Amazon Advertising Glossary — Metric
What is New-to-Brand (NTB) on Amazon?
New-to-Brand (NTB) is an Amazon advertising metric that identifies orders from shoppers who have not purchased any product from your brand in the past 12 months. NTB is the single best indicator of customer acquisition (vs repeat purchase) on Amazon. NTB metrics are reported natively for Sponsored Brands, Sponsored Display, Amazon DSP, and Sponsored TV, and are available across all formats via Amazon Marketing Cloud (AMC). For brand-building advertisers, NTB% is often the primary KPI rather than ACoS.
NTB metrics Amazon reports
NTB Orders
Volume
Number of orders attributed to NTB customers. Headline KPI for acquisition campaigns.
% NTB Orders
Mix
NTB orders as a percentage of total orders for that campaign. Sponsored Brands typically runs 35–55% NTB%; Sponsored Products on branded keywords runs ~5–15%.
NTB Sales
Revenue
Revenue from NTB orders. Often used to compute NTB ROAS = NTB Sales ÷ Ad Spend.
NTB Customers
Unique buyers
Distinct shoppers who placed at least one NTB order. Enables true cost-per-acquisition (CPA) calculations: Ad Spend ÷ NTB Customers.
How to use NTB metrics
1. Run dedicated acquisition campaigns
Separate "acquisition" and "retention" campaigns by targeting and KPI. Acquisition campaigns target category keywords and competitor ASINs and are evaluated on NTB% and NTB CPA. Retention campaigns target branded keywords and existing-customer audiences and are evaluated on ACoS.
2. Higher CAC tolerance for high-LTV products
For consumable, refillable, or subscription-prone products (supplements, pet food, beauty), NTB customers are worth their first-order revenue plus 6–12 months of repeat purchase. Justifies accepting NTB-CPA up to 50–80% of first-order AOV — much higher than direct ACoS would suggest.
3. Sponsored Brands Video for NTB
In our 2025 portfolio, Sponsored Brands Video on category keywords delivered the highest NTB% of any Sponsored Ads format (often 50%+) at a competitive CPC. The strongest single tool for paid customer acquisition on Amazon.
4. AMC reveals cross-format NTB
Standard reports show NTB per-campaign in isolation. AMC reveals which combination of touchpoints (e.g. DSP impression + Sponsored Products click) actually drove the NTB conversion. This often shifts budget allocation toward upper-funnel formats once true cross-channel NTB is measured.
Frequently Asked Questions
How does Amazon define New-to-Brand?
Amazon defines NTB as an order from a shopper who has not purchased any product from your brand on Amazon.com in the trailing 12 months. The lookback is brand-level, not ASIN-level — buying any product from your brand in the past year disqualifies that shopper from NTB on a subsequent order.
Which Amazon ad types report NTB?
NTB is natively reported in Sponsored Brands, Sponsored Display, Amazon DSP, and Sponsored TV. It is not natively reported in Sponsored Products dashboards, but Sponsored Products NTB metrics are available via Amazon Marketing Cloud (AMC) for advertisers with DSP access.
What is a good NTB% on Amazon?
NTB% varies by ad format and targeting. Sponsored Brands on category keywords often runs 40–55% NTB; Sponsored Brands on branded keywords runs 5–15%. Sponsored Display Views Remarketing (existing-viewer retargeting) typically runs 25–35% NTB. Anything above 50% NTB% indicates strong customer acquisition; below 20% indicates a campaign primarily reaching repeat purchasers.
How is NTB different from CAC?
NTB is the count of new-customer orders. CAC (Customer Acquisition Cost) is Ad Spend ÷ NTB Customers. NTB tells you how many you acquired; CAC tells you what you paid per acquisition. Both are needed to evaluate acquisition campaign efficiency.
Should I optimize for NTB or ACoS?
Both, but in different campaigns. Acquisition campaigns (category keywords, competitor targeting, upper-funnel) should be evaluated on NTB CPA and accept higher ACoS. Retention campaigns (branded keywords, existing-customer remarketing) should be evaluated on ACoS. Optimizing every campaign on ACoS alone systematically underinvests in customer acquisition.
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