NTB

New to Brand (NTB) is a key performance indicator within Amazon Ads (especially in Sponsored Brands and DSP campaigns) that helps advertisers measure customer acquisition rather than just overall sales.

A purchase is counted as NTB if:

• The shopper has not purchased from the brand on Amazon in the previous 12 months
• The order is attributed to an ad click (within the attribution window)
• It’s the customer’s first recorded interaction with that brand on Amazon

Why NTB matters:

• Provides insight into brand growth vs. customer retention
• Helps advertisers evaluate the effectiveness of upper-funnel campaigns
• Informs budget allocation between acquisition and remarketing
• Available in Brand Metrics, Sponsored Brands, Sponsored Display, and DSP

NTB metrics include:

• NTB Orders - total number of new-to-brand purchases
• NTB Sales - revenue generated from new customers
• % NTB - percentage of total sales that are new-to-brand
• Cost per NTB Customer - acquisition efficiency

💡 Example: A Sponsored Brands ad generated 100 sales, 60 of which were from customers new to the brand - giving an NTB rate of 60%.

In short:
NTB (New to Brand) tracks how many ad-driven purchases come from customers who haven’t bought from the brand in the last 12 months - a vital metric for measuring customer acquisition and brand growth on Amazon.