Amazon’s advertising ecosystem is constantly evolving—and if you’re not keeping up, your competitors definitely are. With 2025 in full swing, Amazon has introduced a suite of new advertising platform features designed to help sellers and brands boost visibility, performance, and profitability.
Whether you’re a seasoned seller or just getting started with Amazon ads, using the latest platform features strategically can significantly improve your ROI.
Here’s a breakdown of the top Amazon advertising platform features you should be using in 2025—and how to leverage them effectively.
1. AI-Powered Bidding Strategies
Amazon now integrates AI-driven bidding automation that adjusts your bids in real time based on shopper behavior, device type, location, and past conversion data.
Why It’s a Game-Changer:
- Increases bidding accuracy for high-converting audiences
- Reduces wasted ad spend on low-performing clicks
- Adapts quickly to changing trends and seasonal shifts
Pro Tip: Choose the “Dynamic Bids – Up and Down” strategy to allow Amazon’s algorithm to raise or lower your bids based on the likelihood of conversion.
2. Sponsored Display with Audience Insights
Sponsored Display ads have received a massive upgrade. In 2025, Amazon now offers advanced audience segmentation including lifestyle, interest, and in-market audiences.
Key Benefits:
- Reach shoppers off Amazon (retargeting via third-party sites and apps)
- Use insights to understand buying behavior and build brand loyalty
- Cross-sell products based on what users have already browsed
This feature helps you stay top-of-mind—even when shoppers aren’t on Amazon.
3. Amazon Marketing Cloud (AMC) Integration
Amazon Marketing Cloud is no longer just for enterprise sellers. In 2025, it’s been made more accessible to medium-sized sellers and agencies.
Why You Need AMC:
- Access to holistic campaign analytics
- Ability to create custom reports on ad-attributed purchase journeys
- Analyze multi-touch attribution across ad types (Sponsored Products, Display, Video)
AMC is your go-to tool for data-driven decision-making.
4. Sponsored Products Video Ads 2.0
Video ads are dominating Amazon search results in 2025. The new Sponsored Products Video 2.0 format includes:
- Auto-play video in search results
- Interactive product features
- In-video call-to-actions and badges (Prime, Deals, etc.)
These upgrades help increase engagement and conversion rates dramatically.
Pro Tip: Keep videos under 45 seconds and show the product in use within the first 5 seconds.
5. Product Targeting Enhancements
2025 brings refined product and category targeting options, allowing you to advertise directly on competitor listings or related product categories.
What’s New:
- Target by brand popularity
- Exclude low-converting ASINs automatically
- Adjust bids by performance within product groups
This is one of the most powerful ways to steal traffic from similar listings.
6. Custom Creative for Sponsored Brands
Sponsored Brands ads now support fully customizable creatives, giving you more control over visuals, layout, and messaging.
Features Include:
- Multiple headline variants
- Lifestyle imagery and carousel format
- A/B testing capabilities directly within the ad manager
Great for creating branded experiences that drive recognition and clicks.
7. Brand Metrics Dashboard
If you’re enrolled in Brand Registry, the Brand Metrics Dashboard is your new best friend in 2025.
What It Offers:
- Shopper engagement insights (search, detail page views, add-to-cart)
- Comparison against category benchmarks
- Tracks long-term brand impact beyond the last click
Use these insights to improve product positioning and long-term growth strategy.
8. Dayparting & Ad Scheduling
Amazon now supports ad scheduling (a feature sellers have been waiting for), allowing you to run ads only during the times of day your customers are most active.
Why This Matters:
- Cuts down on unproductive ad spend
- Improves ad delivery based on shopper behavior
- Works especially well for limited-time promos or seasonal sales
Pro Tip: Analyze your peak sales hours before setting your schedule.
9. Budget Rules and Predictive Spending
2025’s updates include smarter budget control features that predict spend based on historical performance and automatically adjust for key dates (e.g., Prime Day, Black Friday).
Key Benefits:
- Reduce risk of running out of budget during peak times
- Automatically increase spend during high-traffic events
- Protect your ROI with rules-based thresholds
This gives sellers more control without needing to manually monitor campaigns 24/7.
10. Amazon Ads API & Third-Party Integrations
Finally, Amazon has opened up more functionality via its Ads API, making it easier to integrate with third-party platforms like:
- Helium 10
- Sellics
- Perpetua
- Pacvue
These integrations allow you to automate bulk changes, manage ads at scale, and gain deeper insights into performance trends.
Final Thoughts: Stay Ahead with Smarter Amazon Ads in 2025
The Amazon advertising platform in 2025 is more intelligent, data-driven, and performance-focused than ever. By leveraging the latest features—from AI bidding and video ads to deep audience insights and creative flexibility—you can outperform competitors and grow your Amazon brand more efficiently.
Whether you’re managing campaigns in-house or working with an Amazon ad expert, integrating these new tools into your strategy is no longer optional—it’s essential.
Stay updated, test new features, and scale smart. That’s how you win on Amazon in 2025.
