Amazon New-to-Brand Metrics for Beauty PPC: 2026 Guide
How to read Amazon new-to-brand metrics for beauty PPC in 2026 — where to find NTB data, what it means, and how to fix a falling NTB percentage.
New-to-brand (NTB) metrics tell you whether an Amazon PPC dollar bought a new customer or just rebilled someone who already owns the product — the single most useful signal for a beauty brand deciding where to push spend in 2026.
TL;DR
New-to-brand orders separate real customer acquisition from repeat-buyer spend in Amazon beauty PPC.
Sponsored Brands and Sponsored Display report NTB metrics; standard Sponsored Products search term reports do not.
A campaign holding the same NTB percentage for 90 straight days is optimizing bids, not audiences.
Pair NTB percentage with TACoS before cutting budget — ACoS alone hides whether growth is new or recycled.
Why this matters
Beauty is a repeat-purchase category. A skincare brand can run a profitable-looking ACoS for months while selling almost entirely to the same 200 households — and never notice, because ACoS doesn't distinguish a new customer from a fourth reorder.
NTB metrics fix that blind spot. Amazon tags an order "new-to-brand" when the customer hasn't purchased from that brand in the past 12 months, across any ASIN under Brand Registry. For a beauty brand trying to grow past its existing base in 2026, that's the difference between advertising and just servicing.
The metric only shows up on Sponsored Brands and Sponsored Display — not on standard Sponsored Products search term reports. If you're only pulling Sponsored Products data, you're not seeing acquisition at all, just conversion.
What you'll need
Amazon Brand Registry enrollment (NTB metrics don't exist without it)
Access to Amazon Brand Analytics for the New-to-Brand Customers report
At least one active Sponsored Brands or Sponsored Display campaign — Sponsored Products alone won't surface NTB data
A 30-day and a 90-day performance window, not a single week — NTB percentage moves with seasonality and launch timing
Your current ACoS and TACoS figures for comparison
The steps
1. Pull the New-to-Brand Customers report from Brand Analytics
Brand Analytics sits inside Seller Central under Brand Analytics for registered brands, and it's where NTB percentage, NTB orders, and NTB sales actually live. Search term reports and the standard advertising dashboard won't show this breakdown — you have to go to the dedicated report.
Expected outcome: a table showing NTB orders as a share of total orders, by ASIN and by campaign. Common mistake: brand managers check the advertising console's "orders" column and assume it separates new versus repeat. It doesn't, unless you've specifically pulled the NTB view.
2. Separate NTB percentage from NTB volume
NTB percentage tells you the quality of the traffic; NTB volume tells you the scale. A campaign with 90% NTB but only 12 orders a month isn't moving revenue. A campaign with 40% NTB and 400 orders is bringing in more new customers in absolute terms.
Why it matters: beauty brands chasing a high percentage alone often shrink their funnel to a handful of ultra-niche keywords. Track both numbers side by side before reallocating budget. Common mistake: killing a high-volume, moderate-NTB campaign because a small niche campaign posts a flashier percentage.
3. Compare NTB against TACoS, not just ACoS
ACoS measures ad efficiency on the ads themselves. TACoS measures total advertising cost against total sales, organic included — and it's the number that tells you if PPC-driven NTB growth is translating into organic lift over time. Understanding how TACoS differs from ACoS is the step most beauty brand managers skip.
Expected outcome: a falling TACoS alongside a stable or rising NTB percentage means new customers are finding you organically too — the PPC spend is compounding, not just renting shelf space. Common mistake: reading ACoS in isolation and declaring a campaign "inefficient" when it's actually feeding organic acquisition that TACoS would reveal.
4. Structure Sponsored Brands specifically for NTB capture
Sponsored Brands ads sit at the top of search results with a headline and multiple products, and they consistently pull higher NTB percentages than Sponsored Products because they intercept browse-stage shoppers who haven't decided on a brand yet.
Set a separate Sponsored Brands campaign targeting broad category terms rather than your own branded keywords — branded search traffic is almost always existing customers, which drags your NTB percentage down artificially. Expected outcome: a visibly higher NTB share on the category-term campaign within the first 30 days. Common mistake: running Sponsored Brands only on your own brand name, then wondering why NTB percentage looks weak.
5. Segment reporting by product stage
A new launch should show a high NTB percentage almost by definition — there's no existing customer base to rebuy from yet. A five-year-old hero SKU should show a lower percentage as its repeat-buyer base matures. Comparing a 2-month-old serum against a 2026 flagship moisturizer with three years of reorders on the same NTB benchmark tells you nothing useful.
