From long-term ROAS tracking to business-only campaigns and AI search tools, the latest Amazon advertising features are packed with ways to sharpen your strategy.
Your campaigns are only as strong as your data and optimization tools.
But success doesn’t come from guesswork.
With constant updates to Amazon’s advertising platform, staying informed is critical. This roundup covers the newest Amazon advertising features that let you track long-term performance, reach new-to-brand shoppers, and navigate business-focused strategies in a changing market.
New-to-Brand audience for Amazon Ad Sponsored brands
Amazon launched a new, built-in audience for Sponsored Brands advertisers called new-to-brand (NTB) shoppers. This feature allows sellers to apply bid boosts to specifically reach and engage shoppers who have not purchased from their brand in the last 12 months.
This capability is a critical tool for customer acquisition and helps advertisers grow their market share on the platform. On average, advertisers who applied a bid boost of 100% or more for NTB shoppers saw twice as many orders from new customers.
Sellers can apply these bid adjustments to both new and existing Sponsored Brands campaigns. Performance can be reviewed at the campaign level under a new ‘Bid Adjustments’ tab.
This feature is available to all Sponsored Brands advertisers in numerous global marketplaces. The rollout includes countries across five major regions.
- United States, Canada, and Mexico in North America
- Brazil in South America
- United Kingdom, Germany, Spain, Italy, France, Belgium, Poland, Netherlands, Sweden, and Turkey in Europe
- Saudi Arabia, United Arab Emirates, and Egypt in Middle East
- Australia, India, Japan, and Singapore in Asia Pacific
Advertisers can access this feature through the Advertising Console and the Amazon Ads API. Performance data for these audiences is available in the Audience Report, found within the ‘Bid Adjustments’ tab.
Retail TouchPoints"By understanding which campaigns bring in more new customers, brands can optimize their marketing efforts to focus on acquisition and retention tactics separately."
Amazon introduces long-term sales metrics
Amazon announced that long-term sales metrics are now available within campaign reporting for advertisers. These new metrics help sellers measure the extended impact of their advertising efforts beyond immediate sales.
This update introduces Long-Term Sales (LTS) and Long-Term Sales ROAS (LTS ROAS) to the advertising console. These are ad-attributed measures that forecast the incremental sales value a brand might see over the next 12 months.
The calculation is based on how effectively ad campaigns introduce new-to-brand shoppers to a brand’s products. This forecast relies on the historical 12-month value generated from specific customer actions following an ad interaction.
For sellers, this means you can now see a projection of future sales influenced by today’s ad campaigns. The system quantifies the value of initial customer engagements that lead to conversion and later purchases.
Key Customer Engagements Tracked:
- Detail page views
- Branded searches
- Add-to-carts
- Purchases
Amazon launches forecasting API for DSP campaigns
Another Amazon advertising feature the platform announced is the launch of a new forecasting API for Amazon DSP (ADSP) campaigns. This API is built on the Amazon Ads data model and gives users access to the real-time forecasts found in the ADSP Campaign Manager.
In its initial version, the API provides forecasts for campaign-level performance, delivery, and spending. It can project these metrics for both new campaigns and existing orders that are currently spending.
The available forecasts include campaign flight level predictions for:
- Spend
- Reach
- Cost-Per-Click (CPC)
- Cost-Per-Acquisition (CPA)
- Return on Ad Spend (ROAS)
Amazon plans to expand the API’s capabilities throughout 2025. Future updates will include forecasts for line-level details, additional spend potential, and creative performance.
These advanced metrics will also become available as datasets through Amazon Marketing Cloud. This will allow for easier and more direct integrations for advertisers.
Amazon sunsets Posts Program, hinted at major search and page redesign
According to Amazon, the Posts API was discontinued as of June 3, 2025. This change means new users are no longer able to make requests to the API.
For existing users, the shutdown will occur in phases. The key dates provide a clear timeline for the program’s termination.
- June 16, 2025 – Existing users will no longer be able to create new Posts.
- July 31, 2025 – The Posts API will be fully shut off for all users.
Amazon is encouraging customers to use its suite of sponsored advertising solutions. The company states it is continuing to build and experiment with new creative formats for brands.
Interestingly, a separate, earlier version of the announcement has surfaced online. This version cited declining impressions and an upcoming redesign of its Search and Detail pages as reasons the Posts program had become less valuable.
This mention of a full redesign has captured the attention of sellers. While Amazon has made small tweaks recently, such as to product title structures, a complete overhaul of core search and product pages would be a significant development.
Many, like Maarja Hewitt, believe this potential redesign will be heavily influenced by AI. Such a change would fundamentally alter how customers discover and interact with products on the platform.
New Sponsored Products campaigns to target B2B shoppers
Another valuable update from Amazon is the official launch of Amazon Business-exclusive campaigns for Sponsored Products. This new feature allows advertisers to target business shoppers directly within the Amazon Business store.
These campaigns are designed for B2B audiences and can be fully customized. Sellers can set dedicated budgets, choose specific ASINs, use B2B-focused keywords, and apply tailored bidding strategies.
This feature is available for sellers and vendors in numerous countries across three major regions. The rollout covers key markets in North America, Europe, and the Asia Pacific.
- North America – United States, Canada, Mexico
- Europe – Germany, Spain, France, Italy, United Kingdom
- Asia Pacific – India, Japan
Advertisers can create, optimize, and manage these new B2B campaigns through two primary methods. Access is available directly within the Advertising Console and also through the Amazon Ads API.
New smart search bar simplifies campaign management
As Isaac Gross shared on LinkedIn, Amazon has added a new search bar to the Advertising Console that appears to be powered by artificial intelligence. This tool interprets simple, conversational language and translates it into a detailed filter to show relevant campaigns.
The new function allows sellers to move beyond complex manual filters and simply type what they are looking for. The system can understand queries that include qualitative descriptions or specific product names.
- “High ACOS campaigns”
- “Low converting campaigns”
- “All good vitamin C campaigns”
- “all bad campaigns”
This update streamlines campaign analysis and makes the platform more accessible. It is especially useful for advertisers who are not experts at navigating the console’s more advanced features.
Category Insights Dashboard upgraded with new tools
Mansour Norouzi shared on LinkedIn that Amazon has rolled out new updates to its Category Insights dashboard, significantly expanding its utility for sellers and advertisers. This dashboard, already valued for providing visibility into market trends and buyer behavior, now includes two new data tools aimed at better forecasting and competitive analysis.
The Top Grossing tab shows the aggregated sales revenue and unit volumes of the top 10 ASINs in a selected category over the past 12 months. This enables sellers to identify the products that dominate in both revenue and volume, making it easier to assess competitive positioning and market saturation.
The Newly Launched tab focuses on product launches from the past six months, highlighting the 10 top-performing new ASINs based on sales and units. This helps sellers spot emerging trends, understand what’s working in recent product rollouts, and uncover whitespace opportunities for innovation or differentiation.
Key features now available:
- Top grossing tab:
View the top 10 ASINs by sales and units in a category.
Analyze performance over the past 12 months for forecasting and benchmarking.
Newly Launched Tab:
See the top 10 new ASINs launched in the past 6 months.
Access data on total units sold, revenue, and growth trends.
These new tools strengthen the strategic value of Category Insights, equipping advertisers with actionable data to guide product development and campaign prioritization. Interpreting this advanced data can be complex, which is why many brands partner with an Amazon agency to translate these insights into winning strategies.
