AMC Workspaces: Amazon Marketing Cloud Reports Without SQL, Built for DSP Advertisers

Amazon Marketing Cloud (AMC) can answer the questions that decide a DSP budget: which mix of ads brings in new customers, what path shoppers take before they buy, and at what frequency more impressions stop paying. The catch is that AMC is a SQL clean room. Most brands never get past the query editor.

AMC Workspaces is the MixShift app for AMC. It runs ready-made reports against your AMC instance without SQL, schedules them, and builds audiences from the same data. Every advertiser on the MixShift DSP seat gets an AMC instance and AMC Workspaces. The app is free while it is in beta. Brands without the MixShift seat can use it too: AMC Workspaces is open to any organization with a MixShift instance, and a subscription is how you get one without the seat.

What AMC Workspaces does

Runs AMC reports without SQL. You pick a report and a date range. The app writes and submits the query to your AMC instance, waits for Amazon to return it, and shows the result with charts, sortable tables and a definition on every metric.
Shows the method. Each report has a How this works panel: what it answers, which AMC tables it reads, the methodology decisions behind it, how to read it, and its known limits. A Glossary in the top bar defines the AMC terms.
Keeps every run. The Reports page lists every report produced in the workspace, newest first. You can open, rename, re-run with the same settings, or archive any of them, and filter by advertiser, report type and status.
Schedules reports. A report can repeat daily, weekly, monthly or quarterly. You set the cadence and the date range when you create the schedule.
Builds audiences. Start from a template and send the audience to a DSP advertiser or a sponsored ads account.
Scopes everything to one advertiser. Every report and audience belongs to the advertiser you select, and you switch advertisers from the top bar. The Reports page can also show every advertiser at once.

The reports, and the DSP question each one answers

AMC Workspaces ships a template library. The AMC Workspaces guide lists every report. These are the ones a DSP advertiser opens first:

Report	The question it answers
Sponsored Ads + DSP Overlap	Which ad type combinations drive sales, new-to-brand customers and average order value? Where should budget go?
New-to-Brand Drivers	Which campaigns, ad types and products bring in the most new-to-brand customers, and at what cost?
Path-to-Conversion	Which sequences of ad touchpoints most often lead to a conversion?
Time to Conversion	How long do shoppers take from their first ad to their first purchase, and does it differ by the ad type that reached them first?
Reach & Frequency Optimization	At what impression frequency do returns start to diminish?
DSP Geo Performance	Where does DSP spend turn into sales and new customers, by state, metro area and campaign?
Tentpole Event Lift	Did the event lift sales and new customers over the lead-in, and what happened after?

The library also covers Campaign Performance Overview, Branded Search Lift, CLTV Segmentation and Path to Conversion + Brand Store.

Two reports need a paid dataset from Amazon. Organic vs Ad-Exposed reads Flexible Shopping Insights, and Customer Lifetime Value Trends reads Retail Purchases. If your advertiser does not have the subscription, the app refuses the run instead of answering from a different table. CLTV Segmentation switches to a higher-fidelity version on its own when Retail Purchases is present.

AMC runs the queries, so a report takes a few minutes. Each template shows its typical run time.

Why it pairs with a DSP seat

The ad consoles report each channel on its own. DSP reporting shows DSP. Sponsored ads reporting shows sponsored ads. Neither tells you what happened to a shopper who saw both.

AMC can, because it holds event-level data from both sides in one clean room. The DSP reports in AMC Workspaces join the tables:

Overlap, Path-to-Conversion, New-to-Brand Drivers, Time to Conversion and Tentpole Event Lift read DSP impressions and sponsored ads traffic together, then match them to the purchases they led to.
Reach & Frequency and DSP Geo Performance read DSP impressions against those purchases.

That only works if the DSP advertiser is attached to your AMC instance. The default AMC instance Amazon provides for sponsored ads has no DSP connection, no cross-walk between advertiser IDs, no SQL and no API, so the DSP half of the exposure is missing and these reports have nothing to join. That is also why the instance should hold every advertiser ID you have used.

On the MixShift seat, each advertiser gets a cross-source AMC instance with its DSP and sponsored ads advertiser IDs attached, so the reports above have both sides to join.

Audiences: from a report to a DSP line item

An AMC audience is a rule-based segment built from AMC data and activated on an ad account. The builder in AMC Workspaces starts from templates:

Cart abandoners
Lapsed buyers
Ad-exposed non-converters
New-to-brand purchasers
High-value purchasers

You set the lookback window, how often the audience refreshes, and the destination: a DSP advertiser or a sponsored ads account. One audience goes to one account, so using the same segment in both DSP and sponsored ads means creating two. The window is measured back from each refresh, so the audience keeps meaning the same thing over time.

