"New-to-brand" in Amazon's world has a precise definition: a customer who has NO
By Anthony Nguyen 🟢 · July 13, 2026 · Curated by George's Blog
"New-to-brand" in Amazon's world has a precise definition: a customer who has NOT purchased from your brand in the previous 12 months.
Not "first-time ever." Not "new to this ASIN." Twelve months of no brand purchase history. Most sellers get this wrong.
This matters because NTB rates shift dramatically by channel. Sponsored Brands typically drives 60-80% NTB orders. Sponsored Products runs 30-50%. DSP prospecting can hit 80%+ NTB.
If you're optimizing purely on ROAS, you're almost certainly undervaluing the campaigns that bring in new customers. A Sponsored Brands campaign with 12 ROAS and 75% NTB is strategically more valuable than an SP campaign with 15 ROAS and 20% NTB. I'll take the lower ROAS every time.
In AMC, NTB metrics appear in the attributed events tables. But here's the nuance: AMC's lookback for NTB is exactly 12 months from the conversion event, not from your query's date range.
If you need NTB analysis beyond your query's date range, use EXTEND_TIME_WINDOW to look back up to 90 days further. Without it, customers near the edge of your date range get incomplete purchase history, inflating your NTB numbers. Your "growth" was just bad data.
Track NTB rate by campaign, ad group, and keyword. It's the metric that separates brand defense from brand growth. Everything else is vanity.
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