What a good thing for AMD to do:
AMD CodeAnalyst™ Performance Analyzer for Windows®
One good way to have fast code on your platform is to help developers write fast code for it. I have to pay for vTune (which explains why I don't have it), and I don't for AMD's profiler. Nice.
And the software kinda rocks - no callgraph feature (which is kinda important), but everything else is pretty solid.