Prime Day is one of the highest-stakes customer acquisition opportunities of the year. Millions of shoppers who have never interacted with your brand will be shopping on Amazon for deals. If you plan properly, they will see your ads, click your listings, and some will purchase from your brand for the first time.
For brands that sell consumables like supplements, personal care, pet food, or household staples, that first purchase isn’t just a transaction. It’s the beginning of a customer relationship that could compound in value for years.
That’s why New-to-Brand performance during Prime Day deserves its own strategic lens. And it’s also why a quiet but significant measurement gap deserves more attention than it typically gets.
What New-to-Brand Actually Means
The definition is straightforward. Amazon classifies a shopper as new-to-brand if they haven’t purchased from your brand on Amazon in the past 12 months. If that shopper makes a purchase attributed to one of your ads, the order is counted as a new-to-brand order.
A new-to-brand order tells you that your advertising reached someone outside your existing customer base and converted them. For brands thinking about long-term growth, that’s one of the most important things you can measure.
The Part That Doesn’t Get Talked About Enough
Here’s where things get complicated.
New-to-brand metrics are available natively in the Amazon Ads console, but only for Sponsored Brands and Sponsored Display campaigns. They are not available for Sponsored Products.
This is a meaningful problem. Most brands allocate 80% or more of their advertising budget to Sponsored Products. It’s the workhorse of Amazon advertising: high-intent, efficient, and built for conversion. If you’re running a Prime Day strategy and the majority of your spend is in Sponsored Products, you’re going into the event without visibility into whether that spend is actually acquiring new customers.
AMC Unlocks It, With a Catch
Amazon Marketing Cloud (AMC) closes this gap. AMC is Amazon’s data clean room environment, and it gives advertisers access to event-level data across all ad types, including Sponsored Products. With the right queries, you can measure new-to-brand performance across your entire advertising portfolio, not just the portion that happens to be running Sponsored Brands or Sponsored Display.
The catch is that AMC runs on SQL. To get NTB reporting out of it, someone on your team needs to write the queries, execute them, and process the outputs. For most brand teams, that’s not an easy workflow. It requires either dedicated technical resources or an agency partner with the capacity to build and maintain custom reporting infrastructure.
AMC is a genuinely powerful tool. But the barrier between having access to AMC and actually getting usable NTB data out of it is higher than most brands are prepared for.
A Better Approach
Kapoq runs several pre-built AMC queries automatically in the background, including queries that surface new-to-brand performance across Sponsored Products campaigns. You don’t write SQL, or export and process files. The data is already there when you need it, structured the same way every time, ready to inform decisions rather than waiting on a technical project to make it accessible.
For Sponsored Brands campaigns, Amazon also provides a feature worth using more deliberately: bid boosting for new-to-brand shoppers. When an active shopper in a Sponsored Brands auction is identified as someone who hasn’t purchased from your brand in the past year, you can automatically increase your bid to compete more aggressively for that impression. It’s a direct lever for prioritizing acquisition over retention at the auction level.
Using this feature well requires knowing which campaigns are actually driving NTB volume and having confidence in that data across all of your ad types, not just the ones where native reporting happens to be available.
The Measurement Has to Match the Strategy
Most of what gets written about new-to-brand focuses on strategy: use non-branded keywords, invest in upper-funnel, run Sponsored Brands Video. That advice isn’t wrong. But strategy without complete measurement is guesswork.
If you’re heading into Prime Day with a customer acquisition goal and most of your budget in Sponsored Products, the question worth asking isn’t just “what should I do?” It’s “will I actually be able to see whether it worked?”
Kapoq makes it easy to measure new-to-brand performance across all ad types and evaluate whether your strategy is delivering the customers your business is actually built on.
Book your free demo of Kapoq today.
