This is very usual (and very welcome) at AMS. Not normally every single piece of hand luggage, just those they think could be oversized or close to being oversized.
The reason I think it's welcome is because:
- AMS is a great airport for loads of max-sized hand luggage (2-3 day trip size)
- Priority boarding works well at AMS if you are at the gate in time
- However, if you wait in the lounge for the call, you will normally miss priority boarding as it's so far from the gates and you can get held up at security
- Therefore without these checks, it's very possible to be travelling in CE, leaving the lounge when called, but with nowhere to stow your bags
(declaring personal interest here, travelling in Row 1 ex-AMS this evening)