The New Shepard is just getting up to space rather than all the way to orbit. If you'll recall SpaceS's Grasshopper was just as uncanny in it's landings. Now, the New Shepard has a harder job since it's going to space so it's much more impressive than Grasshopper that they succeeded. But by the same token a Falcon 9 first stage has much thinner mass fractions to work with and has to deal with horizontal velocity so landing one of those is much more impressive still.