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      How is “New to Brand” (NTB) Calculated in AMC Reports?

      Understand how Amazon Marketing Cloud (AMC) defines New to Brand (NTB), how it’s calculated, and why NTB percentages can sometimes appear high.

      New to Brand (NTB) measures the percentage of customers purchasing from your brand for the first time within a rolling 12-month period.

      How NTB is Calculated

      • AMC reviews a shopper’s purchase history over the last 12 months:

        • ✅ If the shopper has not purchased from your brand within 12 months → Counted as NTB.

        • ❌ If the shopper has purchased within 12 months → Counted as a returning customer.

      • This is not based on lifetime purchases; the NTB status resets every 12 months.

      Why NTB Percentages May Appear High

      • PDP Defense Pages → Shoppers browsing your products but haven’t purchased recently are counted as NTB.

      • Seasonal Products → If your products are purchased infrequently, many buyers will reset to “new” after 12 months.

      • Broader Campaign Targeting → Expanding your audience can increase NTB percentages naturally.

      Known Nuances & Limitations

      • Timeframe Sensitivity: NTB reporting is based on a 12-month rolling window, so shorter comparisons may cause variation.

      • Cross-Channel Blind Spots: NTB only considers Amazon purchases; it does not track off-Amazon customer behavior.

      • Reporting Delays: Rare sync delays may temporarily affect NTB calculations.

      Pro Tip
      Use NTB metrics together with total orders and revenue to better understand acquisition vs. retention performance and adjust campaigns accordingly.