Amazon has introduced a new audience segment for Sponsored Brands called “new-to-brand (NTB) shoppers”, enabling advertisers to apply bid boosts to target shoppers who haven’t purchased from their brand in the past 12 months. This feature supports both new and existing Sponsored Brands campaigns.
New Campaign Creation and Management
Advertisers can apply NTB audience bid boosting during new campaign creation. For existing campaigns, a new 'Bid Adjustments' tab at the campaign level allows review of audience-level performance and the option to update or add bid boosts using the Change/Add New Audience button.
Importance for Advertisers
The NTB audience is crucial for customer acquisition, helping advertisers grow their brand and market share by reaching active Amazon shoppers unfamiliar with their brand recently. Advertisers who increased bids by 100% or more for NTB shoppers typically saw 2x more NTB orders compared to those who did not increase bids.
Availability
The NTB bid boosting feature is available in multiple regions:
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: United Kingdom, Germany, Spain, Italy, France, Belgium, Poland, Netherlands, Sweden, Turkey
- Middle East: Saudi Arabia, United Arab Emirates, Egypt
- Asia Pacific: Australia, India, Japan, Singapore
Eligibility and Access
All Sponsored Ads advertisers using Sponsored Brands can access this feature. It is available via the Advertising Console and Amazon Ads API. Advertisers can apply bid boosts to both new and existing campaigns and monitor performance through the Audience Report found under the Bid Adjustments tab in campaign management.
