Amazon New-to-Brand Metrics: Definitions, Math and AMC

Most Amazon accounts we audit can tell you their ACOS to the decimal. Very few can tell you what a new customer costs them, or whether that customer ever buys again.

That is what Amazon new-to-brand metrics answer. This guide covers the definitions, the 2026 metric names in unified reporting, the math that turns them into bids, and the AMC queries that go past the standard reports.

What Are Amazon New-to-Brand Metrics?

Amazon new-to-brand (NTB) metrics measure the purchases, sales and detail page views your ads generate from shoppers who are new to your brand on Amazon. A purchase is new to brand when the shopper hasn't bought anything from your brand in the previous 12 months.

Amazon's sponsored ads new-to-brand page (updated August 19, 2026) says it reviews 12 months of each shopper's purchase and browsing history to decide. A detail page view counts as new to brand when the shopper hasn't viewed one of your detail pages in 12 months.

Three details matter more than they look:

• It is brand-level, not product-level. A shopper who bought your shampoo last month is not new to brand when they buy your conditioner today.

• History is all shopping, not just ads. Amazon's Display, Video and Audio NTB page says purchase history covers all activity with the brand on Amazon, not only ad-attributed orders.

• It is attributed. NTB metrics only count purchases Amazon attributes to your ads, inside Amazon's attribution window. Organic first purchases never appear.

That last point is why NTB share answers "is this campaign finding new people", while total new customers is a question for AMC.

Which Ad Products Report New-to-Brand in 2026?

New-to-brand metrics are available for Sponsored Brands, display ads (formerly Sponsored Display) and Amazon DSP, now called Display, Video and Audio (DVA) campaigns inside Amazon Ads Agent. Amazon's help page states it plainly: "New-to-brand data isn't available for Sponsored Products."

The gap is awkward, because Sponsored Products takes most of the budget in nearly every account we manage. The NTB numbers you see cover the minority of spend, so treat account-level NTB from standard reports as partial.

This is consistent with our Amazon PPC metrics guide, which covers NTB alongside ACOS, TACoS and branded searches.

New-to-Brand Metric Names in Unified Reporting

Amazon renamed its conversion metrics when unified reporting became generally available on June 8, 2026. "Orders" became "purchases", and the legacy Sponsored Ads and DSP report pages go read-only on December 17 and retire on December 31, 2026.

So the "new-to-brand orders" column you knew is now Purchases (new to brand). The table below uses Amazon's current labels with the shorthand most teams use.

Sponsored ads also report add to cart, branded searches and Brand Store page views (new to brand), each counted when the shopper hadn't done that action with your brand in 12 months. Amazon added the Brand Store page views metric for Sponsored Brands in November 2025.

DVA campaigns split two ways. "Promoted" metrics count only the products in the ad, while "total" metrics add brand halo products, which is why total NTB purchases is always the larger number. Our halo sales guide explains the split.

One more 2026 change affects the trend line. From January 1, 2026, view attribution changed for vCPM Sponsored Brands, vCPM display ads and DSP ads in the Amazon store. Expect a step in view-driven NTB purchases from that date, and use the "all views" metrics when comparing with 2025.

Worked Example: Cost per New Customer vs Lifetime Value

Cost per NTB purchase is only useful next to a ceiling. The ceiling is what a new customer earns you over a year, which almost always exceeds the margin on the first order.

Here is one brand with two Sponsored Brands campaigns (example numbers). Each product sells for $40 with a 40% margin before ad spend, so each order earns $16 and break-even ACOS is 40%.

On ACOS, the category campaign loses money: 50% against a 40% break-even. Most managers would cut its bids.

Now value the customer. Say AMC shows your new customers place 1.5 more orders on average within 12 months (we show the query later). Twelve-month margin per new customer is $16 + (1.5 × $16) = $40.

That $40 is your ceiling on cost per NTB purchase. The category campaign pays $30, so each new customer returns $10 more than it cost within a year, before counting anything past month 12.

There is a stricter way to read it. The campaign spent $2,400 and earned $1,920 in margin ($16 × 120), so it lost $480 in month one, or $6 per new customer. The first repeat order pays that back.

The brand campaign looks brilliant at 20% ACOS, but $80 per new customer is twice the ceiling. That's fine, because its job is defending branded searches from competitors, not acquisition. Judge it on ACOS and impression share, and judge the category campaign on cost per NTB purchase.

