this category to retarget shoppers who have shown <strong>recent engagement<\/strong> with your brand but have not yet converted.<\/p>\n<p class=\"MsoNormal\">Best for:<\/p>\n<ul type=\"disc\">\n<li class=\"MsoNormal\">Add-to-cart retargeting<\/li>\n<li class=\"MsoNormal\">Re-engaging ad clickers or product detail page viewers<\/li>\n<li class=\"MsoNormal\">Driving lower-funnel conversions<\/li>\n<\/ul>\n<p class=\"MsoNormal\">Recommended as: Always-on lower-funnel retargeting to capture high-intent demand<\/p>\n<\/td>\n<td style=\"height: 279.171875px;\"><br>\n<ul>\n<li>ROAS<\/li>\n<li>Sales <\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr style=\"height: 279.171875px;\">\n<td style=\"height: 279.171875px;\">\n<p class=\"MsoNormal\"><a href=\"https:\/\/help.xnurta.com\/en\/docs\/Acquire-New-Shoppers-Audience-Template\" target=\"_blank\" rel=\"noopener\">Acquire New Shoppers<\/a><\/p>\n<\/td>\n<td style=\"height: 279.171875px;\">\n<p class=\"MsoNormal\">Use this category to reach shoppers who have <strong>not purchased your brand<\/strong>, based on relevant activity signals.<\/p>\n<p class=\"MsoNormal\">Best for:<\/p>\n<ul type=\"disc\">\n<li class=\"MsoNormal\">Brand awareness campaigns<\/li>\n<li class=\"MsoNormal\">New customer acquisition<\/li>\n<li class=\"MsoNormal\">Supporting new product launches<\/li>\n<\/ul>\n<p class=\"MsoNormal\">Recommended as: Upper- to mid-funnel acquisition strategies, where shopper consideration cycles are longer and performance is measured over time.<\/p>\n<\/td>\n<td style=\"height: 279.171875px;\">\n<ul>\n<li>Impressions <\/li>\n<li>Clicks<\/li>\n<li>New to Brand Traffic<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr style=\"height: 263.171875px;\">\n<td style=\"height: 263.171875px;\">\n<p class=\"MsoNormal\"><a href=\"https:\/\/help.xnurta.com\/en\/docs\/Grow-HighIntent-Lookalikes-Audience-Template\" target=\"_blank\" rel=\"noopener\">Grow High-Intent Lookalikes<\/a><\/p>\n<\/td>\n<td style=\"height: 263.171875px;\">\n<p class=\"MsoNormal\">Use this category to expand your reach by targeting shoppers <strong>similar to your high-intent or high-value audiences<\/strong>.<\/p>\n<p class=\"MsoNormal\">Best for:<\/p>\n<ul type=\"disc\">\n<li class=\"MsoNormal\">Scaling successful campaigns<\/li>\n<li class=\"MsoNormal\">Expanding prospecting beyond keyword targeting<\/li>\n<li class=\"MsoNormal\">Growing upper-funnel reach efficiently<\/li>\n<\/ul>\nRecommended as: Upper- to mid-funnel acquisition strategies, where shopper consideration cycles are longer and performance is measured over time.<\/td>\n<td style=\"height: 263.171875px;\">\n<ul>\n<li>Impressions <\/li>\n<li>Clicks<\/li>\n<li>New to Brand Traffic <\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p class=\"MsoNormal\"><strong> <\/strong><\/p>\n<p class=\"MsoNormal\"><strong><img src=\"https:\/\/resource-wangsu.helplook.net\/docker_production\/nd452y\/article\/fPHxtSGC\/698bba98a029b.png\"> <\/strong><\/p>\n<p class=\"MsoNormal\"> <\/p>\n<h4 class=\"MsoNormal\"><strong>Step 3: Create a Custom Audience (Optional)<\/strong><\/h4>\n<p data-start=\"288\" data-end=\"440\">If you don’t find a suitable audience from the templates, or if you have a <strong data-start=\"363\" data-end=\"401\">specific audience strategy in mind<\/strong>, you can create a <strong data-start=\"420\" data-end=\"439\">Custom Audience<\/strong>.<\/p>\n<p data-start=\"442\" data-end=\"569\">Custom Audiences allow you to define your own audience logic using AMC behavior and conversion signals—without writing queries.<\/p>\n<p data-start=\"442\" data-end=\"569\"> <\/p>\n<p data-start=\"442\" data-end=\"569\"><img src=\"https:\/\/resource-wangsu.helplook.net\/docker_production\/nd452y\/article\/fPHxtSGC\/698bc0144cc7e.png\"><\/p>\n<p data-start=\"442\" data-end=\"569\"> <\/p>\n<p class=\"MsoNormal\"> <\/p>\n<p class=\"MsoNormal\"><strong> <\/strong><\/p>\n<div class=\"MsoNormal\" align=\"center\"><hr align=\"center\" size=\"0\" width=\"100%\"><\/div>","pure_content":"Author: Kadence Leung\u00a0\nLast Update\uff1a2026\/02\/18\n\u00a0\nIntroduction\nAMC Audience Hub is a centralized workspace that helps advertisers\u00a0create and manage Amazon Marketing Cloud (AMC) audiences efficiently.\nWith Audience Hub, you can:\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Build audiences using\u00a0pre-configured templates\u00a0for common marketing scenarios\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Create\u00a0custom audiences without writing SQP queries, including:\no\u00a0\u00a0 Advertising conversion audiences\no\u00a0\u00a0 AMC subscription-based audiences such as\u00a0FSI, ASI, and BSI\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Create and manage audiences for\u00a0both Sponsored Ads and Amazon DSP\u00a0in one place\nAudience Hub is designed to reduce AMC complexity while still supporting advanced audience strategies.\n\nWho Needs Audience Hub\nAudience Hub is built for teams that want to use AMC audiences\u00a0without friction or coding knowledge, whether you are just getting started with AMC or running advanced full-funnel strategies.\nThis is useful for you if you:\n\nDon\u2019t have deep AMC or audience-building expertise\nDon\u2019t have a dedicated data team\u00a0to write or maintain AMC queries\nWant to build audiences\u00a0beyond Amazon\u2019s default segments\u00a0(such as in-market or standard remarketing)\nNeed more\u00a0precise, behavior-based audiences, for example:\n\nShoppers who purchased your brand in the last 5 years\nUsers who clicked your ads more than 3 times within a month\nHigh-intent shoppers based on combined view, click, and purchase behavior\n\n\nAudience Hub enables you to create these audiences\u00a0visually and efficiently, without writing queries, while still leveraging the full power of AMC data.\n\nHow to Use Audience Hub\nThrough Audience Hub, you can choose from\u00a015+ pre-built audience templates, grouped by different\u00a0marketing goals, to quickly create audiences that align with your campaign objectives.\nEach template category is designed to support a specific stage of the Amazon marketing funnel, from acquisition to retention.\n\u00a0\nStep 1: Choose an Audience Template\nFrom the\u00a0Audience Hub main page, you can:\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Select an audience template directly to get started quickly, or\n\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Click\u00a0Go to View\u00a0to explore the full template library\nIn the template library, all templates are grouped by\u00a0marketing goal, helping you quickly identify the right audience for your campaign objective.\n\u00a0\n\n\u00a0\nStep 2: Select a Template Based on Your Marketing Goal\nAudience templates are categorized into four main marketing goals:\n\u00a0\n\n\n\n Marketing Goal\u00a0\n Use Case\u00a0\n KPI\u00a0\n\n\n Drive Repeat Purchases\n Use this category to retarget\u00a0previous purchasers\u00a0and encourage repeat buying behavior.\nBest for:\n\nIncreasing customer lifetime value (CLTV)\nRunning evergreen retention campaigns\nRe-engaging past buyers during promotions or sales events\n\nRecommended as: Evergreen retention campaigns and post-purchase remarketing\n CLTV\nROAS\nSales\u00a0\n\n\n Convert Ready Buyers\n Use this category to retarget shoppers who have shown\u00a0recent engagement\u00a0with your brand but have not yet converted.\nBest for:\n\nAdd-to-cart retargeting\nRe-engaging ad clickers or product detail page viewers\nDriving lower-funnel conversions\n\nRecommended as: Always-on lower-funnel retargeting to capture high-intent demand\n ROAS\nSales\u00a0\n\n\n Acquire New Shoppers\n Use this category to reach shoppers who have\u00a0not purchased your brand, based on relevant activity signals.\nBest for:\n\nBrand awareness campaigns\nNew customer acquisition\nSupporting new product launches\n\nRecommended as: Upper- to mid-funnel acquisition strategies, where shopper consideration cycles are longer and performance is measured over time.\n Impressions\u00a0\nClicks\nNew to Brand Traffic\n\n\n Grow High-Intent Lookalikes\n Use this category to expand your reach by targeting shoppers\u00a0similar to your high-intent or high-value audiences.\nBest for:\n\nScaling successful campaigns\nExpanding prospecting beyond keyword targeting\nGrowing upper-funnel reach efficiently\n\nRecommended as: Upper- to mid-funnel acquisition strategies, where shopper consideration cycles are longer and performance is measured over time.\n Impressions\u00a0\nClicks\nNew to Brand Traffic\u00a0\n\n\n\n\u00a0\n\u00a0\n\u00a0\nStep 3: Create a Custom Audience (Optional)\nIf you don\u2019t find a suitable audience from the templates, or if you have a\u00a0specific audience strategy in mind, you can create a Custom Audience.\nCustom Audiences allow you to define your own audience logic using AMC behavior and conversion signals\u2014without writing queries.\n\u00a0\n\n\u00a0\n\u00a0\n\u00a0","is_draft":"0","editor_type":"3","file_path":"","add_time":"1770764239","update_time":"1777608332"},"pure_content":"Author: Kadence Leung\u00a0\nLast Update\uff1a2026\/02\/18\n\u00a0\nIntroduction\nAMC Audience Hub is a centralized workspace that helps advertisers\u00a0create and manage Amazon Marketing Cloud (AMC) audiences efficiently.\nWi"},{"id":"110684","string_id":"6DxoAR","status":"1","parent_id":"110585","slug":"AMC-FAQ","order":"2","name":"FAQ","type":"2","cover":"","cover_alt":"","desc":null,"website":"","contact":"","seo_title":"","seo_keyword":"","seo_desc":"","share_switch":"0","share_code":"","author":"","published_time":"1720689260","add_time":"1718363614","update_time":"1778039022","corp_auth_id":"0","verify_code_auth_id":"0","editor_type":"3","file_type":"","auth_id":"[\"-1\"]","content":{"content_id":"110684","content":"<p><span style=\"font-size: 12pt;\">Author: Robin Jia<\/span><\/p>\n<p><span style=\"font-size: 12pt;\">Last Update\uff1a2025\/04\/18<\/span><\/p>\n<p> <\/p>\n<h2>FAQ<\/h2>\n<h3>Q: How do I get access and authorize Xnurta AMC Hub?<\/h3>\n<p><strong>A: <\/strong>To use Xnurta AMC Hub, you need an Amazon Advertising account with Amazon Marketing Cloud (AMC) access enabled. If you don’t have AMC access yet, contact your Xnurta representative to help set it up. Once your account has AMC permissions, simply authorize your Amazon advertising account on the Xnurta platform and select the AMC instance you want to use. After that, you can start using all the features of the AMC Hub.<\/p>\n<p> <\/p>\n<h3>Q: What are the main features supported by Xnurta AMC Hub?<\/h3>\n<p><strong>A: <\/strong>Xnurta AMC Hub offers two core capabilities: Analytics Models and Custom Audiences. The Analytics Models section includes 10 built-in analysis models covering various aspects of advertising performance (reach, conversion paths, attribution, audience insights, etc.), and the Custom Audiences section lets you define audience segments based on user behavior and use them for ad targeting. In summary:<\/p>\n<ul>\n<li><strong>Ten Analytics Models<\/strong>:<br>\n<ul>\n<li>Unique Reach – Measures unique users reached by your ads (deduplicated reach) and related metrics to help understand your overall ad reach.<\/li>\n<li>Audience Label – Evaluates ad performance across different audience segments or labels, helping identify high-performing and high-potential audience groups.<\/li>\n<li>Path to Conversion – Analyzes the full journey users take from initial ad exposure to final conversion, showing the sequence of touchpoints that lead to a purchase.<\/li>\n<li>Cross-Product Association – Looks at relationships between products in purchases (e.g., which products are often bought by the same users), revealing cross-selling or bundle opportunities.<\/li>\n<li>Time to Conversion – Measures the time span between a user’s first ad interaction and the conversion, providing insight into how long conversions take.<\/li>\n<li>Overlap Analysis – Shows the overlap of audiences between different campaigns or channels, i.e., how many users were reached by multiple campaigns.<\/li>\n<li>Geographic Analysis – Breaks down ad reach and conversions by geographic region, helping you see performance differences across locations.<\/li>\n<li>Multi-Touch Attribution – Allows custom attribution modeling to credit multiple ad touchpoints for a conversion, so you can analyze how each ad exposure contributed to the result.<\/li>\n<li>Customer Lifetime Value (CLV) – Tracks the long-term value of customers acquired in a given period (cohort), by monitoring their cumulative purchases over time (new-to-brand analysis and repeat purchase behavior).<\/li>\n<li>Search Term Analysis (STA) – Group users based on different search behaviors and track their subsequent conversion actions.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Custom Audiences<\/strong> – Lets you create audience segments based on users’ historical behavior on Amazon. You can define audiences by combining conditions such as viewed ASINs, purchase actions, ad exposures, etc. Once you create a custom audience, it automatically syncs to your Amazon DSP\/SA account, where you can directly use it for targeting in your ad campaigns.<\/li>\n<\/ul>\n<p> <\/p>\n<h3>Q: Does using AMC Hub require any technical skills or background?<\/h3>\n<p><strong>A: <\/strong>No. Xnurta AMC Hub is designed to be user-friendly and eliminate technical barriers. You do not need any programming or database expertise to use it. The platform provides an intuitive graphical interface and pre-built analysis models. With point-and-click or drag-and-drop operations, any user can customize queries and analyze AMC data. In short, no special technical background is required – even non-technical users can effectively use AMC Hub for data analysis.<\/p>\n<p> <\/p>\n<h3>Q: How does AMC Hub ensure data security and privacy?<\/h3>\n<p><strong>A: <\/strong>Data security and user privacy are top priorities for AMC Hub. Xnurta AMC Hub is built on Amazon Marketing Cloud’s infrastructure and thus inherits AMC’s robust security and privacy protections. All data extraction, transfer, storage, and analysis operations are carried out under Amazon’s strict privacy guidelines, ensuring that each advertiser’s data remains isolated and secure. Moreover, Xnurta, as the service provider, adheres to data privacy regulations and our customer agreements — we will not access, use, or share your data without your authorization. In short, the data you handle in AMC Hub is used only for your analysis and is safeguarded at the same high standards as on Amazon’s own platforms.<\/p>\n<p> <\/p>\n<h3>Q: Does AMC Hub support Amazon’s paid data products like FSI? Are there extra fees to use them?<\/h3>\n<p><strong>A: <\/strong>AMC Hub does support some of Amazon’s paid data integrations, and there are no additional fees from Xnurta to use them. Specifically, AMC Hub supports FSI data in certain models. FSI is an Amazon paid data add-on that includes conversion data from users who were not reached by ads in the past 28 days. Enabling FSI allows those organic (non-ad-driven) conversions to be included in your analysis. Currently, FSI data can be incorporated into models such as Cross-Product Association, Time to Conversion, Multi-Touch Attribution, Customer Lifetime Value, Search Term Analysis, as well as in the custom audience creation feature. <br>Importantly, there is no extra charge to use AMC Hub or to utilize these AMC paid data features through our platform. In other words, if your Amazon account has access to FSI data, you can enable and use that data in AMC Hub’s supported models without paying any additional fees to Xnurta. <\/p>\n<p> <\/p>\n<h3>Q: What is the difference between “prebuilt data” and “custom data” in AMC Hub?<\/h3>\n<p>A: The key differences lie in how the data is pulled and the level of flexibility:<\/p>\n<ul>\n<li><strong>Prebuilt Data: <\/strong>These are model results that Xnurta pulls automatically on a fixed schedule with preset parameters. They are typically updated once per month and are available for you to view without any manual action. For example, the system will query the analysis results for the previous month for each model, so you can directly view them. The parameters for prebuilt data (such as the time range and which campaigns\/products are included) are fixed, providing a consistent, standard view of your performance (usually focused on the most recent period). Because of data volume considerations, prebuilt models generally only include the recent data (approximately the last month). If you need data from further back in time or with different parameters, you would use a custom query.<\/li>\n<li><strong>Custom Data: <\/strong>This is data you pull on-demand by setting your own parameters in a model. You can choose the exact date range, select specific campaigns or ASINs, apply filters, and then run the query to retrieve that specific dataset. Custom data queries can be run ad-hoc (whenever you need) or set to update on a schedule you define. With custom data, you have the ability to retrieve longer historical ranges or highly specific segmented data beyond what the prebuilt settings offer. In short, prebuilt data is like a regular monthly report that the system prepares for you, whereas custom data allows you to actively fetch exactly what you want to see. Both types of data can be exported to Excel for further analysis if needed.<\/li>\n<\/ul>\n<p> <\/p>\n<h3>Q: Can I upload my own first-party data to AMC Hub?<\/h3>\n<p><strong>A: <\/strong>Currently, Xnurta AMC Hub does not support directly uploading first-party data within the platform. However, if you have already uploaded first-party data via the Amazon Marketing Cloud console (your AMC instance), the Custom Audiences feature in AMC Hub can consume that data to create audiences (including Lookalike audiences). For example, after you upload encrypted member ID data into your AMC instance, you can select that first-party data source when building a custom audience in AMC Hub. This allows you to leverage your existing first-party data for more targeted ad audiences.<\/p>\n<p> <\/p>\n<h3>Q: After setting up a new AMC instance, how long does it take for data to show up in AMC Hub?<\/h3>\n<p><strong>A: <\/strong>When you create and authorize a new AMC instance, you won’t see the data immediately; there is a short waiting period for everything to sync. In general, the timeline is as follows: First, Amazon typically takes about 1–2 business days to review your request and link your ad account to the new AMC instance. Once that is done, the Xnurta platform will begin pulling in the prebuilt model data, which usually completes within another 48 hours or less. So roughly, you can expect it to take about 3–4 days from the time you set up an AMC instance until all the model data is available in AMC Hub. (If you’re linking an already-existing AMC instance that was authorized externally, data querying begins immediately after authorization, and you should see data ready in about 2 days.)<\/p>\n<ul>\n<li>A natural delay in processing and finalizing the last few days of any month. Conversions and events that occur in the final days of the month may only get recorded into AMC during the first few days of the following month. So, the data for a given month isn’t finalized right at midnight of month-end — typically by the first week of the next month, all of the prior month’s data will have arrived and settled.