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What is a New-to-Brand Customer?
A new-to-brand customer is a customer who has not made a purchase of the brand in a 1-year look-back window. For Sponsored Ads, you can now view new-to-brand metrics through the Sponsored Brands Overview page and in each Sponsored Brand goal deep-dive:
New-to-brand Sales = The total sales of new-to-brand orders.
% of Sales New-to-brand = The percentage of total sales that are new-to-brand sales.
New-to-brand Orders = The number of first-time orders for products within the brand.
% of Orders New-to-brand = The percentage of total orders that are new-to-brand orders.
🚨Note: these metrics aren’t yet available for SBV.🚨
Why is it Important?
Ensuring you have a steady flow of new-to-brand customers is a key piece in establishing long-term growth for your brand. 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 new customer acquisition and long-term brand loyalty.
Only SB and SD ads track NTB (new-to-brand) metrics—that’s not to say your SP ads aren’t driving new customer acquisition, but by the nature of the ad types, SB and SD are better designed to drive awareness and inspire new customers and they can be easily, concretely tracked. Both SB and SD allow custom headlines, meaning you can use compelling ad copy to tell shoppers why they should consider your brand.
Method 1️⃣ - Target Unbranded Segments Using Sponsored Brands
In order to grow New-to-Brand customers using Sponsored Ads, you can leverage Sponsored Brands. Launch an Unbranded segment to emphasize this effort. Unbranded segments will target Category and Competitor traffic, while avoiding Branded traffic. This makes sure you aren’t spending on customers who are already fans of your brand.
🖥️ How to set this up
Navigate to <Sponsored Brands> from the left navigation bar
Create a new goal by clicking on <New Goal>
Set up the new goal by giving it a <Goal Name> and then selecting <Competitor> or <Category> based on your target. <Universal> format will target both branded & unbranded traffic, in this case, it is not the most effective.
Please follow the instructions on the screen to complete rest of the setup and launch.
Best practices Sponsored Brands:
Create a clear brand identity with a compelling tagline, logo, and creative assets.
Select three diverse products to advertise—different colors, styles, and categories work best.
Run an unbranded campaign by negative matching branded terms to target shoppers searching generically.
Use NTB (New-to-Brand) metrics to guide bid strategies and optimize performance.
Next, focus on your Amazon Brand Store:
Make it the go-to destination for new customers by showcasing your unique selling proposition.
Add engaging elements like videos, Best Seller carousels, and easy-to-shop layouts.
Organize pages by shopper needs (e.g., “whitening” or “kids oral care”) rather than product type.
Use Product Grids to group items with accessories, encouraging larger basket sizes.
Method 2️⃣ - Use a Variety of NTB Segments via Sponsored Display
Sponsored Display is another effective advertising program that can help you reach new customers. You can implement:
Competitor Targeting harvests competitor product targets and capture customer traffic from the pages of these products. This is an easy setup campaign, as the competitor targeting is all done automatically by the Perpetua Engine.
Custom ASIN Targeting allows you to be more specific with who you target. If you are chasing a specific competitor or type of product, you can select any of their ASINs and insert them into this SD campaign for a more focused strategy. Because your product will be compared directly with a competitor’s product, it’s best to target competitor ASINs with a higher cost and/or lower review rate than your own advertised ASIN.
Similar Products Views Remarketing targets shoppers who viewed products similar to the products you’re advertising in your goal and did not purchase them. Using this campaign, you can target shoppers who have already demonstrated a vested interest in purchasing a product in your category, but haven’t pulled the trigger yet.
Custom Audience Targeting launches custom campaigns to dedicate budgets to specific audience targets. You can select a wide range of audiences based on specific categories and subcategories within Amazon. This campaign will then target those users who have viewed products in the selected categories in the last 30 days, and automatically excludes those shoppers who have purchased your products or similar products in the last 30 days.
🖥️ How to set this up
Navigate to <Sponsored Display> from the left navigation bar
Create a new goal by clicking on <New Goal>
Give your goal a name
Select the ASINs to be added to the new goal
Scroll to the bottom of the page & click on <New Segment>
Select the segment from the left navigation bar in the pop-up window. Build the segment by giving it a Target ACoS & Daily Budget (Perpetua Engine provides a recommended value), then click on <Create Segment>
Once segments are created, all segments will show up on the previous page available for goal creation.
Scroll back up to the top of the screen, launch your goal by clicking on <Launch Goal> next to the goal name.
Method 3️⃣ - leverage full funnel targeting via DSP
DSP expands your ability to target customers far beyond what Sponsored Ads are capable of. Because DSP has more audience-based targeting capabilities, you can accurately define who your target customer is and allow your DSP campaigns to bring them in for a conversion. (Please speak with a Perpetua Sales person to learn more about getting access to DSP in Perpetua.)
✅ Crocs partnered with Perpetua’s DSP team to launch a full-funnel Amazon DSP strategy focused on upper-funnel tactics to drive new-to-brand customers. Using Amazon’s Overlap Audience tool, they optimized targeting for specific categories and key moments, while testing gender-based creatives for always-on campaigns both on and off Amazon. This approach helped Crocs secure premium placements with minimal competition and maximize ad spend.
Since acquiring new customers often comes at a higher cost, Perpetua leveraged Amazon Marketing Cloud (AMC) to ensure budgets were allocated effectively across activations, resulting in greater reach and strategic growth. AMC also available for Sponsored Ads
The result?
Crocs increased branded searches 43% in the first month and drove a 147% increase in branded searches from off-Amazon placements in the month after Prime Day.
Perpetua helped shift spend to InMarket and Lifestyle audiences growing new-to-brand customers by 74% over Prime Day, 46% over Black Friday and Cyber Monday, and 27% over the Holidays.
Outside of key moments, as a part of their Always-On campaign, Crocs saw a 41% drop in Cost-Per-Detailed-Page-View (CPDPV), and a 14% increase in Average Order Value.
Additionally, Crocs saw an increase of 6x in new-to-brand sales from their 3P inventory exchange, drove a 73% increase in impressions month-over-month, and saw ROAS increase 81% from on-Amazon placements and 51% from off-Amazon with Responsive eCommerce creative formats
Article last updated April 9, 2026. If you find this information to be out of date, please contact hello@perpetua.io