Launch announcement
Introducing HAQM-built “New-To-Brand Shoppers” audience for bid boosting through Sponsored Brands
May 06, 2025
What launched?
Sponsored Brands has launched a new HAQM-built audience: new-to-brand (NTB) shoppers. This audience allows advertisers to apply bid boosts to reach and engage shoppers who haven’t purchased from their brand in the past 12 months.Advertisers can utilize NTB audience bid boosting on both new and existing Sponsored Brands campaigns.
New Campaign Creation with Audience Bid Boosting
Campaign Management and Enabling Audiences for Existing Campaigns
In campaign management, you will see a new 'Bid Adjustments' tab at the campaign level to review audience-level performance. You can update or apply bid boosts on existing campaigns using the Change/Add New Audience button.
Why is it important?
Customer acquisition is a critical driver for advertisers on HAQM who are focused on growing their brand and market share. The NTB audience helps advertisers reach active HAQM shoppers who haven't engaged with their brands within a relevant shopping context. On average, advertisers who increased their bids by 100% or more for NTB shoppers saw 2x more NTB orders than those who didn't increase their bids.
Where is the feature available?
- 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
Who can use it?
- This feature is available to all Sponsored Ads advertisers that use Sponsored Brands.
Where do I access it?
- This feature can be accessed via both the Advertising Console and HAQM Ads API. Bid boosts can be applied to both existing and new campaigns. To assess the performance of their bid-boosted audiences, advertisers can access the Audience Report in the campaign management page under the Bid Adjustments tab.