Sponsored Display new-to-brand metrics available for product targeting and audiences

September 30, 2021

What launched?

New-to-brand metrics are now available for Sponsored Display product targeting and audiences to vendors and sellers registered in the Amazon advertising console in CA, DE, ES, FR, IT, JP, the UAE, the UK, and the US. These new metrics are also available through the Amazon Ads API. For more information on the API, see our release notes.

Why is it important?

A new customer order is a key step in establishing a long-term brand relationship with a customer. New-to-brand metrics enable you to measure product orders and sales generated from first-time customers. With these metrics, you can better measure and optimize active campaigns as well as plan future marketing strategies to help drive customer acquisition and brand loyalty. An order is considered new to your brand if the shopper hasn’t purchased from your brand in the past 12 months. Sponsored Display audiences campaigns on average see up to 82% of sales driven by new-to-brand customers1. For a full list of metrics and definitions, visit our Support Center.

1 Amazon Internal, February 2021

Where is the feature available?

  • North America: United States, Canada, Mexico
  • Europe: Germany, Spain, France, Italy, United Kingdom, Netherlands
  • Middle East: United Arab Emirates
  • Asia Pacific: Japan, India, Australia

Who can use it?

  • Vendors
  • Sellers

Where do I access it?

  • Advertising console
  • Amazon Advertising API