Amazon Advertising New-to-Brand Metrics: 14 New Tools + 24-Month Data

Amazon just expanded its Unified Reporting API with 14 new metrics, including new-to-brand customer attribution and Adelaide prebid fees, while doubling historical data retention from 15 to 24 months. This update gives advertisers significantly deeper performance insights, better year-over-year analysis capabilities, and more granular control over customer acquisition measurement — all without needing to maintain expensive external data warehouses.

Key Takeaways: What Changed in Amazon Unified Reporting

• 14 new metrics added including new-to-brand orders, sales, units, and Adelaide prebid fee tracking

• Data retention doubled from 15 months to 24 months, enabling true year-over-year comparisons

• New-to-brand attribution now available across Sponsored Products, Sponsored Brands, and Sponsored Display

• Adelaide attention measurement costs now transparent with actual and estimated fee metrics

• API-accessible for programmatic reporting and custom dashboard integration

Understanding Amazon Advertising New-to-Brand Metrics

New-to-brand metrics measure customers who purchased from your brand for the first time within the past 12 months. This is fundamentally different from total conversion tracking, which conflates repeat purchases with genuine customer acquisition.

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The distinction matters enormously for understanding true growth versus harvesting existing demand. The new unified reporting expansion brings this attribution layer to a consistent, API-accessible format.

12-month lookback window — Amazon's new-to-brand attribution considers any customer who hasn't purchased from your brand in the preceding year as "new."

Why This Attribution Matters

Previously, new-to-brand data existed in fragmented reporting interfaces with limited historical depth. Now advertisers can query these metrics programmatically alongside standard performance data, creating a complete picture of customer acquisition versus retention.

The 14 New Metrics Breakdown

New-to-brand attribution metrics include:

• Orders from new-to-brand customers

• Sales revenue from first-time buyers

• Units sold to new customers

• New-to-brand percentage calculations

Adelaide prebid fee metrics track both actual fees incurred and estimated fees based on campaign delivery. Adelaide provides attention-based measurement technology that Amazon integrated into its programmatic advertising stack. These new metrics make the cost of that measurement transparent for the first time in unified reporting.

Why 24-Month Data Retention Changes Everything

Doubling historical data access from 15 to 24 months eliminates a persistent pain point for Amazon advertisers. Fifteen months barely covered a single year-over-year comparison window, making true seasonal trend analysis nearly impossible without maintaining separate data infrastructure.

With 24 months of retention, advertisers can now analyze two complete annual cycles. This enables robust Q4-to-Q4 comparisons, multi-year trend identification, and statistically meaningful performance benchmarking — all through native Amazon reporting.

9 additional months of history means advertisers gain 60% more historical depth for trend analysis and forecasting models.

What This Means for Strategic Planning

Year-over-year analysis becomes native. Compare Q4 2025 Prime Day performance against Q4 2024 without stitching together data from multiple exports. Track how your new-to-brand percentage evolved across two holiday seasons to understand whether you're gaining market share or saturating your addressable audience.

Longer attribution windows become feasible. Customer lifetime value calculations require extended historical visibility. With 24 months of new-to-brand data, you can track cohorts from initial acquisition through repeat purchase cycles, identifying which campaigns drive the most valuable long-term customers.

Eliminating Data Infrastructure Costs

The extended retention means many advertisers can eliminate or reduce expensive data warehouse solutions. Previously, maintaining historical Amazon advertising data required:

• Regular data exports before metrics expired

• Custom storage and transformation pipelines

• Ongoing maintenance and versioning

• Integration complexity across multiple data sources

Now this historical depth exists natively in Amazon's API.

New-to-Brand Metrics Across Campaign Types

The unified reporting expansion standardizes new-to-brand measurement across Sponsored Products, Sponsored Brands, and Sponsored Display. This consistency matters because different campaign types historically used incompatible attribution methodologies, making cross-channel comparison difficult.

