The new-to-brand (NTB) purchases query allows you to determine the percentage of ad-attributed purchases that were new-to-brand vs repeat purchases. Purchases are considered new-to-brand (NTB) if a customer purchased a specific ASIN for the first time during the previous 365 day period on Amazon.
Interpretation and Use Cases
Determine of all the ad-attributed purchases, how much and what percentage of them are NTB purchases and repeat purchases
Understand the impact of campaigns in terms of generating NTB purchases
Requirements
To use this query, your ASINs must be tracked to campaigns. Campaigns used in this query should preferably have the goal of reaching both new and existing customers.
FAQ: Why does the NTB purchases query results show “Other” under ad product type?
You may notice that some of your NTB query results map to an ad product type of “other”. This can happen for the following reasons:
The AMC NTB purchases instructional query filters out data associated with null user IDs. In order to preserve totals as much as possible, we have enhanced the out-of-the-box instructional query to include the impact of null user IDs in the results. This may cause you to see results mapped to an “other” ad product type.
A small portion of AMC data may not map to an ad product type or may fall beneath the required aggregation threshold to properly populate.
FAQ: What are purchases?
The word “purchase” has a particular meaning in AMC. The FAQ response below defines it and provides an example to clarify its interpretation in AMC.
A purchase refers to the number of times any amount of a promoted product or products is included in a purchase event. Note that "purchase" has a specific meaning distinct from ad orders/conversions and units sold. This is illustrated in more detail in the example below.
Example: Consider a customer who buys 2 different ASINs in a single order:
3 units of ASIN A
4 units of ASIN B
This would give:
1 ad order / conversion
2 purchases
7 units sold
FAQ: Is AMC data consistent with other data sources (e.g., Amazon Ads API)?
Typically, the results from the two data sources should be fairly close. However, here are some known reasons for potential differences:
Timing differences: If the data is pulled from each source at different times.
Time zone consistency: The default time zone for AMC is UTC, whereas Kapoq’s advertising module uses the marketplace's local time zone.
Logic within each query: For example, many AMC queries filter out data associated with null user IDs. This could result in a small amount of data being excluded.