Sponsored Brands New-to-Brand Orders, Read by Your AI

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Sponsored Products answers one question: did this click turn into a sale? Sponsored Brands can answer a second one that matters more to a brand: was the buyer new to you? Amazon reports new-to-brand orders for every Sponsored Brands campaign: purchases by shoppers who had not bought from your brand in the previous twelve months. It is the closest thing the ads console has to a customer-acquisition number, and it sits in a report most sellers never open.

This post shows what that report says when you just ask for it. Claude, connected read-only to AgentXray's public demo store, was asked one question. Every number below is from that demo store, a synthetic US seller, on 23 October 2026. None of it is a real account.

The question

How are my Sponsored Brands and Sponsored Display campaigns doing, and how many new-to-brand orders did they bring?

The answer, in one line

Over the last 14 days the demo store got 18 new-to-brand orders, and all of them came from one Sponsored Brands campaign.

Campaign	Type	Spend	Sales	ACoS	Orders	New-to-brand
Kitchen Brand Headline	Sponsored Brands	$316.85	$1,430	22.2%	35	18 ($503.75)
Video Knife Block	Sponsored Brands	$260	$233.45	111.4%	7	0
Viewers Retargeting	Sponsored Display	$113.75	$666.25	17.1%	14	0

The headline campaign brings about half its orders from shoppers new to the brand. The video campaign spends almost as much, sells far less, and brings no new customers. Claude's recommendation followed directly: pause the video campaign or cut its bids sharply, and move that budget to the headline campaign, which is the store's only source of new customers right now.

Why the retargeting campaign shows zero new customers, and why that is fine

The Sponsored Display campaign targets shoppers who already viewed the store's products. Zero new-to-brand orders is what it is built to produce. It also drove 975 detail page views. Claude's advice was to keep it, because its ACoS is low, and simply not count it as customer acquisition.

It added a caveat that changes how the 17.1% should be read: Display sales include view-through purchases under Amazon's attribution: a shopper who saw the ad, did not click, and bought later can count. Sponsored Products counts clicks. So a Display ACoS cannot be set beside a Sponsored Products ACoS as if they measured the same thing.

What the report does not contain

The tool returns its limits with its numbers, and Claude repeated them rather than filling them in:

• Sponsored Brands data is per campaign, not per keyword or ad.
• Sponsored Brands sales use Amazon's 14-day attribution.
• Sponsored Display data is per campaign, not per audience or target.
• The report gives no new-to-brand sales figure for the retargeting campaign, and Claude said it would not estimate one.

Where Sponsored Brands and Display money shows up

Until recently AgentXray measured Sponsored Products only. Sponsored Brands and Sponsored Display are now collected daily from Amazon's own campaign reports, read-only, and counted in TACoS next to Sponsored Products, so the ad bill your AI compares against total sales is the whole bill.

Asking it on your own store

The tools behind this answer are get_sponsored_brands and get_sponsored_display; both are listed with sample answers in the MCP tool reference. For sellers, both ad types need a brand enrolled in Amazon Brand Registry.

• Connect Claude or connect ChatGPT to your Amazon Ads and Seller Central accounts.
• Or try it on the read-only demo store first: the consent screen offers "connect the demo store instead".
• How AgentXray compares with Amazon's own MCP servers: Amazon MCP servers, compared.

FAQ

What does new-to-brand mean on Amazon?

A new-to-brand order is a purchase, attributed to an ad, by a shopper who had not bought from your brand in the previous twelve months. Amazon reports it for Sponsored Brands campaigns.

Why is my Sponsored Display ACoS lower than Sponsored Products?

Partly because Display sales can include view-through purchases: shoppers who saw the ad without clicking and bought later. Sponsored Products counts only clicked purchases, so the two ACoS figures are not directly comparable.

Does AgentXray change my Sponsored Brands campaigns?

No. Sponsored Brands and Sponsored Display are read-only in AgentXray. The AI can recommend pausing a campaign; you make that change yourself.

Do I need Brand Registry?

Yes. Amazon offers Sponsored Brands and display ads to sellers whose account is associated with a brand enrolled in Brand Registry; Sponsored Products does not need it.