Two cautions. Amazon's formula charges all spend to new customers, which overstates acquisition cost when a campaign also sells to repeat buyers. And use a 12-month value only if your category repeats; a mattress brand should use first-order margin.

For the margin side, see our guides to break-even ACOS and TACoS. In the US, Amazon's long-term sales metrics estimate a similar 12-month value from NTB detail page views, add-to-carts and purchases.

What Is a Good New-to-Brand Share?

There is no single good number. Branded keywords sell mostly to existing customers by design, and category and competitor targets should sell mostly to new ones.

Amazon now publishes peer benchmarks, which beat any figure from a blog. Benchmarks reporting became generally available worldwide on May 18, 2026, for brand owners in Amazon Brand Registry.

Three of its eight metrics are new-to-brand: percent of purchases new to brand, purchase rate (new to brand) and cost per purchase (new to brand). It covers DSP, Sponsored Products, Sponsored Brands, Sponsored Display and Sponsored TV, and filters by ad format and campaign goal.

In the accounts we manage, the pattern is consistent. Brand terms sit at the bottom of NTB share, category terms in the middle and competitor terms at the top, with remarketing close to brand terms.

When a "prospecting" campaign shows NTB share near your brand campaigns, its targeting or exclusions are wrong. Our DSP targeting guide covers purchaser exclusions.

How to Raise New-to-Brand Share

1. Split Brand and Non-Brand Spend

Report NTB share by campaign type, never by account. A blended number hides a strong category campaign behind a large brand campaign.

Put branded keywords in their own campaigns with their own budgets, so a rise in NTB share means you found new customers rather than spent less on brand.

2. Shift Sponsored Brands Spend Toward Category and Competitor Terms

Amazon's own recommendation is a good start. After 14 days of data, filter keywords by acceptable ROAS, then rank the rest by % of purchases new to brand and NTB detail page views.

Raise bids on the top of that list and fund them from branded terms with low NTB share. Our Sponsored Brands guide covers formats and keyword structure.

3. Boost Bids for New-to-Brand Shoppers

Sponsored Brands added an Amazon-built new-to-brand shoppers audience for bid adjustments on May 6, 2025. Amazon says advertisers who raised bids by 100% or more for it saw 2x more NTB orders than those who didn't.

Use it on category campaigns, where the boost buys new customers, not on brand campaigns. Our guide to audience bid boosting covers the AMC audiences you can boost too.

4. Prospect With Display Ads and DSP, Excluding Buyers

Display ads audiences and DSP in-market, lifestyle and lookalike audiences reach shoppers before they search. Exclude your purchasers from the last 12 months, or Amazon will report your own customers as prospecting wins.

Judge these lines on cost per NTB purchase and NTB detail page views, not ACOS. Our guides to display ads and DSP reports show where the columns are.

5. Use Video and the Brand Store

Sponsored Brands video and Store landing pages introduce the brand, not one product. Watch Brand Store page views (new to brand) to see whether those visits are coming from new shoppers.

6. Find the First Touches That Work in AMC

Standard reports credit the last ad. AMC shows which ad a new customer saw first, which is usually where the acquisition budget belongs. The next sections show how.

Amazon's Full-Funnel Campaigns are another route for US brands that sell on Amazon (Amazon still labels it a beta on its product page). Amazon reports 29% lower cost per NTB purchase for beta advertisers; our full-funnel strategy guide explains how we test it.

New-to-Brand for Sponsored Products: Use AMC

Sponsored Products is where most new customers find you, and its reports show none of them. Amazon Marketing Cloud closes that gap, because its ad-attributed purchase data carries a new-to-brand flag for every ad type, Sponsored Products included.

AMC is free for eligible advertisers, sponsored ads advertisers can open it self-service, and it now holds 25 months of ad traffic signals. It only returns aggregated, anonymous results, so very small segments come back blank.

Amazon's instructional query for NTB by campaign works on the attributed conversions table. In plain language it does four things:

1. Takes every ad-attributed conversion with at least one purchase.

2. Groups them by advertiser and campaign (or by ad product: Sponsored Products, Sponsored Brands, display ads, DVA; or by ASIN).

3. Sums NTB purchases and total purchases, and NTB sales and total sales.

4. Divides to get NTB share of purchases and sales, and subtracts to get repeat purchases.

The output looks like a standard report with Sponsored Products added. In the accounts we manage, it is usually the first time a brand sees that a large share of its new customers came through Sponsored Products.

