CTC

Contribution to Change (CTC) is a data analysis method used within Amazon Retail Analytics and similar tools to break down what is driving changes in key business metrics such as sales, traffic, conversion, or profitability.

CTC identifies how much each component (e.g., a specific ASIN or category) contributed to a positive or negative movement in a KPI over a selected period.

Typical use cases:

• Which product drove the biggest increase in sales last month?
• Which brands contributed most to the drop in traffic?
• Which campaigns added the most incremental profit?

Why it's valuable:

• Helps sellers/vendors focus on what’s working
• Pinpoints areas needing improvement
• Drives data-informed decision-making

💡 Example: If your overall revenue rose by 10%, CTC analysis may reveal that 6% came from one new product, while another category declined and offset some of the gain.

In short:
CTC = Contribution to Change - a powerful metric for breaking down what’s behind changes in business performance on Amazon.