New Bid Adjustment Feature for Sponsored Brands:
Amazon has introduced a new way to optimize Sponsored Brands campaigns. Now you can adjust bids based on audience type. This means you can specifically target new to brand shoppers and decide how much to bid for them.

There are two options currently:
1. Increase bids for audiences defined by Amazon, which includes shoppers who haven’t purchased from your brand in the last 12 months.
2. Keep the bids unchanged if you prefer not to target this audience separately.

You can find this feature under Campaign Bid Adjustment, allowing better control over how you reach potential new customers.

I will test this feature with small budget to understand how its performing and will come up with result soon.