Amazon launches new-to-brand metrics

Amazon last week introduced a new set of metrics, called new-to-brand. 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.

Amazon says that 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.

New-to-brand metrics allow advertisers to estimate the cost of acquiring new customers on Amazon and to identify the most efficient channels and tactics to achieve their campaign goals.