As you step into 2025, Amazon advertising is evolving faster than ever. The past year has brought major shifts in technology, customer behavior, and new ad formats. To stay ahead, you need to keep up with the latest trends and adapt your strategy accordingly.
Here are five key trends that will shape Amazon advertising this year—and how you can make the most of them.
Imagine starting your Monday by typing, “What changed in my ad campaign over the weekend?” and instantly getting a summary of what happened, along with recommendations for what to do next. This is the power of generative AI, and it’s not a distant dream.
Amazon has launched a suite of generative AI tools over the last six months, from creating A+ content and Sponsored Brands images to an AI creative studio dedicated to video building.
Third-party Amazon PPC software like Adbrew is also embracing AI, allowing you to generate reports, analyze campaigns, and make adjustments using simple prompts. AI is taking over repetitive tasks so that you can focus on strategy and creativity instead of manual work.
For a long time, Amazon Marketing Cloud (AMC) was only available to large advertisers. This powerful data tool connects Sponsored Ads, DSP, Streaming TV, and first-party data to provide a complete picture of the customer journey—from first impression to final purchase.
Now, AMC is available to all advertisers through partners like Adbrew, which helps brands set up AMC in minutes.
In 2025, AMC can help you answer crucial business questions, like:
Time to Conversion for Shoppers
Find out how long it takes for a shopper to go from their first ad impression to making a purchase.
Lifetime Value (LTV) of Customers
Understand how much revenue a customer generates over time after their first purchase. This insight helps you decide how much to spend on acquiring new customers.
Path to Conversion
Analyze the different touchpoints—like Sponsored Ads, DSP ads, and organic searches—that lead a shopper to purchase.
Tentpole Event Impact
Measure how ads running before major events like Prime Day, Black Friday, or Cyber Monday influence purchases on those key shopping days. You can use this to plan better pre-event marketing strategies.
Multi-Touch Attribution
Discover how different ads contribute to conversions. For example, did a Sponsored Product ad drive awareness while a DSP retargeting ad sealed the deal? Knowing this can help you allocate budgets more effectively.
ASIN Overlap for Upselling & Cross-Selling
Identify which products are often bought together or which products attract the same customers. This insight can be used to recommend complementary products and improve cross-selling strategies.
On top of that, AMC makes it possible to build custom audiences and target them in your ad campaigns. Here are some interesting audience ideas that you can build using AMC:
Cart Abandoners
Shoppers who added products to their cart but didn’t complete the purchase. Retargeting them can encourage them to come back and check out.
Detail Page Viewers
Shoppers who viewed a product detail page multiple times but didn’t buy. A well-placed ad with a discount or benefit reminder can help convert them.
Tentpole Event Purchasers
Shoppers who made purchases during big sales events like Prime Day or Cyber Monday. These customers are valuable for retargeting in future sales.
Abandoned Searchers
Shoppers who searched for specific products but didn’t buy. Retargeting them with relevant ads can bring them back.
Wishlist & Registry Shoppers
Customers who added products to their Wishlist, Baby Registry, or Wedding Registry. They have shown strong purchase intent, making them ideal for follow-up ads.
Sponsored Product Ad Engagers
Shoppers who clicked on a Sponsored Product ad but didn’t purchase. Retargeting them with a reminder or discount can encourage conversion.
New-to-Brand High-Value Purchasers
First-time buyers who made high-value purchases. Retargeting them with complementary products or loyalty offers can turn them into repeat customers.
Video is becoming more important for brands on Amazon. The platform now offers multiple video ad formats, including Sponsored Brands Video, Display Video, Sponsored TV Video, and Amazon DSP Online Video.
The reason? Shoppers engage more with video ads than static images. They help you showcase your product in action, explain its features, and create an emotional connection with your audience. Studies show that shoppers who watch video ads are more likely to buy.
In 2025, if you’re not investing in video advertising, you’re missing out on a huge opportunity to stand out and increase conversions.
Shopping directly from social media is no longer just a trend—it’s happening now.
With platforms like TikTok Shop making it easier than ever for customers to discover and buy products without leaving the app, you need to think beyond Amazon.
More brands are now using social media and influencer marketing to drive traffic to their Amazon listings. If you’re not already exploring this strategy, 2025 is the year to start. Meeting customers where they spend time online will help you build trust, expand your reach, and boost sales.
For over a decade, Sponsored Products have been the backbone of Amazon advertising. But with rising competition and keyword saturation, growing beyond a certain point has become challenging.
That’s why you need to go beyond Sponsored Products and tap into display advertising.
Sponsored Display and Amazon DSP allow you to target shoppers based on their shopping behavior—not just keywords. By leveraging Amazon’s rich first-party data, you can reach potential customers before they even start searching for your product.
To stay ahead in 2025, you need to embrace new technologies, adapt to shifting consumer behaviors, and explore innovative ad formats.
By leveraging generative AI, Amazon Marketing Cloud, video ads, social commerce, and display advertising, you’ll set yourself up for success in an ever-changing landscape.
About the Author
Shivam Kumar
Shivam Kumar is a Senior E-commerce Manager at Adbrew, a leading Amazon advertising platform empowering brands, agencies, and aggregators to unlock their full potential on Amazon with data-driven insights and automation. Adbrew’s commitment to innovation has earned it recognition as a leader in the Amazon AdTech ecosystem. With eight Amazon Ads Partner Awards nominations and back-to-back wins for the Challenger Award – APAC (2023) and Global Expansion Award (2024), Adbrew has solidified its position as a trusted partner for brands looking to scale globally.
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