The Latest in Amazon Sponsored Ads: Q2 2025 Insights

The Evolving Landscape of Amazon Advertising

Staying competitive on Amazon requires more than just setting up campaigns; it demands constant adaptation to the latest tools and insights. In Q2 2025, Amazon has rolled out a suite of impactful updates to its Sponsored Ads platform, offering advertisers enhanced control, greater visibility into performance metrics, and more innovative ways to engage with potential customers. These updates present a significant opportunity for brands seeking to refine their advertising strategies and drive meaningful growth.

To help you make the most of these changes, we’ve distilled the most valuable Sponsored Ads enhancements for this quarter. Whether you're aiming to fine-tune targeting, streamline reporting, or discover untapped audiences, these features are built to support more efficient and effective ad management. Let’s take a closer look at what’s new and how you can leverage these tools to elevate your Amazon advertising results.

Key Q2 2025 Sponsored Ads Product Updates

 

A. General Updates: Deeper Insights & Optimized Campaigns

Multi-touch Attribution (MTA) in-console (Closed Beta)

This powerful feature allocates conversion credit across various Amazon Ads touchpoints proportionally to their value. For brands, this means gaining a comprehensive understanding of how customers engage with different ad campaigns throughout their marketing funnel, moving beyond a singular "last-touch" perspective. MTA also helps justify the return on investment for mid- and upper-funnel campaigns, which are often further from the point of purchase. 

Furthermore, it provides granular, real-time reporting insights, enabling advertisers to adjust tactics while campaigns are still in flight, ensuring agility and responsiveness. This shift towards a more holistic attribution model empowers brands to make more informed decisions about their overall advertising spend.

Long-term Sales (LTS) Metrics (Open Beta)

LTS metrics estimate the impact of upper-funnel campaigns on your brand before a customer makes a purchase. This is critical for understanding the long-term health and growth potential of your brand on Amazon. 

Brands can utilize this feature to determine which upper-funnel campaigns are most effective at generating leads for lower-funnel campaigns, thereby optimizing their entire sales pipeline. Ultimately, LTS metrics enable brands to make more strategic investments for sustained brand growth, ensuring that efforts today translate into greater returns over time.

Updates to Sponsored Display Reach and Page Visit Campaigns 

Recently rolled out in April, Sponsored Display is enhancing its machine learning algorithm to identify improved conversion opportunities and drive incremental sales for Reach and Page Visit campaigns. These campaigns will now align with the optimization objective of Sponsored Display Conversion campaigns. This change means that advertisers with active Reach and Page Visit campaigns are likely to observe increases in performance metrics without needing to take any action.

B. Sponsored Brands: Driving Brand Growth & New Customer Acquisition

New-to-Brand (NTB) Amazon-defined Audience Bid Boosting 

For brands prioritizing customer acquisition, the New-to-Brand (NTB) Amazon-defined Audience Bid Boosting feature, launched in April, is a game-changer. This update allows advertisers to increase bids specifically for new-to-brand shoppers using Amazon-defined audiences. 

The impact is significant: advertisers who increased their bids by at least 100% for NTB shoppers saw an average of twice as many NTB orders compared to those who did not increase their bids. This powerful tool helps brands focus their advertising spend on acquiring high-value new customers, thereby driving long-term brand growth.

Placement-level Bid Adjustments 

Placement-level Bid Adjustments offer advertisers more granular control over their Sponsored Brands campaigns. Advertisers can now apply bid adjustments up to +900% for both Top of Search and Rest of Search placements. This expanded capability applies to all ad formats, including video, and all targeting types, such as keyword and product targeting. 

This means brands can fine-tune their bids to meet specific campaign goals, leveraging placement-level metrics and reports to understand how their campaigns are performing in different placements.

Product Detail Page (PDP) as a Landing Page for Sponsored Brands, Vertical Video, and Grow Brand Impression Share Campaigns

A significant update to campaign landing pages is the new option for Product Detail Page (PDP) as a landing page for Sponsored Brands vertical video and Grow Brand Impression Share campaigns, launched in May. 

Previously, these campaign types were limited to Brand Store as a landing page. The inclusion of PDPs provides brands with more flexibility in their campaign controls. This also means that all Sponsored Brands video campaigns are now eligible to serve on the Top-of-Search placement, opening up new opportunities for visibility. This flexibility enables brands to expand their video strategy and utilize multiple creative types to guide shoppers to either their Brand Store or a specific Product Detail Page.

C. Sponsored Products: Enhanced Targeting & Performance Optimization

Keyword Groups+

In Sponsored Products, Keyword Groups+ is entering open beta, offering a sophisticated approach to keyword targeting. Powered by Amazon AI, Keyword Groups+ identifies high-performing category keywords tailored for each ASIN. This feature helps brands reach incremental category keywords and keywords with low Sponsored Products or organic visibility but a higher-than-average conversion rate for the advertised product. 

Keyword Groups+ dynamically updates based on performance and emerging shopping patterns, ensuring campaigns remain optimized and relevant.

Amazon-defined Audience Bid Boost for Sponsored Products

The Amazon-defined Audience Bid Boost for Sponsored Products, introduced in April, offers advertisers a powerful new way to engage high-intent customers. Three new audiences are now available for bid boosting: shoppers who have purchased a brand's product, those who have clicked or added a brand's product to their cart, and individuals with a high likelihood of purchase based on recent shopping activity. 

By bidding higher for these highly engaged shoppers, advertisers can expect to see increased impressions, higher sales, and improved return on ad spend (ROAS). This also enables brand-specific campaigns for advertised ASINs, facilitating opportunities for upselling and cross-selling.

Negative Targeting Across Campaigns and Ad Groups 

The Negative Targeting Across Campaigns and Ad Groups significantly enhances control over ad placements. This expanded capability means that every campaign and ad group now has the same negative targeting options, regardless of targeting type. Advertisers can now target keywords, ASINs, or entire brands negatively during campaign creation or on any existing campaign or ad group. This increased control helps improve ad relevancy and efficiency by preventing ads from showing in undesirable or irrelevant contexts.

Settings for Ads Served Off Amazon

This new section in the campaign settings tab allows advertisers to toggle between two key options: 'Maximize reach' and 'Minimize spend'. 

'Maximize reach' prioritizes more impressions and sales opportunities off-Amazon by utilizing the campaign's targeting settings. Conversely, 'Minimize spend' optimizes ad delivery to reduce spending off-Amazon, which may result in fewer impressions but helps control overall expenditure.

Global Bid Performance Estimate

The Global Bid Performance Estimate, also expanding globally in Q2, provides valuable forecasting capabilities. This feature offers directional weekly impression forecasts based on a range of bids. It helps advertisers choose the correct bid for their targets by providing estimated impressions for each suggested bid. Recognizing that advertisers have diverse objectives, this feature also provides estimated impressions for a range of bids, both below and above the proposed bid.

Integrate and Innovate for Success

Harnessing the full power of Amazon's latest Sponsored Ads features can be a complex endeavor. Instead of navigating these changes alone, empower your brand with expert guidance. 

Straight Up Growth specializes in transforming these new opportunities into tangible results for your Amazon campaigns. Contact us for a personalized consultation and discover how our expertise can drive increased sales and enhance your brand visibility!