Amazon Ads Updates 2025 – What You Must Know to Stay Ahead

Every January, Amazon shakes the tree—2025 is no different.

From fresh Seller Central toggles to the first one-click check-out tests on Prime Video, everything is moving.

In this deep-dive, I walk you through each new feature we’re already testing live at the SkyVision Amazon Ads agency, so you can test fast and outpace your competitors.

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Sponsored Products: B2B Targeting Arrives in Search

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Target Amazon Business only looked like a gimmick—until we tried it with a client selling premium office desks.

Two weeks later: half the useless clicks, +30 % conversion rate, ACoS finally breathing.

If your ASINs are truly B2B, tick that box.

Bid scheduling is the second big change.

For Prime Day I added +25 % bids from midnight to 8 AM to catch the night-owl deal hunters.

ROAS stayed flat, volume spiked.

Want the full walkthrough?

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Read our step-by-step Sponsored Products guide.

For Amazon’s own best-practice PDF, head here.

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Sponsored Brands: AMC Audiences & Auto-Optimised Headlines

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You already know the brand headline at the top of search.

Now you can boost bids only for that premium slot—handy for make-or-break keywords.

The real revolution hides behind Amazon Marketing Cloud (AMC).

In seconds I can build an audience of “iPhone buyers last 30 days” and send a brand ad only to them.

The granularity we dreamt of three years ago is finally here.

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Don’t fancy SQL?

Follow our AMC + DSP step-by-step guide.

For the raw docs, check the official AMC page.

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Bonus: Amazon’s automatic headline optimisation.

This feature has existed since 2021 and still gets regular tweaks.

On eight out of ten accounts we saw higher CTR—worth A/B-testing on your catalogue.

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Sponsored Display: Reach That Finally Converts

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At SkyVision we’ve loved Display Reach for awareness + retargeting—but clicks rarely converted. April 2025 Amazon rewired the algorithm: reach now factors purchase intent, so you keep visibility and land mid-funnel ROAS. See exactly how in Mastering Amazon Display Campaigns.

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DSP 2025: Performance Plus & Brand Plus – AI With Training Wheels

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Meet Performance Plus: Amazon’s AI promising best-in-class ROAS. On paper, I’m sold; in practice, I supervise. One sports client got served to “antique collectors” until we fixed the segment. Same watchfulness for Brand Plus (awareness flavour).

Curious but nervous?

Read Why hand Amazon Ads to an expert agency to see how we tame these AIs without losing strategic control.

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Amazon Live: Amazon’s Bet on Live Commerce

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TikTok Shop is exploding, but plenty of brands shy away from dancing on TikTok.

Enter Amazon Live—same live-shopping concept, embedded inside the world’s most trusted marketplace.

Picture a stream, an “Add to Cart” button underneath, fulfilment handled by Amazon.

We’re already scripting Q4 events.

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Grab the holiday checklist in SkyVision’s Christmas strategy.

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Prime Video: Click-to-Buy From the Couch

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Another headline-grabber: interactive ads on Prime Video.

Watch your series, an ad pops, press the remote, the ASIN lands in your cart.

Roll-out is slated for late 2025. Amazon’s announcement is here.

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We’re already lining up creative for several fitness brands, inspired by our Polar success story.

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Off-Amazon CTV Inventory: European Expansion on the Horizon?

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Amazon keeps onboarding third-party streaming partners (Roku, Disney+).

No official deals yet for TF1+, M6+, Canal+ in Europe, but rumours persist.

If confirmed, cross-platform retargeting will hit a new level.

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Next Steps – Your 5-Point Checklist

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1. B2B? → Enable Amazon Business targeting in Sponsored Products.
2. Display Reach → Switch now, monitor ROAS.
3. AMC audiences → Test even a micro-segment to prove first-party data value.
4. Performance Plus / Brand Plus → Activate, audit targeting on day 7.
5. Amazon Live → Script it today; launch day will be too late.

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Need an expert eye?

‍Book your free Amazon Ads audit.

In 30 minutes we review your listings, campaigns and hand you a clear action plan.

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FAQ

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What are the major Amazon Ads updates in 2025?

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Amazon Business targeting and bid scheduling in Sponsored Products; AMC audiences and headline optimisation in Sponsored Brands; conversion-driven Display Reach; DSP’s Performance Plus and Brand Plus; Amazon Live; interactive Prime Video ads.

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Is Amazon DSP’s AI reliable?

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Yes—once you verify initial segments. With the right audience, the AI can lift ROAS quickly.

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How do I set up Amazon Live?

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When the feature appears: schedule a livestream, tag your ASINs as “products in stream”, promote in advance. Amazon handles checkout.

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Further Resources

• Amazon Ads Resources Library – the official knowledge base.

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Article updated 24 June 2025. Text and links verified 11 July 2025.

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