New-To-Brand Metrics on Amazon: Measuring Real Customer Acquisition

Many enterprises celebrate rising revenue without a clear understanding of the source of those sales, whether from established, loyal clientele or newly acquired shoppers. This distinction determines if an Amazon strategy is generating compounding growth or merely maintaining its current position. Therefore, NTB metrics are highly valuable, as they bridge the visibility gap, precisely indicating the proportion of Amazon revenue derived from new customer acquisition.

Interpreting New-To-Brand Across Ad Types

Sponsored Brands campaigns provide New-to-Brand (NTB) data at both campaign and keyword levels. This offers a clear view of which advertisements are driving genuine acquisition of new customers. High NTB percentages typically signal strong acquisition, which is ideal for targeting categories and competitors or for pushes focused on brand awareness. Conversely, lower NTB percentages reflect customer loyalty and repeat purchases. Such results can still be highly valuable for building retention and increasing long-term customer lifetime value (LTV).

Sponsored Display introduces an additional layer of insight. NTB performance across remarketing and audience segments helps identify whether campaigns are effectively reaching new audiences or instead reengaging existing customers. For example, in-market and lifestyle audiences with high NTB rates show that they have grown successfully. Meanwhile, Views Remarketing with lower NTB identifies returning customers who exhibit strong repurchase intent.

This data frequently reshapes the distribution of budgets across client accounts managed by Market Rocket. When NTB rates rise, Market Rocket increases investment in discovery segments. In contrast, the focus shifts toward retention strategies when NTB rates fall. This ensures every pound spent drives a clear strategic purpose.

How Market Rocket Uses NTB To Separate Loyalty From Acquisition

Market Rocket integrates NTB insights directly into account structures to ensure growth is both measurable and commercially aligned. Loyalty campaigns focus on brand search, remarketing, and cross-selling opportunities – maintaining customer retention and protecting market share. Finally, acquisition campaigns target categories, competitors, and upper-funnel audiences to expand reach and increase share of voice.

This segmentation enables us to:

• Reinvest budgets intelligently between retention and acquisition

• Forecast incremental revenue based on NTB performance trends

• Align advertising strategy with contribution margin and LTV

• Identify market saturation points and introduce new discovery activity

By connecting New-to-Brand (NTB) data with profitability and customer value, the approach enables businesses to make decisions that drive both immediate performance and long-term growth. Achieving true success on Amazon involves more than simply increasing sales; it requires understanding whether those sales are actually acquiring new customers. Specifically, New-to-Brand metrics make this factor measurable. This, in turn, allows businesses to invest confidently in the areas that fuel sustainable, incremental growth.

Want to see your Amazon performance skyrocket?  Book a call with our team or email us at amazon@marketrocket.co.uk to take your brand to the next level.