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 

By understanding which ASINs attract NTB customers, you can optimize your advertising strategies to focus on promoting these products more effectively. This query returns data on the tracked ASIN, the number of customers who purchased, the number of NTB customers who purchased, the percentage of NTB customers, and the ranking of the ASIN based on the number of NTB customers for each advertiser.   

For example, these query results show that 1A00SDKDM4 and 1A3DQNZSTK are the best performing ASINs in terms of bringing in NTB customers while 1A4DKG4SZ6 is the top-performing ASIN in terms of NTB Users % share. This insight can help you prioritize these ASINs in future campaigns to maximize their impact in acquiring new customers.

The query analyzes purchase events from the amazon_attributed_events_by_conversion_time table. For each ASIN, it calculates:

• Total number of ad-attributed purchases

• Number of new-to-brand (NTB) purchases

• NTB percentage (NTB ÷ total purchases)

• ASIN rank based on NTB user volume

The data is scoped to your brand’s attributed sales, with a 12-month lookback window to determine NTB status. This helps identify products that are true entry points for new customers.

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.

Field Definitions