A created audience cannot be edited. Amazon only lets you fix and resubmit one that failed. The builder checks the request before it goes to Amazon for that reason.

When you want SQL, the API or Claude

AMC Workspaces covers the common questions. Your instance is not limited to it.

SQL in the AMC console. The instance shows up in the AMC console from Amazon. If you write SQL, run your own queries there next to the app.
API and MCP. The MixShift Builder Platform exposes AMC over MCP and API, including creating an audience on a DSP advertiser or sponsored ads account. The developer reference lists the operations.
Claude. With the MixShift plugin for Claude, you ask in plain language. Claude finds your instance, checks its data sources, writes the AMC SQL, runs it on the Amazon side and returns a CSV. It can also build an audience, showing you a preview and creating it only after you confirm. See run AMC queries from Claude.

The app, the console, the API and Claude all work on the same instance and the same data.

AMC for small brands

AMC is not only for large DSP budgets. What a small brand needs is an instance with DSP attached and a way to read it without hiring someone to write SQL.

On the MixShift seat, DSP access is $500 per month per advertiser with no minimum spend. That fee includes the AMC instance, and AMC Workspaces is free while in beta and will be priced separately at launch. A brand testing DSP with a modest budget gets the same reports as a large one. Keep in mind that AMC only returns results above its aggregation thresholds, so a very small campaign can come back with sparse rows. Use a longer date range when that happens. A small brand that is not on the MixShift seat can still use AMC Workspaces by getting a MixShift instance through a subscription; contact us for pricing.

How to get started

If you are new to DSP:

Fill in the form on /amazon-dsp. Your DSP advertiser is set up, typically within one business day, and comes with its AMC instance.
Sign in once at build.mixshift.ai and open AMC Workspaces. Approve the app the first time.
Follow the three steps below.

If you are not on the MixShift DSP seat:

AMC Workspaces works without the seat. You become a MixShift organization when you get a MixShift instance, which includes a MixShift AMC instance. Seat advertisers get one with DSP access; everyone else gets one through a subscription. Contact us for pricing. Once your instance is set up:

Connect. In Settings, Connections, sign in to Amazon and approve access. You need admin access to an Amazon Ads account with AMC enabled.
Confirm the advertiser. The app finds the advertisers you can use and matches them to your AMC instances. Confirm one. A data availability check runs, usually in under a minute.
Run Sponsored Ads + DSP Overlap over the last full month or quarter. Then schedule it monthly and build one audience from what you learned.

If you are moving from another DSP seat, tell us on the form. We attach your existing DSP advertiser ID to your new AMC instance so your history stays queryable in the same reports.

Frequently asked questions

Do I need to know SQL to use Amazon Marketing Cloud?

Not with AMC Workspaces. You pick a report and a date range, and the app writes and runs the query. If you write SQL, you can still query the same instance in the AMC console or through the API.

Does MixShift DSP access come with an AMC app?

Yes. Every advertiser on the MixShift DSP seat gets an AMC instance and AMC Workspaces, the AMC app with ready-made reports, schedules and an audience builder. The app is free while in beta and will be priced separately at launch.

Can I use AMC Workspaces without a MixShift DSP seat?

Yes. AMC Workspaces is open to any MixShift organization, and you become one when you get a MixShift instance, including a MixShift AMC instance. Without the seat, that comes through a subscription. Pricing is on request, so contact us. If you also run DSP, putting the advertiser on the MixShift seat brings the instance and the app with the access fee.

Which AMC reports matter most for DSP?

Start with Sponsored Ads + DSP Overlap, then New-to-Brand Drivers and Path-to-Conversion. Use Reach & Frequency Optimization to see where extra impressions stop paying, and DSP Geo Performance to see where DSP spend turns into sales.

Can I send AMC audiences to Amazon DSP?

Yes. The audience builder activates an audience on a DSP advertiser or a sponsored ads account. Each audience goes to one account.

How long does an AMC report take?

A few minutes. AMC runs the query on the Amazon side, and each template shows its typical run time.

Do I need a paid AMC dataset?

Only for two reports: Organic vs Ad-Exposed needs Flexible Shopping Insights, and Customer Lifetime Value Trends needs Retail Purchases. Both are paid subscriptions from Amazon. The other reports run on the standard AMC tables.