Expected outcome: stage-adjusted targets — high NTB expectation for launches, moderate for growth-stage SKUs, and reasonable NTB alongside high subscribe-and-save volume for mature hero products. Common mistake: applying one flat NTB target across an entire catalog regardless of product age.
6. Audit for negative-keyword leakage before blaming the metric
If NTB percentage crashes suddenly, check your search term report before touching bids. A poorly maintained negative-keyword list lets irrelevant, low-intent traffic in, and that traffic converts at low rates and skews the NTB read because the volume shifts, not the ratio.
An overlooked negative keyword strategy is one of the most common reasons a beauty brand's NTB numbers look inconsistent month over month. Expected outcome: a cleaner search term report restores a stable NTB baseline within one billing cycle. Common mistake: assuming a percentage drop means the ad account is broken instead of checking for traffic leakage first.
Get your NTB metrics audited
See what your Amazon PPC spend is actually buying in new customers.
Troubleshooting
NTB percentage looks great but revenue is flat. You're likely winning small-volume niche terms. Widen the campaign to category-level keywords and check total NTB orders, not just the ratio.
NTB percentage dropped after a price change. Price increases push existing loyal buyers to hesitate and new browsers to convert at lower rates too — separate the two effects by checking conversion rate alongside NTB before assuming the ad targeting broke.
Sponsored Products shows no NTB data at all. That's expected. Sponsored Products doesn't report NTB in the standard dashboard — pull Sponsored Brands and Sponsored Display data from Brand Analytics instead.
NTB percentage is high but reviews aren't growing. New customers aren't leaving reviews at the same rate as your existing base. Cross-check against your review velocity plan rather than assuming the ad data is wrong.
NTB numbers differ between Brand Analytics and the advertising console. The two systems use different attribution windows. Trust Brand Analytics as the source for NTB specifically — the advertising console's order counts include repeat buyers by default.
A hero SKU's NTB percentage keeps falling every quarter. That's normal maturation, not a failure. A five-year-old bestseller in 2026 should have a smaller acquisition share than a new launch — track it against stage-adjusted benchmarks, not a flat target.
Tools and resources
Amazon Brand Analytics — New-to-Brand Customers report (requires Brand Registry)
Sponsored Brands and Sponsored Display campaign managers inside Seller Central
A running PPC playbook for beauty brands to structure campaigns around acquisition, not just efficiency
Monthly search term reports to catch negative-keyword leakage before it distorts NTB data
What to do next
Once NTB tracking is in place, the next step is structuring the full PPC account around it rather than treating it as a side report. The Amazon PPC guide for beauty brands walks through campaign structure, bid strategy, and budget allocation built around acquisition and retention split by product stage.
FAQ
What are new-to-brand metrics on Amazon?
New-to-brand (NTB) metrics measure orders from customers who haven't purchased from your brand in the past 12 months, across every ASIN under Brand Registry. They're reported through Sponsored Brands and Sponsored Display, not standard Sponsored Products data.
Is NTB percentage more important than ACoS for beauty PPC?
Neither replaces the other. ACoS measures ad efficiency; NTB percentage measures whether that efficient spend is buying new customers or just rebilling existing ones. Beauty brands should track both together.
How much does Amazon Brand Analytics cost in 2026?
Brand Analytics is included with Amazon Brand Registry enrollment at no separate cost. The requirement is registered trademark ownership, not a paid subscription.
Does Sponsored Products report new-to-brand data?
No. Sponsored Products search term reports don't break out NTB orders. Only Sponsored Brands and Sponsored Display campaigns surface new-to-brand metrics in the standard dashboard.
What's a healthy NTB percentage for a beauty brand?
It depends on product stage — a brand-new launch should skew high because there's no existing repeat base yet, while a mature hero SKU naturally shows a lower share as its loyal buyer base grows. There's no single flat benchmark that applies across a catalog.
Why did my NTB percentage suddenly drop?
Check your negative keyword list first. Irrelevant traffic entering through unblocked search terms shifts the ratio without any change to your actual audience targeting.
Can NTB metrics predict organic ranking growth?
Not directly, but a rising NTB percentage alongside falling TACoS suggests new customers found you and stuck, which typically supports organic rank over time. Track both together rather than NTB in isolation.
Should I run separate campaigns for NTB tracking?
Yes. Branded keyword campaigns pull mostly repeat customers and drag NTB percentage down artificially. A separate Sponsored Brands campaign on category terms gives a cleaner acquisition read.
One last thing
Most beauty brand managers check NTB percentage once a quarter, if at all — treat it like a monthly checkpoint instead, because a 30-day view catches negative-keyword leakage and seasonal shifts long before a 90-day view would even flag them as a trend in 2026.
