Glossary · Amazon Advertising
What is NTB (New-to-Brand)?
New-to-Brand
Quick Answer
New-to-Brand (NTB) is an Amazon Ads metric that counts orders from customers who haven't bought that brand on Amazon in the previous 12 months. It separates genuine customer acquisition from repeat purchases you would likely have won anyway — which is why it is the honest measure of whether advertising is growing the brand or just harvesting it.
In Detail
Understanding NTB (New-to-Brand)
Amazon reports NTB orders, NTB sales and NTB percentage across Sponsored Brands, Sponsored Display and DSP. The percentage is the share of ad-attributed orders that came from first-time buyers of your brand.
The metric matters because ACOS and ROAS are blind to it. A campaign bidding on your own brand name can post a spectacular 12× ROAS while acquiring almost nobody new — it is intercepting customers who were already searching for you. A prospecting campaign at 3× ROAS with 40% NTB may be the more valuable of the two, because it is buying future repeat revenue rather than re-buying existing demand.
Business Impact
Why NTB (New-to-Brand) Matters
Once you track NTB you can price acquisition properly: a first order at a painful ACOS is defensible if the customer's second and third orders arrive organically. Categories with genuine repeat behaviour — supplements, groceries, pet, beauty — are systematically underinvested by accounts that optimise on first-order ROAS alone.
It also exposes brand-defence spend honestly. If your branded campaigns show low NTB, they are insurance, not growth, and should be budgeted as such.
From Our Own Book
How ATIL Works With NTB (New-to-Brand)
Across the 43 brands in our managed portfolio where NTB is tracked, the median NTB share is 8.2%, with a range from 0.1% to 45.7%. That spread is the whole point: two accounts with identical ROAS can sit at opposite ends of it.
One brand in our book, JADEMECH, runs 31.6% new-to-brand at 6.59× ROAS — genuine acquisition at a profitable return. We set NTB targets per campaign type rather than per account, because brand-defence and prospecting should never be judged on the same number.
Figures are drawn from ATIL's managed portfolio and measured through platform APIs, not estimated.
FAQ