New-to-brand analysis in AMC: definition, fields and typical evaluation
In short: A customer counts as new-to-brand in the AMC attribution tables if they have not purchased from the brand in the previous 12 months. The field `new_to_brand` exists only for purchase events, plus metrics for promoted ASINs and brand halo products. You calculate the NTB share per campaign from NTB purchases and all purchases.
Definition according to Amazon
In amazon_attributed_events_by_conversion_time and …_by_traffic_time new_to_brand is a boolean field with the LOW threshold: a customer is new-to-brand if they have not purchased from the brand in the previous 12 months. The field applies to purchase events only.
The metrics
| Field | Meaning |
|---|---|
purchases | Purchases of promoted ASINs, attributed to an ad |
new_to_brand_purchases | Purchases of promoted ASINs by NTB customers |
new_to_brand_product_sales | Sales of promoted ASINs by NTB customers |
new_to_brand_total_purchases | Purchases of promoted and brand halo ASINs by NTB customers |
The metrics have variants with _clicks and _views that separate click and view attribution.
Example: NTB share per campaign
SELECT
campaign,
SUM(purchases) AS purchases,
SUM(new_to_brand_purchases) AS ntb_purchases
FROM
amazon_attributed_events_by_conversion_time
GROUP BY
campaignOur take
- NTB here is a buyer attribute of the brand, not of the individual ad: an NTB purchase is not proof of incrementality.
- The twelve-month window is Amazon's definition. Anyone building a stricter new-customer logic with the Amazon Retail Purchases dataset (up to 60 months of history) works with their own definition and should name it as such.
- You find a calculator for NTB rate and NTB eCPP in the NTB calculator.
Frequently asked questions
When does a buyer stop counting as new?
A buyer who purchased from the brand in the previous 12 months is not new-to-brand.