Introduction
Amazon is constantly evolving, and so are the strategies brands need to succeed on the platform. From advertising innovations to new tools in Seller Central, the world of Amazon marketing services changes rapidly. Many sellers ask:
“What are the latest trends in Amazon marketing services?”
In this post, we’ll explore the biggest shifts happening in 2025, how they impact sellers, and why working with a trusted Amazon full service agency like Pirawna can make the difference between stagnant sales and scalable growth.
Below are some of the key new or expanded capabilities in 2025 that brands (and Amazon agencies) should know about:
1. AMC (Amazon Marketing Cloud) Audiences Available in Sponsored Ads
One of the BIGGEST expansions: the ability to use audiences built via AMC in Sponsored Products and Sponsored Brands campaigns — not just DSP. Amazon Ads
- Previously, AMC-based audiences were mostly a DSP / analytics tool. Now you can take those insights and push them into bid adjustments within sponsored campaigns. Amazon Ads
- You can use rule-based or lookalike audience segments derived from AMC (or advertiser signals) for bid boosting. Amazon Ads
- This helps create more full-funnel strategies where data from cross-channel insights becomes actionable in standard Amazon ad types. Amazon Ads
In short: your custom audiences and advanced behavioral segments can now influence your Sponsored Ads bids directly, not only via DSP.
2. Audience Bid Adjustments for Sponsored Brands
Amazon now allows bid boosts (i.e. bid multipliers) on specific shopper audiences within Sponsored Brands campaigns. Amazon Ads
- New audiences include “Purchased brand’s product” and “Clicked or Added brand’s product to cart.” Amazon Ads
- These let advertisers re-engage high-intent audiences (repeat buyers, cart abandoners) while maintaining reach to new-to-brand shoppers. Amazon Ads
- You can access this in both the Advertising Console interface (“Bid Adjustments” tab) and via Amazon Ads API. Amazon Ads
This moves Sponsored Brands beyond a “one-size-fits-all” campaign, giving more control over how much you pay (relative to baseline bids) for audiences with different behavior signals.
3. B2B / Amazon Business Targeting & Bid Adjustments
Amazon is rolling out tools specifically for business (B2B) buyers, allowing advertisers to more precisely target or boost ads toward Amazon Business users. SellerApp+1
- You can now run Sponsored Products campaigns exclusive to Amazon Business placements (i.e. only show within the Amazon Business store) and bid only for business buyers. SellerApp+1
- Amazon Business bid adjustments allow you to boost your bids (by up to 900%) for ad placements that target business customers. Incrementum Digital
- Enhanced reporting now separates out performance in the Amazon Business environment (i.e. you can see metrics dedicated to B2B vs B2C). Incrementum Digital
For brands in categories like office supplies, industrial goods, or bulk sellers, this is a major shift — letting you optimize for higher-volume B2B orders without “polluting” your consumer campaigns with irrelevant bid spend.
4. Long-Term Sales (LTS) / LTS-ROAS Metrics
Amazon introduced Long-Term Sales (LTS) and LTS ROAS metrics so performance can be evaluated over longer windows, not just immediate attribution. AMZ PREP
- LTS helps advertisers better capture “slow-burn” conversions — customers who view or click now but purchase later. AMZ PREP
- This is especially useful in categories where purchase cycles are longer (e.g. high-ticket goods, repeat purchases).
- With these metrics available for Sponsored Brands and Sponsored Display, brands can make more holistic decisions on how much to invest, based on true downstream return. AMZ PREP
5. Next-Gen Automation, Reporting & UI Enhancements
Amazon is also pushing advances in campaign management interfaces and automation:
- Smarter segmentation, deeper purchase insights, and more flexible bidding controls across Sponsored Products, Brands, AMC, and logistics are being emphasized. SellerApp
- Enhanced international campaign capabilities, multilingual ads, and localized targeting allow broader global reach. Accrue
- Creative enhancements in Sponsored Brands / Stores (more layout options, custom CTAs, interactive modules) give brands more control over branding and engagement. Accrue
How These Changes Impact Strategy & Why a Full-Service Amazon Agency Matters
These enhancements shift the playing field in several ways:
- Audience-level control = tighter ROI
Using audience bid boosts (especially with AMC audiences) means you pay more for users who matter most — repeat buyers or high-intent shoppers — and less for cold traffic. - Better B2B monetization
Brands selling in bulk or to businesses can now carve a dedicated path for Amazon Business buyers. A generic campaign won’t do — you need to optimize for a different type of buyer. - Longer window thinking
With LTS metrics and richer purchase history, decisions are no longer just short-term. Long-tail performance matters. - Greater sophistication = more possible missteps
While the tools are powerful, misuse or suboptimal settings can waste budget. That’s where expertise comes in — a full-service Amazon agency like Pirawna can ensure these features are implemented well, not just turned on. - Full-funnel integration
The lines between PPC, DSP, listing optimization, creative, and analytics are blurring. To truly benefit, your strategy must connect all those dots — not treat each as separate silos.
