The NTB Gateway ASIN query in Amazon Marketing Cloud identifies the top ASINs that bring in the most new-to-brand customers for an advertiser. Customers are new-to-brand (NTB) if they purchase from your brand for the first time during the previous 365 day period on Amazon.
By tracking these gateway ASINs, brands can optimize their advertising strategies to focus on products that effectively drive customer acquisition and growth.
Note that for each tracked ASIN, this query shows the NTB users (Number of users that made a purchase and are NTB) and the NTB % (Percentage of users that made a purchase and are new to brand). Thus, the query results let you determine:
Which ASIN brought in the most NTB customers?
Which ASINs are most likely to attract NTB customers?
Which ASINs attract more repeat customers?
Requirements
To use this query, advertisers must have a promoted ASIN that resulted in ad-attributed purchases on Amazon. If you have pixel conversions only, this query is not suitable for your use case.
Use Cases
Prioritize Hero ASINs: Identify the key ASINs that act as gateways for new customers and prioritize them in your acquisition campaigns to maximize New-to-Brand sales.
Inform Product Launches: Use gateway ASIN insights to support new product introductions by understanding which existing products attract new customers and how to position launches effectively.
Enhance Cross-Selling Strategies: Leverage knowledge of gateway ASINs to design targeted cross-sell and upsell campaigns that build on customers’ initial purchases.
Measure NTB Impact Over Time: Track changes in gateway ASIN performance to evaluate the effectiveness of your customer acquisition efforts and adjust strategies accordingly.
FAQ: Key ASIN Terms in Amazon Advertising
Promoted ASIN: The ASIN in the ad creative you paid to promote.
Tracked ASIN: The ASIN on which the customer acted after being exposed to an ad (i.e., Brand Halo)
Gateway ASIN: The initial ASIN that introduces a new customer to your brand via advertising — the entry point ASIN for new-to-brand purchase.
FAQ: Is AMC data consistent with other data sources (e.g., Amazon Ads API)?
Typically, the results from the two data sources should be fairly close. However, here are some known reasons for potential differences:
Timing differences: If the data is pulled from each source at different times.
Time zone consistency: The default time zone for AMC is UTC, whereas Kapoq’s advertising module uses the marketplace's local time zone.
Logic within each query: For example, many AMC queries filter out data associated with null user IDs. This could result in a small amount of data being excluded.