Amazon recently introduced a new audience type: “New-to-brand shoppers” for bid boosting through Sponsored Brands worldwide.

Brands can now more easily focus their ad spend on customers who haven’t made a purchase from the brand in the past 12 months.

Ideal for upper funnel strategies, this feature helps drive Consideration and Awareness in a more targeted way.

Central to this update is the Bid Modifier, a feature within Sponsored Ads campaigns.

Instead of adjusting your overall bid, the Bid Modifier lets you increase bids for specific audiences, such as new-to-brand shoppers.

That way, you can invest more in acquiring new customers while keeping your base bid consistent for everyone else.

Established brands with a narrow product range and a low purchase frequency (e.g. mattresses) are likely to benefit most. They can efficiently address new customers and further solidify their market position.

In contrast, some brands may need a more tailored strategy:

- Lesser-known brands might focus first on broader awareness-building.

- High-frequency categories (e.g. energy drinks) should remain visible to both new and existing customers.

- Brands with wide assortments (e.g. household electronics) may want to create custom NTB audiences by category to stay relevant.

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