New-To-Brand Lift Calculator
Amazon's New-To-Brand (NTB) metric is one of the most underused signals in the platform. Most operators see it as a vanity number. This calculator models the actual LTV impact: repurchase rate, basket expansion across the catalogue and lifetime margin contribution from NTB customers vs returning ones.
NTB customer economics
Model your LTV.
24-month LTV per NTB customer
First-order profit
$-2.25
Loss on order 1
12-month LTV
$15.47
LTV : CAC
1.45x
Cumulative profit over time
Payback curve per NTB customer.
Gold = cumulative profit above zero. Red = customer is still under-water (CAC not yet recovered).
How to use it
Numbers are a starting point.
A conversation gets you to the answer.
This tool models the maths cleanly, but every brand has category-specific quirks the model can't see — competitive intensity, seasonal skew, catalogue depth, launch stage. If you'd like a senior view on how the numbers apply to your specific account, book a call and we'll walk through it together.
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