[[TQ_IMG:https://framerusercontent.com/images/yp9pQiR2PQGt4tcbqNnQ32glyA.png|Why 24-Month Data Retention Changes Everything]]

Sponsored Products New-to-Brand Attribution

Keyword-level new-to-brand data becomes accessible through the API. Advertisers can identify which search terms drive the highest proportion of first-time customers versus repeat purchasers.

This granularity enables precise bid adjustments based on acquisition goals rather than blended conversion metrics. You might discover that certain keywords attract entirely new customers while others primarily drive repeat purchases from existing customers.

Sponsored Brands and Display Integration

Upper-funnel campaigns now get acquisition credit. Sponsored Brands and Display historically struggled to demonstrate new customer acquisition because standard conversion metrics favored lower-funnel Sponsored Products.

The new unified new-to-brand metrics provide clearer attribution for awareness-focused campaigns that introduce customers to your brand. This helps justify budget allocation for campaigns that build long-term customer relationships rather than immediate conversions.

For sellers and agencies using TrackIQ's AI-powered analytics, these expanded metrics integrate directly into live data connections, enabling natural-language queries across the full 24-month historical dataset without manual data exports or transformation.

Adelaide Prebid Fee Transparency

Adelaide's attention-based measurement technology evaluates whether ads receive genuine viewer attention rather than just impressions. Amazon's integration of these metrics into unified reporting makes the cost of attention measurement visible alongside standard performance data.

The new metrics track both actual fees charged and estimated fees based on campaign delivery patterns. This dual approach helps advertisers forecast attention measurement costs during campaign planning rather than discovering them after the fact.

What Attention Metrics Cost

Prebid fees represent incremental costs for using Adelaide's technology in programmatic campaigns. By surfacing these fees in unified reporting, Amazon enables more accurate ROAS calculations that account for all campaign costs, not just bid spend.

Advertisers running Amazon DSP campaigns can now build dashboards that compare attention-measured placements against standard inventory on a true cost-per-acquisition basis, including measurement overhead.

Fee Forecasting and Budget Planning

The estimated fee metrics enable proactive budget management:

• Forecast total campaign costs including attention measurement fees before launch

• Compare fee structures across different campaign configurations

• Reconcile estimates against actuals to improve future forecasting accuracy

• Build comprehensive ROAS models that capture all cost components

How to Access the New Metrics

All 14 metrics are available through the Unified Reporting API immediately. Advertisers using custom reporting tools or business intelligence platforms can query the new data dimensions using standard API calls documented in Amazon's Unified Reporting guide.

API Query Structure

New-to-brand dimensions appear as standard metric fields in API requests. You specify the metric name alongside date ranges, campaign filters, and grouping dimensions just like existing performance metrics.

The 24-month retention applies automatically — no special parameters required to access extended history. Your existing API integrations can immediately query the expanded historical dataset without code changes.

Access Options Compared

For teams using TrackIQ's MCP server, these metrics become queryable through natural language. Ask "What percentage of my Sponsored Products sales came from new-to-brand customers in Q4 2025 versus Q4 2024?" and get structured analysis across the full 24-month dataset without writing API calls.

Strategic Implications for Advertisers

Customer acquisition cost (CAC) calculations become precise. By isolating new-to-brand conversions, advertisers can calculate true acquisition costs rather than blended metrics that hide the economics of growth.

[[TQ_IMG:https://framerusercontent.com/images/5yxZNgSSqP966VshYSJyIC3ge0.png|Adelaide Prebid Fee Transparency]]

A campaign might show strong overall ROAS but terrible new customer acquisition efficiency — the new metrics surface that distinction clearly.

True CAC visibility — Separate new customer acquisition economics from repeat purchase harvesting to understand your actual growth costs.

Budget Allocation Optimization

Campaigns optimized for different goals require different metrics. The unified reporting expansion gives you both dimensions in a single, consistent dataset:

• New product launches: Prioritize new-to-brand percentage over total sales

• Mature products: Focus on repeat customer conversion rates and lifetime value

• Market expansion: Track new-to-brand trends by geography or category

• Competitive defense: Monitor whether competitors are stealing your existing customers

Lifetime Value Modeling

24-month retention enables LTV calculations directly from Amazon data without requiring separate customer databases or attribution platforms. Track cohorts from acquisition through subsequent purchases to identify which campaigns generate the most valuable long-term customers.

