Air ticket prices very high for July - could they go higher if bought in Feb/Mar?

What class of tickets are you interested in?
If you set up Alerts on Google Flights, you should get an idea of pricing in the next few weeks. You can also research price history. You can look at the entire month, as often just switching dates by a few days can save a lot.
Prices seem to be fluctuating significantly right now. (After I purchased our spring flights, I left price alerts on, and am getting daily emails regarding price changes.)
You can set Alerts from SFO to Europe, to determine if other cities are cheaper. Decide what your price comfort zone is, watch for a few weeks, then pounce! Good luck!

PS
Always buy directly from the airlines, but I'm sure you already know this.

I completely agree with Pat. Switching days of the week based on the fare calendar can save you hundreds. Alerts, days of the week, direct from the airline, and know a good fare when you see it, then pounce!

Also, when you look for flights, check the option gives says you can be flexible, as it will show you the varying prices for different days of the week.

So for S&G's I put in a random date in Google Flights. Yup, pretty pricy. If you go to my link and you scroll down to the "Date Grid" you can see the cost options based on moving your travel dates around a bit. No real significant savings on this flight.

https://www.google.com/travel/flights/search?tfs=CBwQAhonEgoyMDI1LTA3LTA3KAFqBwgBEgNTRk9yBwgBEgNBTVOIAVqQAfABGicSCjIwMjUtMDctMTQoAWoHCAESA0FNU3IHCAESA1NGT4gBWpAB8AFAAUgBcAGCAQsI____________AZgBAQ&curr=USD

The filters are 1 stop or fewer and a 1.5 hour to 4 hour layover. Thats sort of my comfort range.

I remember last year about this time prices were pretty high, but then they came down about 90 days prior. But that was last year, this year would be a guess. Remember its dynamic pricing. Right now they are obviously expecting a great summer. If they dont sell as many tickets as they had anticipated on some routes, those routes may go down ........... or they could go up, but cant believe it would be by much.

You didnt say why you were going to AMS, but if you have any flexibility maybe you start your holiday in a cheaper market for a few days?

If you are willing to make a stop along the way, it might come out cheaper.

Since more flights from SFO to into London than any other European city--at least I believe that's true--you might look to see what it would cost to fly to London and then switch to a flight to your final destination.

That noted, the number of tourists expected this summer in Europe are higher than last year so prices are skyrocketing.

Set your google flights to multiple airports besides SFO. I would shop Seattle, Portland, Las Vegas, LAX and maybe even Denver and DFW. You never know what might pop up. It is just a matter of crunching the numbers to see what might fit. Also, take a hard look at the days of the week you are flying.

Monitor google flights - set price alerts - and watch for the next 2+ weeks.

Airline ticket prices are volatile / dynamic, change day to day, and I see +/- 20 percent moves - this is not recent, it has been this way since pre pandemic.

Study the prices for a couple of weeks and gain a sense of how they are moving, and of course figure out what the "low end" of that range is.

As for the price you are seeing for nonstop in July, those seem pretty OK to me. I mean, it is prime / peak travel season...could they go up from here? Yes. Could they go down? Yes.

I generally do not buy tickets this far out, but most people do. I aim for 2 to 3 months out...but I also do not fly to Europe in mid summer, we are "shoulder season" travelers - Oct to Dec, and April/May...

Good luck.