New-to-Brand Analysis

Author: Kadence
Last Update: 2026/04/19

Introduction

Standard ad reports show you total sales, but they rarely tell you who is buying. The New-to-Brand (NTB) Analysis model splits your data to show exactly how much of your revenue comes from first-time buyers versus loyal, returning customers.

By clearly separating your acquisition metrics from your retention metrics, this model helps you evaluate the true efficiency of your campaigns and product catalog.

Use this data to answer:

• How many unique shoppers are completely new to the brand?

• Which specific ASINs act as the best entry points for new customers?

• What percentage of an ASIN's total sales comes from returning shoppers?

• How do repeat purchase rates differ across different ad types and campaigns?

 

When to Use This Report

Pull this report when you need to evaluate your media mix and justify budget shifts between prospecting and retargeting strategies:

• Scale Customer Acquisition: Find the campaigns and ASINs that drive the highest percentage of NTB sales and feed them more top-of-funnel budget.

• Measure Brand Loyalty: Identify which products have the highest repeat purchase rates so you can build Subscribe & Save (SnS) or lifecycle marketing strategies around them.

• Optimize the Media Mix: Shift your budget away from "prospecting" campaigns that are actually just cannibalizing existing customers, and reallocate those dollars toward tactics that genuinely bring in fresh audiences.

 

How to Use It

The dashboard provides a highly granular breakdown of your sales by ASIN, campaign, or ad type.

1. ASIN Conversion vs Ads-Attribution tab  Use the tabs at the top of the dashboard to filter your conversions based on your reporting goal:

• ASIN Conversion Tab: If you have the Amazon Shopping Insights (FSI) subscription, this tab shows all conversion events. This gives you a comprehensive view of your customers’ repeat purchasing behavior across both ad-driven and organic traffic.

• Ads-Attributed Tab: Shows only the NTB and Repeat purchases directly linked to an ad click or impression.

 

(Note: A single new customer might buy three different ASINs in their very first order. Because of this, if you add up the "Share of NTB Sales" across all your individual ASINs, the total sum will likely exceed 100%. This is normal and expected. Use the share metrics to evaluate the weight of a specific ASIN, but do not treat them as mutually exclusive percentages.) 

 

Strategic Scenarios

Use the table below to set up specific queries based on your reporting goals:

Goal	How to Set Up	What to Look For	Strategic Action
Acquisition Scaling	Analyze campaigns by Total NTB Purchase %.	Campaigns driving a massive share of NTB sales (e.g., Campaign A is 80% NTB vs. Campaign B at 40%).	Prioritize these highly efficient acquisition campaigns during peak traffic periods like Prime Day or Q4.
Budget Reallocation	Analyze your ASIN  by Share of Total NTB Purchase UV.	The specific ASIN that drive the bulk of your overall new-customer volume.	If ASIN X drives 35% of all new buyers and ASIN Y only drives 5%, shift your top-of-funnel prospecting budget to feature ASIN X.
Loyalty & Retention	Analyze your catalog by Total Repeat Purchase UV.	ASINs where the vast majority of purchases come from returning buyers.	Put these specific products at the center of your Subscribe & Save promotions or DSP loyalty retargeting campaigns.

 

FAQ

Q: How does Amazon define a "New-to-Brand" customer?

A: A customer is considered NTB if they have not purchased any product from your brand within the past 365 days.

 

Q: My products have a long lifecycle and customers usually repurchase after more than a year. Does the 365-day NTB window still apply?

 A: By default, Amazon's NTB definition is strictly locked to a 365-day lookback. If a loyal customer buys from you every two years, standard AMC reporting will unfortunately flag them as a "new" customer every time. However, a solution is coming. For brands utilizing the 5-year Retail Purchase Insights subscription, Xnurta is actively developing an extended-lookback model that tracks true NTB and repeat behaviors over a full 5-year period. This expanded model is expected to launch by the end of 2026.

 

Q: How is a "Repeat" purchase calculated?

A: Repeat status is calculated at the brand level. If a shopper bought ASIN A six months ago, and today they buy ASIN B, today's purchase counts as a Repeat purchase because they already bought from your brand within the 365-day lookback window.

 

Q: What attribution windows does this model use?

A: For ad-attributed data, Sponsored Products (SP) use a 7-day click window. Sponsored Display (SD), Sponsored Brands (SB), and DSP use a 14-day window.

