Amazon Marketing Cloud · Metric lexicon

NTB Rate (New-to-Brand)

Share of buyers who had not purchased from the brand within the defined lookback window.

Formula

NTB rate = NTB buyers / total buyers x 100

Interpretation

The rate shows how strongly a campaign or ASIN wins genuinely new customers. Amazon standard new-to-brand uses a 12-month lookback; true NTB can use a longer AMC lookback.

Benchmark context

There is no reliable platform-wide average. The verified CeraVe analysis reports true-NTB rates of 49.3 % to 88.3 % per ASIN; this is account evidence, not a general industry benchmark.

Source / as of: Source: project-analysis/amc-insights-queries/2026-05-06-ldb-02-true-ntb-identification.md (CeraVe account analysis, as of 2026-05-06).

Matching AMC query

AMC query library: True NTB Identification

ldb_02_true_ntb_identification.sql; additionally ldb_10_ntb_search_term_efficiency.sql

Classifies true NTB, reactivated, briefly lapsed and existing brand buyers.

This site links the public library landing page. The verified query documents and SQL files live in the vault project project-analysis/amc-insights-queries/.