<\/li>\n<li>Attribution Window: Amazon’s advertising attribution window is about 14 days. This means if a user was exposed to your ad near the end of the month but converted a bit later (within those 14 days), that conversion won’t immediately show up in the previous month’s attributed metrics. If you pull the data too soon, some conversions that technically stem from last month’s ads might still be pending attribution, making the initial reported numbers for the month a little low.<\/li>\n<\/ul>\n<p>Given these factors, it’s advisable to wait a short while into the new month before quering the full data for the previous month. Usually by the second week of the new month (or at least a few days into the month), the prior month’s AMC data will be complete. At that point, any processing lag or attribution delays have been resolved, and you can trust that the data is accurate and final.<\/p>\n<p> <\/p>\n<h3>Q: How long does a custom model query take to complete?<\/h3>\n<p><strong>A: <\/strong>The time it takes to run a custom model query can vary depending on several factors: the date range you request, the number of campaigns or data points involved, and the complexity\/volume of the data. In general, most custom queries finish processing within 24 hours of submission. If you’ve chosen an especially long time span or included a very large number of campaigns (resulting in a huge amount of data to crunch), it may take longer – in extreme cases, if a query runs over 24 hours, it might time out and fail. Also, if you submit many queries at once, they will be queued and processed one after another, which means some might complete after the 24-hour mark due to waiting time. In practice, the majority of typical queries complete within a few hours, and only very heavy data requests approach the upper end of this timeframe. If you notice a query is taking unusually long, you can check its status in the “My AMC Models” list; if needed, consider narrowing the query’s scope and trying again to speed it up.<\/p>\n<p> <\/p>\n<h3>Q: How can I check the progress or status of a custom model data pull?<\/h3>\n<p><strong>A: <\/strong>In the AMC Hub interface, you can monitor the status of each custom query in real time via the “My AMC Models” list (typically on the main models page). Every custom model task you’ve submitted will be listed with a status indicator. The primary statuses include:<\/p>\n<ul>\n<li><strong>Pending<\/strong>: Your request has been submitted and is waiting in the queue to be processed.<\/li>\n<li><strong>Processing<\/strong>: The system is currently running the query – retrieving and computing your data.<\/li>\n<li><strong>Completed<\/strong>: The data pull has finished successfully. You can now click on that model in the list to view the results.<\/li>\n<li><strong>Failed<\/strong>: An error occurred and the data pull did not complete.<\/li>\n<\/ul>\n<p>After submitting a custom query, you can check this “My AMC Models” list at any time to see the latest status. If a query shows as “Failed,” you can hover over the status (or click it) to see a tooltip with the error message, which can help you identify the cause of the failure.<\/p>\n<p> <\/p>\n<h3>Q: If a custom model data pull fails, what are the possible reasons?<\/h3>\n<p><strong>A: <\/strong>Based on our experience, some common reasons for custom query failures include:<\/p>\n<ul>\n<li><strong>Data Volume Too Large<\/strong>: If your query requests an excessively large dataset (for example, a very long date range combined with a high number of campaigns or filters), the system may time out or hit limits. Essentially, the query can fail because it couldn’t complete within the allowed time or resource constraints. To resolve this, try reducing the date range or splitting the query into smaller chunks to decrease the amount of data processed in one go.<\/li>\n<li><strong>Privacy Budget Limits<\/strong>: If you submit too many queries with very similar conditions in a short period, Amazon’s AMC may trigger a “Privacy Budget Error”. This is a privacy safeguard mechanism – it prevents attempts to triangulate individual user data by making repeated similar queries. Once this error is triggered, subsequent similar queries will be blocked. In such cases, you’ll need to contact our support team to help reset or unlock your AMC instance before continuing. It’s best to avoid firing off numerous nearly identical queries back-to-back.<\/li>\n<li><strong>Network\/System Glitches<\/strong>: In rare instances, a query might fail due to a temporary network issue or server-side glitch (for example, if there’s a momentary outage or maintenance). These occurrences are infrequent. If you suspect this is the cause, simply wait a bit and try the query again later.<\/li>\n<\/ul>\n<p>If a custom data pull fails, first check if any of the above might be the cause and adjust accordingly (e.g., simplify the query or spread out similar requests). If the problem persists after those adjustments, please reach out to Xnurta support for further assistance. We can investigate the specific failure and help you get the data you need.<\/p>\n<p> <\/p>\n<h3>Q: Can I modify or cancel a custom model query after I’ve submitted it?<\/h3>\n<p><strong>A: <\/strong>Yes, you can cancel it as long as the query is still in progress. If your custom model task is still in “Pending” or “Processing” status, you have the option to cancel it. To do this, go to the “My AMC Models” list, locate the query you want to stop, and click the cancel button for that entry. Once clicked, the system will halt the data pull. This is useful if you realize you made a mistake in your query parameters or you no longer need the data – you won’t have to wait for it to finish. Keep in mind that if a task has already been completed (status shows “Completed”), it cannot be undone or modified; in that case, you would need to submit a new query with the desired changes. (There is no way to directly edit a query that’s finished, but you can always cancel and resubmit while it’s running.)<\/p>\n<p> <\/p>\n<h3>Q: Can I export the analysis data and charts from AMC Hub?<\/h3>\n<p><strong>A: <\/strong>Yes. AMC Hub provides easy export options for your analysis results. On each model’s results page, there is a “Download Data” button that allows you to export the currently displayed data table as an Excel file. This makes it convenient to take the data offline for further analysis or to incorporate into your own reports. These export features let you seamlessly include insights from AMC Hub in your presentations or decision-making documents without having to manually copy and paste figures.<\/p>\n<p> <\/p>\n<h3>Q: Why do the numbers in AMC Hub not match the data in Amazon’s own ad platforms?<\/h3>\n<p><strong>A:<\/strong> It’s common to see some discrepancies between AMC Hub data and the figures in Amazon’s advertising dashboards (like Seller Central or the DSP console) because they are derived and calculated differently. Here are the main reasons:<\/p>\n<ul>\n<li><strong>Different Data Sources:<\/strong> AMC Hub pulls data via Amazon Marketing Cloud, which is separate from the data source that Amazon’s native ad platforms use. The AMC data is more raw and user-level, whereas the ad console data is aggregated and campaign-level. Thus, the way impressions, clicks, and conversions are counted can differ. In short, the two systems are not in perfect one-to-one alignment due to these source differences.<\/li>\n<li><strong>Privacy Filtering:<\/strong> AMC applies strict privacy rules. If a query result involves very small numbers of users, AMC may suppress or omit data to protect user anonymity. As a result, some conversions or metrics that appear in the Amazon ad console might be hidden or shown as zero in AMC if the user count is below a certain threshold. This privacy filtering can cause AMC’s totals to be lower than those on the ad platform for those particular segments.<\/li>\n<li><strong>Attribution Differences:<\/strong> Amazon’s native reports use fixed attribution logic (for example, click-through attribution within 14 days for conversions). They only count a conversion if it meets those criteria (an ad click led to a sale within the window, etc.). AMC, on the other hand, often provides unattributed or flexibly attributed data. This means AMC will show conversions that happened in the presence of certain ads or conditions, even if those conversions weren’t directly credited to an ad click under the standard rules. For example, in the Search Term Analysis model, if a user searched for a term and later purchased a product, that purchase is counted under that search term’s data in AMC – even if the purchase wasn’t directly caused by clicking an ad for that term. In Amazon’s campaign report, that sale might not be attributed to the term at all (unless the user clicked your ad). Therefore, AMC might show higher purchase counts for a given search term than the Amazon console does. Similarly, the Multi-Touch Attribution model in AMC uses custom attribution rules, which will naturally diverge from Amazon’s default single-touch attribution.<\/li>\n<li><strong>Scope of Data:<\/strong> The scope of data included in an AMC instance is usually broader than a single Amazon platform. AMC Hub can combine data from your Amazon store (including organic sales), your DSP campaigns, any first-party data you’ve uploaded, and even additional paid data sources like FSI if enabled. In contrast, Amazon’s native dashboards typically show data in silos — for example, Seller Central shows your store’s sales and Sponsored Ads, and the DSP console shows only DSP campaign data for that advertiser. AMC Hub aggregates across these sources. This means some “total” figures in AMC could be higher because they encompass multiple channels. For instance, AMC might show a higher overall sales number because it’s counting both ad-attributed sales and other sales, whereas Seller Central might only be considering sales attributed to ads (depending on the context of the report).<\/li>\n<li><strong>Metric Definitions:<\/strong> AMC Hub often provides different metrics or calculates them in ways that don’t directly mirror the native reports. It emphasizes user-centric metrics (like Purchase UV, which is the count of unique purchasers, or distinguishing New-to-Brand customers) and cumulative or holistic measures, whereas the ad console focuses on ad-centric metrics (like clicks, spend, ROAS for that campaign, etc.). Because of this, even when metrics seem similar, they may not be directly comparable. For example, the Customer Lifetime Value (CLV) model in AMC tracks cohorts of new customers acquired each month and measures their subsequent purchases over time. A given month’s CLV sales figure only includes purchases from customers who were first acquired in that month. It intentionally does not include purchases from customers who were acquired earlier (since those belong to past cohorts). By contrast, Amazon’s standard sales report for that month includes all sales from all customers (new or existing). Naturally, the CLV model’s “Total Sales” for a month will usually be lower than the total sales reported in Seller Central for the same month, because the Seller Central figure also contains repeat purchases from older customers. (Another example: the Path to Conversion model in AMC might sum up the cost of all ads a user saw on their journey, across DSP and Sponsored Ads, whereas the DSP platform itself only shows the cost of DSP ads. So if you tried to compare “Total Cost” or “NTB purchases” between the two, they wouldn’t match because one is combining channels and not using Amazon’s one-ad attribution rule.)<\/li>\n<\/ul>\n<p>In summary, these discrepancies are expected and stem from AMC Hub providing a more user-behavior-oriented, cross-channel view of performance, versus Amazon’s native tools providing a channel-specific, strictly attributed view. Each is useful in its own context. It’s best to use AMC Hub to gain deeper insights (e.g., user journeys, combined impact of all ads, incremental lifts) and use the Amazon console to measure the direct performance of specific ads or campaigns. The differences in numbers do not indicate an error but rather reflect these different analytical perspectives.<\/p>\n<p> <\/p>\n<h3>Q: In the CLV model, what does the “Accumulative” toggle do?<\/h3>\n<p><strong>A: <\/strong>In the Customer Lifetime Value (CLV) model, the “accumulative” option adjusts the way metrics are presented over time. When you turn on the accumulative toggle, the report will cumulatively add the performance of a cohort of customers across months. Here’s how it works:<\/p>\n<ul>\n<li>For absolute metrics like Total Sales or Purchase UV (unique purchasers), turning on accumulation means each month’s figure will include that month plus all previous months for that customer cohort. So the values become running totals. For example, if in January the cohort had $10k in sales and in February they contributed another $5k, the February value with accumulation would show $15k for that cohort (Jan + Feb).<\/li>\n<li>For calculated metrics like LTV (Lifetime Value per customer), the calculation uses the cumulative values when accumulation is on. LTV is typically calculated as total sales divided by the number of new customers in that cohort’s start month. With accumulation enabled, the “total sales” part of that formula becomes the accumulated sales up through the current month, while the denominator (the number of acquired customers in the initial month) remains the same. As a result, if those customers keep buying in later months, the LTV metric will increase over time. For instance, if the cohort’s initial LTV after one month was $50, and some of those customers made additional purchases in the second month, the LTV might increase to $80 (because the total revenue numerator grew).<\/li>\n<\/ul>\n<p>In summary, enabling the accumulative toggle lets you see how the value of a cohort of customers grows over the subsequent months beyond their first purchase month. It answers the question, “We acquired these customers in Month X – how much revenue have they generated in total by Month Y?” rather than just looking at each month in isolation.<\/p>\n<p>One thing to keep in mind: if the cohort size is small, you might not observe a visible increase even with accumulation turned on. This could happen if there were very few repeat purchases from that cohort, or if the additional purchases involve so few users that Amazon’s privacy thresholds hide the data. For example, if only a handful of people in the cohort made second purchases (say fewer than 100 users), AMC may suppress the incremental data for privacy reasons. In such a case, the LTV might appear flat in the report even though there was a tiny increase. This is not a bug with the accumulative feature, but rather a result of insufficient data volume for that cohort.<\/p>\n<p> <\/p>\n<h3>Q: Can AMC Hub analyze the reach and frequency of my ads?<\/h3>\n<p><strong>A: <\/strong>As of now, the platform does not have a dedicated model specifically for ad frequency analysis. However, you can use the “Unique Reach” model to understand how many unique users your ads reached, which in turn helps you infer frequency. The Unique Reach model tells you the number of distinct users exposed to your ads over a given time period (i.e., de-duplicated reach). To gauge frequency, you can compare the unique reach to your total impression count. For example, if a campaign delivered 10,000 ad impressions and the Unique Reach model shows 2,000 unique users reached, that implies an average frequency of about 5 impressions per user. This gives you a general idea of how often the same users saw your ads on average.<\/p>\n<p>It’s important to note that AMC Hub currently does not provide a direct frequency distribution report like some native platforms do (where you could see how many users saw your ad 1 time, 2 times, etc.). For very granular frequency analysis, you would still need to rely on Amazon’s native ad console features or wait for a future update of AMC Hub that includes a dedicated frequency analysis tool. In the meantime, the Unique Reach model is the best proxy within AMC Hub for understanding reach and estimating frequency.<\/p>\n<p> <\/p>\n<h3>Q: In the Search Term Analysis model, what does “Related Search Terms” mean? Are these terms all keywords from my campaigns?<\/h3>\n<p>A: In the Search Term Analysis model, “Related Search Terms” refer to search terms that tend to be searched by the same users in close time proximity. In other words, if a lot of users who searched for keyword A also searched for keyword B during the analysis period, then keyword B is shown as a related search term to A.<br> The model output is divided into two sections: “Overall Search Terms” and “Related Search Terms.”<\/p>\n<ul>\n<li><strong>Overall Search Terms:<\/strong> This section lists all the search terms that triggered an impression of your ads, along with the subsequent metrics (such as Detail Page Views (DPV), Add-To-Carts, and Purchases by those users). That means every term in this list is indeed one that your campaign was targeting (or matched to) – when users searched that term, they saw your ad. So yes, these are all terms relevant to your advertising campaigns. You can think of this as the performance of each search term that was part of your advertising reach. Unlike the Amazon ad console, AMC Hub does not attribute those conversions back to the ad exposure itself; it simply reports on the behavior of users who searched those terms.<\/li>\n<li><strong>Related Search Terms:<\/strong> This section adds a layer of user behavior correlation on top of the overall terms. It shows term pairs that are frequently searched by the same users. If term A and term B are often searched by the same user or audience group, the model identifies that relationship. For example, if many users who searched “running shoes” also searched “running socks”, then “running socks” might appear as a related search term for “running shoes.” This insight can help you discover additional keywords that your target audience is interested in, which you might want to include in your strategy.<\/li>\n<\/ul>\n<p>Keep in mind that the conversion metrics associated with a search term in this model (for instance, the number of purchases after searching a term) do not imply that all those purchases were directly attributed to clicking an ad for that search term. Instead, it indicates that users who searched for that term also made those purchases during the time frame. All the search terms listed did trigger your ads (so they are part of your advertising reach), but the conversions shown are more about user behavior patterns rather than direct ad-attributed outcomes.<\/p>\n<p> <\/p>\n<h3>Q: Can I view a competitor’s data in AMC Hub?<\/h3>\n<p>A: No, you cannot. Amazon’s data privacy rules strictly ensure that you only have access to your own AMC data and not any other advertiser’s data. In other words, all the data you see in AMC Hub pertains to your brand’s accounts and campaigns – you won’t be able to retrieve any AMC information about your competitors. This policy protects everyone’s data privacy: just as you can’t see a competitor’s data, they cannot see yours via AMC either. Any analysis model or custom audience you use is limited to the data from your authorized AMC instance (i.e., your advertising accounts).<\/p>\n<p> <\/p>\n<h3>Q: When creating a lookalike audience, why do I get an error saying “no suitable audience found”?