Overview

Amazon Advertising has rolled out a New-to-Brand (NTB) shoppers audience for bid boosting in Sponsored Products campaigns, giving sellers a dedicated tool to prioritize ad spend on acquiring first-time buyers. According to Amazon's internal data, advertisers who increased their bids by 100% or more for NTB shoppers saw twice as many new-to-brand orders on average compared to those who kept standard bids. The feature is now available across more than 30 Amazon marketplaces worldwide.

Key Points

• Pre-Built NTB Audience — Amazon automatically generates the new-to-brand shoppers audience, so sellers do not need to build custom segments or import external data. A "new-to-brand" shopper is defined as anyone who has not purchased from a specific brand in the past 12 months.
• Flexible Bid Boosts — Advertisers can set bid increases at any percentage level, giving granular control over how aggressively they pursue new customers while maintaining baseline efficiency for existing audiences.
• Campaign-Level Controls — Bid adjustments are managed through a dedicated targeting tab at the campaign level, making it straightforward to apply NTB boosts across multiple campaigns without restructuring anything.
• NTB Performance Reporting — New metrics in the targeting tab show NTB orders, NTB sales, and the percentage of total orders coming from first-time buyers, enabling data-driven optimization.
• Works With Existing Campaigns — The feature can be activated on both new and existing Sponsored Products campaigns, so sellers can start testing immediately without disrupting current campaign structures or historical data.

How NTB Bid Boosting Works

When a seller applies a bid boost for the NTB audience, Amazon's algorithm increases the bid for auction opportunities where the potential viewer has not purchased from that brand in the past 12 months. This 12-month lookback window captures both true first-time buyers and lapsed customers who may be worth re-engaging. The process does not require any changes to existing campaign architecture — sellers simply enable the boost and set their desired percentage increase.