New-to-Brand Metrics

New-to-brand metrics flag ad-attributed orders from customers who have not bought anything from your brand in the prior 12 months.

Amazon tags each attributed order as new-to-brand or not, then reports new-to-brand orders, sales, and their percentage of the total. The tags run across Sponsored Brands, Sponsored Display, and DSP, so you can see whether a campaign is acquiring buyers or reselling to people who already know you.

Sixty percent of a Sponsored Brands campaign's orders come back tagged new-to-brand, telling you the campaign is bringing in first-time buyers rather than harvesting existing ones.

A high percentage is not automatically the goal. The 12-month lookback is brand-level, not product-level, and it counts purchases, not everyone who saw the ad. For a consumable or repeat-purchase product, you often want existing buyers coming back, so a campaign that reads as low new-to-brand may be doing exactly its job.

It separates acquisition from retention. Which one you want depends on the product, not the metric.