Targeting New-To-Brand Shoppers with Sponsored Brands: How to Use Bid Boosting

Amazon has launched a new feature for Sponsored Brands: bid boosting for New-To-Brand (NTB) shoppers.

If you’re focused on growing your customer base — not just driving short-term ROAS — this update gives you real control over who sees your ads.

In this guide, we’ll break down what NTB shoppers are, how bid boosting works, when to use it, and how to get the most out of it.

What Are New-To-Brand Shoppers on Amazon?

Amazon defines a New-To-Brand shopper as someone who hasn’t purchased from your brand in the past 12 months.

Why this matters:

• These are net new customers — not repeat buyers

• They help grow your audience and expand market share

• You can track NTB metrics in Amazon Ads: orders, sales, and % NTB

This is especially useful for upper-funnel campaigns where ROAS might not tell the full story.

Why NTB Targeting Matters for Growth-Focused Brands

Most sellers optimize for efficiency — high ROAS, low TACoS. But if you’re trying to build a brand, you need to look at acquisition too.

New customers:

• Expand your audience

• Fuel repeat purchases and subscriptions

• Increase total lifetime value (LTV)

• Strengthen brand recognition in competitive categories

With NTB targeting, you’re not just optimizing ads — you’re shaping your customer base.

How Sponsored Brands Bid Boosting for NTB Works

Amazon’s update now lets you increase your bids specifically for NTB shoppers within Sponsored Brands campaigns.

Here’s how it works:

• Go into your Sponsored Brands campaign settings

• Set a NTB bid multiplier (e.g. 100%, 200%, up to 900%)

• This boost only applies when Amazon detects the shopper is NTB

• Regular bid applies to all other impressions

Think of it as layered targeting — you're not creating a new campaign, just bidding more aggressively for high-value shoppers.

When to Use Bid Boosting for NTB Audiences

Use NTB bid boosts when your goal is growth, not just conversion efficiency.

Best use cases:

• Product launches where brand discovery matters

• Category takeovers or share expansion

• Seasonal awareness campaigns (like Prime Day or Black Friday)

• High-retention brands where LTV justifies upfront ad spend

You wouldn’t use it if your product is a one-time purchase with tight margins. But if you're building for the long-term — this is a powerful lever.

Tips to Make NTB Targeting Work Better

✅ Use Strong Creative

Use custom headlines, video ads, and Store spotlight formats. NTB shoppers don’t know you yet — you need to introduce your brand fast.

✅ Start Small, Scale Smart

Don’t jump straight to a 900% multiplier. Test 100–200% and evaluate results based on:

• NTB sales volume

• NTB % of total orders

• Overall blended ROAS

✅ Segment Your Strategy

Consider A/B testing: run one Sponsored Brands campaign with NTB boosting, one without. Compare acquisition cost and performance.

✅ Use Landing Pages or Storefronts

Send NTB shoppers to a custom Store subpage to tell your brand story — not just a product carousel.

✅ Monitor NTB Metrics

Track:

• New-to-brand orders

• NTB %

• NTB ROAS

Amazon surfaces this data directly in your Sponsored Brands reporting.

Final Thoughts: Turn Ad Spend Into New Customers

Bid boosting for NTB shoppers lets you control who sees your ads, and prioritize visibility among shoppers that grow your brand — not just convert today.

If you care about long-term value, repeat purchase rates, and share of voice, NTB targeting isn’t optional — it’s essential.

✅ Want to Scale with Smarter Ads?

At Atlisco, we help growth-focused brands use NTB audiences, AMC insights, and full-funnel Amazon Ads strategies to turn ad spend into future profit.

👉 Book a strategy call — we’ll help you launch campaigns that don’t just sell, they scale.