Amazon is more competitive than ever, and sellers need a strong advertising strategy to stand out. As algorithms evolve and shopping behavior shifts, it’s crucial to stay ahead. That’s why we’ve compiled the best practices for Amazon seller ads in 2025—to help you increase visibility, lower ad spend, and drive more sales.
Whether you’re a beginner or an experienced seller, these tactics will ensure your ad strategy remains effective and profitable in a fast-changing marketplace.
1. ✅ Start With the Right Campaign Type
In 2025, Amazon offers three primary ad types under its Amazon Ads platform:
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Sponsored Products: Promote individual listings using keyword and ASIN targeting.
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Sponsored Brands: Great for brand awareness; showcases your logo, headline, and multiple products.
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Sponsored Display: Retarget customers both on and off Amazon.
Best Practice:
Start with Sponsored Products to focus on sales and then layer in Sponsored Brands and Display once you have sales data and brand traffic.
2. ✅ Optimize Product Listings First
Your ad performance is only as good as your product listing. Amazon’s algorithm (A9) factors in product relevance and conversion rate.
Optimize by:
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Using relevant keywords in your title and bullets
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Including high-resolution images and videos
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Writing compelling product descriptions
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Gathering positive reviews
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Maintaining competitive pricing
Remember: If your listing doesn’t convert, your ads will underperform, and your cost-per-click (CPC) will rise.
3. ✅ Leverage AI-Powered Targeting
In 2025, Amazon has doubled down on machine learning and AI for ad placements. Automatic targeting now uses real-time data to match your ads with high-converting searches.
Best Practice:
Run automatic campaigns alongside manual campaigns. Let automatic campaigns uncover hidden keyword gems, and use manual campaigns to control bidding on top performers.
Split your campaigns by:
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Match type (broad, phrase, exact)
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Product categories or goals
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Branded vs. non-branded keywords
4. ✅ Refine Keyword Targeting
Keywords remain the backbone of Amazon seller ads. While AI can help, manual targeting allows for precision.
Keyword tips:
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Use tools like Helium 10, Jungle Scout, or Amazon’s keyword suggestions
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Focus on long-tail keywords with buyer intent
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Continuously add converting keywords from Search Term Reports
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Negate irrelevant keywords to reduce wasted ad spend
Pro Tip: Add “negative keywords” weekly to prevent your ads from showing for poor-quality search terms.
5. ✅ A/B Test Ad Creatives and Copy
For Sponsored Brands and Sponsored Display, visuals and headlines matter.
In 2025:
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Test different product combinations in Sponsored Brands
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Experiment with lifestyle imagery and short video
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Use strong calls-to-action (CTAs) like “Shop Now” or “Limited Offer”
Run A/B tests on creative elements using Amazon’s Manage Your Experiments tool to see what resonates best with your audience.
6. ✅ Monitor Your Ad Metrics Closely
Tracking performance is non-negotiable. Focus on the most meaningful metrics:
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ACOS (Advertising Cost of Sale)
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ROAS (Return on Ad Spend)
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Click-Through Rate (CTR)
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Conversion Rate (CVR)
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Impressions and Orders
Best Practice:
Use Amazon Advertising Console and tools like Sellics or Perpetua to automate reports, spot trends, and optimize in real-time.
7. ✅ Adjust Bids Strategically
In 2025, smart bidding is essential. You don’t need to overspend to win top ad placements.
Tips to optimize bids:
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Increase bids on high-converting keywords
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Lower bids on low-ROI placements
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Use dynamic bidding options (down only, up & down)
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Apply dayparting—bid higher during peak buying times
Monitor CPC trends and test different bidding strategies to stay profitable.
8. ✅ Invest in Retargeting
Amazon’s Sponsored Display ads now offer powerful retargeting tools. You can re-engage:
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Shoppers who viewed your product
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Shoppers who viewed similar products
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Past buyers for upselling
Best Practice:
Use Sponsored Display for mid- to bottom-of-funnel shoppers. Tailor ads with personalized offers or bundles to close the deal.
9. ✅ Plan for Seasonality and Sales Events
2025 is packed with new Amazon events (like Prime Big Deal Days), and timing your ads is key.
Ad calendar tips:
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Increase budgets before peak events (Prime Day, BFCM, holidays)
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Launch early to build rank and reviews
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Create special campaigns with seasonal creatives
Track performance year-over-year and adjust your strategy to capture spikes in traffic and conversions.
10. ✅ Keep Learning and Adapting
Amazon ads evolve constantly. Stay informed by:
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Subscribing to Amazon Ads blog
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Joining seller communities on Reddit or Facebook
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Taking Amazon’s free learning courses
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Watching metrics weekly to catch changes early
What worked last year might not work now. Adapt fast to stay competitive.
Final Thoughts
Success with Amazon seller ads in 2025 depends on data, creativity, and constant optimization. By following these best practices—from keyword strategy to AI targeting and performance analysis—you’ll build campaigns that generate real, scalable sales.
Amazon is no longer just a marketplace—it’s a search engine and advertising powerhouse. Use it wisely, and it will reward you.
Also, you can learn more about AMS vs. Sponsored Products here.