Some of your products sell to people who already know you. Others bring in customers who have never bought from your brand before. **NTB ASINs Analysis** tells you which is which — and the answer is rarely the product you would guess.

Those first-purchase products are your **gateway ASINs**, and they deserve to be funded differently from everything else in the catalog.

[Watch the walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-ntb-asins-explainer-778c93db.mp4)

*Prefer to watch? Seventy-nine seconds on gateway products, and why rate and volume disagree.*

## **Where it lives**

**AMC Cloud** opens on a grid of seven dashboards. This one is the first card.

![The AMC Cloud dashboards](/kb-assets/shot-b27-tabs-top-7fa12d.png)

Like every AMC dashboard it reports **one calendar month at a time** — the date control top-right selects the month, not a free range. See [**Why AMC Data Is Monthly and Sometimes Empty**](https://kb.trackiq.com/hc/knowledge-base/articles/why-amc-data-is-monthly).

## **The definition it uses**

The dashboard states it plainly:

> *Customers are considered new-to-brand (NTB) if they purchase **from your brand** for the first time during the previous 365-day period on Amazon.*

Brand-level, 365 days, and measured against **all** of Amazon — not just your ads. Somebody who bought from you organically eleven months ago is not new to brand, however they arrive this time.

## **The headline numbers**

![Tracked ASINs, converted users, NTB users and NTB share](/kb-assets/shot-b27-asins-top-7fa12d.png)

| Tile | Reads |
|---|---|
| **Tracked ASINs** | products in the NTB analysis |
| **Converted Users** | customers who purchased after ad exposure |
| **NTB Users** | first-time brand purchasers among them |
| **NTB Share** | NTB as a percentage, with repeat beside it |

**NTB Share is the number to anchor on**, and a figure around 28% is unremarkable for an established brand — roughly one buyer in four is new. A brand-new catalog would sit far higher; a mature, heavily-remarketed one lower.

## **Top ASINs with Highest NTB Users**

> *Stacked split of each ASIN's purchasers into new-to-brand versus repeat customers — the longest NTB segments mark your best gateway products for acquiring fresh customers.*

Each bar is one ASIN, split into NTB and repeat.

**Check the legend before you read the bars.** The three NTB dashboards do not agree with each other on which colour or which side means NTB. On this one, **NTB Users is the lighter segment, on the left**. On **NTB Purchases** the NTB segment is darker and on the right. Reading one dashboard's convention into another inverts your conclusion completely.

A useful sanity check: the per-ASIN NTB percentages should average out to roughly the headline **NTB Share** tile. If your reading gives a set of bars averaging 70% against a headline of 28%, you have the segments backwards.

## **NTB User Share Breakdown by ASIN**

> *Each slice shows the share of total new-to-brand users a single ASIN drives — surfaces the products that anchor most of your customer acquisition.*

This is the chart that changes budgets, because acquisition is almost always far more concentrated than people expect. A single ASIN accounting for **56%** of every new customer the brand acquired that month is not unusual.

## **The product table underneath**

![Every tracked ASIN with its converted users, NTB users and NTB share](/kb-assets/shot-b27-asins-mid-efad9d.png)

Below the charts, every tracked product is listed with **Converted Users · NTB Users · NTB % · Repeat % · Purchases**, each with its change against the previous month, plus the usual Search, Filters, Manage Columns and Export.

Each row carries the ASIN and seller SKU, and a **Dashboard** chip that jumps straight to that product's page — which is the quickest route from "this is a gateway product" to "so what is its stock cover?"

## **Rate and volume are different questions**

The two charts answer different things, and confusing them is the main way this dashboard gets misread:

| Chart | Question | Best product is |
|---|---|---|
| Stacked bars | what **proportion** of this ASIN's buyers are new? | the highest **rate** |
| Pie | what **share of all new customers** does this ASIN bring? | the highest **volume** |

A niche product can be 80% new-to-brand and still contribute 2% of your new customers, because almost nobody buys it. It is a genuine gateway with no traffic. The hero ASIN might be only 35% NTB and still deliver half your acquisition, simply because it sells.

**Fund the volume; protect the rate.** Concentration is the risk worth naming: if one ASIN brings most of your new customers, a stock-out on that ASIN is not a sales problem for one product — it is an acquisition outage for the whole brand. See [**Catch a stockout before it costs you rank**](https://kb.trackiq.com/hc/knowledge-base/articles/catch-a-stockout-early).

## **What to do with it**

**Never let a gateway ASIN go out of stock.** Set its inventory cover threshold higher than the rest of the catalog.

**Bid differently on gateway products.** A higher ACoS is defensible on a product that recruits customers, because the return arrives on their second and third orders — not on the one you paid for. See [**Understanding ROAS and Key Amazon Advertising Metrics**](https://kb.trackiq.com/hc/knowledge-base/articles/understanding-roas-and-key-amazon-advertising-metrics).

**Check your entry price.** Gateway ASINs are frequently the cheapest or smallest pack. If yours is not, ask whether a trial size would recruit faster.

**Re-read it after a launch.** A new product can quietly become the gateway within two months, and the budget usually takes far longer to notice.

## **What not to conclude**

**NTB is not incrementality.** The customer was new to your brand. It does not prove the ad caused the purchase.

**A low NTB share is not failure.** For a brand with strong repeat purchase it is a sign of a healthy base. Read it beside repeat volume, not alone.

**One month is one month.** AMC reports monthly cohorts, and seasonality moves NTB share sharply. Compare the same month year on year where you can.

## **Related**

- [**NTB Purchases: New Business by Campaign**](https://kb.trackiq.com/hc/knowledge-base/articles/ntb-purchases) — the same question asked of campaigns.
- [**NTB Customers: New vs Repeat, Counted as People**](https://kb.trackiq.com/hc/knowledge-base/articles/ntb-customers) — the third NTB view, and how it differs.
- [**What 'New to Brand' Actually Means**](https://kb.trackiq.com/hc/knowledge-base/articles/what-new-to-brand-means) — the definition in full.
- [**Why AMC Data Is Monthly and Sometimes Empty**](https://kb.trackiq.com/hc/knowledge-base/articles/why-amc-data-is-monthly) — the reporting cadence.