Advertising
What is New-to-Brand?
NTB
An Amazon Ads metric that flags orders from customers who have not bought from your brand in a defined lookback period. It is the closest thing retail media gives you to a customer acquisition number, rather than another sale to someone already yours.
Why it matters in practice
New-to-Brand exists because attributed sales alone cannot tell you whether advertising is growing the business or just re-buying your existing customers. It matters most when you are judging upper funnel campaigns, which look inefficient on ACoS and reasonable on new customers, and those are two different verdicts on the same spend. In practice it changes what a campaign is for: a brand-defence campaign should be cheap and mostly not new-to-brand, while a discovery campaign that produces no new customers is failing at its actual job regardless of its efficiency number. Worked in words: two campaigns post the same ACoS, one brings mostly repeat buyers and one brings mostly first-time buyers, and only the second is worth defending when budget gets cut.
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