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By Jake Martin | Amazon Marketing · November 3, 2025 · Curated by George's Blog
When you look at New-to-brand Gateway ASINs in AMC (the first ASINs purchased by new customers), you’re seeing the entry points to your brand on
Amazon
.
Here are a few ways to take action on those insights:
Storefront Optimization: Feature your top gateway ASINs more prominently - these are the products most likely to convert new customers and should anchor your brand’s entry experience.
Ad Funnel Alignment: Push gateway ASINs more aggressively in Sponsored Brands product collection ads. These products have already proven to be the most common first purchase for NTB customers - meaning they carry strong trust signals and low friction for conversion.
Product Bundling: Overlay gateway ASIN data with the ASIN purchase overlap report in AMC.
If gateway ASIN buyers commonly go on to purchase specific follow-up products, that shows a natural post-acquisition flow (‘next best product’ journey). Bundling or cross-promoting those pairings (through SP, SB or SD) capitalizes on the same sequence that may turn first-time buyers into multi-product customers.
Creative & Messaging Refinement: Study what makes these gateway ASINs convert (reviews, imagery, positioning) and apply those learnings to strengthen other listings.