New-to-Brand Analysis Model

New-to-Brand Analysis Model

Author: Kadence, Robin, Ashlee
Last Update: 7/2/25

1. Model Introduction

The New-to-Brand (NTB) Analysis Model in Xnurta’s AMC Hub helps brands evaluate the share of new customers versus returning customers in their sales, allowing a deeper understanding of customer acquisition efficiency and repeat buying behavior. Brands can directly observe NTB and repeat purchase performance across campaigns, ad types, and ASINs.

Through this model, the following business questions can be answered:

• How many unique customers purchasing are new to the brand versus repeat shoppers?

• What share of sales for each ASIN comes from new versus returning customers?

• How do NTB and repeat purchase rates vary by ad type, campaign, or ASIN?

2. Model Interpretation

This model displays ASIN-level sales data, highlighting NTB and repeat metrics calculated with Amazon’s standard NTB rules:

• NTB: Shopper did not buy any ASIN from the brand in the past 365 days.

• Repeat: Shopper purchased an ASIN after having bought any ASIN from the brand within the last 365 days.

Understanding Total Repeat Purchase UV

Total Repeat Purchase UV measures the number of unique shoppers who make a repeat purchase from your brand during the reporting window. This metric is calculated at the brand level, meaning that any shopper who has purchased any ASIN from your brand in the past 365 days is classified as a repeat customer, regardless of which ASIN they purchase next.

On the ASIN Conversion tab, the data is sourced from AMC’s conversion tables, which include all conversion events — both ad-attributed and non-ad-attributed. This ensures a comprehensive view of your customers’ repeat purchasing behavior. If you want to analyze only ad-attributed repeat purchases, please refer to the Ads-Attributed tab, which filters the data to include conversions directly linked to your advertising campaigns.

Note on Overlapping New-Customer Shares:
Since new customers may purchase multiple different ASINs in their first order, the new-customer share calculated for each ASIN can overlap. As a result, the sum of new-customer shares across ASINs may exceed 100%. This overlap is expected behavior; the data is provided for reference only and should not be interpreted as mutually exclusive shares.

3. Model Customization

The NTB Analysis Model supports:

• Selecting ASINs tied to your advertising account instance to analyze sales performance by product.

  • Pro Tip: Customize the model with a group of ASIN’s in a product line to see where the share of NTB or Repeat purchases are taking place within the product line.

• Toggling views to split data between all conversions (FSI data) or ad-attributed conversions, letting you understand the contribution of ads versus organic sales.

This flexibility enables precise performance analysis tailored to each ASIN over a selected time period.

4. Model Data

Key data characteristics and considerations:

• 365-day Lookback: NTB/Repeat status determination uses a fixed 365-day window from each purchase date.

• Attribution Windows:

  • Sponsored Products (SP): 7-day click attribution.

  • SD/SB/DSP: 14-day attribution.

• Flexible Shopper Insights (FSI): Model supports FSI data to view total sales (ad-attributed + organic), letting brands distinguish NTB and repeat performance across all conversions.

• Purchase Definition: One purchase is one checkout transaction; multiple ASINs in an order appear across relevant ASIN rows in reports, causing ASIN-level UV sums to exceed order-level totals.

• Data Threshold: UV metrics are reported if there are at least 2 unique shoppers; fewer than 2 UVs result in data suppression for privacy.

5. Use Cases

How to Action New-to-Brand (NTB) Metrics?

What is it?
Tracks how many purchases are made by customers who haven’t bought any of your brand’s ASINs in the past 365 days.

Why it matters:
Directly measures acquisition performance — critical for growing your customer base.

How to use it:

• Focus on ASINs or campaigns with high NTB percentages when scaling acquisition.

• Assess which campaigns are best at reaching new audiences.

Example:
“Campaign M drives 80% NTB sales vs. Campaign N at 40% — Campaign M is more efficient at finding new customers and should be prioritized during peak acquisition periods.”

How to Action Share Metrics?

What is it?
Shows how much an individual ASIN or campaign contributes to your total purchases or revenue.

Why it matters:
Highlights top performers and helps you identify which products or campaigns drive the largest share of NTB or Repeat customers/sales.

How to use it:

• Prioritize ASINs with a high share of new-to-brand sales for prospecting.

• Reallocate budget from low-share campaigns to high-share campaigns for better ROI.

