Amazon advertising features now include advanced audience targeting, AI-driven headlines, Adobe integration, privacy-focused measurement, and improved Sponsored Ads—enhancing precision and performance for sellers.
Amazon sellers face a constant struggle: how to stand out in a crowded marketplace. With rising competition, getting products seen and turning a profit becomes increasingly difficult.
Around 46% of Amazon sellers can achieve an average success rate of 11-25%, with 64% likely to become profitable within 12 months. But reaching this level requires surpassing fierce competition.
Many sellers invest in ads that fail to deliver, leading to wasted budgets and missed sales. Apparently, Amazon has just introduced new advertising tools designed to shift the odds.
These features offer better targeting, enhanced ad creation, and more precise performance measurement. Sellers who leverage them gain a crucial edge in an ever-tougher market.
New Amazon advertising features: Advanced audience targeting
Amazon is set to roll out new audience-based targeting options for advertisers, allowing sellers to refine their campaigns with greater precision. According to Guillermo Villegas Casasa, who recently met with Amazon representatives, the update enables bid modifiers not only for top-of-search placements but also for specific audience segments.
The new targeting options include users who have clicked on or added a brand’s product to their cart, shoppers with an affinity for similar products, and customers who have previously purchased from the brand. While Amazon has not formally announced these changes, sellers who implement these audience strategies could gain a competitive edge in advertising campaign performance.
New Amazon advertising features: AI-powered headline customization
Amazon has launched Optimize Your Headline, a dynamic new feature for Sponsored Brands ads that customizes headlines based on customer intent and search behavior. According to Mansour Norouzi, who shared the update on LinkedIn, this tool allows Amazon Ads to automatically generate and refine headline variations to better align with what shoppers are searching for.
Norouzi predicts that 2025 will be a pivotal year for AI-driven customization on Amazon, with similar innovations expected to expand across other ad types. This shift emphasizes a growing focus on adapting ad content to match consumer behavior in real time.
New Amazon ads features: Adobe AI and Cloud integrations
Adobe has partnered with Amazon Web Services (AWS) and Amazon Ads to introduce advanced AI-powered tools that enhance advertising and customer engagement. Announced at the Adobe Summit, this collaboration integrates Adobe Experience Platform (AEP) with Amazon’s cloud and ad solutions, enabling businesses to deliver more precise and efficient marketing campaigns.
Key updates include AI-driven personalization, improved omnichannel experiences, and streamlined ad creation. Advertisers can leverage Adobe Real-Time Customer Data Platform (CDP) Collaboration with Amazon Marketing Cloud to refine audience targeting while maintaining data privacy.
Additionally, Adobe Creative Cloud users will gain access to Amazon Ads templates, compliance tools, and seamless asset integration, making ad production more efficient.
Sundeep Parsa, Adobe Experience Cloud Vice President"New integrations across Adobe and Amazon solutions will enable businesses to deliver impactful customer experiences that leverage deep data insights, while maintaining the highest standards of privacy and security."
Amazon DSP and Google Privacy Sandbox interfacing
Amazon DSP has integrated Google Privacy Sandbox into its measurement solutions, enhancing its ability to track conversions while maintaining a privacy-first approach. According to Amazon Ads, this update strengthens Amazon’s capacity to attribute website conversions from Chrome users who have opted out of third-party cookies.
The integration improves Ad Relevance, Amazon’s AI-powered ad-serving tool, ensuring advertisers can effectively reach and measure audiences without relying on traditional ad identifiers. This advancement supports privacy-centric advertising strategies while maintaining comprehensive campaign visibility.
The feature is now available across multiple regions, including North America, South America, Europe, the Middle East, and Asia Pacific, reinforcing Amazon’s commitment to adapting to industry shifts while providing advertisers with reliable measurement tools.
Enhanced Amazon advertising campaign features
Our Amazon agency team members have identified several new Amazon advertising features that could impact Sponsored Brands and Sponsored Products campaigns.
Sponsored brands bid adjustments
A new bid adjustment feature for Sponsored Brands has been introduced, allowing advertisers to refine their bidding strategies based on audience behavior. This feature is now available in the Bid Adjustments (Audience) tab within campaign settings.
With this update, advertisers can:
Increase bids for New-to-Brand (NTB) shoppers by a set percentage.
Remove adjustments if performance does not meet expectations.
Lower base bids to prioritize NTB audiences when necessary.
While the feature has been spotted in select accounts, sellers are encouraged to check their campaigns to see if it is available for testing.
New insights and bidding options
Another new feature we spotted was in the Campaign Manager console for Sponsored Products campaigns, which provides advertisers with new insights and bidding options.
With this, sellers can now see “More Clicks, More Orders” recommendations when selecting products to advertise. This feature highlights products with higher engagement and conversion potential, helping advertisers make more data-driven decisions.
Additionally, advertisers now have the option to add a bid rule directly when creating a campaign, allowing for greater control over bidding strategies from the start. These updates aim to improve campaign performance and efficiency, giving sellers more tools to optimize their advertising efforts.
Enhanced visuals for sponsored brands video campaigns
Amazon has introduced an update to Sponsored Brands video campaigns, allowing advertisers to showcase additional images alongside their product image. This new feature enables the second and third infographic or lifestyle images to appear next to the main product image, creating a more engaging and visually appealing ad experience.
With this update, advertisers can strategically adjust their image stacks to enhance Sponsored Brands video campaigns, capturing customer attention more effectively. This enhancement provides brands with greater flexibility to highlight key product benefits and improve ad performance.
