New-to-brand (NTB) metrics tell you how much of your ad-driven business comes from people buying your brand for the first time. Amazon's Sponsored Brands page for India says you can measure orders and sales generated from first-time customers of your brand, with NTB orders and their share of total orders and sales, over a 12-month look-back window.
How do you read NTB numbers?
NTB answers a different question from ACOS or ROAS. Those show what an ad cost against the sales it drove. NTB shows whether those sales came from shoppers who had never bought your brand in the past 12 months. Amazon recommends pairing it with ACOS or ROAS, because driving first-time purchases can often cost more than repeat purchases.
For example, a campaign with a high ACOS and a high NTB share may be doing the job of acquiring customers, while a campaign with a low ACOS and almost no NTB sales may mostly be harvesting people who already know you. That reading is our interpretation, not an Amazon rule. See ACOS and Sponsored Brands for the basics.
Where else do NTB numbers appear?
Amazon's September 2025 announcement says Amazon Marketing Cloud is open to all advertisers running sponsored ads, including Sponsored Products, Sponsored Display, Sponsored Brands and Sponsored TV, under "Measurement & Reporting" in the ads console. It does not mention new-to-brand specifically. Whether a given AMC template shows NTB is not confirmed. Our notes on Amazon Marketing Cloud and AMC query templates cover what is documented.
Flipkart and quick-commerce platforms use their own names and definitions for new-customer reporting; do not compare their numbers with Amazon's without checking each definition.
Limits
The 12-month window is Amazon's. A customer who bought you 13 months ago counts as new. Numbers are for your brand's registered products as Amazon reports them.
What counts as a new customer?
By Amazon's description, a new-to-brand order is a first-time order for your brand within the 12-month look-back, and the metrics show those orders and their share of total orders and sales. What Amazon treats as "your brand" in edge cases, such as a customer who bought a different brand you own, is not confirmed here. Amazon publishes the exact rules inside the ads console.
When is NTB worth watching?
NTB matters most when you are launching a product, entering a new category or trying to grow past a loyal base. If most of your sales are repeat orders, a low NTB share is normal. If you are spending on awareness and NTB stays flat, the ads may be reaching existing buyers. Pair NTB with your search-term and placement reports before you change bids; do not cut a campaign on ACOS alone when its job is acquisition.
Blooprint, a Bengaluru e-commerce agency and Amazon Ads Advanced Partner, sets up this kind of reading through its marketplace ads management service.