Amazon New-to-Brand Metrics: The Complete Guide (2026)

Two sellers run the exact same Sponsored Brands campaign. Same budget, same 42% ACoS. One of them is quietly building a brand that will still be selling in three years. The other is burning cash re-buying customers he already had. The only way to tell them apart is a set of metrics most sellers never open: New-to-Brand.

New-to-Brand (NTB) metrics tell you one thing that ACoS never will: whether an ad brought you a new customer or just sold to someone who would have bought from you anyway. That distinction is the difference between growth and a treadmill.

Most sellers optimize entirely on ACoS and TACoS. Those are the right metrics for protecting margin. They are the wrong metrics for judging whether your top-of-funnel spend is actually growing the business. A Sponsored Brands campaign at 45% ACoS looks like a loser on the ACoS report and a winner on the NTB report, and both readings can be true at the same time.

This guide covers what New-to-Brand metrics are, where Amazon hides them, every NTB metric and what it actually tells you, how to calculate your New-to-Brand percentage, why NTB is the metric brand builders should live by, and how to act on it without drowning in reports.

What Are New-to-Brand Metrics?

New-to-Brand metrics measure how many of your orders and sales came from customers who had not bought your brand in the previous 12 months. Amazon looks back one year across your entire brand, not a single ASIN, and flags every purchase as either new-to-brand or returning.

If a shopper bought your protein powder in March and your shaker bottle in July, the July order is a returning-customer order. If someone who has never touched your brand buys anything you sell, that is a new-to-brand order. The window is rolling and brand-wide, which is exactly what you want: it measures customer acquisition, not product-level repeat rate.

Amazon built these metrics because it knows advertisers care about more than immediate return. Acquiring a customer for the first time is worth more than a repeat sale, because that customer can come back, leave reviews, and lift your organic rank. NTB metrics put a number on that first touch.

Two things NTB is not. It is not the same as conversion rate: a returning customer converts too. And it is not available on every ad type. Sponsored Products, for example, does not report NTB at all. Knowing where the data lives is half the battle.

Where NTB Metrics Show Up

New-to-Brand reporting is tied to brand-building ad formats. You need Brand Registry to access most of it, and the metrics only appear on the ad types designed to reach new audiences.

• Sponsored Brands: Full NTB reporting in the campaign manager and the Sponsored Brands report. This is the primary place most sellers first see NTB data.
• Sponsored Brands Video: Same NTB columns as Sponsored Brands. Video tends to post the highest NTB rates of any format.
• Sponsored Display: NTB metrics available, especially valuable on audience-targeting campaigns aimed at shoppers browsing competitor products.
• Amazon DSP: The deepest NTB reporting of all, including new-to-brand broken out by audience and by whether the impression was an awareness or retargeting play.
• Brand Analytics: The Repeat Purchase Behavior and Customer Loyalty Analytics dashboards show NTB and returning-customer sales across your whole brand, ads or not.

Notice what is missing: Sponsored Products. Because Sponsored Products largely captures existing demand (shoppers already searching for your product type), Amazon does not surface NTB there. If your entire ad program is Sponsored Products, you have no NTB visibility, which is a signal in itself that you are not investing in acquisition.

Every NTB Metric, and What It Tells You

Open a Sponsored Brands report and you will see a cluster of new-to-brand columns. According to Amazon's own documentation, here is what each one means and how to read it.

• New-to-Brand Orders: The count of orders from first-time brand customers. The raw acquisition number.
• % of Orders New-to-Brand: New-to-brand orders divided by total orders. Your acquisition rate. This is the single most useful NTB number for quick judgment.
• New-to-Brand Sales: Revenue (in dollars) from first-time customers. Tells you the value of the acquisition, not just the count.
• % of Sales New-to-Brand: New-to-brand sales divided by total sales. Often differs from % of orders because new customers may buy different-sized baskets.
• New-to-Brand Units: Units sold to first-time customers. Useful when your AOV varies a lot by product.
• New-to-Brand Order Rate: New-to-brand orders per click or per impression, depending on the report. A pure efficiency read on acquisition.
• Cost per New-to-Brand Customer: Ad spend divided by new-to-brand orders. This is the number that reframes your whole ACoS conversation: the true price of buying one new customer.

