Introducing new-to-brand metrics for advertisers who sell on Amazon

JANUARY 18, 2019

By Devon O'Rourke
Sr. Product Marketing Manager

John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Today, we are introducing a new set of metrics, called new-to-brand, to help advertisers identify strategies that can drive customer acquisition and efficient business growth on Amazon. With this addition to our measurement suite, which includes more than 100 campaign reporting metrics, we're hoping to help make Mr. Wanamaker's conundrum a thing of the past.

With the launch of new-to-brand metrics, Amazon Advertising now provides display, video, and Sponsored Brands advertisers the ability to measure and optimize campaigns, as well as plan future marketing strategies, to help grow your customer base on Amazon.


New-to-brand metrics determine whether an ad-attributed purchase was made by an existing customer or one buying a brand’s product on Amazon for the first time over the prior year. With new-to-brand, advertisers receive campaign performance metrics such as total new-to-brand purchases and sales, new-to-brand purchase rate, and cost per new-to-brand customer. Advertisers now have the tools they need to estimate the cost of acquiring new customers on Amazon and identify the most efficient channels and tactics to achieve their campaign goals.

To learn more about our measurement solutions, contact your Amazon Advertising account executive or get in touch with an advertising representative.