Add cost from your sponsored ads reports and you have cost per NTB purchase for Sponsored Products, the number the console never shows.

AMC New-to-Brand Analysis Beyond the Standard Metrics

The standard metrics stop at the first purchase. The questions that decide budgets come after it: which ad found the customer, when they bought again and what they were worth.

1. New-to-Brand by First Touch

Plain-language logic: for each NTB purchaser, find every ad exposure and click before the purchase within your lookback, keep the earliest one and label its ad type. Then count NTB purchasers by first-touch type.

This runs on AMC's free ad data. It routinely shows that DSP or Sponsored Brands video started journeys that Sponsored Products finished.

2. Time to Second Purchase

Plain-language logic: for each NTB purchaser, take the first purchase date and the date of their next purchase from your brand. Subtract, then bucket the days (0 to 30, 31 to 60, 61 to 90, 90+).

The second purchase is often organic, so this needs all purchases, not just ad-attributed ones. That data comes from the Amazon Insights paid feature (Flexible Shopping Insights), which Amazon says supports purchase frequency and purchase sequence analysis.

The answer sets your retargeting window. If most second purchases land between day 30 and day 60, that's when to run Sponsored Display or DSP remarketing to recent new customers.

3. Lifetime Value of NTB Cohorts

Plain-language logic: group NTB customers by the month of their first purchase and their first-touch ad type. Sum each cohort's brand sales over the next 3, 6 and 12 months, then divide by cohort size.

That gives you the 12-month value per new customer used in the worked example above, by channel. It also needs the paid purchase data, and our post on AMC paid features explains what each subscription adds.

4. Turn the Findings Into Audiences

Every query above can become an audience. NTB purchasers from the last 60 days are a cross-sell list, especially after Prime Day and Q4, and lookalikes of your highest-value cohort are a prospecting list.

Those audiences can feed DSP and bid boosting in Sponsored Products and Sponsored Brands. Our AMC custom audiences guide walks through the build.

You no longer need to write all the SQL yourself. Amazon's AMC page now lists Ads Agent in AMC, and at unBoxed 2026 Amazon announced an AMC Expert Tool that writes AMC queries from plain-language requests. The conversational features are in closed beta and rolling out.

Mistakes We See With New-to-Brand Metrics

• Reading account-level NTB share. Without Sponsored Products in it, the number describes a minority of spend.

• Comparing NTB share across campaign types. Brand campaigns should be low. Compare category with category.

• Setting the ceiling from first-order margin. That under-bids on every product people buy again.

• Using 12-month value for one-time purchases. If your category doesn't repeat, first-order margin is the honest ceiling.

• Mixing promoted and total DVA metrics. Total includes brand halo, so it is always higher. Pick one and keep it.

• Ignoring the January 2026 attribution change. View-attributed NTB purchases shifted on that date. Use "all views" for year-on-year.

• Prospecting without purchaser exclusions. Your existing customers inflate ROAS and deflate NTB share.

How We Track New-to-Brand in Adbrew

Everything above works by hand: download the Sponsored Brands and display reports, run the AMC queries, join them in a spreadsheet. It takes most teams a few days per brand each month.

Adbrew is an agentic retail media management platform for Amazon and Walmart, and this reporting runs inside it:

• AMC without SQL. Adbrew creates your AMC instance or connects yours. Pre-built AMC reports include new-to-brand, cost of new customer acquisition, path to conversion and time to conversion, refreshed daily, with Sponsored Products included.

• NTB audiences, activated. Build new-to-brand, high-value and cart abandoner audiences in a few clicks and send them to DSP or to audience bid boosting in Sponsored Ads.

• Dashboards that put NTB next to ACOS. Custom dashboards combine ad, retail and profit data, so cost per NTB purchase sits beside ACOS and TACoS for every campaign type.

• [Adbrew Intelligence](https://adbrew.io/adbrew-intelligence). Ask for "cost per new-to-brand purchase by campaign type, last 30 days, against last quarter" and an agent builds it from your data.

Rules you set for bids and budgets can then act on those numbers, so a category campaign under your NTB cost ceiling gets budget rather than a bid cut for its ACOS.

Count New Customers, Not Just Sales

New-to-brand metrics are the closest thing Amazon gives you to a customer acquisition cost for your advertised products. Put a 12-month ceiling on them, and add Sponsored Products through AMC.

Want to see new-to-brand reporting with Sponsored Products included on your own account? Book a demo with our team and we'll walk through your AMC new-to-brand reports with you.