Vector graphic of a magnet attracting new customers.

How to Win New-To-Brand Customers on Amazon

Ryan Faist

Ryan Faist, Channel Key

December 22, 2021

Eight out of ten customers are loyal to specific brands, according to the latest statistics on brand loyalty. Loyal customers buy more products from their favorite brands and are more likely to recommend them to their family and friends. For this reason, promoting your brand (and not just your products) is one of the most powerful ways to grow your sales.

As the largest online retailer in the world, Amazon provides a wide range of marketing and advertising tools to help brands target customers. Knowing which tools to use and how to use them can be challenging – especially as Amazon continues to add new marketing programs and make changes to existing ones. To help cut through the clutter, we’ve compiled some of the most effective tactics and strategies that have yielded the greatest success for our clients seeking to acquire new-to-brand customers on Amazon.

Amazon Brand Registry

We can’t get into specific marketing tactics for attracting and converting new-to-brand customers without first covering the importance of registering your brand with Amazon. Once your brand is registered, other sellers are prohibited from selling your products. This effectively guarantees that you’ll win the buy box, which is essential to selling on Amazon. Registering your brand also gives you access to a host of benefits and tools not available to other sellers, including:

  • Greater control over your product listings
  • Amazon support for case management and resolutions
  • Exclusive search and reporting tools
  • Proactive brand protections
  • Access to A+ content and Enhanced Brand Content
  • Exclusive visibility options like Sponsored Brands, the Early Reviewer Program, and Vine

A+ Content

One of the most important benefits of registering your brand is the ability to optimize your Amazon storefront with A+ content. This enables you to change the product descriptions of branded ASINs. Using this tool, you can describe your product features in a different way by including a unique brand story, enhanced images, and text placements. Adding A+ content to your product detail pages can result in higher conversion rates, increased traffic, and increased sales when used effectively. This feature is only available to sellers who have been approved as brand owners through the Amazon Brand Registry process, as well as emerging brand owners who are part of certain managed selling programs, such as Launchpad and Amazon Exclusives. After you’ve been approved, you’ll be able to add A+ to products that are part of your approved brand catalog.

Sponsored Brands and Sponsored Products Campaigns

Once your Amazon storefront and product listings are fully optimized, it’s time to generate traffic. Amazon is a pay-to-play platform and targeting customers through a combination of Sponsored Brands and Sponsored Products campaigns are essential to winning new-to-brand customers.

Sponsored Brands are cost-per-click (CPC) ads that utilize keyword, product, and category targeting to help drive the discovery of your brand among customers shopping for products like yours. Sponsored Brands are only available to professional sellers enrolled in Amazon Brand Registry, vendors, book vendors, and agencies. Sponsored Brands help increase visibility and give you control over how you want to present your brand to customers. By linking Sponsored Brands with your Amazon storefront, you can engage shoppers in an immersive environment that’s all about your brand. Sponsored Brands also provides you the opportunity to introduce customers to your brand via the power of video.

Channel Key also helps brands attract new customers through Sponsored Products ads. By bidding on non-branded search terms, you can target customers who are searching for similar products but might not be aware of your brand. Sponsored Display ads are another effective advertising program that can help you reach new customers who recently purchased products from your competitors.

Three new-to-brand metric data points for a Channel Key client.

New-to-Brand Metrics

Testing a combination of Sponsored Brands and Sponsored Products campaigns is only one half of the advertising solution that Channel Key uses to successfully win new customers for our clients. The other half is analyzing the results and making appropriate changes to maximize the performance of your campaigns.

One of the most valuable analytics tools that Amazon provides to brand owners are new-to-brand metrics. These analytics determine whether an ad-attributed purchase was made by an existing customer or one buying a brand’s product on Amazon for the first time over the prior year. With new-to-brand, advertisers receive campaign performance metrics such as total new-to-brand purchases and sales, new-to-brand order rate, and cost per new-to-brand customer. This information is helpful in estimating the cost of acquiring new customers on Amazon and identifying the most efficient channels and tactics to achieve their campaign goals. Currently, Amazon provides the following new-to-brand metrics:

  • New-to-brand orders: The number of first-time orders for products within the brand over a one-year look-back window
  • New-to-brand sales: The total sales of new-to-brand orders
  • % of orders new-to-brand: The percentage of total orders that are new-to-brand orders
  • % of sales new-to-brand: The total sales of new-to-brand purchases
  • New-to-brand units: The number of units from first-time orders for products within the brand over a one-year look-back window
  • % of units new-to-brand: The percentage of total units that are units from new-to-brand orders
  • New-to-brand order rate: The number of new-to-brand orders relative to the number of clicks

Channel Key Takeaway

Consistently acquiring new customers who are loyal to your brand will elevate your sales exponentially. Unfortunately, it’s not easy to do and doesn’t happen overnight. The good news is: Channel Key has developed a proven formula for targeting and converting new-to-brand customers. As outlined above, implementing a calculated and customized marketing and advertising strategy that includes Brand Registry, A+ Content, Sponsored Brands campaigns, Sponsored Products campaigns, Display Ads campaigns, and new-to-brand metrics will help brands in virtually every category attract new customers.

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