<\/h3>\n<p>A: If you encounter a “No suitable audience found” message while creating a lookalike audience in AMC Hub, it usually means Amazon’s algorithm could not find enough similar users based on your seed audience. This can happen for a couple of reasons:<\/p>\n<ul>\n<li><strong>Seed Audience Too Small or Invalid:<\/strong> The source (seed) audience you provided might have too few users, or possibly none at all. For example, if the criteria for your seed audience are so restrictive that almost no users qualify (or if you entered an identifier like an ASIN incorrectly, such that it doesn’t match any users), then Amazon has no base to build a lookalike from. With such a tiny sample, the system can’t confidently expand to a larger audience, so it returns that error.<\/li>\n<li><strong>Seed Audience in a Restricted Category:<\/strong> If the seed audience is defined by an ASIN that falls under a sensitive or restricted product category, Amazon’s policies might prevent creating an audience from it. In this case, even if there are users for the seed, Amazon will not generate a lookalike audience due to policy restrictions on that category.<br>So if you get this message, it’s a good idea to confirm that you’re not using a product category that’s disallowed from Amazon Ads' official website: https:\/\/advertising.amazon.com\/help\/GX6YN67MVYYX5P4X<\/li>\n<\/ul>\n<p> <\/p>\n<h3>Q: After I create an audience in AMC Hub, how long until it appears in the Amazon ads interface?<\/h3>\n<p><strong>A: <\/strong>Once you create a custom audience in AMC Hub, it isn’t available in your Amazon advertising account (e.g., DSP\/SA audience list) immediately; there’s a bit of a delay for synchronization. Here’s the typical timeline: First, AMC Hub generates the audience’s user list. This generation step usually finishes within 24 hours (often much quicker if the system isn’t busy). Once the audience’s status is marked “Completed” in AMC Hub, the platform pushes the audience to your Amazon ad account. Amazon then generally takes up to around 48 hours to ingest and register that audience in their systems. In other words, from the moment you create the audience to the point it becomes selectable in, say, your ads console, it’s usually on the order of one to two days.<\/p>\n<p>Lately, we have noticed some audiences taking longer than 48 hours to show up. Amazon is aware of these delays and is working to improve the speed of audience syncing. If it’s been a couple of days and your new audience still hasn’t appeared in the ads console, please reach out to Xnurta support. We can escalate the issue to Amazon and get an update. It’s best to be patient and avoid creating duplicate audiences in the meantime – eventually the audience should sync over, and creating it multiple times could lead to confusion if they all sync at once later.<\/p>\n<p> <\/p>\n<h3>Q: Is there any recommendation or requirement for the size of a custom audience in AMC Hub?<\/h3>\n<p><strong>A: <\/strong>Yes, there are specific minimums (but no upper limit):<\/p>\n<ul>\n<li><strong>Rule-based audiences (direct match): <\/strong>Must contain at least 2,000 users, or Amazon’s privacy safeguards will block creation; there is no maximum size.<\/li>\n<li><strong>Lookalike audiences: <\/strong>The seed audience must have at least 500 users and no more than 500,000 users.<\/li>\n<\/ul>\n<p> <\/p>\n<h3>Q: Can I modify a custom audience after it’s been created?<\/h3>\n<p><strong>A: <\/strong>Due to limitations in the Amazon Marketing Cloud platform, you cannot directly edit or delete the criteria of an existing custom audience once it’s created. However, AMC Hub offers two workarounds to keep your audiences up to date or create a revised version:<\/p>\n<ul>\n<li>Auto\u2011Update: When you create an audience, you can set an update frequency (e.g., daily, weekly, or bi\u2011weekly). If enabled, the system will automatically recalculate the audience at each interval, adding new users who now meet the criteria and removing those who no longer do. This ensures the audience remains “fresh” over time without manual edits.<\/li>\n<li>Copy Audience: To change the definition itself, use the Copy feature. In your audience list, duplicate the existing audience, adjust the conditions on the copy, and save it as a new audience. This effectively creates a new, edited version while preserving the original. You can then delete the original from Xnurta if you no longer need it. (Note: deleting an audience in Xnurta AMC Hub only removes it from the Xnurta list; it does not remove it from your Amazon ad account. If you wish to stop using it in campaigns, you must also disable or delete it within your ad platform.)    <\/li>\n<\/ul>\n<p>In summary, direct edits aren’t possible, but you can keep an audience current with auto\u2011updates or “edit” its criteria by copying and modifying it.<\/p>\n<p> <\/p>\n<h3 class=\"whitespace-pre-wrap break-words\">Q: For an AMC audience with Auto Adjust Date (auto-refresh) turned on: if any refresh cycle drops below 2,000 users, will the audience become invalid? If it does, will it restart automatically once a later refresh exceeds 2,000 users?<\/h3>\n<p class=\"whitespace-pre-wrap break-words\"><strong>A: <\/strong>The AMC system handles audience refresh as follows:<\/p>\n<p>Scheduled refresh:<br>With Auto Adjust Date enabled, the system refreshes the audience on the set schedule.<\/p>\n<p>When a refresh returns < 2,000 users:<br>The system does not overwrite the existing audience; the previous version with > 2,000 users stays active.<\/p>\n<p>When a later refresh reaches ≥ 2,000 users:<br>The first refresh that meets or exceeds 2,000 users immediately replaces the old data.<\/p>\n<p>30 consecutive days with < 2,000 users:<br>If every refresh stays below 2,000 users for 30 straight days, the audience is marked Inactive:<\/p>\n<p>It can’t be added to new campaigns;<\/p>\n<p>No further refreshes occur;<\/p>\n<p>Campaigns already using it keep serving the last version that exceeded 2,000 users.<\/p>\n<p class=\"whitespace-pre-wrap break-words\"> <\/p>\n<h3 class=\"whitespace-pre-wrap break-words\">Q: I'm interested in a model, but the prebuilt metrics are not quite enough. Can I add more metrics?<\/h3>\n<p class=\"whitespace-pre-wrap break-words\"><strong>A: <\/strong>Of course. We understand that each customer's marketing analysis perspective and focus are different. Therefore, in addition to the key metrics preset in each model, you can also flexibly add other metrics of interest in the custom model to meet personalized analysis needs. Some metrics in some models may require you to upload corresponding custom parameters (such as ASIN) before they can be used. See the \"Model Customization\" section of each model for details.<\/p>\n<h3 data-start=\"4001\" data-end=\"4782\"> <\/h3>\n<h3 data-start=\"4001\" data-end=\"4782\">Q: I use Amazon DSP with my own account (not via Xnurta). Can I still utilize AMC Hub’s Audience Label, Geographic Analysis, etc.? <\/h3>\n<p data-start=\"4001\" data-end=\"4782\"><strong>A: <\/strong>Yes. As long as you have an AMC instance and have authorized your Amazon DSP advertiser account to work with it, you can use all of AMC Hub’s features — it doesn’t require using Xnurta’s DSP specifically. You will have access to models like Audience Label and Geographic Analysis just like any other user. <\/p>\n<h3 data-start=\"4784\" data-end=\"5292\"> <\/h3>\n<h3 data-start=\"4784\" data-end=\"5292\">Q: How does AMC Hub handle different currencies across multiple marketplaces? If my campaigns use various currencies, how are spend and sales metrics displayed?<\/h3>\n<p data-start=\"4784\" data-end=\"5292\"><strong>A:<\/strong> AMC Hub automatically normalizes monetary values to ensure consistency. Specifically, if your analysis involves multiple currencies, the system will convert all non-USD figures into US dollars using the appropriate exchange rates before aggregating or calculating metrics. In the interface and exports, currency is shown in a unified way:<\/p>\n<ul data-start=\"5293\" data-end=\"5922\">\n<li data-start=\"5293\" data-end=\"5387\">\n<p data-start=\"5295\" data-end=\"5387\">If the data includes only a single currency, values are shown with that currency’s symbol.<\/p>\n<\/li>\n<li data-start=\"5388\" data-end=\"5922\">\n<p data-start=\"5390\" data-end=\"5922\">If multiple currencies are present in the data, values are displayed in U.S. dollars (USD) as the common unit. <\/p>\n<\/li>\n<\/ul>\n<p data-start=\"5390\" data-end=\"5922\">In short, even if your AMC instance spans several countries with different currencies, AMC Hub will convert and present financial metrics in a consistent currency format (using USD when necessary) so that your reports are coherent and comparable.<\/p>\n<p data-start=\"5924\" data-end=\"6598\"> <\/p>\n<h3 data-start=\"5924\" data-end=\"6598\">Q: In AMC Hub’s “Brand Search” filter, can I add a competitor’s brand name as a keyword?<\/h3>\n<p data-start=\"5924\" data-end=\"6598\"><strong>A: <\/strong>You can, but note that the Brand Search filter inherently includes <strong data-start=\"6087\" data-end=\"6110\">your own brand name<\/strong> by default. This means if you add a competitor’s brand term, the system will actually look for search queries that contain <strong data-start=\"6234\" data-end=\"6280\">both your brand and the competitor’s brand<\/strong>. In other words, you cannot use the Brand Search feature to isolate searches for only a competitor’s brand, since the filter is always anchored to your brand. The Brand Search function is intended to capture search traffic that involves your brand name; it isn’t designed for standalone competitor keyword research.<\/p>\n<p data-start=\"5924\" data-end=\"6598\"> <\/p>\n<h3 data-start=\"6600\" data-end=\"7755\">Q: When building a custom audience, I set a filter “Purchased < 1”. Why did the audience creation fail or return no members?<\/h3>\n<p data-start=\"6600\" data-end=\"7755\"><strong>A: <\/strong>This is due to how AMC’s audience filtering logic works. In short, using “< 1” in that context created a contradictory condition. For example, if you first filtered for users who <strong data-start=\"6911\" data-end=\"6924\">have made<\/strong> a purchase (by selecting a purchase event) and then added a criterion “purchases < 1”, you were essentially asking for users who both have purchased and have never purchased — which yields zero results. If your goal is to find users who have <strong data-start=\"7167\" data-end=\"7176\">never<\/strong> made a purchase, you should approach it without pre-filtering to purchasers. Instead, use criteria or exclusions that directly target non-buyers. For instance, you could select an event like “viewed exclude purchased” to capture those users. The key point is that a “< 1” condition can’t be applied on the same action that you’ve already used to include users, otherwise it nullifies the pool. Make sure your filtering logic isn’t simultaneously requiring an action and negating it — this way your audience can be created successfully.<\/p>\n<p data-start=\"6600\" data-end=\"7755\"> <\/p>\n<h3 data-start=\"7757\" data-end=\"8993\">Q: I ran multiple Audience Label analysis models for different sets of ASINs, but the results looked almost identical. Why?<\/h3>\n<p data-start=\"7757\" data-end=\"8993\"><strong>A: <\/strong>This usually happens because the advertising exposure metrics remained the same across those queries, and those were the metrics you were looking at. In the Audience Label model, if you don’t restrict your custom query to specific campaigns or ads, the reach\/impression-related metrics (like number of users reached, impressions, cost, etc.) reflect your <strong data-start=\"8243\" data-end=\"8254\">overall<\/strong> advertising performance. They won’t change just because you input different ASINs as monitored products. Only the conversion-related metrics (such as Detail Page Views, Add-to-Carts, Purchases) will change based on the ASIN you’re focusing on. So if you compare multiple Audience Label reports where the only difference in your setup is the ASIN, you’ll find most audience breakdowns and ad performance metrics remain constant — this is expected. Unless you also filter the model to only include ads related to those ASINs (for example, limiting the data to campaigns featuring that product), the high-level reach\/exposure metrics will stay the same. The differences will only appear in the conversion metrics tied to the specific ASIN.<\/p>\n<p data-start=\"7757\" data-end=\"8993\"> <\/p>\n<h3 data-start=\"8995\" data-end=\"10327\">Q: In the Search Term Analysis model, I selected a specific ASIN to focus on, yet the report still shows many search terms unrelated to that product. Why is that?<\/h3>\n<p data-start=\"8995\" data-end=\"10327\"><strong>A:<\/strong> That’s because selecting an ASIN affects the conversion metrics in the model, but it does not filter which search terms appear. By default, the Search Term Analysis will list <strong data-start=\"9340\" data-end=\"9347\">all<\/strong> search terms that triggered your ads during the period (i.e. any term where a user saw your ad). When you specify a particular ASIN in the custom query, the platform will calculate certain metrics with respect to that product (for example, it will show how many purchases of that ASIN resulted from those searches, in metrics like “Monitored ASIN Purchases”). However, it will <strong data-start=\"9725\" data-end=\"9732\">not<\/strong> limit the search term list only to terms related to that ASIN. You’ll still see the full set of search terms that had impressions for your ads; the ASIN filter only comes into play in the conversion columns (indicating whether those searches led to a purchase of the selected product). If you want to see only search terms specifically tied to a certain product’s ads, you would need to filter the query’s scope of advertising (e.g. select only the campaigns for that ASIN). Otherwise, the search term list remains comprehensive, with the ASIN selection only influencing the conversion stats.<\/p>\n<p data-start=\"8995\" data-end=\"10327\"> <\/p>\n<h3 data-start=\"10329\" data-end=\"10613\">Q: I noticed that AMC Hub’s Path to Conversion analysis is different from the Path to Conversion report I got from Amazon’s interface. How do they differ?<\/h3>\n<p data-start=\"10329\" data-end=\"10613\"><strong>A: <\/strong>Amazon’s native Path to Conversion report uses a somewhat different methodology than AMC Hub’s Path to Conversion model:<\/p>\n<ul data-start=\"10614\" data-end=\"12240\">\n<li data-start=\"10614\" data-end=\"11031\">\n<p data-start=\"10616\" data-end=\"11031\"><strong data-start=\"10616\" data-end=\"10655\">Amazon’s native Path to Conversion:<\/strong> Typically focuses on a single path per user leading to their final purchase. It compresses the user’s journey such that each type of ad exposure appears only once in the path (ordered by the first time that user encountered that ad type). In essence, the Amazon report highlights the one <strong data-start=\"10944\" data-end=\"10969\">final conversion path<\/strong> for each user (the simplified journey before their ultimate purchase).<\/p>\n<\/li>\n<li data-start=\"11032\" data-end=\"12240\">\n<p data-start=\"11034\" data-end=\"12240\"><strong data-start=\"11034\" data-end=\"11067\">AMC Hub’s Path to Conversion:<\/strong> Captures the ad exposure sequence for <strong data-start=\"11106\" data-end=\"11115\">every<\/strong> conversion a user makes, not just the last one. If a user made multiple purchases in the timeframe, AMC Hub will record a separate path for each purchase event. This means the same user can have multiple paths listed, and an ad touchpoint can appear multiple times in a single path if it occurred that way. The AMC approach provides a full view of <strong data-start=\"11464\" data-end=\"11491\">all conversion journeys<\/strong> in the data, not just the last touch.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"11034\" data-end=\"12240\">For example, say a user’s ad exposure and purchase sequence was:<\/p>\n<p data-start=\"11034\" data-end=\"12240\"><strong>A -> B -> C -> B -> <em data-start=\"11612\" data-end=\"11622\">Purchase<\/em> … then later C -> B -> <em data-start=\"11646\" data-end=\"11662\">Purchase again<\/em>. <\/strong><\/p>\n<p data-start=\"11034\" data-end=\"12240\">Amazon’s Path to Conversion might condense this into <strong>A -> B -> C -> Purchase<\/strong> (2 purchases), with each ad type listed once. <\/p>\n<p data-start=\"11034\" data-end=\"12240\">AMC Hub, on the other hand, would show two paths: <strong data-start=\"11839\" data-end=\"11868\">A -> B -> C -> B -> Purchase<\/strong> (for the first purchase) and <strong data-start=\"11898\" data-end=\"11922\">C -> B -> Purchase<\/strong> (for the second purchase).<\/p>\n<p data-start=\"11034\" data-end=\"12240\">Because of this, the paths and counts in AMC Hub can differ from the Amazon report. It’s not an error – it’s due to the different focus. Amazon’s version emphasizes the final conversion path per user, whereas AMC Hub gives you a comprehensive view of all the paths leading to conversions.<\/p>\n<p> <\/p>\n<h3 data-start=\"12242\" data-end=\"13502\">Q: I found that when I aggregate conversion metrics by ad type, I see higher totals than when breaking them down by individual campaigns. Why does the campaign-level view show fewer conversions?<\/h3>\n<p data-start=\"12242\" data-end=\"13502\"><strong>A: <\/strong>This is due to AMC’s privacy safeguards. AMC will suppress data for very small user counts to protect anonymity. When you break out conversions by individual campaign, if some campaigns have only a tiny number of converting users, those conversions might be <strong data-start=\"12702\" data-end=\"12723\">hidden or omitted<\/strong> in the report (to comply with privacy thresholds). This can make the total conversions appear lower when summed campaign-by-campaign. However, when you look at a higher-level aggregation (say by ad type or channel), those same conversions are now part of a larger group and likely surpass the reporting threshold, so they are included in the aggregated total. In short, fine-grained breakdowns can “lose” some conversion data because certain small segments are filtered out for privacy, whereas broader views will show a more complete total. This is expected behavior and ensures that individual users cannot be identified from extremely granular data. The discrepancy is not a miscalculation, but rather an artifact of privacy-driven data suppression at more detailed levels.<\/p>\n<p data-start=\"12242\" data-end=\"13502\"> <\/p>\n<h3 data-start=\"13504\" data-end=\"14954\">Q: If I remove or revoke the authorization for an ad account (store) on Xnurta, will it affect the AMC data for that account? Can I still use the models and audiences that were set up with that account’s data?<\/h3>\n<p data-start=\"13504\" data-end=\"14954\"><strong>A:<\/strong> Generally, once an AMC instance is established and linked to your ad account, simply removing the account’s authorization on the Xnurta front end will not immediately erase or disable its data. The AMC instance and its data remain intact on the backend. This means any model results that were already pulled, as well as custom audiences you created using that data, will still be available and functional. In fact, scheduled data refreshes for the AMC instance will continue to run because the instance remains connected to your Amazon account (even if the Xnurta UI temporarily isn’t authorized to pull new queries for that account). For example, there have been cases where an audience could still be created after a store was de-authorized on Xnurta — that’s because audience creation in AMC Hub doesn’t instantly depend on the store’s authorization status. That said, to ensure you continue to display the full data(e.g ASIN information) without interruption, it’s best to keep your relevant ad accounts authorized on the platform. If you do encounter data not updating or an audience failing to create after an authorization change, it’s likely due to another reason (such as no users meeting the criteria) rather than the de-authorization itself.