The two you will use most are % of Orders New-to-Brand and Cost per New-to-Brand Customer. The first tells you whether a campaign is acquiring or recycling. The second tells you whether that acquisition is affordable given what a customer is worth to you.

How to Calculate New-to-Brand Percentage

You do not have to wait for Amazon's column. The math is simple, and doing it by hand builds intuition.

Say a Sponsored Brands campaign drove 200 orders last month, and 130 of them were flagged new-to-brand. Your NTB rate is (130 ÷ 200) × 100 = 65%. Two-thirds of that campaign's orders came from customers who had never bought your brand. For a top-of-funnel campaign, that is healthy.

Now the acquisition cost. If that campaign spent $1,400 to drive those 130 new customers, then Cost per New-to-Brand Customer = $1,400 ÷ 130 = $10.77. You just bought a new customer for $10.77. Whether that is good or terrible depends entirely on what a customer is worth to you over time, which is why NTB and lifetime value have to be read together.

Why NTB Matters More Than ACoS for Brand Builders

Here is the trap. You run a Sponsored Brands Video campaign, it posts a 48% ACoS, and your gut says kill it. On a pure-efficiency Sponsored Products keyword, 48% would be a disaster. But this campaign has a 70% new-to-brand rate and a $9 cost per new customer.

Marcus, a supplement seller we talked to, made exactly this call the wrong way for a year. He paused every campaign above 35% ACoS on principle. His TACoS looked disciplined. His revenue was dead flat for four straight quarters. When he finally broke out NTB, he realized the campaigns he kept killing were the only ones bringing new customers, and the "efficient" campaigns he protected were mostly re-selling to people who already knew him.

That is the core insight: ACoS measures efficiency; NTB measures growth. A business that optimizes purely for ACoS optimizes itself into a corner, harvesting existing demand until there is none left to harvest. NTB is how you justify the campaigns that feel expensive today but build the customer base that pays you back for years.

This does not mean ignore ACoS. It means read them together. A campaign with high ACoS and low NTB is genuinely wasteful, so kill it. A campaign with high ACoS and high NTB is an acquisition engine, so fund it and judge it on cost per new customer instead. For the full framework on efficiency metrics, see our guide to ACoS vs. TACoS.

Reading NTB Against Customer Lifetime Value

A new-to-brand customer is only worth acquiring if they are worth more than they cost. That is a lifetime value (LTV) question, and NTB is the input that makes LTV math possible.

Rough LTV = average order value × average number of orders a customer places over their lifetime × your margin. For a consumable like coffee, supplements, pet food, or skincare, customers reorder, so LTV can be many multiples of the first order. For a one-time durable purchase, LTV may be close to a single order.

Which Campaigns to Optimize for NTB

Not every campaign should chase new-to-brand. The smart move is to assign each part of your ad program a job.

1. Sponsored Brands and Video: optimize for NTB. These reach the top of the funnel. Judge them on NTB percentage and cost per new customer, not raw ACoS.
2. Sponsored Display audience campaigns: optimize for NTB. Target shoppers viewing competitor ASINs and in-market audiences. These are pure acquisition plays.
3. Sponsored Products branded-keyword campaigns: do not expect NTB. People searching your brand name already know you. These defend your brand term efficiently; that is their job.
4. Sponsored Products category and competitor keywords: mixed. Some acquisition, some harvesting. Watch the search term report and let efficiency lead here.
5. DSP awareness campaigns: optimize for NTB and reach. The furthest up the funnel you can go on Amazon, and where NTB rates run highest.

A healthy brand runs both jobs at once: efficient harvesting campaigns that protect margin, and acquisition campaigns judged on NTB that grow the customer base. A well-built Amazon Brand Store makes both work harder, because new-to-brand shoppers who land on a real storefront explore more of your catalog and convert on more than the one product that caught their eye.

How to Actually Use NTB Data: A Simple Workflow

Metrics only matter if they change what you do. Here is a monthly routine that turns NTB from a report into a decision.

