New-to-brand (NTB) is an Amazon Ads metric that identifies orders placed by shoppers who had not purchased any product from your brand on Amazon during the preceding 12 months. Amazon reports new-to-brand orders, new-to-brand sales, the percentage of orders that are new-to-brand, and the cost per new-to-brand order. The metric appears for Sponsored Brands, Sponsored Display, Sponsored TV and Amazon DSP campaigns, and Amazon has extended it to Sponsored Products in the console and reports.
Why it matters
ACoS treats a sale to a loyal customer who would have bought anyway the same as a sale to someone who had never heard of you. New-to-brand separates the two. A campaign with a 40% ACoS and a 70% new-to-brand share may be the best growth investment in the account, while a 15% ACoS campaign on your own brand name with a 10% new-to-brand share is mostly capturing demand that already existed. For any brand-building objective, new-to-brand share is the number that shows whether the spend is widening the customer base.
The definition has limits. It is measured at brand level, so a shopper who bought a different product of yours 11 months ago is not new. And it uses Amazon's attribution windows, so it is a campaign metric rather than a full view of customer acquisition.
What moves it
- Ad format and targeting. Category and competitor targeting bring more new-to-brand buyers than branded keywords.
- Upper-funnel spend, which raises new-to-brand share by reaching shoppers who were not searching for you.
- Catalog breadth. More products mean more chances a shopper has bought before, which lowers the share.
- Repeat cycle. Consumables with fast repurchase show lower new-to-brand share by nature.
How we use it
New-to-brand share and cost per new-to-brand order appear in the monthly report for every brand-level campaign, and they are the primary measure of our brand-building strategy. We set a target range per campaign type, so a brand-defense campaign is not judged on a metric it is not designed to move, and we use AMC where available to see which formats bring the first purchase.