New-to-brand metrics count the orders and sales that came from customers who had not bought anything from your brand on Amazon in the previous twelve months. They separate genuine customer acquisition from repeat purchases, which matters because a campaign with an unremarkable ACOS can be the most valuable in the account if most of its orders are new customers.
What it corrects for
Branded campaigns and retargeting tend to show flattering ACOS because they reach people who already know you. NTB exposes how much of that performance is acquisition and how much is buying back customers you already had.
The mirror image is also useful: a campaign with a high ACOS but a high proportion of new-to-brand orders is buying future repeat purchases, which the ACOS alone will never show.
The limits of the definition
The twelve-month window is Amazon's, and it is measured on your brand within Amazon only. Someone who bought from your own website last week counts as new-to-brand here.
It also cannot see profitability. A high NTB rate justifies a higher acquisition cost only if those customers come back, which is a question for your repeat-purchase data rather than the ads console.
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