<\/p>\n<p data-start=\"13504\" data-end=\"14954\"> <\/p>\n<h3 data-start=\"14956\" data-end=\"15760\">Q: What does the “New-to-Brand” metric mean in AMC Hub reports?<\/h3>\n<p data-start=\"14956\" data-end=\"15760\" data-is-last-node=\"\" data-is-only-node=\"\"><strong>A:<\/strong> “New-to-Brand” refers to customers who are purchasing from your brand for the <strong data-start=\"15107\" data-end=\"15121\">first time<\/strong> (within a defined period, typically looking back 12 months). Amazon considers a customer new to your brand if they have not bought a product from your brand in the past 12 months. Therefore, metrics like “New-to-Brand Orders” or “New-to-Brand Sales” reflect the conversions and sales coming from those first-time customers (as opposed to repeat customers). This metric helps you gauge how many of your conversions in a given time frame are attributed to newly acquired customers. In other words, it shows the impact of your campaigns on attracting brand-new buyers, which is useful for evaluating customer acquisition alongside retention.<\/p>","pure_content":"Author: Robin Jia\nLast Update\uff1a2025\/04\/18\n\u00a0\nFAQ\nQ: How do I get access and authorize Xnurta AMC Hub?\nA: To use Xnurta AMC Hub, you need an Amazon Advertising account with Amazon Marketing Cloud (AMC) access enabled. If you don\u2019t have AMC access yet, contact your Xnurta representative to help set it up. Once your account has AMC permissions, simply authorize your Amazon advertising account on the Xnurta platform and select the AMC instance you want to use. After that, you can start using all the features of the AMC Hub.\n\u00a0\nQ: What are the main features supported by Xnurta AMC Hub?\nA: Xnurta AMC Hub offers two core capabilities: Analytics Models and Custom Audiences. The Analytics Models section includes 10 built-in analysis models covering various aspects of advertising performance (reach, conversion paths, attribution, audience insights, etc.), and the Custom Audiences section lets you define audience segments based on user behavior and use them for ad targeting. In summary:\n\nTen Analytics Models:\n\nUnique Reach \u2013 Measures unique users reached by your ads (deduplicated reach) and related metrics to help understand your overall ad reach.\nAudience Label \u2013 Evaluates ad performance across different audience segments or labels, helping identify high-performing and high-potential audience groups.\nPath to Conversion \u2013 Analyzes the full journey users take from initial ad exposure to final conversion, showing the sequence of touchpoints that lead to a purchase.\nCross-Product Association \u2013 Looks at relationships between products in purchases (e.g., which products are often bought by the same users), revealing cross-selling or bundle opportunities.\nTime to Conversion \u2013 Measures the time span between a user\u2019s first ad interaction and the conversion, providing insight into how long conversions take.\nOverlap Analysis \u2013 Shows the overlap of audiences between different campaigns or channels, i.e., how many users were reached by multiple campaigns.\nGeographic Analysis \u2013 Breaks down ad reach and conversions by geographic region, helping you see performance differences across locations.\nMulti-Touch Attribution \u2013 Allows custom attribution modeling to credit multiple ad touchpoints for a conversion, so you can analyze how each ad exposure contributed to the result.\nCustomer Lifetime Value (CLV) \u2013 Tracks the long-term value of customers acquired in a given period (cohort), by monitoring their cumulative purchases over time (new-to-brand analysis and repeat purchase behavior).\nSearch Term Analysis (STA) \u2013 Group users based on different search behaviors and track their subsequent conversion actions.\n\n\nCustom Audiences \u2013 Lets you create audience segments based on users\u2019 historical behavior on Amazon. You can define audiences by combining conditions such as viewed ASINs, purchase actions, ad exposures, etc. Once you create a custom audience, it automatically syncs to your Amazon DSP\/SA account, where you can directly use it for targeting in your ad campaigns.\n\n\u00a0\nQ: Does using AMC Hub require any technical skills or background?\nA: No. Xnurta AMC Hub is designed to be user-friendly and eliminate technical barriers. You do not need any programming or database expertise to use it. The platform provides an intuitive graphical interface and pre-built analysis models. With point-and-click or drag-and-drop operations, any user can customize queries and analyze AMC data. In short, no special technical background is required \u2013 even non-technical users can effectively use AMC Hub for data analysis.\n\u00a0\nQ: How does AMC Hub ensure data security and privacy?\nA: Data security and user privacy are top priorities for AMC Hub. Xnurta AMC Hub is built on Amazon Marketing Cloud\u2019s infrastructure and thus inherits AMC\u2019s robust security and privacy protections. All data extraction, transfer, storage, and analysis operations are carried out under Amazon\u2019s strict privacy guidelines, ensuring that each advertiser\u2019s data remains isolated and secure. Moreover, Xnurta, as the service provider, adheres to data privacy regulations and our customer agreements \u2014 we will not access, use, or share your data without your authorization. In short, the data you handle in AMC Hub is used only for your analysis and is safeguarded at the same high standards as on Amazon\u2019s own platforms.\n\u00a0\nQ: Does AMC Hub support Amazon\u2019s paid data products like FSI? Are there extra fees to use them?\nA: AMC Hub does support some of Amazon\u2019s paid data integrations, and there are no additional fees from Xnurta to use them. Specifically, AMC Hub supports FSI data in certain models. FSI is an Amazon paid data add-on that includes conversion data from users who were not reached by ads in the past 28 days. Enabling FSI allows those organic (non-ad-driven) conversions to be included in your analysis. Currently, FSI data can be incorporated into models such as Cross-Product Association, Time to Conversion, Multi-Touch Attribution, Customer Lifetime Value, Search Term Analysis, as well as in the custom audience creation feature.\u00a0Importantly, there is no extra charge to use AMC Hub or to utilize these AMC paid data features through our platform. In other words, if your Amazon account has access to FSI data, you can enable and use that data in AMC Hub\u2019s supported models without paying any additional fees to Xnurta.\u00a0\n\u00a0\nQ: What is the difference between \u201cprebuilt data\u201d and \u201ccustom data\u201d in AMC Hub?\nA: The key differences lie in how the data is pulled and the level of flexibility:\n\nPrebuilt Data: These are model results that Xnurta pulls automatically on a fixed schedule with preset parameters. They are typically updated once per month and are available for you to view without any manual action. For example, the system will query the analysis results for the previous month for each model, so you can directly view them. The parameters for prebuilt data (such as the time range and which campaigns\/products are included) are fixed, providing a consistent, standard view of your performance (usually focused on the most recent period). Because of data volume considerations, prebuilt models generally only include the recent data (approximately the last month). If you need data from further back in time or with different parameters, you would use a custom query.\nCustom Data: This is data you pull on-demand by setting your own parameters in a model. You can choose the exact date range, select specific campaigns or ASINs, apply filters, and then run the query to retrieve that specific dataset. Custom data queries can be run ad-hoc (whenever you need) or set to update on a schedule you define. With custom data, you have the ability to retrieve longer historical ranges or highly specific segmented data beyond what the prebuilt settings offer. In short, prebuilt data is like a regular monthly report that the system prepares for you, whereas custom data allows you to actively fetch exactly what you want to see. Both types of data can be exported to Excel for further analysis if needed.\n\n\u00a0\nQ: Can I upload my own first-party data to AMC Hub?\nA: Currently, Xnurta AMC Hub does not support directly uploading first-party data within the platform. However, if you have already uploaded first-party data via the Amazon Marketing Cloud console (your AMC instance), the Custom Audiences feature in AMC Hub can consume that data to create audiences (including Lookalike audiences). For example, after you upload encrypted member ID data into your AMC instance, you can select that first-party data source when building a custom audience in AMC Hub. This allows you to leverage your existing first-party data for more targeted ad audiences.\n\u00a0\nQ: After setting up a new AMC instance, how long does it take for data to show up in AMC Hub?\nA: When you create and authorize a new AMC instance, you won\u2019t see the data immediately; there is a short waiting period for everything to sync. In general, the timeline is as follows: First, Amazon typically takes about 1\u20132 business days to review your request and link your ad account to the new AMC instance. Once that is done, the Xnurta platform will begin pulling in the prebuilt model data, which usually completes within another 48 hours or less. So roughly, you can expect it to take about 3\u20134 days from the time you set up an AMC instance until all the model data is available in AMC Hub. (If you\u2019re linking an already-existing AMC instance that was authorized externally, data querying begins immediately after authorization, and you should see data ready in about 2 days.)\n\nA natural delay in processing and finalizing the last few days of any month. Conversions and events that occur in the final days of the month may only get recorded into AMC during the first few days of the following month. So, the data for a given month isn\u2019t finalized right at midnight of month-end \u2014 typically by the first week of the next month, all of the prior month\u2019s data will have arrived and settled.\nAttribution Window: Amazon\u2019s advertising attribution window is about 14 days. This means if a user was exposed to your ad near the end of the month but converted a bit later (within those 14 days), that conversion won\u2019t immediately show up in the previous month\u2019s attributed metrics. If you pull the data too soon, some conversions that technically stem from last month\u2019s ads might still be pending attribution, making the initial reported numbers for the month a little low.\n\nGiven these factors, it\u2019s advisable to wait a short while into the new month before quering the full data for the previous month. Usually by the second week of the new month (or at least a few days into the month), the prior month\u2019s AMC data will be complete. At that point, any processing lag or attribution delays have been resolved, and you can trust that the data is accurate and final.\n\u00a0\nQ: How long does a custom model query take to complete?\nA: The time it takes to run a custom model query can vary depending on several factors: the date range you request, the number of campaigns or data points involved, and the complexity\/volume of the data. In general, most custom queries finish processing within 24 hours of submission. If you\u2019ve chosen an especially long time span or included a very large number of campaigns (resulting in a huge amount of data to crunch), it may take longer \u2013 in extreme cases, if a query runs over 24 hours, it might time out and fail. Also, if you submit many queries at once, they will be queued and processed one after another, which means some might complete after the 24-hour mark due to waiting time. In practice, the majority of typical queries complete within a few hours, and only very heavy data requests approach the upper end of this timeframe. If you notice a query is taking unusually long, you can check its status in the \u201cMy AMC Models\u201d list; if needed, consider narrowing the query\u2019s scope and trying again to speed it up.\n\u00a0\nQ: How can I check the progress or status of a custom model data pull?\nA: In the AMC Hub interface, you can monitor the status of each custom query in real time via the \u201cMy AMC Models\u201d list (typically on the main models page). Every custom model task you\u2019ve submitted will be listed with a status indicator. The primary statuses include:\n\nPending: Your request has been submitted and is waiting in the queue to be processed.\nProcessing: The system is currently running the query \u2013 retrieving and computing your data.\nCompleted: The data pull has finished successfully. You can now click on that model in the list to view the results.\nFailed: An error occurred and the data pull did not complete.\n\nAfter submitting a custom query, you can check this \u201cMy AMC Models\u201d list at any time to see the latest status. If a query shows as \u201cFailed,\u201d you can hover over the status (or click it) to see a tooltip with the error message, which can help you identify the cause of the failure.\n\u00a0\nQ: If a custom model data pull fails, what are the possible reasons?\nA: Based on our experience, some common reasons for custom query failures include:\n\nData Volume Too Large: If your query requests an excessively large dataset (for example, a very long date range combined with a high number of campaigns or filters), the system may time out or hit limits. Essentially, the query can fail because it couldn\u2019t complete within the allowed time or resource constraints. To resolve this, try reducing the date range or splitting the query into smaller chunks to decrease the amount of data processed in one go.\nPrivacy Budget Limits: If you submit too many queries with very similar conditions in a short period, Amazon\u2019s AMC may trigger a \u201cPrivacy Budget Error\u201d. This is a privacy safeguard mechanism \u2013 it prevents attempts to triangulate individual user data by making repeated similar queries. Once this error is triggered, subsequent similar queries will be blocked. In such cases, you\u2019ll need to contact our support team to help reset or unlock your AMC instance before continuing. It\u2019s best to avoid firing off numerous nearly identical queries back-to-back.\nNetwork\/System Glitches: In rare instances, a query might fail due to a temporary network issue or server-side glitch (for example, if there\u2019s a momentary outage or maintenance). These occurrences are infrequent. If you suspect this is the cause, simply wait a bit and try the query again later.\n\nIf a custom data pull fails, first check if any of the above might be the cause and adjust accordingly (e.g., simplify the query or spread out similar requests). If the problem persists after those adjustments, please reach out to Xnurta support for further assistance. We can investigate the specific failure and help you get the data you need.\n\u00a0\nQ: Can I modify or cancel a custom model query after I\u2019ve submitted it?\nA: Yes, you can cancel it as long as the query is still in progress. If your custom model task is still in \u201cPending\u201d or \u201cProcessing\u201d status, you have the option to cancel it. To do this, go to the \u201cMy AMC Models\u201d list, locate the query you want to stop, and click the cancel button for that entry. Once clicked, the system will halt the data pull. This is useful if you realize you made a mistake in your query parameters or you no longer need the data \u2013 you won\u2019t have to wait for it to finish. Keep in mind that if a task has already been completed (status shows \u201cCompleted\u201d), it cannot be undone or modified; in that case, you would need to submit a new query with the desired changes. (There is no way to directly edit a query that\u2019s finished, but you can always cancel and resubmit while it\u2019s running.)\n\u00a0\nQ: Can I export the analysis data and charts from AMC Hub?\nA: Yes. AMC Hub provides easy export options for your analysis results. On each model\u2019s results page, there is a \u201cDownload Data\u201d button that allows you to export the currently displayed data table as an Excel file. This makes it convenient to take the data offline for further analysis or to incorporate into your own reports. These export features let you seamlessly include insights from AMC Hub in your presentations or decision-making documents without having to manually copy and paste figures.\n\u00a0\nQ: Why do the numbers in AMC Hub not match the data in Amazon\u2019s own ad platforms?\nA: It\u2019s common to see some discrepancies between AMC Hub data and the figures in Amazon\u2019s advertising dashboards (like Seller Central or the DSP console) because they are derived and calculated differently. Here are the main reasons:\n\nDifferent Data Sources: AMC Hub pulls data via Amazon Marketing Cloud, which is separate from the data source that Amazon\u2019s native ad platforms use. The AMC data is more raw and user-level, whereas the ad console data is aggregated and campaign-level. Thus, the way impressions, clicks, and conversions are counted can differ. In short, the two systems are not in perfect one-to-one alignment due to these source differences.\nPrivacy Filtering: AMC applies strict privacy rules. If a query result involves very small numbers of users, AMC may suppress or omit data to protect user anonymity. As a result, some conversions or metrics that appear in the Amazon ad console might be hidden or shown as zero in AMC if the user count is below a certain threshold. This privacy filtering can cause AMC\u2019s totals to be lower than those on the ad platform for those particular segments.\nAttribution Differences: Amazon\u2019s native reports use fixed attribution logic (for example, click-through attribution within 14 days for conversions). They only count a conversion if it meets those criteria (an ad click led to a sale within the window, etc.). AMC, on the other hand, often provides unattributed or flexibly attributed data. This means AMC will show conversions that happened in the presence of certain ads or conditions, even if those conversions weren\u2019t directly credited to an ad click under the standard rules. For example, in the Search Term Analysis model, if a user searched for a term and later purchased a product, that purchase is counted under that search term\u2019s data in AMC \u2013 even if the purchase wasn\u2019t directly caused by clicking an ad for that term. In Amazon\u2019s campaign report, that sale might not be attributed to the term at all (unless the user clicked your ad). Therefore, AMC might show higher purchase counts for a given search term than the Amazon console does. Similarly, the Multi-Touch Attribution model in AMC uses custom attribution rules, which will naturally diverge from Amazon\u2019s default single-touch attribution.