In 2019, Amazon started tracking “New-to-brand” sales through their advertising console. The 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 in the last 12 months. This metric is only available for sponsored brand campaigns.
The goal of a sponsored brand advertisement is to increase brand awareness on Amazon.com. The ad is placed above search and consists of three elements: Image, Call to action, 3 featured products. When a customer clicks on the image, or the “Shop Now” text, they are brought either to a landing page, or an Amazon store. When the customer clicks on one of the three products, they are brought directly to the respective product detail page.
Until now, it has been difficult quantify the effectiveness of a sponsored brand ad. On a 1080P computer monitor, Sponsored brand ads take up 22% of the screen-space for a search result on Amazon. With ad-attributed sales, we are able to see the total sales we receive after a customer click on the advertisement. With the new-to-brand metrics you are able to see exactly how many orders are coming from customer that are buying your brand for the first time on Amazon.