AMC Model Gallery

Author: Kadence Leung 

Last Update：2026/04/12

 

Introduction

Amazon 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.

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.

The Value of AMC

Our platform lets you step ahead of the competition by unlocking capabilities you simply won't find in standard ad consoles:

• Track the Complete Journey: Stop guessing which ads drive sales. See exactly how customers interact with your brand across every touchpoint before buying.

• Hyper-Granular Targeting: Build specific audiences based on exact event times and shopping behaviors, so you reach the right person at the right moment.

• Connect First-Party Data: 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.

• Unlock 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.

 

When to Use the AMC

Standard 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:

• Report 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.

• Present Advanced Metrics: Report on complex, long-term business goals like Customer Lifetime Value (CLV), Path to Conversion, and Multi-Touch Attribution.

• Analyze Long-Term Trends: Look back up to 5 years (via Retail Purchases) to report on historical shopper loyalty and purchase patterns.

• Skip the Data Queue: Get SQL-level insights instantly, without waiting for your data engineering or science teams to run the queries.

• Merge First-Party Data: Securely mix your direct-to-consumer sales or subscriber lists with Amazon’s ecosystem for a complete market view.

 

How Xnurta AMC Models Answer Key Business Questions

To help you navigate the Model Gallery, we’ve grouped our pre-built templates by the strategic questions they answer.

1.     How do shoppers actually navigate from first ad to final purchase?

Why 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.

 

 

Model Name	Key Business Question	How This Model Helps (The Value)
Path to Conversion	Which exact ad sequences are driving my highest sales and subscriptions?	Shows you which campaigns act as the hook, bridge, or closer so you can replicate winning paths.
Marketing Funnel Analysis	Where are my shoppers dropping off, and how can I fix my funnel to boost conversions?	Pinpoints the exact leaks in your funnel. Instantly see where to reallocate spend to improve detail page views and conversion rates.
Time to Conversion	How long is the true consideration phase for my products before a shopper buys or subscribes?	Uncovers the timeline between first touch and purchase, helping you set accurate retargeting windows and realistic KPIs.

 

 

2.     Where should I allocate my advertising budget to achieve my specific goals?

Why 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.

 

Model Name	Key Business Question	How This Model Helps (The Value)
Overlap Analysis	Which ad combinations effectively re-engage shoppers?	Validates how overlapping campaigns work together, proving whether your combined exposures actually maximize performance.
Multi-Touch Attribution	How do I measure success beyond Amazon's default "last-click" bias?	Lets you compare advanced attribution models (Markov chain, Shapley, Linear) to uncover the hidden value of upper-funnel ads.
Unique Reach	Am I paying to hit the same users repeatedly, or driving new unique visitors	Reveals your true Unique Visitor (UV) trends so you can see if you are successfully expanding your audience.

 

3.    Who are my most valuable customers, and how do I acquire them?

Why 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.

 

Model Name	Key Business Question	How This Model Helps (The Value)
Customer Lifetime Value	Is it worth paying a higher acquisition cost (CAC) today to win this customer for the long term?	Compares your Cost of Acquisition (CAC) directly against Lifetime Value (LTV) to justify your bids and set dynamic monthly KPIs.
New-to-Brand Analysis	Which ASINs are best for acquiring new shoppers vs. driving repeat purchases?	Uncovers which products act as acquisition engines and which ones are best for maximizing LTV.
Audience Labels	Which untapped audience segments are driving engagement?	Analyzes all shopper segments (targeted or not) to discover hidden demographics that drive high engagement.

 

4.     How can I optimize my specific products, keywords, and geographic targeting?

Why 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.

 

Model Name	Key Business Question	How This Model Helps (The Value)
Cross-Product Association	How do my products interact, and what should I bundle?	Reveals exact shopping behaviors so you can build highly profitable cross-selling and retargeting strategies.
Search Term Analysis	What are my shoppers searching for as they explore my category?	Reveals the exact chain of terms shoppers use during the consideration phase, allowing you to refine your bidding based on real intent.
Subscribe & Save Analysis	Are my SnS customers staying loyal, or canceling?	Unlocks the full lifecycle, tracking delivery orders and long-term retention rates that standard ad consoles can't see.
Geographic Analysis	Which specific cities and regions drive the best ROI?	Visualizes performance by exact location, allowing you to aggressively GEO-target on DSP or leverage localized search placements.

 

 

Managing Your Generated AMC Models

Beneath 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.

1. My AMC Models (Custom Models)

This 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:

• Instant Models: One-time data runs generated for a specific question.
• Loop Models: Recurring data runs that generate automatically on a set schedule.

Available Actions:

• Manage Recurring Runs: Cancel active "Loop" requests if you no longer need that report.
• Favorite: Click the star icon to pin high-priority models.
• Delete: Remove outdated or failed models to keep your dashboard clean.

2. Prebuilt Model Management

To 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.

Manual Data Refresh: 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.