Amazon Introduces Sponsored Brand NTB% Bid Boosting – Why It Matters

Amazon has quietly rolled out a powerful new feature: bid boosting based on New-to-Brand (NTB%) performance in Sponsored Brand campaigns. This allows advertisers to automatically increase bids for placements that are more likely to drive first-time customers — a meaningful shift in how brands can optimise for growth.

At Tambo, we see this as a significant step forward. Historically, while NTB% has been available within the console as a reporting metric, it’s been under-leveraged in campaign strategy. For those using Amazon Marketing Cloud (AMC), NTB% has even broader applications — including the ability to build high-NTB audiences and use them to inform bid boosting strategies. With this update, Amazon is giving brands a direct lever to target incremental growth by prioritising ad placements that bring in new customers.

Why does this matter? Because not all clicks are equal. Acquiring a new customer often drives a higher lifetime value, especially for brands with strong repeat purchase potential. Bid boosting based on NTB% allows for smarter allocation of media spend — especially in categories where brand loyalty drives long-term profitability.

Our viewpoint: This feature opens up a more strategic way to scale Sponsored Brand campaigns beyond just ROAS. We recommend testing NTB% bid boosts alongside traditional performance metrics, and closely monitoring customer acquisition cost. For brands looking to grow share, this is a feature worth exploring right now.