\nScope of Data: The scope of data included in an AMC instance is usually broader than a single Amazon platform. AMC Hub can combine data from your Amazon store (including organic sales), your DSP campaigns, any first-party data you\u2019ve uploaded, and even additional paid data sources like FSI if enabled. In contrast, Amazon\u2019s native dashboards typically show data in silos \u2014 for example, Seller Central shows your store\u2019s sales and Sponsored Ads, and the DSP console shows only DSP campaign data for that advertiser. AMC Hub aggregates across these sources. This means some \u201ctotal\u201d figures in AMC could be higher because they encompass multiple channels. For instance, AMC might show a higher overall sales number because it\u2019s counting both ad-attributed sales and other sales, whereas Seller Central might only be considering sales attributed to ads (depending on the context of the report).\nMetric Definitions: AMC Hub often provides different metrics or calculates them in ways that don\u2019t directly mirror the native reports. It emphasizes user-centric metrics (like Purchase UV, which is the count of unique purchasers, or distinguishing New-to-Brand customers) and cumulative or holistic measures, whereas the ad console focuses on ad-centric metrics (like clicks, spend, ROAS for that campaign, etc.). Because of this, even when metrics seem similar, they may not be directly comparable. For example, the Customer Lifetime Value (CLV) model in AMC tracks cohorts of new customers acquired each month and measures their subsequent purchases over time. A given month\u2019s CLV sales figure only includes purchases from customers who were first acquired in that month. It intentionally does not include purchases from customers who were acquired earlier (since those belong to past cohorts). By contrast, Amazon\u2019s standard sales report for that month includes all sales from all customers (new or existing). Naturally, the CLV model\u2019s \u201cTotal Sales\u201d for a month will usually be lower than the total sales reported in Seller Central for the same month, because the Seller Central figure also contains repeat purchases from older customers. (Another example: the Path to Conversion model in AMC might sum up the cost of all ads a user saw on their journey, across DSP and Sponsored Ads, whereas the DSP platform itself only shows the cost of DSP ads. So if you tried to compare \u201cTotal Cost\u201d or \u201cNTB purchases\u201d between the two, they wouldn\u2019t match because one is combining channels and not using Amazon\u2019s one-ad attribution rule.)\n\nIn summary, these discrepancies are expected and stem from AMC Hub providing a more user-behavior-oriented, cross-channel view of performance, versus Amazon\u2019s native tools providing a channel-specific, strictly attributed view. Each is useful in its own context. It\u2019s best to use AMC Hub to gain deeper insights (e.g., user journeys, combined impact of all ads, incremental lifts) and use the Amazon console to measure the direct performance of specific ads or campaigns. The differences in numbers do not indicate an error but rather reflect these different analytical perspectives.\n\u00a0\nQ: In the CLV model, what does the \u201cAccumulative\u201d toggle do?\nA: In the Customer Lifetime Value (CLV) model, the \u201caccumulative\u201d option adjusts the way metrics are presented over time. When you turn on the accumulative toggle, the report will cumulatively add the performance of a cohort of customers across months. Here\u2019s how it works:\n\nFor absolute metrics like Total Sales or Purchase UV (unique purchasers), turning on accumulation means each month\u2019s figure will include that month plus all previous months for that customer cohort. So the values become running totals. For example, if in January the cohort had $10k in sales and in February they contributed another $5k, the February value with accumulation would show $15k for that cohort (Jan + Feb).\nFor calculated metrics like LTV (Lifetime Value per customer), the calculation uses the cumulative values when accumulation is on. LTV is typically calculated as total sales divided by the number of new customers in that cohort\u2019s start month. With accumulation enabled, the \u201ctotal sales\u201d part of that formula becomes the accumulated sales up through the current month, while the denominator (the number of acquired customers in the initial month) remains the same. As a result, if those customers keep buying in later months, the LTV metric will increase over time. For instance, if the cohort\u2019s initial LTV after one month was $50, and some of those customers made additional purchases in the second month, the LTV might increase to $80 (because the total revenue numerator grew).\n\nIn summary, enabling the accumulative toggle lets you see how the value of a cohort of customers grows over the subsequent months beyond their first purchase month. It answers the question, \u201cWe acquired these customers in Month X \u2013 how much revenue have they generated in total by Month Y?\u201d rather than just looking at each month in isolation.\nOne thing to keep in mind: if the cohort size is small, you might not observe a visible increase even with accumulation turned on. This could happen if there were very few repeat purchases from that cohort, or if the additional purchases involve so few users that Amazon\u2019s privacy thresholds hide the data. For example, if only a handful of people in the cohort made second purchases (say fewer than 100 users), AMC may suppress the incremental data for privacy reasons. In such a case, the LTV might appear flat in the report even though there was a tiny increase. This is not a bug with the accumulative feature, but rather a result of insufficient data volume for that cohort.\n\u00a0\nQ: Can AMC Hub analyze the reach and frequency of my ads?\nA: As of now, the platform does not have a dedicated model specifically for ad frequency analysis. However, you can use the \u201cUnique Reach\u201d model to understand how many unique users your ads reached, which in turn helps you infer frequency. The Unique Reach model tells you the number of distinct users exposed to your ads over a given time period (i.e., de-duplicated reach). To gauge frequency, you can compare the unique reach to your total impression count. For example, if a campaign delivered 10,000 ad impressions and the Unique Reach model shows 2,000 unique users reached, that implies an average frequency of about 5 impressions per user. This gives you a general idea of how often the same users saw your ads on average.\nIt\u2019s important to note that AMC Hub currently does not provide a direct frequency distribution report like some native platforms do (where you could see how many users saw your ad 1 time, 2 times, etc.). For very granular frequency analysis, you would still need to rely on Amazon\u2019s native ad console features or wait for a future update of AMC Hub that includes a dedicated frequency analysis tool. In the meantime, the Unique Reach model is the best proxy within AMC Hub for understanding reach and estimating frequency.\n\u00a0\nQ: In the Search Term Analysis model, what does \u201cRelated Search Terms\u201d mean? Are these terms all keywords from my campaigns?\nA: In the Search Term Analysis model, \u201cRelated Search Terms\u201d refer to search terms that tend to be searched by the same users in close time proximity. In other words, if a lot of users who searched for keyword A also searched for keyword B during the analysis period, then keyword B is shown as a related search term to A.\u00a0The model output is divided into two sections: \u201cOverall Search Terms\u201d and \u201cRelated Search Terms.\u201d\n\nOverall Search Terms: This section lists all the search terms that triggered an impression of your ads, along with the subsequent metrics (such as Detail Page Views (DPV), Add-To-Carts, and Purchases by those users). That means every term in this list is indeed one that your campaign was targeting (or matched to) \u2013 when users searched that term, they saw your ad. So yes, these are all terms relevant to your advertising campaigns. You can think of this as the performance of each search term that was part of your advertising reach. Unlike the Amazon ad console, AMC Hub does not attribute those conversions back to the ad exposure itself; it simply reports on the behavior of users who searched those terms.\nRelated Search Terms: This section adds a layer of user behavior correlation on top of the overall terms. It shows term pairs that are frequently searched by the same users. If term A and term B are often searched by the same user or audience group, the model identifies that relationship. For example, if many users who searched \u201crunning shoes\u201d also searched \u201crunning socks\u201d, then \u201crunning socks\u201d might appear as a related search term for \u201crunning shoes.\u201d This insight can help you discover additional keywords that your target audience is interested in, which you might want to include in your strategy.\n\nKeep in mind that the conversion metrics associated with a search term in this model (for instance, the number of purchases after searching a term) do not imply that all those purchases were directly attributed to clicking an ad for that search term. Instead, it indicates that users who searched for that term also made those purchases during the time frame. All the search terms listed did trigger your ads (so they are part of your advertising reach), but the conversions shown are more about user behavior patterns rather than direct ad-attributed outcomes.\n\u00a0\nQ: Can I view a competitor\u2019s data in AMC Hub?\nA: No, you cannot. Amazon\u2019s data privacy rules strictly ensure that you only have access to your own AMC data and not any other advertiser\u2019s data. In other words, all the data you see in AMC Hub pertains to your brand\u2019s accounts and campaigns \u2013 you won\u2019t be able to retrieve any AMC information about your competitors. This policy protects everyone\u2019s data privacy: just as you can\u2019t see a competitor\u2019s data, they cannot see yours via AMC either. Any analysis model or custom audience you use is limited to the data from your authorized AMC instance (i.e., your advertising accounts).\n\u00a0\nQ: When creating a lookalike audience, why do I get an error saying \u201cno suitable audience found\u201d?\nA: If you encounter a \u201cNo suitable audience found\u201d message while creating a lookalike audience in AMC Hub, it usually means Amazon\u2019s algorithm could not find enough similar users based on your seed audience. This can happen for a couple of reasons:\n\nSeed Audience Too Small or Invalid: The source (seed) audience you provided might have too few users, or possibly none at all. For example, if the criteria for your seed audience are so restrictive that almost no users qualify (or if you entered an identifier like an ASIN incorrectly, such that it doesn\u2019t match any users), then Amazon has no base to build a lookalike from. With such a tiny sample, the system can\u2019t confidently expand to a larger audience, so it returns that error.\nSeed Audience in a Restricted Category: If the seed audience is defined by an ASIN that falls under a sensitive or restricted product category, Amazon\u2019s policies might prevent creating an audience from it. In this case, even if there are users for the seed, Amazon will not generate a lookalike audience due to policy restrictions on that category.So if you get this message, it\u2019s a good idea to confirm that you\u2019re not using a product category that\u2019s disallowed from Amazon Ads' official website: https:\/\/advertising.amazon.com\/help\/GX6YN67MVYYX5P4X\n\n\u00a0\nQ: After I create an audience in AMC Hub, how long until it appears in the Amazon ads interface?\nA: Once you create a custom audience in AMC Hub, it isn\u2019t available in your Amazon advertising account (e.g., DSP\/SA audience list) immediately; there\u2019s a bit of a delay for synchronization. Here\u2019s the typical timeline: First, AMC Hub generates the audience\u2019s user list. This generation step usually finishes within 24 hours (often much quicker if the system isn\u2019t busy). Once the audience\u2019s status is marked \u201cCompleted\u201d in AMC Hub, the platform pushes the audience to your Amazon ad account. Amazon then generally takes up to around 48 hours to ingest and register that audience in their systems. In other words, from the moment you create the audience to the point it becomes selectable in, say, your ads console, it\u2019s usually on the order of one to two days.\nLately, we have noticed some audiences taking longer than 48 hours to show up. Amazon is aware of these delays and is working to improve the speed of audience syncing. If it\u2019s been a couple of days and your new audience still hasn\u2019t appeared in the ads console, please reach out to Xnurta support. We can escalate the issue to Amazon and get an update. It\u2019s best to be patient and avoid creating duplicate audiences in the meantime \u2013 eventually the audience should sync over, and creating it multiple times could lead to confusion if they all sync at once later.\n\u00a0\nQ: Is there any recommendation or requirement for the size of a custom audience in AMC Hub?\nA: Yes, there are specific minimums (but no upper limit):\n\nRule-based audiences (direct match): Must contain at least 2,000 users, or Amazon\u2019s privacy safeguards will block creation; there is no maximum size.\nLookalike audiences: The seed audience must have at least 500 users and no more than 500,000 users.\n\n\u00a0\nQ: Can I modify a custom audience after it\u2019s been created?\nA: Due to limitations in the Amazon Marketing Cloud platform, you cannot directly edit or delete the criteria of an existing custom audience once it\u2019s created. However, AMC Hub offers two workarounds to keep your audiences up to date or create a revised version:\n\nAuto\u2011Update: When you create an audience, you can set an update frequency (e.g., daily, weekly, or bi\u2011weekly). If enabled, the system will automatically recalculate the audience at each interval, adding new users who now meet the criteria and removing those who no longer do. This ensures the audience remains \u201cfresh\u201d over time without manual edits.\nCopy Audience: To change the definition itself, use the Copy feature. In your audience list, duplicate the existing audience, adjust the conditions on the copy, and save it as a new audience. This effectively creates a new, edited version while preserving the original. You can then delete the original from Xnurta if you no longer need it. (Note: deleting an audience in Xnurta AMC Hub only removes it from the Xnurta list; it does not remove it from your Amazon ad account. If you wish to stop using it in campaigns, you must also disable or delete it within your ad platform.)\u00a0 \u00a0\u00a0\n\nIn summary, direct edits aren\u2019t possible, but you can keep an audience current with auto\u2011updates or \u201cedit\u201d its criteria by copying and modifying it.\n\u00a0\nQ: For an AMC audience with Auto Adjust Date (auto-refresh) turned on: if any refresh cycle drops below 2,000 users, will the audience become invalid? If it does, will it restart automatically once a later refresh exceeds 2,000 users?\nA: The AMC system handles audience refresh as follows:\nScheduled refresh:With Auto Adjust Date enabled, the system refreshes the audience on the set schedule.\nWhen a refresh returns < 2,000 users:The system does not overwrite the existing audience; the previous version with > 2,000 users stays active.\nWhen a later refresh reaches \u2265 2,000 users:The first refresh that meets or exceeds 2,000 users immediately replaces the old data.\n30 consecutive days with < 2,000 users:If every refresh stays below 2,000 users for 30 straight days, the audience is marked Inactive:\nIt can\u2019t be added to new campaigns;\nNo further refreshes occur;\nCampaigns already using it keep serving the last version that exceeded 2,000 users.\n\u00a0\nQ: I'm interested in a model, but the prebuilt metrics are not quite enough. Can I add more metrics?\nA: Of course. We understand that each customer's marketing analysis perspective and focus are different. Therefore, in addition to the key metrics preset in each model, you can also flexibly add other metrics of interest in the custom model to meet personalized analysis needs. Some metrics in some models may require you to upload corresponding custom parameters (such as ASIN) before they can be used. See the \"Model Customization\" section of each model for details.\n\u00a0\nQ: I use Amazon DSP with my own account (not via Xnurta). Can I still utilize AMC Hub\u2019s Audience Label, Geographic Analysis, etc.?\u00a0\nA: Yes. As long as you have an AMC instance and have authorized your Amazon DSP advertiser account to work with it, you can use all of AMC Hub\u2019s features \u2014 it doesn\u2019t require using Xnurta\u2019s DSP specifically. You will have access to models like Audience Label and Geographic Analysis just like any other user.\u00a0\n\u00a0\nQ: How does AMC Hub handle different currencies across multiple marketplaces? If my campaigns use various currencies, how are spend and sales metrics displayed?\nA: AMC Hub automatically normalizes monetary values to ensure consistency. Specifically, if your analysis involves multiple currencies, the system will convert all non-USD figures into US dollars using the appropriate exchange rates before aggregating or calculating metrics. In the interface and exports, currency is shown in a unified way:\n\n\nIf the data includes only a single currency, values are shown with that currency\u2019s symbol.\n\n\nIf multiple currencies are present in the data, values are displayed in U.S. dollars (USD) as the common unit.\u00a0\n\n\nIn short, even if your AMC instance spans several countries with different currencies, AMC Hub will convert and present financial metrics in a consistent currency format (using USD when necessary) so that your reports are coherent and comparable.\n\u00a0\nQ: In AMC Hub\u2019s \u201cBrand Search\u201d filter, can I add a competitor\u2019s brand name as a keyword?\nA:\u00a0You can, but note that the Brand Search filter inherently includes\u00a0your own brand name by default. This means if you add a competitor\u2019s brand term, the system will actually look for search queries that contain both your brand and the competitor\u2019s brand. In other words, you cannot use the Brand Search feature to isolate searches for only a competitor\u2019s brand, since the filter is always anchored to your brand. The Brand Search function is intended to capture search traffic that involves your brand name; it isn\u2019t designed for standalone competitor keyword research.\n\u00a0\nQ: When building a custom audience, I set a filter \u201cPurchased < 1\u201d. Why did the audience creation fail or return no members?