1. Pull NTB by campaign. In the campaign manager, add the New-to-Brand columns to your Sponsored Brands and Sponsored Display view. Export the last 30 days.
2. Sort by NTB percentage. Anything above 50% is doing its acquisition job. Anything below 25% on a campaign you intended as top-of-funnel is a red flag.
3. Calculate cost per new customer for your acquisition campaigns. Compare it to your estimated LTV. Below LTV, scale it up. Above LTV, tighten targeting or refresh creative.
4. Check the trend. Is each campaign's NTB rate holding or falling month over month? Falling rates mean audience saturation, so rotate creative, expand targeting, or shift budget.
5. Rebalance. Move budget from campaigns that are both inefficient and low-NTB into acquisition campaigns that are hitting NTB targets at an affordable cost per new customer.

Do that every month and your ad program stops being a single ACoS number and becomes two levers you can actually pull: harvest and acquire.

Common NTB Mistakes

• Ignoring NTB entirely and optimizing on ACoS alone. The most common mistake, and the one that quietly caps growth. You cannot grow a brand while only harvesting existing demand.
• Judging Sponsored Brands campaigns on ACoS. Top-of-funnel formats will almost always look expensive on ACoS. That is the point. Judge them on NTB instead.
• Expecting NTB from Sponsored Products. It is not there, and branded-keyword campaigns should have low new-customer rates. Do not treat that as a failure.
• Reading one month in isolation. NTB is a trend metric. A single snapshot tells you almost nothing about saturation.
• Chasing NTB with no LTV math. A high new-to-brand rate at a cost per customer above their lifetime value is still a losing campaign. Acquisition has to be affordable acquisition.
• Forgetting the 12-month window is brand-wide. A "new" customer is new to your whole brand, not to the specific ASIN. Big catalogs will naturally show lower NTB as their customer base grows: that is normal, not decline.

Where Automation Fits

Here is the honest problem with everything above: doing it right means pulling NTB by campaign, cross-referencing it against ACoS and LTV, tracking trends month over month, and rebalancing budget across dozens of campaigns, every single week, for every campaign, forever. Most sellers manage the first month with enthusiasm and quietly stop by the third.

That is exactly the grind Daniks.AI was built to remove. Instead of manually reading NTB reports and second-guessing whether a 45% ACoS Sponsored Brands campaign is an acquisition win or a money pit, you set your targets once and the automation manages bids and budgets across all your campaigns 24/7, protecting efficiency on your harvesting campaigns while funding the acquisition campaigns that actually grow your customer base.

You do not need a PPC agency or a full-time ads manager to build a brand on Amazon. You need to know which campaigns acquire and which ones harvest, then let automation keep them both tuned while you focus on product and brand.

Frequently Asked Questions

What does new-to-brand mean on Amazon?

New-to-brand identifies orders from customers who have not purchased anything from your brand in the previous 12 months. Amazon looks back a full year across your entire brand, not just the ASIN being advertised, and flags each order as new-to-brand or returning.

Which ad types report New-to-Brand metrics?

Sponsored Brands, Sponsored Brands Video, Sponsored Display, and Amazon DSP all report NTB metrics. Sponsored Products does not. Brand Analytics also shows brand-wide new vs. returning customer data outside of advertising.

What is a good new-to-brand percentage?

It depends on the campaign's job. For top-of-funnel Sponsored Brands and Video campaigns, 50% or higher is healthy. Branded-keyword campaigns will naturally be much lower because those shoppers already know you. Track the trend rather than fixating on one number.

How do I calculate new-to-brand percentage?

Divide new-to-brand orders by total orders and multiply by 100. If 130 of 200 orders were new-to-brand, your NTB rate is 65%. To find acquisition cost, divide ad spend by new-to-brand orders.

Is new-to-brand better than ACoS?

Neither is "better," because they answer different questions. ACoS measures advertising efficiency; NTB measures customer acquisition and growth. Brand builders should read them together, judging harvesting campaigns on ACoS and acquisition campaigns on NTB and cost per new customer.

Do I need Brand Registry to see NTB metrics?

Yes. New-to-Brand reporting is tied to brand-building ad formats like Sponsored Brands and Sponsored Display, which require Amazon Brand Registry enrollment.