Overview

Amazon Demand Side Platform (DSP) serves as a primary mechanism for brands to scale their customer base by targeting shoppers who have never interacted with their products. According to 2026 benchmark data provided by SellerApp, the average New to Brand (NTB) purchase rate for these campaigns is 36.5%, demonstrating the platform's effectiveness in customer acquisition. Sellers must pivot their primary success metrics from immediate Return on Ad Spend (ROAS) to NTB growth to avoid the risk of simply retargeting existing customers.

Key Points

• NTB Classification — A sale is officially recorded as New to Brand if the customer has not made a purchase from that specific brand on the Amazon marketplace within the previous 12 months.
• General Performance Benchmarks — Data indicates that 36.5% of all attributed DSP sales come from new customers, meaning roughly one in three conversions expands the brand's reach.
• High-Growth Sector Performance — Categories such as Pets and Beauty exhibit stronger acquisition rates, with NTB purchase percentages typically falling between 35% and 42%.
• Low-Growth Sector Performance — The Electronics category generally sees lower acquisition rates, ranging from 28% to 34%, which is attributed to the longer research and consideration phases required for high-ticket tech items.
• Assisted Conversion Dynamics — DSP often functions as a catalyst for "assisted" sales, where a user views a display ad but eventually converts through a different channel, such as a branded search query or a Sponsored Product ad.
• Growth vs. Efficiency Trade-off — A campaign showing a lower ROAS may be more strategically valuable than a high-ROAS campaign if the former maintains a high NTB rate, as it fuels long-term growth rather than short-term efficiency.

How Amazon DSP Tracks New to Brand Growth

The process of identifying and quantifying new customer acquisition requires a sophisticated mapping of user behavior and purchase history.

1. Verification of Purchase History — Amazon scans the user's account data for the preceding 365 days to determine brand familiarity; for example, if a customer bought a specific brand of shampoo 13 months ago but has not purchased from them since, their next purchase is categorized as NTB.