New-to-brand, NTB, is an Amazon Ads label for an ad-attributed order placed by a shopper who had not bought any product from your brand on Amazon in the previous twelve months. Amazon reports NTB orders, NTB sales and NTB percentage for Sponsored Brands, Sponsored Display and DSP campaigns, so you can see whether ads are bringing in new customers or reselling to existing ones.
When an ad-attributed order is recorded, Amazon checks whether the buying account purchased any product from the same brand on Amazon in the previous twelve months. If not, the order, its units and its sales are counted as new-to-brand. The check is at brand level, not ASIN level, so a shopper who bought your other product last month is not new-to-brand for this one.
Worked example: a Sponsored Brands campaign spent ₹30,000 in a month and attributed ₹1,50,000 of sales, of which ₹60,000 came from shoppers with no purchase from the brand in the past year. NTB sales percentage is ₹60,000 / ₹1,50,000 x 100 = 40%. Amazon also shows the NTB order count, and from spend you can derive a cost per NTB order: ₹30,000 divided by 120 NTB orders is ₹250 per new customer.
Because the lookback needs a brand, NTB metrics only exist for brand-level ad types. Sponsored Products campaigns do not show NTB columns in campaign manager, although the Amazon Ads API and Brand Metrics cover related figures for Brand Registry sellers.
ACoS treats every ad order the same. NTB separates orders that grew the customer base from orders that would probably have happened anyway. A branded keyword campaign at 8% ACoS with 5% NTB is mostly intercepting your own customers; a category campaign at 35% ACoS with 70% NTB is buying new ones. Which is better depends on what a new customer is worth to you, and Brand Metrics gives Amazon's estimate of that.
For Indian sellers in repeat-purchase categories such as grocery, supplements or personal care, cost per NTB order is often the more honest campaign target than ACoS alone.
The category-level funnel report that values a new customer.
Learn more →Where NTB reporting is richest, including audience-level views.
Learn more →The seller ad type that carries NTB metrics.
Learn more →Amazon and Flipkart spend, sales and ACoS in one dashboard with Excel export.
Learn more →NTB stands for new-to-brand. It marks an ad-attributed order from a shopper who had not bought any product from your brand on Amazon in the previous twelve months.
New-to-brand. Amazon reports NTB orders, NTB units, NTB sales and NTB percentage for Sponsored Brands, Sponsored Display and DSP campaigns.
NTB sales percentage = NTB sales divided by total ad-attributed sales, times 100. ₹60,000 of NTB sales out of ₹1,50,000 attributed sales is 40%.
NTB needs a brand to check purchase history against, and Sponsored Products reports at product level. Campaign manager shows NTB columns for Sponsored Brands, Sponsored Display and DSP.
It depends on the campaign's job. Branded keyword campaigns naturally sit low; category and competitor targeting should sit high. Judge each campaign against its purpose and cost per NTB order, not one account-wide figure.
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