 

Q: Can I run this report for a custom grouping of products?

A: Yes. When setting up a custom model, you can filter by specific ASINs. This allows you to evaluate the NTB vs. Repeat performance of a specific product line rather than your entire catalog.

 

Q: Why are some of my sales missing from the report?

A: To protect shopper privacy, Amazon requires a minimum of 2 unique users (UV) for data to show. If a specific ASIN or campaign has fewer than 2 unique buyers in your selected timeframe, that row of data is automatically suppressed.

 

 

 

Glossary

Term	Description & Calculation
New-to-Brand (NTB)	Shopper who hasn’t purchased any ASIN from your brand in the last 365 days prior to the purchase.
Repeat Purchase UV	Number of unique shoppers making repeat purchases within the reporting window, deduplicated at the shopper level.
Total Purchase UV	Total unique shoppers who made purchases of your brand’s ASINs in the selected period.
Share of Total Purchase UV	Proportion of total unique shoppers who bought a specific ASIN. Formula: ASIN Purchase UV ÷ Total Purchase UV of all ASINs in the report.
Total NTB Purchase UV	Unique shoppers who are new-to-brand and purchased the ASIN during the reporting window.
Share of Total NTB Purchase UV	Proportion of total new-to-brand unique purchasers attributed to a specific ASIN. Formula: ASIN NTB Purchase UV ÷ Total NTB Purchase UV across all ASINs.
Total NTB Purchase UV %	Percentage of a specific ASIN’s Total Purchase UV that comes from new-to-brand shoppers. Formula: ASIN NTB Purchase UV ÷ ASIN Total Purchase UV.
Total Purchase	Total number of purchase events for the ASIN (equivalent to the number of orders placed).
Total NTB Purchase	Number of purchase events from new-to-brand customers for the ASIN.
Total Repeat Purchase	Number of purchase events from repeat customers for the ASIN.
Total NTB Purchase %	Percentage of total purchases for an ASIN that are from new-to-brand customers. Formula: Total NTB Purchase ÷ Total Purchase.
Total Unit Sold	Total number of units sold for the ASIN during the reporting window.
Total NTB Unit Sold	Total units sold to new-to-brand customers.
Total Repeat Unit Sold	Total units sold to repeat customers.
Total NTB Unit Sold %	Percentage of an ASIN’s total units sold that were purchased by new-to-brand customers. Formula: Total NTB Unit Sold ÷ Total Unit Sold.
Total Repeat Purchase UV	Unique shoppers who are repeat customers and purchased the ASIN during the reporting window.
Share of Total Repeat Purchase UV	Proportion of total repeat unique purchasers attributed to a specific ASIN. Formula: ASIN Repeat Purchase UV ÷ Total Repeat Purchase UV across all ASINs.
Total Product Sales	Total revenue generated by an ASIN’s sales during the reporting window.
Share of Total Product Sales	Proportion of total revenue contributed by a specific ASIN. Formula: ASIN Total Product Sales ÷ Total Product Sales across all ASINs.
Total NTB Product Sales	Revenue generated by new-to-brand customers for the ASIN during the reporting window.
Share of Total NTB Product Sales	Proportion of total new-to-brand product sales attributed to a specific ASIN. Formula: ASIN NTB Product Sales ÷ Total NTB Product Sales across all ASINs.
Total Repeat Product Sales	Total revenue generated from repeat customers’ purchases of the ASIN.
Share of Total Repeat Product Sales	Proportion of total repeat product sales attributed to a specific ASIN. Formula: ASIN Repeat Product Sales ÷ Total Repeat Product Sales across all ASINs.
Total NTB Product Sales %	Percentage of a specific ASIN’s product sales that come from new-to-brand customers. Formula: ASIN NTB Product Sales ÷ ASIN Total Product Sales.
Total ATV	Average Transaction Value across all purchases for the ASIN. Formula: Total Product Sales ÷ Total Purchase count
Total NTB ATV	Average Transaction Value for new-to-brand purchases only. Formula: ASIN NTB Product Sales ÷ NTB Purchase count
Total Repeat ATV	Average Transaction Value for repeat purchases only. Formula: ASIN Repeat Product Sales ÷ Repeat Purchase count

 

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