\nA:\u00a0This is due to how AMC\u2019s audience filtering logic works. In short, using \u201c< 1\u201d in that context created a contradictory condition. For example, if you first filtered for users who\u00a0have made a purchase (by selecting a purchase event) and then added a criterion \u201cpurchases < 1\u201d, you were essentially asking for users who both have purchased and have never purchased \u2014 which yields zero results. If your goal is to find users who have never made a purchase, you should approach it without pre-filtering to purchasers. Instead, use criteria or exclusions that directly target non-buyers. For instance, you could select an event like \u201cviewed exclude purchased\u201d to capture those users. The key point is that a \u201c< 1\u201d condition can\u2019t be applied on the same action that you\u2019ve already used to include users, otherwise it nullifies the pool. Make sure your filtering logic isn\u2019t simultaneously requiring an action and negating it \u2014 this way your audience can be created successfully.\n\u00a0\nQ: I ran multiple Audience Label analysis models for different sets of ASINs, but the results looked almost identical. Why?\nA:\u00a0This usually happens because the advertising exposure metrics remained the same across those queries, and those were the metrics you were looking at. In the Audience Label model, if you don\u2019t restrict your custom query to specific campaigns or ads, the reach\/impression-related metrics (like number of users reached, impressions, cost, etc.) reflect your\u00a0overall advertising performance. They won\u2019t change just because you input different ASINs as monitored products. Only the conversion-related metrics (such as Detail Page Views, Add-to-Carts, Purchases) will change based on the ASIN you\u2019re focusing on. So if you compare multiple Audience Label reports where the only difference in your setup is the ASIN, you\u2019ll find most audience breakdowns and ad performance metrics remain constant \u2014 this is expected. Unless you also filter the model to only include ads related to those ASINs (for example, limiting the data to campaigns featuring that product), the high-level reach\/exposure metrics will stay the same. The differences will only appear in the conversion metrics tied to the specific ASIN.\n\u00a0\nQ: In the Search Term Analysis model, I selected a specific ASIN to focus on, yet the report still shows many search terms unrelated to that product. Why is that?\nA: That\u2019s because selecting an ASIN affects the conversion metrics in the model, but it does not filter which search terms appear. By default, the Search Term Analysis will list\u00a0all search terms that triggered your ads during the period (i.e. any term where a user saw your ad). When you specify a particular ASIN in the custom query, the platform will calculate certain metrics with respect to that product (for example, it will show how many purchases of that ASIN resulted from those searches, in metrics like \u201cMonitored ASIN Purchases\u201d). However, it will not limit the search term list only to terms related to that ASIN. You\u2019ll still see the full set of search terms that had impressions for your ads; the ASIN filter only comes into play in the conversion columns (indicating whether those searches led to a purchase of the selected product). If you want to see only search terms specifically tied to a certain product\u2019s ads, you would need to filter the query\u2019s scope of advertising (e.g. select only the campaigns for that ASIN). Otherwise, the search term list remains comprehensive, with the ASIN selection only influencing the conversion stats.\n\u00a0\nQ: I noticed that AMC Hub\u2019s Path to Conversion analysis is different from the Path to Conversion report I got from Amazon\u2019s interface. How do they differ?\nA:\u00a0Amazon\u2019s native Path to Conversion report uses a somewhat different methodology than AMC Hub\u2019s Path to Conversion model:\n\n\nAmazon\u2019s native Path to Conversion: Typically focuses on a single path per user leading to their final purchase. It compresses the user\u2019s journey such that each type of ad exposure appears only once in the path (ordered by the first time that user encountered that ad type). In essence, the Amazon report highlights the one final conversion path for each user (the simplified journey before their ultimate purchase).\n\n\nAMC Hub\u2019s Path to Conversion: Captures the ad exposure sequence for every conversion a user makes, not just the last one. If a user made multiple purchases in the timeframe, AMC Hub will record a separate path for each purchase event. This means the same user can have multiple paths listed, and an ad touchpoint can appear multiple times in a single path if it occurred that way. The AMC approach provides a full view of all conversion journeys in the data, not just the last touch.\n\n\nFor example, say a user\u2019s ad exposure and purchase sequence was:\nA -> B -> C -> B -> Purchase \u2026 then later C -> B -> Purchase again. \nAmazon\u2019s Path to Conversion might condense this into A -> B -> C -> Purchase (2 purchases), with each ad type listed once.\u00a0\nAMC Hub, on the other hand, would show two paths:\u00a0A -> B -> C -> B -> Purchase\u00a0(for the first purchase) and\u00a0C -> B -> Purchase\u00a0(for the second purchase).\nBecause of this, the paths and counts in AMC Hub can differ from the Amazon report. It\u2019s not an error \u2013 it\u2019s due to the different focus. Amazon\u2019s version emphasizes the final conversion path per user, whereas AMC Hub gives you a comprehensive view of all the paths leading to conversions.\n\u00a0\nQ: I found that when I aggregate conversion metrics by ad type, I see higher totals than when breaking them down by individual campaigns. Why does the campaign-level view show fewer conversions?\nA:\u00a0This is due to AMC\u2019s privacy safeguards. AMC will suppress data for very small user counts to protect anonymity. When you break out conversions by individual campaign, if some campaigns have only a tiny number of converting users, those conversions might be\u00a0hidden or omitted in the report (to comply with privacy thresholds). This can make the total conversions appear lower when summed campaign-by-campaign. However, when you look at a higher-level aggregation (say by ad type or channel), those same conversions are now part of a larger group and likely surpass the reporting threshold, so they are included in the aggregated total. In short, fine-grained breakdowns can \u201close\u201d some conversion data because certain small segments are filtered out for privacy, whereas broader views will show a more complete total. This is expected behavior and ensures that individual users cannot be identified from extremely granular data. The discrepancy is not a miscalculation, but rather an artifact of privacy-driven data suppression at more detailed levels.\n\u00a0\nQ: If I remove or revoke the authorization for an ad account (store) on Xnurta, will it affect the AMC data for that account? Can I still use the models and audiences that were set up with that account\u2019s data?\nA: Generally, once an AMC instance is established and linked to your ad account, simply removing the account\u2019s authorization on the Xnurta front end will not immediately erase or disable its data. The AMC instance and its data remain intact on the backend. This means any model results that were already pulled, as well as custom audiences you created using that data, will still be available and functional. In fact, scheduled data refreshes for the AMC instance will continue to run because the instance remains connected to your Amazon account (even if the Xnurta UI temporarily isn\u2019t authorized to pull new queries for that account). For example, there have been cases where an audience could still be created after a store was de-authorized on Xnurta \u2014 that\u2019s because audience creation in AMC Hub doesn\u2019t instantly depend on the store\u2019s authorization status. That said, to ensure you continue to display the full data(e.g ASIN information) without interruption, it\u2019s best to keep your relevant ad accounts authorized on the platform. If you do encounter data not updating or an audience failing to create after an authorization change, it\u2019s likely due to another reason (such as no users meeting the criteria) rather than the de-authorization itself.\n\u00a0\nQ: What does the \u201cNew-to-Brand\u201d metric mean in AMC Hub reports?\nA: \u201cNew-to-Brand\u201d refers to customers who are purchasing from your brand for the first time (within a defined period, typically looking back 12 months). Amazon considers a customer new to your brand if they have not bought a product from your brand in the past 12 months. Therefore, metrics like \u201cNew-to-Brand Orders\u201d or \u201cNew-to-Brand Sales\u201d reflect the conversions and sales coming from those first-time customers (as opposed to repeat customers). This metric helps you gauge how many of your conversions in a given time frame are attributed to newly acquired customers. In other words, it shows the impact of your campaigns on attracting brand-new buyers, which is useful for evaluating customer acquisition alongside retention.","is_draft":"0","editor_type":"3","file_path":"","add_time":"1718363614","update_time":"1760690121"},"pure_content":"Author: Robin Jia\nLast Update\uff1a2025\/04\/18\n\u00a0\nFAQ\nQ: How do I get access and authorize Xnurta AMC Hub?\nA: To use Xnurta AMC Hub, you need an Amazon Advertising account with Amazon Marketing Cloud (AMC) a"},{"id":"690850","string_id":"3LJMfVnY","status":"1","parent_id":"110585","slug":"How-to-find-Brand-Store-ID-Page-ID","order":"1","name":"How to find Brand Store ID & Page ID (For Brand Store Insight Audience)","type":"2","cover":"","cover_alt":"","desc":null,"website":"","contact":"","seo_title":"","seo_keyword":"","seo_desc":"","share_switch":"0","share_code":"","author":"Kadence","published_time":"1767176691","add_time":"1767176632","update_time":"1776761951","corp_auth_id":"0","verify_code_auth_id":"0","editor_type":"3","file_type":"","auth_id":"[\"-1\"]","content":{"content_id":"690850","content":"<div data-page-id=\"V1jFdXpo7oIgHdxV8FXcLwPunac\" data-lark-html-role=\"root\" data-docx-has-block-data=\"true\">\n<h2 class=\"heading-2 ace-line old-record-id-TcG2dZH6GotV62xGUeKcYl6Bnsd\">How to Find Brand Store ID and Page ID<\/h2>\n<div class=\"ace-line ace-line old-record-id-T6p7dcPjeoCW6pxcJEicV0yRnYc\">This guide helps you quickly find your <strong>Brand Store ID<\/strong> and <strong>Page ID<\/strong> directly from Amazon Brand Store URLs. No technical tools are required—just use your browser.<\/div>\n<div class=\" old-record-id-BIc9dyTFjo3ebnxr52vcAnL1nig\" data-type=\"divider\"><hr><\/div>\n<h2 class=\"heading-2 ace-line old-record-id-CHQpdQO5xoDl07xwdG6cYsg8npf\">What Are Brand Store ID and Page ID?<\/h2>\n<h3 class=\"heading-3 ace-line old-record-id-ChITd2U3qovRDtxsqVPcxGu8n2b\">Brand Store ID<\/h3>\n<div class=\"ace-line ace-line old-record-id-FBATdIw57oy2EYxRwJoc30U9nWe\">Identifies your <strong>entire Amazon Brand Store<\/strong> (the homepage).<\/div>\n<h3 class=\"heading-3 ace-line old-record-id-TX4NdAKsaoKGxdxNDufcvlsrnEh\">Page ID<\/h3>\n<div class=\"ace-line ace-line old-record-id-R8YFd4WpXoidlbx4hOecTcOenZe\">Identifies a <strong>specific page or tab<\/strong> within your Brand Store (such as a product collection page or campaign page).<\/div>\n<div class=\"ace-line ace-line old-record-id-MrGndmD5Oo4XSdxhCTIcOgbtn4e\">These IDs are commonly required when creating <strong>Brand Store–based audiences<\/strong>, such as <strong>Page View<\/strong>, <strong>Page Click<\/strong>, and <strong>Video Play<\/strong>.<\/div>\n<div class=\" old-record-id-O15rdyooIo7Z0exD0G6cpA9Gnog\" data-type=\"divider\"><hr><\/div>\n<h2 class=\"heading-2 ace-line old-record-id-OM8pdJ4UwoRXIlx6cocc18XLnYc\">How to Find the Brand Store ID<\/h2>\n<h3 class=\"heading-3 ace-line old-record-id-UQZ6d5pFtoew19xi0hscPiqOnEf\">Steps<\/h3>\n<ol class=\"list-number1\" start=\"1\">\n<li class=\"ace-line ace-line old-record-id-MxCvdJNPFoJNXGxJjk9cePEknEb\" data-list=\"number\">\n<div>Open your <strong>Amazon Brand Store homepage<\/strong><\/div>\n<\/li>\n<li class=\"ace-line ace-line old-record-id-XKexdDEwKoyUHAxECkSca0wxnsh\" data-list=\"number\">\n<div>Check the URL in your browser’s address bar<\/div>\n<\/li>\n<li class=\"ace-line ace-line old-record-id-EMozdJQM1oMkdkxXQHzcJu3Vnhe\" data-list=\"number\">\n<div>Locate the value that appears <strong>after <\/strong><strong><code>\/stores\/page\/<\/code><\/strong><\/div>\n<\/li>\n<li class=\"ace-line ace-line old-record-id-T2aXdhKiLopOjWxKKMnc7zcHn0e\" data-list=\"number\">\n<div>That value is your <strong>Brand Store ID<\/strong><\/div>\n<\/li>\n<\/ol>\n<h3 class=\"heading-3 ace-line old-record-id-OK9Pdcwz9o7nXpxyol5c2IfKnPE\">Example<\/h3>\n<div class=\"image-uploaded gallery old-record-id-TOezdlTdTogJXFxXS6jcB1jxnhf\" data-type=\"image\" data-ace-gallery-json=\"{"items":[{"uuid":"2071f60a-40e0-49a0-9cd7-9ca996d7b920","height":594,"width":1280,"currHeight":594,"currWidth":1280,"natrualHeight":594,"natrualWidth":1280,"pluginName":"imageUpload","scale":1,"src":"https%3A%2F%2Finternal-api-drive-stream.feishu.cn%2Fspace%2Fapi%2Fbox%2Fstream%2Fdownload%2Fpreview%2FQ0EmbueDrowhrgxbbj1cX6eGnmh%2F%3Fpreview_type%3D16","file_token":"Q0EmbueDrowhrgxbbj1cX6eGnmh","image_type":"image\/png","size":376818,"comments":[]}]}\"><img src=\"https:\/\/resource-wangsu.helplook.net\/docker_production\/nd452y\/article\/3LJMfVnY\/697d6e578363b.png\"><\/div>\n<div class=\"ace-line ace-line old-record-id-KKOodqmJbo827Wx4gpzc0H3AnTh\"><code>https:\/\/www.amazon.com\/stores\/page\/D24FDA17-DECF-46BB-AF47-AF4647D2B1F8\/<\/code><\/div>\n<div class=\"ace-line ace-line old-record-id-QwN4dy3ZPodBrWxhup1cRbDXnfb\"><strong>Brand Store ID<\/strong><\/div>\n<div class=\"ace-line ace-line old-record-id-BkPqdZBB6oTwloxQccZc3Gbyn4g\"><code>D24FDA17-DECF-46BB-AF47-AF4647D2B1F8<\/code><\/div>\n<div class=\" old-record-id-EUILdsULSoRqxtx6kUwcUO0gnqe\" data-type=\"divider\"><hr><\/div>\n<h2 class=\"heading-2 ace-line old-record-id-RlwPdBgeOoEBlnxrMBzcMvjqnof\">How to Find the Page ID<\/h2>\n<div class=\"ace-line ace-line old-record-id-CPNhd7ODCogOtExBmDYcoD7OnQh\">Each page or tab within a Brand Store has its own unique <strong>Page ID<\/strong>.<\/div>\n<h3 class=\"heading-3 ace-line old-record-id-MApPdvnxiox5YNxtub7cSwi2nDc\">Steps<\/h3>\n<ol class=\"list-number1\" start=\"1\">\n<li class=\"ace-line ace-line old-record-id-Met4doZiLomyCUxhrokcaZupnNg\" data-list=\"number\">\n<div>Navigate to the <strong>Brand Store page or tab<\/strong> you want to analyze (e.g. “Deals”, “New Arrivals”)<\/div>\n<\/li>\n<li class=\"ace-line ace-line old-record-id-RlcjdoZwhoV2XSx56wDcu9P3n3c\" data-list=\"number\">\n<div>Check the URL in your browser’s address bar<\/div>\n<\/li>\n<li class=\"ace-line ace-line old-record-id-Su8QdaVpDoBqwQxy8M0c3ETWnMb\" data-list=\"number\">\n<div>Locate the value <strong>after <\/strong><strong><code>\/stores\/page\/<\/code><\/strong><\/div>\n<\/li>\n<li class=\"ace-line ace-line old-record-id-TEJ5dNW90o2A0jxnZiXcKeFgnVf\" data-list=\"number\">\n<div>That value is the <strong>Page ID<\/strong> for the selected page<\/div>\n<\/li>\n<\/ol>\n<h3 class=\"heading-3 ace-line old-record-id-N86BdbaJyo30tSxGqYcc0HQTn8b\">Example<\/h3>\n<div class=\"image-uploaded gallery old-record-id-ZhSmd6G6Goc0KYxdIX0cQiranxf\" data-type=\"image\" data-ace-gallery-json=\"{"items":[{"uuid":"127e85d1-d4d9-4f58-a808-4801c0406a5e","height":780,"width":1280,"currHeight":780,"currWidth":1280,"natrualHeight":780,"natrualWidth":1280,"pluginName":"imageUpload","scale":1,"src":"https%3A%2F%2Finternal-api-drive-stream.feishu.cn%2Fspace%2Fapi%2Fbox%2Fstream%2Fdownload%2Fpreview%2FYrKUbGzV5o1v1GxeBeScNjnDnKc%2F%3Fpreview_type%3D16","file_token":"YrKUbGzV5o1v1GxeBeScNjnDnKc","image_type":"image\/png","size":461348,"comments":[]}]}\"><img id=\"8007_1769828259152_72714\" src=\"https:\/\/resource-wangsu.helplook.net\/docker_production\/nd452y\/article\/3LJMfVnY\/697d6fa4bb184.png\"><\/div>\n<div class=\"ace-line ace-line old-record-id-FPSydW3hNolQszxyYQ5cJs4hnRl\"><code>https:\/\/www.amazon.com\/stores\/page\/5C80765D-E7F2-4A46-8619-88447C2DFF60\/<\/code><\/div>\n<div class=\"ace-line ace-line old-record-id-NWrldLT6go6QJdxwaeacRsHZnRc\"><strong>Page ID<\/strong><\/div>\n<div class=\"ace-line ace-line old-record-id-A85fdO1AUoIz6kxClJJc4O7InSh\"><code>5C80765D-E7F2-4A46-8619-88447C2DFF60<\/code><\/div>\n<div class=\" old-record-id-XhuFdwUF3oXDPdx1moEcSjEinqy\" data-type=\"divider\"><hr><\/div>\n<h2 class=\"heading-2 ace-line old-record-id-ZO3cdleIUopSF2xlknMcShsnnpb\">Notes<\/h2>\n<h3 class=\"heading-3 ace-line old-record-id-VXq1dN6fLodwZxxmwa7cILlWnnd\">Difference Between Store ID and Page ID<\/h3>\n<ul class=\"list-bullet1\">\n<li class=\"ace-line ace-line old-record-id-Jvp3d4rHnoDKMOxXEHDcAhN5nrf\" data-list=\"bullet\">\n<div><strong>Store ID<\/strong> usually comes from the Brand Store <strong>homepage<\/strong><\/div>\n<\/li>\n<li class=\"ace-line ace-line old-record-id-VqgBdNEWEo6uGqxhesRc6513ntb\" data-list=\"bullet\">\n<div><strong>Page ID<\/strong> comes from individual <strong>sub-pages or tabs<\/strong> within the store<\/div>\n<\/li>\n<\/ul>\n<h3 class=\"heading-3 ace-line old-record-id-QSATdqpm9omoCixz5pHcCkKqnTd\">Each Page Has a Unique Page ID<\/h3>\n<div class=\"ace-line ace-line old-record-id-XQGfd5588oz6E4xJZWAcdmCInEd\">Even within the same Brand Store, different pages will have different Page IDs.<\/div>\n<h3 class=\"heading-3 ace-line old-record-id-W7efdM5QYo27lmxobxicu5rEnze\">Multiple Page IDs Are Supported<\/h3>\n<div class=\"ace-line ace-line old-record-id-KDcGdUtneoOA3UxqWwNcN0tSnAe\">You can add multiple Page IDs when creating an audience.<\/div>\n<h3 class=\"heading-3 ace-line old-record-id-ZrBQdZ9fGoTwCTx4kSYc65jMn3f\">No Extra Parameters Needed<\/h3>\n<div class=\"ace-line ace-line old-record-id-Co41dhQDOotTwpxC7N4cMUnUnHf\">Only use the ID value shown after <code>\/stores\/page\/<\/code>.<\/div>\n<\/div>","pure_content":"How to Find Brand Store ID and Page ID\nThis guide helps you quickly find your Brand Store ID and Page ID directly from Amazon Brand Store URLs. No technical tools are required\u2014just use your browser.\n\nWhat Are Brand Store ID and Page ID?\nBrand Store ID\nIdentifies your entire Amazon Brand Store (the homepage).\nPage ID\nIdentifies a specific page or tab within your Brand Store (such as a product collection page or campaign page).\nThese IDs are commonly required when creating Brand Store\u2013based audiences, such as Page View, Page Click, and Video Play.\n\nHow to Find the Brand Store ID\nSteps\n\n\nOpen your Amazon Brand Store homepage\n\n\nCheck the URL in your browser\u2019s address bar\n\n\nLocate the value that appears after \/stores\/page\/\n\n\nThat value is your Brand Store ID\n\n\nExample\n\nhttps:\/\/www.amazon.com\/stores\/page\/D24FDA17-DECF-46BB-AF47-AF4647D2B1F8\/\nBrand Store ID\nD24FDA17-DECF-46BB-AF47-AF4647D2B1F8\n\nHow to Find the Page ID\nEach page or tab within a Brand Store has its own unique Page ID.\nSteps\n\n\nNavigate to the Brand Store page or tab you want to analyze (e.g. \u201cDeals\u201d, \u201cNew Arrivals\u201d)\n\n\nCheck the URL in your browser\u2019s address bar\n\n\nLocate the value after \/stores\/page\/\n\n\nThat value is the Page ID for the selected page\n\n\nExample\n\nhttps:\/\/www.amazon.com\/stores\/page\/5C80765D-E7F2-4A46-8619-88447C2DFF60\/\nPage ID\n5C80765D-E7F2-4A46-8619-88447C2DFF60\n\nNotes\nDifference Between Store ID and Page ID\n\n\nStore ID usually comes from the Brand Store homepage\n\n\nPage ID comes from individual sub-pages or tabs within the store\n\n\nEach Page Has a Unique Page ID\nEven within the same Brand Store, different pages will have different Page IDs.\nMultiple Page IDs Are Supported\nYou can add multiple Page IDs when creating an audience.