5 More New Amazon Advertising Features July 2025 – What Advertisers Should Test Now

Amazon is evolving faster than ever—and advertisers who stay ahead of new features often see the biggest gains in performance and profitability. The last few months have brought several exciting updates that many brands, sellers, vendors, and agencies still aren’t leveraging to their full potential.

At AdmazonIQ, we believe in helping advertisers decode Amazon’s innovations and turn them into actionable strategies. If you’ve already read our previous July update covering Sponsored TV, Retail-Aware DSP audiences, and other major releases, here’s your follow-up: five more brand-new Amazon Advertising features rolling out in 2025 that deserve a spot on your radar.

Whether you’re a brand owner, an agency professional, or a seasoned Amazon PPC manager, these updates can help you lower ACoS, boost ROAS, and improve your overall advertising efficiency.

1. Sponsored Products Broad Match Modifiers (BMM)

Broad Match Modifiers are finally making their way into Sponsored Products campaigns. While broad match has always allowed for keyword variations, it sometimes matched ads to queries that were too loosely related, wasting budget. With BMM, advertisers can now specify mandatory words in a broad phrase by adding a “+” sign. For example, the keyword:

+running +shoes

will only trigger ads if both “running” and “shoes” are present in the search term—though additional words may appear before, between, or after them. This offers far better control while maintaining discovery potential.

Why it matters:

• Minimizes wasted ad spend on irrelevant terms
• Improves targeting precision without sacrificing reach
• Perfect for high-intent branded or niche keywords

Example: A sports brand might use “+running +shorts” to ensure ads only show for relevant apparel searches, avoiding matches like “running playlists” or “running tips.”

AdmazonIQ Tip: Analyze your Search Term Reports to identify broad matches generating irrelevant traffic, then refine those keywords using BMM.

FAQs

• Is BMM available for all sellers and vendors? → Currently rolling out gradually. Check your keyword match type options in the console.
• Will this affect existing broad match keywords? → No, existing broad keywords remain unchanged unless edited.

2. Sponsored Brands Video for Store Spotlight

Store Spotlight has long been an underutilized format. Previously, it allowed brands to feature multiple Store pages under a single Sponsored Brands banner. Now, Amazon has unlocked the ability to use video creatives instead of static images in Store Spotlight ads.

Videos capture attention faster than static visuals, especially on mobile. Advertisers can now showcase:

• Product demos
• Brand storytelling
• Seasonal promotions

And link each featured video tile to a different page in their Amazon Store.

Why it matters:

• Boosts engagement and CTR on Sponsored Brands campaigns
• Enables richer storytelling for brand differentiation
• Helps guide traffic into specific Store pages for better conversion funnels

Example: A beauty brand could feature a Store Spotlight video ad with separate clips linking to “Skincare,” “Makeup,” and “Haircare” sections of their Store.

AdmazonIQ Tip: Repurpose your Sponsored Brands Video assets to minimize production costs for Store Spotlight video creatives.

FAQs

• Are Store Spotlight videos available worldwide? → Currently rolling out in the US, with more regions planned.
• Is there a length limit? → Yes—similar to Sponsored Brands Video, generally between 6-45 seconds.

3. Audience Insights API for AMC

Amazon Marketing Cloud (AMC) is a powerful tool—but pulling audience reports manually can be time-consuming. Enter the new Audience Insights API, allowing advertisers to extract AMC audience reports programmatically.

This API empowers advertisers to:

• Automate overlap analysis across ASINs
• Streamline reporting for frequent audiences
• Integrate AMC insights into business intelligence dashboards

Why it matters:

• Saves hours of manual work each month
• Enables more frequent analysis and optimization
• Great for large brands and agencies managing many ASINs

Example: An agency could pull weekly AMC overlap reports via API instead of downloading them one by one.

AdmazonIQ Tip: Talk to your developers about integrating this API. It’s a game-changer for frequent AMC users.

FAQs

• Is the API free? → Access to AMC still requires certain spend minimums, but the API itself doesn’t carry separate fees.
• Do I need coding skills? → Basic development knowledge is required, or partner with your dev team.

4. Sponsored Display Self-Service Negative Targeting

Until recently, adding negative targets in Sponsored Display meant submitting a support case—a slow process. Amazon has finally made it self-service, allowing advertisers to exclude ASINs or categories directly in the console.

This means:

• Immediate changes without waiting for reps
• Faster optimization of underperforming placements
• Better budget efficiency

Why it matters:

• Prevents wasted impressions on poor-fit products
• Improves overall ACoS
• Gives advertisers more control over their brand presence

Example: A premium brand might exclude low-cost competitor ASINs from Sponsored Display placements to maintain premium positioning.

AdmazonIQ Tip: Regularly audit your Sponsored Display reports and exclude ASINs with low CTR or high ACoS.

FAQs

• Does this apply globally? → Rolling out in North America and parts of Europe first.
• Can I add negative keywords too? → Currently, it’s limited to product and category exclusions.

5. Dynamic Creative Optimization for Sponsored Brands

Amazon is testing Dynamic Creative Optimization for Sponsored Brands. This feature automatically experiments with multiple headlines, images, and CTAs to find the combination with the highest engagement rates.

Think of it like A/B testing on autopilot—except Amazon handles the testing and reporting.

Why it matters:

• Increases CTR and engagement without manual testing
• Perfect for advertisers who lack creative teams
• Faster learning cycles for new campaigns

Example: A brand might test three headlines like “Shop New Arrivals,” “Exclusive Deals Inside,” and “Unlock Summer Savings”—Amazon will automatically discover which one performs best.

AdmazonIQ Tip: Enroll only select Sponsored Brands campaigns in this beta so you can compare results vs. your standard creative approach.

FAQs

• Is this feature available to all advertisers? → Currently in beta for selected advertisers.
• Will this cost extra? → No, it’s included in Sponsored Brands spend.

Final Thoughts

Amazon’s rapid innovation cycle means there’s always something new to test—and these five features could give you a significant edge in 2025. Whether you’re a seller, vendor, or agency, exploring new tools like BMM, Store Spotlight video, or dynamic creative testing can help you lower costs, improve ROI, and stay competitive.

At AdmazonIQ, we’ll continue tracking every major Amazon Advertising update to help you make smarter decisions. Stay tuned for our next insights drop!