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Why New-to-Brand Data Matters for Amazon Sellers
As an Amazon Seller, understanding where your sales are coming from is crucial. Are your ads converting loyal customers — or are they driving new ones?
That’s where New-to-Brand (NTB) order tracking in the Amazon Advertising Console comes in.
This metric shows how many of your customers purchased your brand for the first time in the past 12 months. It’s a game-changer for advertisers who want to measure acquisition efforts — not just revenue.
At EHP Consulting Group, we help brands use NTB data to optimize strategy, allocate budgets, and increase Amazon sales with precision.
How to Track New-to-Brand Orders on Amazon Console (Step-by-Step)
Here’s a quick walkthrough to help you locate and understand your NTB orders:
🔹 Step 1: Log in to the Amazon Advertising Console
Head over to Amazon Ads and sign in with your seller account.
🔹 Step 2: Navigate to Campaign Manager
Once inside, go to Campaign Manager on the left-hand panel.
🔹 Step 3: Customize Columns
Click the gear icon (⚙️) above the performance table and select Customize Columns.
🔹 Step 4: Enable New-to-Brand Metrics
Under “Conversions,” check all the following:
- New-to-Brand Orders
- New-to-Brand Sales
- % of Orders New-to-Brand
- % of Sales New-to-Brand
🔹 Step 5: Apply Changes
Click Apply to see NTB columns appear in your dashboard instantly.
You’ll now see exactly how many new customers your ads are bringing in — and how much they’re spending.
🎥 Watch our full tutorial on YouTube
What You Can Do With New-to-Brand Insights
✅ Optimize campaigns by identifying which ads drive first-time buyers
✅ Adjust targeting to focus more on brand awareness
✅ Build stronger lifetime value projections
✅ Reduce wasted ad spend on repeat buyers
✅ Validate influencer, video, or off-Amazon campaign effectiveness
Need help with campaign performance? Work with an Amazon ads expert from EHP Consulting.
Pro Tip: Pair NTB Data with Product Review Analysis
If your NTB customers are leaving poor reviews, something’s wrong with your product or messaging.
Check out our recent post on Amazon Reviews as a Trend Indicator to learn how to align NTB strategy with better retention.
Need Help Selling on Amazon?
Whether you’re optimizing NTB campaigns or need support with PPC, ad copy, or removing fake products on Amazon, we’ve got you covered.
New-to-Brand metrics offer more than just numbers—they show if your ads are truly growing your business.
With the right insights and a team like EHP Consulting backing you, you can scale smarter, spend better, and build a loyal customer base.
Written By: Ahzel P. Miral
Email: [email protected]
Website: http://www.ehpconsultinggroup.com
Number: 925-293-3313
Date Written: August 21, 2025