\nNo Extra Parameters Needed\nOnly use the ID value shown after \/stores\/page\/.","is_draft":"0","editor_type":"3","file_path":"","add_time":"1767176632","update_time":"1769828283"},"pure_content":"How to Find Brand Store ID and Page ID\nThis guide helps you quickly find your Brand Store ID and Page ID directly from Amazon Brand Store URLs. No technical tools are required\u2014just use your browser."},{"id":"772983","string_id":"RJ1oo2KB","status":"1","parent_id":"110585","slug":"HowtoSubscribetoAMCPaidFeaturesDataModels","order":"0","name":"How to Subscribe to AMC Paid Features & Data Models","type":"2","cover":"","cover_alt":"","desc":null,"website":"","contact":"","seo_title":"","seo_keyword":"","seo_desc":"","share_switch":"0","share_code":"","author":"Freya","published_time":"1776631066","add_time":"1776630397","update_time":"1778052698","corp_auth_id":"0","verify_code_auth_id":"0","editor_type":"3","file_type":"","auth_id":"[\"-1\"]","content":{"content_id":"772983","content":"<p><span style=\"font-size: 12pt;\">Author: Kadence Leung <\/span><\/p>\n<p><span style=\"font-size: 12pt;\">Last Update\uff1a2026\/04\/20<\/span><\/p>\n<p> <\/p>\n<p data-path-to-node=\"3\"><strong data-path-to-node=\"3\" data-index-in-node=\"0\">Not sure which subscription you need?<\/strong> Before activating a feature, check out our comprehensive guide on <strong data-path-to-node=\"3\" data-index-in-node=\"104\"><a href=\"https:\/\/help.xnurta.com\/en\/docs\/AMC-Paid-Subscriptions\" target=\"_blank\" rel=\"noopener\">AMC Paid Data Subscriptions Value<\/a> <\/strong>to learn exactly how FSI, ARP, and BSI can unlock organic conversion data, 5-year purchase histories, and deep Brand Store insights for your business.<\/p>\n<p data-path-to-node=\"0\">To unlock deep-funnel data like <strong data-path-to-node=\"0\" data-index-in-node=\"32\">Flexible Shopper Insights (FSI)<\/strong> or <strong data-path-to-node=\"0\" data-index-in-node=\"67\">Amazon Retail Purchases<\/strong>, you need to activate paid subscriptions within your Amazon Marketing Cloud (AMC) instance.<\/p>\n<p data-path-to-node=\"1\">Depending on who manages your account, there are two ways to get this done.<\/p>\n<p data-path-to-node=\"1\"> <\/p>\n<h2 data-path-to-node=\"3\">Scenario 1: AMC Instance Managed by Xnurta<\/h2>\n<p data-path-to-node=\"4\">If the Xnurta team originally created and manages your AMC instance, you won’t be able to click \"Subscribe\" yourself. Instead, follow these steps:<\/p>\n<ol start=\"1\" data-path-to-node=\"5\">\n<li>\n<p data-path-to-node=\"5,0,0\"><strong data-path-to-node=\"5,0,0\" data-index-in-node=\"0\">Contact your CSM:<\/strong> Send a written confirmation (via email) to your Xnurta Client Success Manager requesting the subscription.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"5,1,0\"><strong data-path-to-node=\"5,1,0\" data-index-in-node=\"0\">Review the Quote:<\/strong> Because costs vary based on your data volume, your CSM will provide an estimated monthly quote.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"5,2,0\"><strong data-path-to-node=\"5,2,0\" data-index-in-node=\"0\">Confirm Activation:<\/strong> Once you respond and confirm the quote, our team will activate the subscription on the backend for you.<\/p>\n<\/li>\n<\/ol>\n<hr data-path-to-node=\"6\">\n<h2 data-path-to-node=\"7\">Scenario 2: Brand-Owned AMC Instance <\/h2>\n<p data-path-to-node=\"8\">If you own the instance and have <strong data-path-to-node=\"8\" data-index-in-node=\"33\">Admin<\/strong> permissions, you can activate the subscription directly through the UI.<\/p>\n<p data-path-to-node=\"9\"><strong>Step-by-Step Activation<\/strong><\/p>\n<ol start=\"1\" data-path-to-node=\"10\">\n<li>\n<p data-path-to-node=\"10,0,0\"><strong data-path-to-node=\"10,0,0\" data-index-in-node=\"0\">Navigate to Paid Features:<\/strong> Log in to your AMC instance. In the top navigation menu, click on the <strong data-path-to-node=\"10,0,0\" data-index-in-node=\"97\">Paid features<\/strong> tab.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"10,1,0\"><strong data-path-to-node=\"10,1,0\" data-index-in-node=\"0\">View Options:<\/strong> Find the dataset you want (e.g., <em data-path-to-node=\"10,1,0\" data-index-in-node=\"47\">Amazon Insights<\/em>) and click the <strong data-path-to-node=\"10,1,0\" data-index-in-node=\"78\">See options<\/strong> button on the right.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"10,2,0\"><strong data-path-to-node=\"10,2,0\" data-index-in-node=\"0\">Check the Price:<\/strong> On the subscription settings page, you will see your specific monthly cost.<\/p>\n<blockquote data-path-to-node=\"10,2,1\">\n<p data-path-to-node=\"10,2,1,0\"><strong data-path-to-node=\"10,2,1,0\" data-index-in-node=\"0\">Note on Cost:<\/strong> The price for FSI varies based on your data size. If your entity has massive amounts of data, costs can range from <strong data-path-to-node=\"10,2,1,0\" data-index-in-node=\"129\">$100 to over $10,000 per month<\/strong>.<\/p>\n<\/blockquote>\n<\/li>\n<li>\n<p data-path-to-node=\"10,3,0\"><strong data-path-to-node=\"10,3,0\" data-index-in-node=\"0\">Select Billing Source:<\/strong> Use the dropdown menu to choose your <strong data-path-to-node=\"10,3,0\" data-index-in-node=\"60\">Billing source<\/strong>. You can choose to have the subscription billed to your <strong data-path-to-node=\"10,3,0\" data-index-in-node=\"131\">Sponsored Ads<\/strong> account or your <strong data-path-to-node=\"10,3,0\" data-index-in-node=\"161\">Amazon DSP<\/strong> invoice.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"10,4,0\"><strong data-path-to-node=\"10,4,0\" data-index-in-node=\"0\">Subscribe:<\/strong> Click the <strong data-path-to-node=\"10,4,0\" data-index-in-node=\"21\">Subscribe<\/strong> button at the top right. The subscription starts immediately.<img src=\"https:\/\/resource-wangsu.helplook.net\/docker_production\/nd452y\/article\/RJ1oo2KB\/69e53a846090f.png\" width=\"513\" height=\"294\"><img src=\"https:\/\/resource-wangsu.helplook.net\/docker_production\/nd452y\/article\/RJ1oo2KB\/69e53ac7e3467.png\" width=\"512\" height=\"238\"><\/p>\n<\/li>\n<\/ol>\n<hr data-path-to-node=\"11\">\n<h2 data-path-to-node=\"12\"> Pro Tip: The 60-Day Free Trial<\/h2>\n<p data-path-to-node=\"13\">Amazon currently offers a <strong data-path-to-node=\"13\" data-index-in-node=\"26\">60-day free trial<\/strong> for most paid features.<\/p>\n<ul data-path-to-node=\"14\">\n<li>\n<p data-path-to-node=\"14,0,0\"><strong data-path-to-node=\"14,0,0\" data-index-in-node=\"0\">Check Eligibility:<\/strong> Look for the \"Get a 60-day free trial\" link next to the subscription name (as seen in the \"Paid features\" main page).<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"14,1,0\"><strong data-path-to-node=\"14,1,0\" data-index-in-node=\"0\">Test Before You Pay:<\/strong> We highly recommend using this trial period to ensure the data (like Subscribe & Save metrics) provides the specific insights you need before the first bill hits.<\/p>\n<\/li>\n<\/ul>\n<hr data-path-to-node=\"15\">\n<h2 data-path-to-node=\"0\">FAQ<\/h2>\n<h3 data-path-to-node=\"1\"><strong data-path-to-node=\"1\" data-index-in-node=\"0\">Q: Will the 60-day trial automatically turn into a paid subscription?<\/strong><\/h3>\n<p data-path-to-node=\"1\"><strong data-path-to-node=\"1\" data-index-in-node=\"70\">A:<\/strong> No. Once the trial ends, the subscription will simply stop. If you want to continue using the paid features, you’ll need to follow the manual subscription steps mentioned above to reactivate them.<\/p>\n<p data-path-to-node=\"1\"> <\/p>\n<h3 data-path-to-node=\"2\"><strong data-path-to-node=\"2\" data-index-in-node=\"0\">Q: When exactly does my 60-day trial end?<\/strong><\/h3>\n<p data-path-to-node=\"2\"><strong data-path-to-node=\"2\" data-index-in-node=\"42\">A:<\/strong> Since the trial is provided and managed directly by Amazon, Xnurta does not have access to your specific start date or timeline. You’ll need to check your Amazon Advertising console for the exact expiration date.<\/p>\n<p data-path-to-node=\"2\"> <\/p>\n<h3 data-path-to-node=\"3\"><strong data-path-to-node=\"3\" data-index-in-node=\"0\">Q: Once I hit \"Subscribe\" on Amazon, can I use the new features on Xnurta immediately?<\/strong><\/h3>\n<p data-path-to-node=\"3\"> <strong data-path-to-node=\"3\" data-index-in-node=\"87\">A:<\/strong> Not quite. Xnurta doesn't receive an automatic notification about your current subscription status. As soon as you subscribe, please <strong data-path-to-node=\"3\" data-index-in-node=\"223\">contact your CSM<\/strong>. We will enable the feature on the Xnurta platform for you as quickly as possible.<\/p>\n<p> <\/p>\n<p> <\/p>","pure_content":"Author: Kadence Leung\u00a0\nLast Update\uff1a2026\/04\/20\n\u00a0\nNot sure which subscription you need? Before activating a feature, check out our comprehensive guide on\u00a0AMC Paid Data Subscriptions Value to learn exactly how FSI, ARP, and BSI can unlock organic conversion data, 5-year purchase histories, and deep Brand Store insights for your business.\nTo unlock deep-funnel data like Flexible Shopper Insights (FSI) or Amazon Retail Purchases, you need to activate paid subscriptions within your Amazon Marketing Cloud (AMC) instance.\nDepending on who manages your account, there are two ways to get this done.\n\u00a0\nScenario 1: AMC Instance Managed by Xnurta\nIf the Xnurta team originally created and manages your AMC instance, you won\u2019t be able to click \"Subscribe\" yourself. Instead, follow these steps:\n\n\nContact your CSM: Send a written confirmation (via email) to your Xnurta Client Success Manager requesting the subscription.\n\n\nReview the Quote: Because costs vary based on your data volume, your CSM will provide an estimated monthly quote.\n\n\nConfirm Activation: Once you respond and confirm the quote, our team will activate the subscription on the backend for you.\n\n\n\nScenario 2: Brand-Owned AMC Instance\u00a0\nIf you own the instance and have Admin permissions, you can activate the subscription directly through the UI.\nStep-by-Step Activation\n\n\nNavigate to Paid Features: Log in to your AMC instance. In the top navigation menu, click on the Paid features tab.\n\n\nView Options: Find the dataset you want (e.g., Amazon Insights) and click the See options button on the right.\n\n\nCheck the Price: On the subscription settings page, you will see your specific monthly cost.\n\nNote on Cost: The price for FSI varies based on your data size. If your entity has massive amounts of data, costs can range from $100 to over $10,000 per month.\n\n\n\nSelect Billing Source: Use the dropdown menu to choose your Billing source. You can choose to have the subscription billed to your Sponsored Ads account or your Amazon DSP invoice.\n\n\nSubscribe: Click the Subscribe button at the top right. The subscription starts immediately.\n\n\n\n\u00a0Pro Tip: The 60-Day Free Trial\nAmazon currently offers a 60-day free trial for most paid features.\n\n\nCheck Eligibility: Look for the \"Get a 60-day free trial\" link next to the subscription name (as seen in the \"Paid features\" main page).\n\n\nTest Before You Pay: We highly recommend using this trial period to ensure the data (like Subscribe & Save metrics) provides the specific insights you need before the first bill hits.\n\n\n\nFAQ\nQ: Will the 60-day trial automatically turn into a paid subscription?\nA: No. Once the trial ends, the subscription will simply stop. If you want to continue using the paid features, you\u2019ll need to follow the manual subscription steps mentioned above to reactivate them.\n\u00a0\nQ: When exactly does my 60-day trial end?\nA: Since the trial is provided and managed directly by Amazon, Xnurta does not have access to your specific start date or timeline. You\u2019ll need to check your Amazon Advertising console for the exact expiration date.\n\u00a0\nQ: Once I hit \"Subscribe\" on Amazon, can I use the new features on Xnurta immediately?\n\u00a0A: Not quite. Xnurta doesn't receive an automatic notification about your current subscription status. As soon as you subscribe, please contact your CSM. We will enable the feature on the Xnurta platform for you as quickly as possible.\n\u00a0\n\u00a0","is_draft":"0","editor_type":"3","file_path":"","add_time":"1776630397","update_time":"1777230639"},"pure_content":"Author: Kadence Leung\u00a0\nLast Update\uff1a2026\/04\/20\n\u00a0\nNot sure which subscription you need? Before activating a feature, check out our comprehensive guide on\u00a0AMC Paid Data Subscriptions Value to learn exact"},{"id":"777458","string_id":"KfZFSw5n","status":"1","parent_id":"110585","slug":"AMC-Paid-Subscriptions","order":"0","name":"AMC Paid Subscriptions Value","type":"2","cover":"","cover_alt":"","desc":null,"website":"","contact":"","seo_title":"","seo_keyword":"","seo_desc":"","share_switch":"0","share_code":"","author":"Freya","published_time":"1777230275","add_time":"1777229725","update_time":"1778052520","corp_auth_id":"0","verify_code_auth_id":"0","editor_type":"3","file_type":"","auth_id":"[\"-1\"]","content":{"content_id":"777458","content":"<p data-path-to-node=\"0\"><strong data-path-to-node=\"0\" data-index-in-node=\"0\">Author:<\/strong> Kadence Leung<\/p>\n<p data-path-to-node=\"1\"><strong data-path-to-node=\"1\" data-index-in-node=\"0\">Last Update:<\/strong> 2026\/04\/26<\/p>\n<p data-path-to-node=\"1\"> <\/p>\n<h2 data-path-to-node=\"3\">Introduction<\/h2>\n<p data-path-to-node=\"4\">AMC's standard data shows you what your ads did. Paid subscriptions show you what your business is actually doing.<\/p>\n<p data-path-to-node=\"5\">By default, AMC only sees ad-attributed events within a 1-year window — meaning every organic purchase, every Subscribe & Save sign-up, and every repeat buyer from three years ago is invisible. Paid subscriptions close that gap by connecting your ad data to your full retail ecosystem.<\/p>\n<p data-path-to-node=\"6\"><strong data-path-to-node=\"6\" data-index-in-node=\"0\">Use paid subscriptions to answer:<\/strong><\/p>\n<ul data-path-to-node=\"7\">\n<li>\n<p data-path-to-node=\"7,0,0\">My ads are driving purchases — but how many of those buyers were already loyal customers before the ad ran?<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"7,1,0\">Which ad paths are turning first-time buyers into Subscribe & Save subscribers?<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"7,2,0\">Are my shoppers coming back every year, or am I constantly paying to reacquire the same people?<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"7,3,0\">Which pages of my Brand Store are actually converting traffic, and which are losing shoppers?<\/p>\n<\/li>\n<\/ul>\n<hr data-path-to-node=\"8\">\n<h2 data-path-to-node=\"9\">When to Activate Each Subscription<\/h2>\n<ul data-path-to-node=\"10\">\n<li>\n<p data-path-to-node=\"10,0,0\"><strong data-path-to-node=\"10,0,0\" data-index-in-node=\"0\">Amazon Insights (FSI):<\/strong> Activate when you want to see organic conversions, measure true halo effect, or track Subscribe & Save behavior.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"10,1,0\"><strong data-path-to-node=\"10,1,0\" data-index-in-node=\"0\">Amazon Retail Purchases (ARP):<\/strong> Activate when your products have long repurchase cycles, or you need multi-year loyalty and seasonality data.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"10,2,0\"><strong data-path-to-node=\"10,2,0\" data-index-in-node=\"0\">Brand Store Insights (BSI):<\/strong> Activate when you run an Amazon Storefront and want to know which pages and traffic sources are actually driving purchases.<\/p>\n<\/li>\n<\/ul>\n<hr data-path-to-node=\"11\">\n<h2 data-path-to-node=\"12\">Amazon Insights (FSI) — The Most Popular<\/h2>\n<p data-path-to-node=\"13\">FSI is the most commonly activated subscription because it answers the question advertisers ask most: <em data-path-to-node=\"13\" data-index-in-node=\"102\">\"Are my ads actually growing my business, or just capturing demand that was already there?\"<\/em><\/p>\n<h3 data-path-to-node=\"14\"><strong data-path-to-node=\"14\" data-index-in-node=\"0\">What FSI Unlocks:<\/strong><\/h3>\n<ul data-path-to-node=\"15\">\n<li>\n<p data-path-to-node=\"15,0,0\"><strong data-path-to-node=\"15,0,0\" data-index-in-node=\"0\">The Full Conversion Picture:<\/strong> Standard AMC only counts purchases that have an ad touchpoint in the attribution window. FSI adds organic purchases — the sales that happened because your ads built brand awareness, even when no ad was directly clicked. This is the true Halo Effect, and without FSI, you're systematically undercounting your ad's impact.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"15,1,0\"><strong data-path-to-node=\"15,1,0\" data-index-in-node=\"0\">Subscribe & Save (SnS) Data:<\/strong> Without FSI, AMC can only see the first SnS order — the one that may have had an ad touchpoint. Every delivery after that is automatic and carries no ad attribution, so standard AMC data goes silent the moment a shopper subscribes.<\/p>\n<\/li>\n<\/ul>\n<p data-path-to-node=\"16\">FSI fills that gap by recording SnS deliveries as their own events, independent of ad attribution. With FSI, you can see:<\/p>\n<ul data-path-to-node=\"17\">\n<li>\n<p data-path-to-node=\"17,0,0\">How many deliveries each subscriber received in a year<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"17,1,0\">Which subscribers are still active after 3, 6, or 12 months (renewal rate)<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"17,2,0\">How delivery frequency distributes across your subscriber base (one-time vs. repeat vs. loyal 3+)<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"17,3,0\">Which ASINs retain subscribers longest — and which churn after the first delivery<\/p>\n<\/li>\n<\/ul>\n<p data-path-to-node=\"18\"><em data-path-to-node=\"18\" data-index-in-node=\"0\">Subscribe & Save shoppers are your highest-LTV, lowest-CAC customers. But without FSI, you're only seeing the door open — not whether anyone stayed.<\/em><\/p>\n<h3 data-path-to-node=\"19\"><strong data-path-to-node=\"19\" data-index-in-node=\"0\">Models Enhanced by FSI:<\/strong><\/h3>\n<ul data-path-to-node=\"20\">\n<li>\n<p data-path-to-node=\"20,0,0\"><strong data-path-to-node=\"20,0,0\" data-index-in-node=\"0\">Subscribe & Save Analysis:<\/strong> Unlocks Advanced Analysis and Delivery Frequency tabs.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"20,1,0\"><strong data-path-to-node=\"20,1,0\" data-index-in-node=\"0\">Customer Lifetime Value:<\/strong> Captures organic purchase data for true LTV; adds SnS event toggle to measure subscription-driven revenue separately.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"20,2,0\"><strong data-path-to-node=\"20,2,0\" data-index-in-node=\"0\">Multi-Touch Attribution:<\/strong> Includes organic touchpoints in attribution modeling.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"20,3,0\"><strong data-path-to-node=\"20,3,0\" data-index-in-node=\"0\">New-to-Brand Analysis:<\/strong> Separates true new buyers from returning organic shoppers.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"20,4,0\"><strong data-path-to-node=\"20,4,0\" data-index-in-node=\"0\">Marketing Funnel Analysis:<\/strong> Shows organic shoppers moving through the funnel alongside ad-reached shoppers.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"20,5,0\"><strong data-path-to-node=\"20,5,0\" data-index-in-node=\"0\">Search Term Analysis:<\/strong> Includes search behavior from non-ad-exposed shoppers, giving a fuller view of organic discovery.