The Complete Guide to New-to-Brand Data Using Amazon Marketing Cloud (AMC)

Every click in Amazon advertising tells a story, but not all clicks are equal. 

Some come from loyal buyers. Others represent entirely new customers discovering your brand for the first time.

That difference defines your true growth.

This is where New-to-Brand (NTB) data becomes critical.

For years, advertisers could only guess how many conversions came from new customers. With Amazon Marketing Cloud (AMC), you can now analyze this at an event-level, mapping exactly how audiences discover, engage, and purchase your products for the first time.

What is New-to-Brand (NTB) Data on Amazon?

New-to-Brand (NTB) measures how many of your orders come from customers purchasing from your brand for the first time in the past 12 months.

In short, it answers:

“Is my campaign acquiring new customers or simply re-engaging existing ones?”

Amazon classifies a customer as new-to-brand if they haven’t bought from your brand in the last year. This metric is essential for measuring acquisition efficiency, brand penetration, and customer lifetime value (CLV) potential.

You can access summarized NTB data in Sponsored Brand and DSP reports.

But with AMC, you can go deeper, uncovering the path to that first purchase and the campaign combinations that drove it.

How AMC Enhances New-to-Brand Analysis

Amazon Marketing Cloud (AMC) is Amazon’s secure, privacy-safe data clean room. It allows advertisers to analyze anonymized, event-level data across ad types (Sponsored Ads, DSP, Video, and more).

Here’s how AMC supercharges NTB analytics:

1. Unified Customer Journey Visibility

AMC connects exposure and conversion data from search, display, video, and purchase signals, showing the full funnel path.

For example:

• 60% of NTB customers first interacted with an Amazon DSP awareness campaign.

• 30% later clicked on a Sponsored Brands ad before purchasing.

With this holistic visibility, advertisers can shift budget toward the touchpoints that actually drive first-time buyers.

2. Multi-Touch Attribution

Traditional “last-click” models give all credit to the final ad interaction.

AMC reveals the entire chain of influence, awareness, retargeting, and conversion, helping quantify upper-funnel impact on NTB conversions.

3. Advanced Audience Segmentation

Using SQL queries (or no-code interfaces such as Hector), you can build NTB segments by:

• Product category engagement

• Ad frequency and recency

• Funnel stage (awareness → consideration → conversion)

• Campaign type (DSP vs Sponsored Display Ads)

These cohorts can be exported to Amazon DSP for precise re-engagement or exclusion, creating a closed-loop acquisition system.

Key Benefits of Leveraging NTB Data Through AMC

1. Smarter Budget Allocation

Identify campaigns that truly attract new shoppers.

For instance, if DSP prospecting drives a higher NTB share than retargeting, you can reallocate the budget accordingly.

2. Improved CLV Forecasting

By linking NTB orders to follow-up purchases, AMC helps you measure customer retention and predict long-term profitability.

3. Full-Funnel Optimization

Analyze NTB performance across awareness, consideration, and conversion campaigns to uncover bottlenecks and optimize conversion flow.

4. Cross-Brand Insights

For multi-brand advertisers, AMC allows comparison of NTB acquisition efficiency across ASINs or portfolios, revealing hidden growth levers.

Example: Using AMC NTB Analysis to Refine a Full-Funnel Strategy

Scenario: A wellness brand running Sponsored Ads and DSP campaigns

Step 1 – Build the Funnel in AMC

• Awareness: DSP Video Ads

• Consideration: Sponsored Display

• Conversion: Sponsored Brand Ads

Step 2 – Run the NTB Query

AMC query results show:

• 70% of NTB users first saw a DSP ad

• 40% clicked a Sponsored Display ad before purchasing

• Only 10% converted directly after the first exposure

Step 3 – Optimize the Mix

• Increase DSP video spend to expand top-funnel reach.

• Retarget DSP viewers using Sponsored Display via an AMC-created Custom Audience.

• Re-evaluate NTB contribution after 30 days to verify uplift in acquisition ROI.

This data-backed loop converts NTB insights into actionable growth.

Integrating Hector with AMC for NTB Insights

Platforms like Hector simplify NTB analysis by turning complex AMC SQL logic into clear dashboards.

With Hector, advertisers can:

• Track NTB orders by campaign, ASIN, or audience segment

• Create and export NTB cohorts for DSP retargeting

• Compare new vs returning customer ratios across time

By combining Sponsored Ads + DSP + AMC, Hector delivers an end-to-end NTB intelligence system that helps brands scale efficiently and sustainably.

Best Practices for Maximizing NTB Insights

Link NTB with Repeat Purchases: Use AMC to measure 30-, 60-, or 90-day repurchase behavior among NTB customers.

Align KPIs: Track NTB conversion rate separately from overall ROAS to avoid skewed results.

Refresh Audiences Frequently: Update AMC cohorts every 30–60 days for data freshness.

Apply DSP Frequency Caps: Avoid overexposure to preserve acquisition efficiency.

Benchmark Over Time: Compare NTB performance during major retail events like Prime Day or Q4.

The Future of Growth Lies in New-to-Brand Intelligence

In today’s competitive marketplace, growth isn’t just about more sales; it’s about sustainable customer acquisition.

By using Amazon Marketing Cloud for New-to-Brand analysis, brands move from guesswork to precision.

And with Hector’s integrated AMC dashboard, you can automate insights, scale acquisition efficiently, and strengthen customer relationships.

If your goal is not just to win clicks but to win customers, NTB intelligence through AMC is your growth compass.