Competitive Intelligence Through Attribution Windows

New-to-brand percentage changes signal market dynamics. A declining new-to-brand rate might indicate market saturation, increased competition, or that your ads are primarily reaching existing customers.

With 24 months of history, you can correlate these changes with competitor launches, seasonal patterns, and your own product portfolio evolution. This contextual analysis reveals whether performance shifts reflect your actions or broader market forces.

Data Retention and Compliance Considerations

Extended retention doesn't change data privacy obligations. Amazon's 24-month window applies to aggregated performance metrics, not personally identifiable customer data.

Advertisers should verify that their own data handling practices comply with applicable regulations when storing or exporting reporting data. The unified reporting API provides aggregated insights while maintaining customer privacy.

Agency and Multi-Account Management

For agencies managing multiple client accounts, the extended retention simplifies historical benchmarking without requiring long-term data storage infrastructure. You can generate year-over-year reports on demand rather than maintaining historical snapshots for each client.

Implementation Roadmap for Sellers and Agencies

Start by auditing current new-to-brand tracking. If you've been manually exporting and combining fragmented reports, the unified metrics eliminate that overhead. Map your existing dashboards to the new metric names and update queries to leverage the full 24-month history.

Step 1: Baseline Your Historical Performance

Pull 24 months of new-to-brand data immediately to establish performance baselines before campaign changes or seasonal shifts obscure trends. Calculate average new-to-brand percentages by:

• Campaign type (Sponsored Products, Brands, Display)

• Month and season

• Product category

• Geographic market

These baselines become your benchmarks for evaluating future optimization efforts.

Step 2: Integrate Adelaide Metrics if Relevant

For advertisers running DSP campaigns with attention measurement, incorporate Adelaide fee data into your ROAS models. Calculate effective CPA including both bid costs and measurement fees to understand true campaign economics.

This visibility prevents situations where apparent profitability disappears after accounting for hidden measurement costs.

Step 3: Update Reporting Infrastructure

Advanced analytics platforms can connect live to these expanded datasets through AI-powered business intelligence tools, enabling natural-language exploration of new-to-brand trends across the full two-year window without manual data manipulation.

Consider whether you can eliminate legacy data warehouse solutions now that Amazon provides sufficient historical depth natively.

Looking Forward: What This Signals About Amazon's Reporting Evolution

Unified Reporting represents Amazon's long-term consolidation strategy. Fragmenting metrics across Campaign Manager, Brand Analytics, and various ad console interfaces created inefficiencies and data gaps. This expansion continues the trend toward a single, comprehensive API for all advertising performance data.

The addition of new-to-brand attribution and extended retention suggests Amazon is prioritizing metrics that support strategic planning over tactical optimization. These are not real-time bidding signals — they're tools for understanding customer acquisition economics and long-term growth trajectories.

The Shift from Infrastructure to Insight

For sellers and agencies, this evolution makes sophisticated analytics more accessible. What previously required data engineering teams to combine disparate sources now exists in a single, queryable API with two years of consistent history.

The competitive advantage shifts from data infrastructure to analytical insight and strategic execution. Success depends less on technical capability to gather data and more on strategic wisdom to interpret it and act decisively.

[[TQ_SOURCES]]Amazon Ads API Release Notes - New-to-Brand and Adelaide Metrics | https://advertising.amazon.com/API/docs/en-us/release-notes/index#new-to-brand-and-adelaide-metrics-now-available-in-unified-reporting-and-time-dimension-data-retention-extended-to-24-months; Amazon Advertising | https://advertising.amazon.com; Amazon Seller Central | https://sellercentral.amazon.com; Amazon Ads Unified Reporting | https://advertising.amazon.com/API/docs/en-us/guides/reporting/unified-reports