<\/p>\n<\/li>\n<\/ul>\n<hr data-path-to-node=\"21\">\n<h2 data-path-to-node=\"22\">Amazon Retail Purchases (ARP) — 5-Year Purchase History<\/h2>\n<p data-path-to-node=\"23\">By default, AMC stores 1 year of purchase history. ARP extends that window to <strong data-path-to-node=\"23\" data-index-in-node=\"78\">5 years<\/strong>.<\/p>\n<h3 data-path-to-node=\"24\"><strong data-path-to-node=\"24\" data-index-in-node=\"0\">What ARP Unlocks:<\/strong><\/h3>\n<ul data-path-to-node=\"25\">\n<li>\n<p data-path-to-node=\"25,0,0\"><strong data-path-to-node=\"25,0,0\" data-index-in-node=\"0\">Long-Term Loyalty Analysis:<\/strong> A shopper who buys from you every 18 months looks like a new customer in a 1-year window. With ARP, you can see their full purchase history — how many times they've bought, when they lapsed, and whether they came back. This changes how you measure customer retention entirely.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"25,1,0\"><strong data-path-to-node=\"25,1,0\" data-index-in-node=\"0\">True Seasonality Patterns:<\/strong> Year-over-year comparisons using a 1-year window only show you one cycle. ARP lets you compare this Prime Day or Q4 against the previous four — revealing whether growth is a trend or noise, and which customer segments consistently drive seasonal peaks.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"25,2,0\"><strong data-path-to-node=\"25,2,0\" data-index-in-node=\"0\">High-Price Product Cycles:<\/strong> If you sell products that shoppers only replace every 2–3 years (appliances, furniture, premium electronics), standard AMC data makes those buyers look like they've churned. ARP shows you the full repurchase timeline so you can time your re-engagement campaigns correctly.<\/p>\n<\/li>\n<\/ul>\n<h3 data-path-to-node=\"26\"><strong data-path-to-node=\"26\" data-index-in-node=\"0\">Models\/ Audience Template Enhanced by ARP:<\/strong><\/h3>\n<ul data-path-to-node=\"27\">\n<li>\n<p data-path-to-node=\"27,0,0\"><strong data-path-to-node=\"27,0,0\" data-index-in-node=\"0\">Customer Lifetime Value:<\/strong> Extends cohort analysis beyond 1 year; enables 5-year LTV calculation.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"27,1,0\"><strong data-path-to-node=\"27,1,0\" data-index-in-node=\"0\">RFM Segmentation (Audience Template):<\/strong> Powers the 8-tier customer segmentation using 5-year purchase events.<\/p>\n<\/li>\n<\/ul>\n<hr data-path-to-node=\"28\">\n<h2 data-path-to-node=\"29\">Brand Store Insights (BSI) — Storefront Intelligence<\/h2>\n<p data-path-to-node=\"30\">BSI focuses specifically on how shoppers interact with your Amazon Brand Store — traffic your standard ad reports never show.<\/p>\n<h3 data-path-to-node=\"31\"><strong data-path-to-node=\"31\" data-index-in-node=\"0\">What BSI Unlocks:<\/strong><\/h3>\n<ul data-path-to-node=\"32\">\n<li>\n<p data-path-to-node=\"32,0,0\"><strong data-path-to-node=\"32,0,0\" data-index-in-node=\"0\">Traffic Source Analysis:<\/strong> BSI shows which sources are bringing shoppers to your Storefront: Sponsored Brands ads, DSP campaigns, organic search, social traffic, and more. This tells you which channels are driving high-value store visits versus low-quality bounces.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"32,1,0\"><strong data-path-to-node=\"32,1,0\" data-index-in-node=\"0\">Storefront Efficiency:<\/strong> Not all Brand Store pages perform equally. BSI identifies:<\/p>\n<ul data-path-to-node=\"32,1,1\">\n<li>\n<p data-path-to-node=\"32,1,1,0,0\">Which subpages lead shoppers toward purchase<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"32,1,1,1,0\">Which pages have a high exit rate without any product interaction<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"32,1,1,2,0\">Which product placements within the store are generating actual clicks and purchases<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p data-path-to-node=\"33\"><em data-path-to-node=\"33\" data-index-in-node=\"0\">This turns your Storefront from a branding placeholder into a measurable, optimizable sales channel.<\/em><\/p>\n<hr data-path-to-node=\"34\">\n<h2 data-path-to-node=\"35\">How the Three Subscriptions Work Together<\/h2>\n<p data-path-to-node=\"36\">Each subscription adds a different dimension to your data. They are not mutually exclusive — most advanced advertisers run all three.<\/p>\n<ul data-path-to-node=\"37\">\n<li>\n<p data-path-to-node=\"37,0,0\"><strong data-path-to-node=\"37,0,0\" data-index-in-node=\"0\">FSI (Funnel & Loyalty):<\/strong> Unlocks organic sales, SnS sign-ups, and ATC data.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"37,1,0\"><strong data-path-to-node=\"37,1,0\" data-index-in-node=\"0\">ARP (Long-Term Strategy):<\/strong> Unlocks 5-year purchase history, cohorts, and repurchase cycles.<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"37,2,0\"><strong data-path-to-node=\"37,2,0\" data-index-in-node=\"0\">BSI (Merchandising):<\/strong> Unlocks Brand Store traffic sources and page-level conversions.<\/p>\n<\/li>\n<\/ul>\n<hr data-path-to-node=\"38\">\n<h2 data-path-to-node=\"39\">FAQ<\/h2>\n<h3 data-path-to-node=\"40\"><strong data-path-to-node=\"40\" data-index-in-node=\"0\">Q: How much do the paid subscriptions cost?<\/strong><\/h3>\n<p data-path-to-node=\"40\"><strong data-path-to-node=\"40\" data-index-in-node=\"44\">A:<\/strong> Pricing is set by Amazon directly and is subject to change. Current reference rates:<\/p>\n<ul data-path-to-node=\"41\">\n<li>\n<p data-path-to-node=\"41,0,0\"><strong data-path-to-node=\"41,0,0\" data-index-in-node=\"0\">Amazon Insights (FSI):<\/strong> $100–$10,000+\/month <em data-path-to-node=\"41,0,0\" data-index-in-node=\"42\">(Varies based on the size of your shopping data set. Larger entities with more purchase events fall toward the higher end of the range).<\/em><\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"41,1,0\"><strong data-path-to-node=\"41,1,0\" data-index-in-node=\"0\">Brand Store Insights (BSI):<\/strong> $200\/month<\/p>\n<\/li>\n<li>\n<p data-path-to-node=\"41,2,0\"><strong data-path-to-node=\"41,2,0\" data-index-in-node=\"0\">Amazon Retail Purchases (ARP):<\/strong> $500\/month<\/p>\n<\/li>\n<\/ul>\n<p data-path-to-node=\"42\"><em data-path-to-node=\"42\" data-index-in-node=\"0\">Note: All subscriptions are billed by Amazon directly, not Xnurta. Prices are subject to change.<\/em><\/p>\n<p data-path-to-node=\"42\"> <\/p>\n<h3 data-path-to-node=\"43\"><strong data-path-to-node=\"43\" data-index-in-node=\"0\">Q: Will the 60-day trial automatically turn into a paid subscription?<\/strong><\/h3>\n<p data-path-to-node=\"43\"><strong data-path-to-node=\"43\" data-index-in-node=\"70\">A:<\/strong> No. Once the trial ends, the subscription simply stops. If you want to continue using the paid features, you'll need to follow the manual subscription steps to reactivate them.<\/p>\n<p data-path-to-node=\"43\"> <\/p>\n<h3 data-path-to-node=\"44\"><strong data-path-to-node=\"44\" data-index-in-node=\"0\">Q: How long is the free trial? Is Amazon still offering it?<\/strong><\/h3>\n<p data-path-to-node=\"44\"> <strong data-path-to-node=\"44\" data-index-in-node=\"60\">A:<\/strong> Amazon offers a 60-day free trial for all paid data subscriptions (FSI, ARP, and BSI). However, trial availability is determined by Amazon and may change at any time — Xnurta has no visibility into whether the offer is currently active for your account. Check your Amazon Advertising console or contact your Amazon account team to confirm.<\/p>\n<p data-path-to-node=\"44\"> <\/p>\n<h3 data-path-to-node=\"45\"><strong data-path-to-node=\"45\" data-index-in-node=\"0\">Q: Once I subscribe on Amazon, can I use the new features on Xnurta immediately?<\/strong><\/h3>\n<p data-path-to-node=\"45\"> <strong data-path-to-node=\"45\" data-index-in-node=\"81\">A:<\/strong> Not immediately. Xnurta doesn't receive an automatic notification when your subscription status changes. As soon as you subscribe, contact your CSM — we'll enable the feature on the Xnurta platform as quickly as possible.<\/p>\n<p data-path-to-node=\"45\"> <\/p>\n<h3 data-path-to-node=\"46\"><strong data-path-to-node=\"46\" data-index-in-node=\"0\">Q: Do I need all three subscriptions, or can I choose just one?<\/strong><\/h3>\n<p data-path-to-node=\"46\"> <strong data-path-to-node=\"46\" data-index-in-node=\"64\">A:<\/strong> Each subscription is independent. Start with FSI if organic conversion data or SnS tracking is your priority. Add ARP if you need multi-year loyalty analysis. Add BSI if your Storefront is a meaningful part of your traffic strategy.<\/p>\n<p data-path-to-node=\"46\"> <\/p>\n<h3 data-path-to-node=\"47\"><strong data-path-to-node=\"47\" data-index-in-node=\"0\">Q: What happens to my data if I cancel a subscription?<\/strong><\/h3>\n<p data-path-to-node=\"47\"><strong data-path-to-node=\"47\" data-index-in-node=\"55\">A:<\/strong> The historical data already pulled into your models remains accessible. New data will stop ingesting once the subscription ends.<\/p>\n<p data-path-to-node=\"47\"> <\/p>\n<h3 data-path-to-node=\"48\"><strong data-path-to-node=\"48\" data-index-in-node=\"0\">Q: I can already see some Subscribe & Save data without FSI. Why do I need FSI?<\/strong><\/h3>\n<p data-path-to-node=\"48\"> <strong data-path-to-node=\"48\" data-index-in-node=\"80\">A:<\/strong> Without FSI, AMC records only the first SnS order — the one that may have had an ad touchpoint in the attribution window. Every delivery after that is an automatic recurring order with no ad event attached, so AMC's standard data stops tracking it. FSI separately records each delivery as an event, giving you the full post-subscription picture: how many deliveries happened, how often, and how long subscribers stayed active.<\/p>\n<p> <\/p>","pure_content":"Author: Kadence Leung\nLast Update: 2026\/04\/26\n\u00a0\nIntroduction\nAMC's standard data shows you what your ads did. Paid subscriptions show you what your business is actually doing.\nBy default, AMC only sees ad-attributed events within a 1-year window \u2014 meaning every organic purchase, every Subscribe & Save sign-up, and every repeat buyer from three years ago is invisible. Paid subscriptions close that gap by connecting your ad data to your full retail ecosystem.\nUse paid subscriptions to answer:\n\n\nMy ads are driving purchases \u2014 but how many of those buyers were already loyal customers before the ad ran?\n\n\nWhich ad paths are turning first-time buyers into Subscribe & Save subscribers?\n\n\nAre my shoppers coming back every year, or am I constantly paying to reacquire the same people?\n\n\nWhich pages of my Brand Store are actually converting traffic, and which are losing shoppers?\n\n\n\nWhen to Activate Each Subscription\n\n\nAmazon Insights (FSI): Activate when you want to see organic conversions, measure true halo effect, or track Subscribe & Save behavior.\n\n\nAmazon Retail Purchases (ARP): Activate when your products have long repurchase cycles, or you need multi-year loyalty and seasonality data.\n\n\nBrand Store Insights (BSI): Activate when you run an Amazon Storefront and want to know which pages and traffic sources are actually driving purchases.\n\n\n\nAmazon Insights (FSI) \u2014 The Most Popular\nFSI is the most commonly activated subscription because it answers the question advertisers ask most: \"Are my ads actually growing my business, or just capturing demand that was already there?\"\nWhat FSI Unlocks:\n\n\nThe Full Conversion Picture: Standard AMC only counts purchases that have an ad touchpoint in the attribution window. FSI adds organic purchases \u2014 the sales that happened because your ads built brand awareness, even when no ad was directly clicked. This is the true Halo Effect, and without FSI, you're systematically undercounting your ad's impact.\n\n\nSubscribe & Save (SnS) Data: Without FSI, AMC can only see the first SnS order \u2014 the one that may have had an ad touchpoint. Every delivery after that is automatic and carries no ad attribution, so standard AMC data goes silent the moment a shopper subscribes.\n\n\nFSI fills that gap by recording SnS deliveries as their own events, independent of ad attribution. With FSI, you can see:\n\n\nHow many deliveries each subscriber received in a year\n\n\nWhich subscribers are still active after 3, 6, or 12 months (renewal rate)\n\n\nHow delivery frequency distributes across your subscriber base (one-time vs. repeat vs. loyal 3+)\n\n\nWhich ASINs retain subscribers longest \u2014 and which churn after the first delivery\n\n\nSubscribe & Save shoppers are your highest-LTV, lowest-CAC customers. But without FSI, you're only seeing the door open \u2014 not whether anyone stayed.\nModels Enhanced by FSI:\n\n\nSubscribe & Save Analysis: Unlocks Advanced Analysis and Delivery Frequency tabs.\n\n\nCustomer Lifetime Value: Captures organic purchase data for true LTV; adds SnS event toggle to measure subscription-driven revenue separately.\n\n\nMulti-Touch Attribution: Includes organic touchpoints in attribution modeling.\n\n\nNew-to-Brand Analysis: Separates true new buyers from returning organic shoppers.\n\n\nMarketing Funnel Analysis: Shows organic shoppers moving through the funnel alongside ad-reached shoppers.\n\n\nSearch Term Analysis: Includes search behavior from non-ad-exposed shoppers, giving a fuller view of organic discovery.\n\n\n\nAmazon Retail Purchases (ARP) \u2014 5-Year Purchase History\nBy default, AMC stores 1 year of purchase history. ARP extends that window to 5 years.\nWhat ARP Unlocks:\n\n\nLong-Term Loyalty Analysis: A shopper who buys from you every 18 months looks like a new customer in a 1-year window. With ARP, you can see their full purchase history \u2014 how many times they've bought, when they lapsed, and whether they came back. This changes how you measure customer retention entirely.\n\n\nTrue Seasonality Patterns: Year-over-year comparisons using a 1-year window only show you one cycle. ARP lets you compare this Prime Day or Q4 against the previous four \u2014 revealing whether growth is a trend or noise, and which customer segments consistently drive seasonal peaks.\n\n\nHigh-Price Product Cycles: If you sell products that shoppers only replace every 2\u20133 years (appliances, furniture, premium electronics), standard AMC data makes those buyers look like they've churned. ARP shows you the full repurchase timeline so you can time your re-engagement campaigns correctly.\n\n\nModels\/ Audience Template Enhanced by ARP:\n\n\nCustomer Lifetime Value: Extends cohort analysis beyond 1 year; enables 5-year LTV calculation.\n\n\nRFM Segmentation (Audience Template): Powers the 8-tier customer segmentation using 5-year purchase events.\n\n\n\nBrand Store Insights (BSI) \u2014 Storefront Intelligence\nBSI focuses specifically on how shoppers interact with your Amazon Brand Store \u2014 traffic your standard ad reports never show.\nWhat BSI Unlocks:\n\n\nTraffic Source Analysis: BSI shows which sources are bringing shoppers to your Storefront: Sponsored Brands ads, DSP campaigns, organic search, social traffic, and more. This tells you which channels are driving high-value store visits versus low-quality bounces.\n\n\nStorefront Efficiency: Not all Brand Store pages perform equally. BSI identifies:\n\n\nWhich subpages lead shoppers toward purchase\n\n\nWhich pages have a high exit rate without any product interaction\n\n\nWhich product placements within the store are generating actual clicks and purchases\n\n\n\n\nThis turns your Storefront from a branding placeholder into a measurable, optimizable sales channel.\n\nHow the Three Subscriptions Work Together\nEach subscription adds a different dimension to your data. They are not mutually exclusive \u2014 most advanced advertisers run all three.\n\n\nFSI (Funnel & Loyalty): Unlocks organic sales, SnS sign-ups, and ATC data.\n\n\nARP (Long-Term Strategy): Unlocks 5-year purchase history, cohorts, and repurchase cycles.\n\n\nBSI (Merchandising): Unlocks Brand Store traffic sources and page-level conversions.\n\n\n\nFAQ\nQ: How much do the paid subscriptions cost?\nA: Pricing is set by Amazon directly and is subject to change. Current reference rates:\n\n\nAmazon Insights (FSI): $100\u2013$10,000+\/month (Varies based on the size of your shopping data set. Larger entities with more purchase events fall toward the higher end of the range).\n\n\nBrand Store Insights (BSI): $200\/month\n\n\nAmazon Retail Purchases (ARP): $500\/month\n\n\nNote: All subscriptions are billed by Amazon directly, not Xnurta. Prices are subject to change.\n\u00a0\nQ: Will the 60-day trial automatically turn into a paid subscription?\nA: No. Once the trial ends, the subscription simply stops. If you want to continue using the paid features, you'll need to follow the manual subscription steps to reactivate them.\n\u00a0\nQ: How long is the free trial? Is Amazon still offering it?\n\u00a0A: Amazon offers a 60-day free trial for all paid data subscriptions (FSI, ARP, and BSI). However, trial availability is determined by Amazon and may change at any time \u2014 Xnurta has no visibility into whether the offer is currently active for your account. Check your Amazon Advertising console or contact your Amazon account team to confirm.\n\u00a0\nQ: Once I subscribe on Amazon, can I use the new features on Xnurta immediately?\n\u00a0A: Not immediately. Xnurta doesn't receive an automatic notification when your subscription status changes. As soon as you subscribe, contact your CSM \u2014 we'll enable the feature on the Xnurta platform as quickly as possible.\n\u00a0\nQ: Do I need all three subscriptions, or can I choose just one?\n\u00a0A: Each subscription is independent. Start with FSI if organic conversion data or SnS tracking is your priority. Add ARP if you need multi-year loyalty analysis. Add BSI if your Storefront is a meaningful part of your traffic strategy.\n\u00a0\nQ: What happens to my data if I cancel a subscription?\nA: The historical data already pulled into your models remains accessible. New data will stop ingesting once the subscription ends.\n\u00a0\nQ: I can already see some Subscribe & Save data without FSI. Why do I need FSI?\n\u00a0A: Without FSI, AMC records only the first SnS order \u2014 the one that may have had an ad touchpoint in the attribution window. Every delivery after that is an automatic recurring order with no ad event attached, so AMC's standard data stops tracking it. FSI separately records each delivery as an event, giving you the full post-subscription picture: how many deliveries happened, how often, and how long subscribers stayed active.\n\u00a0","is_draft":"0","editor_type":"3","file_path":"","add_time":"1777229725","update_time":"1777230579"},"pure_content":"Author: Kadence Leung\nLast Update: 2026\/04\/26\n\u00a0\nIntroduction\nAMC's standard data shows you what your ads did. Paid subscriptions show you what your business is actually doing.\nBy default, AMC only see"}],"content":{"icon":"\/docker_production\/nd452y\/content_icon\/Radu4i","desc":"","content_id":"110585","add_time":"1718359450","update_time":"1725494272","content":"","is_traffic_less":"0","file_type":""},"hot_list":[],"user_read_num":"0","is_auth":"0"},"msg":"Success","code":200}</article></body></html>

How to Check If You Have an AMC Account and Admin Permission<\/h2>\nBefore starting, confirm two things: (1) whether you have an AMC account, and (2) whether you hold admin permission on it.<\/p>\n

FAQ<\/h2>\n

How to Check If You Have an AMC Account and Admin Permission<\/h2>\n
Before starting, confirm two things: (1) whether you have an AMC account, and (2) whether you hold admin permission on it.<\/p>\n