How to Authorize AMC Instance on Xnurta

Author: Kadence Leung

Last Update：2026/04/26

 

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.

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.

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Before You Start: Which Scenario Are You In?

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How to Check If You Have an AMC Account and Admin Permission

Before starting, confirm two things: (1) whether you have an AMC account, and (2) whether you hold admin permission on it.

Step 1 — Check if you have an AMC account

1. Log into Amazon Ads.

2. In the left menu, click Administration → Account access & settings.

3. On the right panel, look for a section labeled Amazon Marketing Cloud Accounts.

• If you do NOT see any Amazon Marketing Cloud account: You don't have an existing AMC account. Skip to Scenario B.

• If you DO see an Amazon Marketing Cloud account: Select it and continue to Step 2.

 

Step 2 — Confirm it is a standalone AMC account (not Sponsored Ads)

After selecting the account, check the page header:

Account Status	What to Look For in the Header	Screenshot Reference	What This Means / Next Steps
Valid Standalone AMC Account	Top-left:Measurement & reporting > Amazon Marketing Cloud Top-right:Account name labeled as Amazon Marketing Cloud		Valid. You can use this account. Proceed to Step 3 below to check your admin permissions.
Invalid Self-Created Instance	Top-right:Account name labeled as Sponsored ads		Invalid. This is a self-created instance accessed through a Sponsored Ads entity and cannot be authorized to Xnurta. You will need to create a new instance — skip to Scenario B.

 

Step 3 — Check if you have admin permission

1. On the AMC page, look for Access and settings in the top-right area and click it.

2. This takes you to Administration → Account access & settings.

3. You will see the account name, Account ID, and a Users tab.

• If you can see the Users tab and the "Invite users" button: You have admin permission. Proceed to Scenario A.

• If "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.

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Requirements

• For Scenario A only: You hold admin permission on your AMC instance.

• For Scenario B only: Your SA store and/or DSP advertiser is authorized to Xnurta (see the Amazon Store Authorization guide).

Important 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.

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Supported Regions and Marketplaces

Note: One AMC instance can only contain DSP advertisers and SA stores from a single region. You cannot mix regions within one instance.

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4. How to Access AMC Instance Authorization

From anywhere in Xnurta, follow this path:

1. Click your username in the upper right corner.

2. Select Authorization from the dropdown menu.

3. On the Authorization Management page, select the Amazon tab.

4. Click the AMC Instance Authorization tab.

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Scenario A — You Have an Existing AMC Account

Important: 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. 

Step 1: Authorize your AMC account to Xnurta

1. On the AMC Instance Authorization page, click [Manage AMC Instance] → [Create AMC Instance].

2. In the popup, select My AMC Account.

3. If your AMC account has not yet been authorized, click [+ Connect AMC Account] and follow the prompts.

4. Once authorized, return to the AMC Instance Authorization page.

Step 2: Create a new AMC instance

1. Click [Manage AMC Instance] → [Create AMC Instance].

2. Select your AMC account from the dropdown.

3. Enter an Instance Name (required) and an Advertiser Name (optional—used as a nickname). Note: Instance names cannot contain special characters, except spaces.

Step 3: Connect your DSP advertisers and SA stores

1. 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.

2. Check the advertisers and stores you want to connect.

3. Click Create—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.

Step 4: Confirm the instance Check the status in the AMC Instance Authorization list:

• Instance Creation Status: Shows whether the instance was created successfully.

• Advertiser Connection: Shows the progress for linked advertisers (this typically completes within 2 days, depending on Amazon's verification process).

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Scenario B — You Don't Have an AMC Account

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).

Step 1: Start instance creation

1. On the AMC Instance Authorization page, click [Manage AMC Instance] → [Create AMC Instance].

2. In the popup, select Use Xnurta's AMC Account.

Step 2: Name your instance

1. Enter an Instance Name (required) and an Advertiser Name (optional). Note: Instance names cannot contain special characters, except spaces.

Step 3: Connect your DSP advertisers and SA stores

1. Select the region for the AMC instance.

2. Check the advertisers and stores you want to connect from the populated list.

3. Click Create. (Maximum 10 advertisers per batch).

Step 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.

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After Authorization: Linking Entities

Once your AMC instance is authorized, you can link it to your SA stores and DSP advertisers to view data together.

1. In the AMC instance list, click the Link Entity icon to the right of an instance.

2. Select the DSP advertisers or SA stores you want to link (multiple selections supported).

3. After linking, use the store selector in the upper right corner to view data for the linked entity.

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.

 

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Managing Your AMC Instance

To access Instance Management, click the instance name in the upper right corner of the AMC Hub homepage. From here you can:

• Edit Names: Click the ✏️ icon to edit the instance or advertiser name.

• Manage Advertisers: Click the Adding and Removing Advertisers icon. (Changes cannot be made while a previous connection is still in progress).

• Update Instances: If your AMC account has new instances, click Update AMC Instance to sync the latest information.

• Delete Account: Click the [AMC Account] button in the upper right corner. Warning: Deleting an account also deletes all AMC instances under it.

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 FAQ

Q: How long does AMC instance setup take?

A: 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.

Q: Why do I need to wait 3 days before creating an AMC instance after a new authorization?

A: 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.

Q: Can I connect DSP advertisers or SA stores that haven't been authorized to Xnurta?

A: No. You must authorize the entity on Xnurta first, wait at least 3 days, and then create the AMC instance.

 Billing 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.

Q: How many advertisers can I connect to one AMC instance at once?

A: You can submit up to 10 advertisers (DSP and SA combined) at one time. Once the first batch completes, you can add more.

Q: How far back does historical data go after creating an AMC instance?

 A: AMC provides up to 13 months of historical data. For predefined model auto-queries:

• Created before the 15th: Data from two months ago is queried automatically. Last month's data is queried on the 15th of the current month.

• Created after the 15th: Last month's data is queried automatically.

Q: How do I find the EntityID for an SA store?

 A: 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=.

Q: How do I find my DSP Advertiser ID?

A: There are two ways:

1. In Campaign Manager, go to the Advertiser subwindow. The number listed under your DSP advertiser is the ID.

2. Open an individual DSP advertiser's details page. The number after advertisers/ in the URL is the ID.

Q: Why is my AMC data showing as empty?

 A: 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.