Operator glossary
New-to-brand (NTB)
Amazon's incrementality proxy: purchases from shoppers with no purchase from your brand in the trailing 12 months — the metric that stops upper-funnel ads from being judged like retargeting.
NTB flags whether an ad-attributed purchase came from a customer who had not bought from your brand in the previous 12 months. It is reported for Sponsored Brands, Sponsored Display, and DSP — not for Sponsored Products — and it is the difference between ads that grow the customer base and ads that harvest it.
Use it to price acquisition honestly: a Sponsored Brands campaign with a mediocre ACoS but 70% NTB share is buying customers; a retargeting line with a beautiful ACoS and 5% NTB is mostly collecting people you already own. Judged on last-click ACoS alone, the growth campaign always loses the budget fight it should win.
The numbers
- Definition: no purchase from the brand in the trailing 12 months at time of purchase.
- Available for SB, SD, and DSP; not reported for Sponsored Products.
- Read NTB share next to ACoS — the pair prices acquisition versus harvest.
Primary sources: Amazon Ads guides