--- title: New To Brand Gateway ASIN description: 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. --- [Skip to content](https://help.intentwise.com/new-to-brand-gateway-asin#main-content) ![footer-logo.png\]](https://help.intentwise.com/hs-fs/hubfs/footer-logo.png?width=210&height=40&name=footer-logo.png) Open main navigation Close main navigation Advice and answers from Intentwise - There are no suggestions because the search field is empty. 1. [Knowledge Base](https://help.intentwise.com/?hsLang=en) 2. [Intentwise Explore (AMC)](https://help.intentwise.com/intentwise-explore-amc?hsLang=en) 3. [Instructional Queries](https://help.intentwise.com/intentwise-explore-amc?hsLang=en#instructional-queries) # 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.  ![](https://help.intentwise.com/hs-fs/hubfs/image-png-Sep-17-2025-07-06-24-2064-AM.png?width=670&height=296&name=image-png-Sep-17-2025-07-06-24-2064-AM.png) 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. ![](https://help.intentwise.com/hs-fs/hubfs/image-png-Sep-17-2025-07-08-43-3619-AM.png?width=670&height=285&name=image-png-Sep-17-2025-07-08-43-3619-AM.png) 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 *repeat*purchases. ### How it works 1. Navigate to **Intentwise Explore![](https://help.intentwise.com/hubfs/image-png-Jun-26-2026-10-46-26-8568-AM.png)** 2. Go to **Queries \> Query Library![](https://help.intentwise.com/hubfs/image-png-Jun-26-2026-10-47-13-8319-AM.png)** 3. Search for and add **"NTB Gateway ASIN"** to your saved queries![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jun-26-2026-11-18-30-7204-AM.png?width=670&height=419&name=image-png-Jun-26-2026-11-18-30-7204-AM.png) 4. Fill in the required parameters and run the query *(see [this article](https://help.intentwise.com/amc-queries-explained?hsLang=en) for detailed settings)![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jun-26-2026-11-18-50-0672-AM.png?width=670&height=417&name=image-png-Jun-26-2026-11-18-50-0672-AM.png)* 5. Once executed, access the results under the **Insights** section for product-level metrics and visualizations.![](https://help.intentwise.com/hs-fs/hubfs/image-png-Jun-26-2026-11-19-57-3833-AM.png?width=670&height=417&name=image-png-Jun-26-2026-11-19-57-3833-AM.png) 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](https://docs.intentwise.com/iac-source-data/data-models/amazon-source-data/amazon-marketing-cloud#iq-ntb-gateway-asins). ### 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. ### Recommendations - **Scale up high NTB ASINs** These are your strongest acquisition drivers. Increase their visibility through non-brand or competitor keyword targeting. - **Use NTB % to spot efficient converters** Even low-volume ASINs with high NTB share can be powerful when used strategically in top-of-funnel campaigns. - **Refine lifecycle strategy** Segment your campaigns by NTB strength—run prospecting for high NTB ASINs and remarketing for low NTB ones. ### Real-world Impact (Case Studies) #### [Peter Pauper](https://www.intentwise.com/casestudy/peter-pauper-press) - Identified 11 ASINs with high NTB performance - Increased ad spend on those ASINs by 150% - Saw a **323% increase in NTB customers** - Achieved **341% growth in NTB sales YoY** #### [Motif Digital](https://www.intentwise.com/casestudy/motif-digital) - Shifted budget to ASINs that drove the highest NTB customer count - NTB rate improved by 15% - Average order value rose by 58% ### Insights Dashboard Metrics Glossary - **NTB Rate** = (NTB users / all users with purchase) × 100 - **Repeat Customers** = all users with purchase − NTB users - **NTB Sales Rate** = (NTB product sales / total product sales) × 100 - **Sort order (top 10)** = NTB users, highest first ### Frequently Asked Questions (FAQs) #### What are instructional queries? 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