Amazon shows you that a campaign drove sales. What it does not show you is whether those sales came from *new* customers or the ones who already buy from you every month — and that difference decides whether your advertising is growing the brand or just harvesting it. **AMC Cloud** answers that. It uses Amazon Marketing Cloud data to show you new-to-brand performance, how long shoppers take to convert, which sequences of ads actually lead to a purchase, and which products pull new customers into your catalogue. TrackIQ runs the queries for you and presents them as seven ready-made dashboards, so you never touch SQL or the AMC console. [Watch the AMC Cloud walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-amc-cloud-walkthrough-96a8766b.mp4) *Prefer to watch? A three-and-a-half minute tour of all seven dashboards.* ![A tour of the seven AMC Cloud dashboards](/kb-assets/anim-amc-tour-v2.webp) *The seven dashboards at a glance — each one answers a different question about where your new customers come from.* ## **Step 1: Opening AMC Cloud** On the left-hand sidebar, under **ADVERTISING**, click **AMC Cloud**. ![The AMC Cloud landing page showing all seven dashboards](/kb-assets/doc-amc-index-8cb64dfc.png) You will land on a page of dashboard cards. Each card describes what that dashboard answers and lists the topics it covers, and each has a **View Dashboard →** link that opens it. ## **Step 2: Knowing your way around any AMC dashboard** Every one of the seven dashboards follows the same layout, so once you can read one you can read them all. ![The NTB ASINs dashboard, showing the standard AMC layout](/kb-assets/doc-amc-dash-view-dashboard-b0d9af.png) - **Breadcrumb** — *Dashboard / AMC / [dashboard name]*, in the top left. Click **AMC** to get back to the card list. - **Month selector** — top right. AMC data is reported by calendar month rather than a custom date range, so pick the month you want before reading anything else. - **About this dashboard** — the grey banner under the breadcrumb. Read this once per dashboard; it defines the terms precisely. On **NTB ASINs**, for example, it tells you a customer counts as new-to-brand if they bought from your brand for the first time in the previous **365 days**. - **Summary cards** — the row of headline figures directly beneath. - **Charts** — usually two panels, most with a **Top 10** selector so you can widen or narrow the ranking. - **Data table** — the full breakdown at the bottom of the page, which is what you export. ## **Step 3: Choosing the right dashboard** The seven dashboards answer quite different questions. This is the fastest way to pick: | If you want to know… | Open | |---|---| | Which products win me new customers | **NTB ASINs Analysis** | | Which campaigns bring new customers rather than repeat ones | **NTB Purchases** | | How my audience splits between new and returning buyers | **NTB Customers** | | How long people take to buy after seeing an ad | [**Time to Conversion**](https://kb.trackiq.com/hc/knowledge-base/articles/time-to-conversion) | | Which sequence of ads leads to a sale | [**Path to Purchase**](https://kb.trackiq.com/hc/knowledge-base/articles/path-to-purchase) | | What people type when they search for my brand | **Brand Keywords** | | What customers buy alongside my lead products | [**ASIN Purchase Upsell**](https://kb.trackiq.com/hc/knowledge-base/articles/asin-purchase-upsell) | ### **NTB ASINs Analysis** Identifies the products that bring first-time buyers into your brand — your gateway products. ![The NTB ASINs summary cards](/kb-assets/shot-amc-cards-71cb38.png) *Tracked ASINs, Converted Users, NTB Users and NTB Share — the four figures every other number on the page breaks down.* ![Top ASINs by new-to-brand users](/kb-assets/shot-amc-top-asins-c30e5c.png) Summary cards cover **Tracked ASINs**, **Converted Users**, **NTB Users** and **NTB Share**, with the share card splitting new-to-brand against repeat. Two charts follow — *Top ASINs with Highest NTB Users* (a stacked split of each ASIN's purchasers) and *NTB User Share Breakdown by ASIN*. ![The per-product breakdown](/kb-assets/shot-amc-table-ead03c.png) The table breaks it down per product: **PRODUCT DETAILS**, **CONVERTED USERS**, **NTB USERS**, **NTB %**, **REPEAT %**, **PURCHASES**, **NTB PURCHASES**, **UNITS SOLD**, **NTB UNITS SOLD**, **SALES** and **NTB SALES**. **How to use it:** sort by **NTB %**. A product with a high NTB percentage is doing acquisition work — worth protecting with budget even if its ACoS looks unremarkable, because it is buying you customers rather than orders. ### **NTB Purchases** Shows, campaign by campaign, how