Example:
“If ASIN A contributes 35% of all NTB sales but ASIN B only 5%, it makes sense to put more advertising budget behind ASIN A to accelerate customer acquisition.”

How to Action Repeat Metrics?

What is it?
Measures how many shoppers come back to buy from your brand again, either at the ASIN or campaign level.

Why it matters:
Indicates customer loyalty and product satisfaction; high repeat rates can drive better lifetime value.

How to use it:

• Develop loyalty programs or subscribe-and-save on high-repeat ASINs.

• Use campaigns with strong repeat metrics for retargeting existing customers.

Example:
“ASIN C shows 70% of purchases come from repeat buyers, making it a great candidate for promotions designed to deepen loyalty.”

Glossary

Term	Description & Calculation
New-to-Brand (NTB)	Shopper who hasn’t purchased any ASIN from your brand in the last 365 days prior to the purchase.
Repeat Purchase UV	Number of unique shoppers making repeat purchases within the reporting window, deduplicated at the shopper level.
Total Purchase UV	Total unique shoppers who made purchases of your brand’s ASINs in the selected period.
Share of Total Purchase UV	Proportion of total unique shoppers who bought a specific ASIN. Formula: ASIN Purchase UV ÷ Total Purchase UV of all ASINs in the report.
Total NTB Purchase UV	Unique shoppers who are new-to-brand and purchased the ASIN during the reporting window.
Share of Total NTB Purchase UV	Proportion of total new-to-brand unique purchasers attributed to a specific ASIN. Formula: ASIN NTB Purchase UV ÷ Total NTB Purchase UV across all ASINs.
Total NTB Purchase UV %	Percentage of a specific ASIN’s Total Purchase UV that comes from new-to-brand shoppers. Formula: ASIN NTB Purchase UV ÷ ASIN Total Purchase UV.
Total Purchase	Total number of purchase events for the ASIN (equivalent to the number of orders placed).
Total NTB Purchase	Number of purchase events from new-to-brand customers for the ASIN.
Total Repeat Purchase	Number of purchase events from repeat customers for the ASIN.
Total NTB Purchase %	Percentage of total purchases for an ASIN that are from new-to-brand customers. Formula: Total NTB Purchase ÷ Total Purchase.
Total Unit Sold	Total number of units sold for the ASIN during the reporting window.
Total NTB Unit Sold	Total units sold to new-to-brand customers.
Total Repeat Unit Sold	Total units sold to repeat customers.
Total NTB Unit Sold %	Percentage of an ASIN’s total units sold that were purchased by new-to-brand customers. Formula: Total NTB Unit Sold ÷ Total Unit Sold.
Total Repeat Purchase UV	Unique shoppers who are repeat customers and purchased the ASIN during the reporting window.
Share of Total Repeat Purchase UV	Proportion of total repeat unique purchasers attributed to a specific ASIN. Formula: ASIN Repeat Purchase UV ÷ Total Repeat Purchase UV across all ASINs.
Total Product Sales	Total revenue generated by an ASIN’s sales during the reporting window.
Share of Total Product Sales	Proportion of total revenue contributed by a specific ASIN. Formula: ASIN Total Product Sales ÷ Total Product Sales across all ASINs.
Total NTB Product Sales	Revenue generated by new-to-brand customers for the ASIN during the reporting window.
Share of Total NTB Product Sales	Proportion of total new-to-brand product sales attributed to a specific ASIN. Formula: ASIN NTB Product Sales ÷ Total NTB Product Sales across all ASINs.
Total Repeat Product Sales	Total revenue generated from repeat customers’ purchases of the ASIN.
Share of Total Repeat Product Sales	Proportion of total repeat product sales attributed to a specific ASIN. Formula: ASIN Repeat Product Sales ÷ Total Repeat Product Sales across all ASINs.
Total NTB Product Sales %	Percentage of a specific ASIN’s product sales that come from new-to-brand customers. Formula: ASIN NTB Product Sales ÷ ASIN Total Product Sales.
Total ATV	Average Transaction Value across all purchases for the ASIN. Formula: Total Product Sales ÷ Total Purchase count
Total NTB ATV	Average Transaction Value for new-to-brand purchases only. Formula: ASIN NTB Product Sales ÷ NTB Purchase count
Total Repeat ATV	Average Transaction Value for repeat purchases only. Formula: ASIN Repeat Product Sales ÷ Repeat Purchase count