Everything that made AMC hard in 2024 is gone.
By Andrew Bailiff ยท August 10, 2026 ยท Curated by George's Blog
Everything that made AMC hard in 2024 is gone.
The SQL barrier: gone. AI writes it now, and it's good at it.
The access barrier: mostly gone.
The "what do I even ask" barrier: still there, and now it's the only one that matters.
That's a big shift, and I don't think it's landed for most advertisers yet.
For two years, the reason to skip AMC was "nobody on the team writes SQL." That excuse expired.
What's left is knowing which questions are worth the compute.
๐ ๐ ๐๐ต๐ผ๐ฟ๐ ๐น๐ถ๐๐, ๐ถ๐ป ๐ผ๐ฟ๐ฑ๐ฒ๐ฟ:
1๏ธโฃ CAC vs LTV by product - Changes what ACOS target you should run, per SKU. Highly impactful.
2๏ธโฃ New-to-brand vs repeat by ASIN - Tells you which products acquire and which retain. Those deserve different budgets.
3๏ธโฃ Path to conversion - Kills the last-touch story your console is telling you.
4๏ธโฃ Cross-sell paths - Which product opens the door to the rest of the catalog.
This is where downstream changes begin.
Start with getting the answer to one strategic question, and let it snowball.
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