much of what you bought was genuinely new business. ![NTB Purchases](/kb-assets/doc-amc-dash-view-dashboard-ba0f39.png) Columns are **CAMPAIGN**, **NTB PURCHASES**, **NON-NTB PURCHASES**, **NTB PURCHASES %**, **NTB SALES**, **NON-NTB SALES** and **NTB SALES %**. **How to use it:** compare two campaigns with similar ROAS. If one has a far higher **NTB SALES %**, it is expanding the customer base while the other is being paid for sales you would likely have made anyway. ### **NTB Customers** The same new-versus-repeat split, counted as people rather than purchases. ![NTB Customers](/kb-assets/doc-amc-dash-view-dashboard-572244.png) Columns: **CAMPAIGN**, **TOTAL USERS**, **NTB USERS**, **NTB %**, **REPEAT USERS**, **REPEAT %**. **How to use it:** read it alongside NTB Purchases. A campaign that reaches many new *users* but converts few new *purchases* has an offer or listing problem, not a targeting problem. ### [**Time to Conversion**](https://kb.trackiq.com/hc/knowledge-base/articles/time-to-conversion) How long shoppers take to buy after being exposed to an ad. ![Time to Conversion](/kb-assets/doc-amc-dash-view-dashboard-405dcc.png) Purchases are bucketed across the row: **< 1 MIN**, **1 - 10 MIN**, **10 - 30 MIN**, **30 - 60 MIN**, **1 - 2 HRS**, **2 - 12 HRS**, **12 - 24 HRS**, **1 - 7 DAYS** and **7+ DAYS**, alongside **ADVERTISER** and **CAMPAIGN**. The page also carries **CAMPAIGN TYPES** and **METRIC** filters at the top. **How to use it:** this is your attribution-window sanity check. If most conversions land in **1 - 7 DAYS** or **7+ DAYS**, short lookback windows are under-crediting your upper-funnel campaigns — and any decision to cut them based on same-day numbers is being made on bad information. ### [**Path to Purchase**](https://kb.trackiq.com/hc/knowledge-base/articles/path-to-purchase) The actual sequences of ad exposures that ended in a sale. ![Path to Purchase](/kb-assets/doc-amc-dash-view-dashboard-5b1629.png) Columns: **PATH**, **OCCURENCES**, **IMPRESSIONS**, **TOTAL COST**, **CONVERTED USERS**, **SALES**, **PURCHASES**, **USER PURCHASE RATE**, **NTB CONVERTED USERS**, **NTB SALES**, **NTB PURCHASES** and **NTB PERCENTAGE**. **PATHS INCLUDE** and **RANKED BY** controls sit above the table. **How to use it:** sort by **USER PURCHASE RATE** rather than **OCCURENCES**. The most *common* path is usually just your highest-spend channel; the most *effective* path is the combination worth funding. ### **Brand Keywords** The branded search terms your advertising generates. ![Brand Keywords](/kb-assets/doc-amc-dash-view-dashboard-6b1aa1.png) Columns: **KEYWORD**, **CAMPAIGN**, **BRANDED SEARCHES**. **How to use it:** this is where upper-funnel spend shows its work. Display and video rarely convert on the click, but if branded searches climb after a campaign runs, it created demand that your Sponsored Brands campaigns then captured. ### [**ASIN Purchase Upsell**](https://kb.trackiq.com/hc/knowledge-base/articles/asin-purchase-upsell) Which products customers buy together. ![ASIN Purchase Upsell](/kb-assets/doc-amc-dash-view-dashboard-922ef8.png) Columns: **LEAD ASIN**, **OVERLAP ASIN**, **OVERLAP USERS**, **LEAD DISTINCT USERS**, **OVERLAP RATIO**, **LEAD PURCHASES**. **How to use it:** a high **OVERLAP RATIO** is a ready-made remarketing audience — target buyers of the lead ASIN with the overlap ASIN, and build your bundles from pairs that already sell together. ## **Step 4: Getting the data out** Every AMC dashboard's table can be exported the same way as the rest of TrackIQ — use the **Export** control on the table, or manage recurring exports from **Exports** in the sidebar under **TOOLS**. --- **A note on timing.** AMC data arrives on Amazon's schedule and is reported by calendar month, so the current month will look incomplete until it closes. If a dashboard looks emptier than you expect, check the month selector before assuming something is broken. **A note on requirements.** AMC dashboards need an AMC instance connected to your account. If a dashboard is empty across every month, check **Settings > Connections** to confirm the AMC data source is linked for that brand. ## **Related** - [**What 'New to Brand' Actually Means**](https://kb.trackiq.com/hc/knowledge-base/articles/what-new-to-brand-means) — the metric every AMC dashboard turns on. - [**Why AMC Data Is Monthly and Sometimes Empty**](https://kb.trackiq.com/hc/knowledge-base/articles/why-amc-data-is-monthly) — why a dashboard can be legitimately empty. - [**NTB ASINs Analysis: Finding Your Gateway Products**](https://kb.trackiq.com/hc/knowledge-base/articles/ntb-asins-analysis) — the gateway-product dashboard.