What is New-to-brand? New-to-brand review

New-to-brand is a new advertising campaign metric introduced by Amazon in early 2019, designed to help sellers who run advertisements analyze new customer data from advertising campaigns.

Target customers

New-to-brand metrics are available for Amazon Video, Display, and Sponsored Brands ads.

About New-to-brand

The "New -to-brand" metric will tell advertisers whether the orders generated through advertising are from existing customers or customers who purchased the seller's products for the first time in the past 12 months. If the shopper has not purchased from your brand within the 12-month lookback window, the order is considered a new brand order. In addition, advertisers will also receive other advertising campaign performance data, including new customer purchases and sales generated by advertising, new customer purchase rate generated by advertising, advertising cost per new customer, etc. (as shown below).

Note: Metrics apply only to conversions that occurred on Amazon.

effect

New Brand Metrics enables sellers to measure orders and sales from first-time Amazon brand customers.

2. With new brand metrics, sellers can better measure and optimize on-board campaigns and plan future marketing strategies to drive customer acquisition and brand loyalty.

Metric breakdown

1. Percentage of new brand orders: Percentage of total orders that are new brand orders.

2. Percentage of New Brands Sold: The percentage of total sales (in local currency) that are new brands sold.

3. New brand orders: The number of first-time orders for products within the brand during the one-year review window.

4. New Brand Sales: Total sales of new brand orders (calculated in local currency).

significance

1. Understanding the advertising costs required to acquire new customers and identifying the most effective marketing channels and strategies can help Amazon advertisers improve the performance of their advertising campaigns. It will also help the e-commerce giant expand brand awareness of its advertising platform, especially in an era when traditional brand advertisers such as Procter & Gamble view search and social advertising as brand-building tools.

2. If Amazon can prove itself to be a driver of brand awareness, that will not only help its position among traditional brand advertisers, but also direct-to-consumer brands, who are reluctant to sell their products on Amazon but are also seeking brand advertising on channels such as TV to expand their customer base.

3. This new metric also addresses advertisers’ long-standing complaints about what data Amazon provides them, and “new-to-brand” could be a useful metric for many brands.