New To Brand Gateway ASIN

Use the New To Brand Gateway ASIN query in AMC to find top ASINs bringing in the most new-to-brand customers for your brand.

New To Brand Gateway ASIN  

The New-to-Brand Gateway ASINs dashboard provides a consolidated view of new-to-brand performance across key metrics. At the top, you’ll see high-level KPIs such as NTB Purchased Users %, NTB Sales %, NTB Sales, Total Sales, NTB Purchased Users, Purchased Users, and Repeat Users. 

Below the KPIs, you can view the Top 10 Products by NTB Purchased Users. This section highlights which products are most effective in acquiring new-to-brand customers. For example: 

• Wiser Drones Drone Battery Charger BC340 (Black) attracted 1.14K NTB users, accounting for 66.1% of its total buyers.

• Wiser Drones Waterproof Drone Bag WB150 (Orange) had 973 NTB users, with an even higher 69.5% share of NTB buyers.

This helps you quickly identify gateway products that bring the highest proportion of new customers.

The Performance by Product table provides a deeper breakdown. You can analyze NTB Purchased Users %, NTB Sales %, Total Sales, and Repeat Users across SKUs. For instance:

• The Drone Battery Charger BC340 (Black) generated $36,378 total sales, of which $22,719 (62.4%) came from NTB buyers.

• The Drone Bag WB150 (Orange) brought in $32,172 total sales, with $21,664 (67.3%) attributed to NTB buyers.

This view makes it easy to compare products side by side and pinpoint which ones are driving both first-time and repeatpurchases.

How it works

1. Navigate to Intentwise Explore

2. Go to Queries > Query Library

3. Search for and add "NTB Gateway ASIN" to your saved queries

4. Fill in the required parameters and run the query (see this article for detailed settings)

5. Once executed, access the results under the Insights section for product-level metrics and visualizations.

To use this query effectively, your brand must have promoted ASINs that resulted in ad-attributed purchases on Amazon. The query analyzes data from the amazon_attributed_events_by_conversion_time table, which includes conversion types such as detail page views, add to cart, and purchases. It's important to note that the 14-day attribution window should be considered when running this query to capture all conversions accurately.

For more information, refer to our data model.

Key Use Cases

• Product prioritization
  Uncover ASINs that are strong acquisition levers, even if they’re not your bestsellers.

• Audience targeting refinement
  Guide your non-brand targeting or upper-funnel Sponsored Brands campaigns using top NTB ASINs.

• Creative testing and messaging
  Emphasize high NTB ASINs in new customer-focused creatives or landing pages.

• Lifecycle marketing
  Identify products that should lead your prospecting campaigns vs. those better suited for retention.