What Are NTB Metrics?

NTB stands for New-to-Brand. Amazon's NTB metrics measure how many purchases came from customers who had not bought from your brand on Amazon in the previous 12 months—in other words, genuine new customer acquisition. These metrics are available for Sponsored Brand campaigns and are one of the clearest signals of how effectively your advertising is actually growing your customer base rather than just converting existing brand loyalists.

Key NTB Metrics to Track

• New-to-Brand Orders: Total number of first-time brand purchases attributed to the campaign
• New-to-Brand Sales ($): Revenue generated specifically from new-to-brand customers
• % New-to-Brand Orders: Share of total campaign orders that came from first-time buyers
• New-to-Brand Cost Per Order: What you're paying to acquire each new customer through ads
• New-to-Brand Order Rate: Helps benchmark acquisition efficiency across campaigns and time periods

Why NTB Metrics Matter Beyond ACoS

Traditional Amazon metrics like ACoS and ROAS only capture the immediate transaction. NTB metrics go deeper—they reveal whether your advertising is actually expanding your customer base or just recycling existing demand. A high NTB rate means your campaigns are successfully reaching and converting new audiences, which is the foundation of sustainable, long-term brand growth on Amazon.

Balancing NTB Acquisition with Repeat Purchase Strategy

NTB campaigns are typically more expensive per conversion—new customers need more persuasion. But the lifetime value (LTV) of a new customer who becomes a loyal repeat buyer far outweighs the initial acquisition cost. Use NTB data alongside Subscribe & Save enrollment rates and brand store engagement metrics to get the full picture of how your advertising investment is compounding over time.

How to Improve Your NTB Performance

• Run Sponsored Brand campaigns targeting competitive or top-of-category keywords
• Use video ads to introduce your brand story to audiences who've never heard of you
• Target competitor ASINs with Sponsored Display to capture brand-switching shoppers
• Optimize your Amazon Brand Store to make a compelling first impression on new visitors
• A/B test headline copy and creative assets to identify what resonates most with new audiences