Top 5 New Amazon Advertising Features US Sellers Should Know – July 2025 Update

Amazon Advertising continues to evolve at a rapid pace. For US sellers navigating the fiercely competitive landscape, keeping up with new features is crucial—not just to stay ahead of competitors but also to optimize ad budgets and improve profitability.

At AdmazonIQ, our mission is to translate Amazon’s latest innovations into practical strategies you can implement. In this July 2025 update, we highlight five powerful features rolling out this year that every Amazon advertiser should know. Whether you’re managing a massive brand or running a growing private-label business, these tools can help you improve performance and ROI.

1. Sponsored TV Expansion

Amazon has significantly expanded Sponsored TV, moving beyond limited pilot programs into full availability in the self-service console. This format allows advertisers to place video ads across Amazon Freevee, Fire TV apps, and other connected TV platforms—without requiring an Amazon DSP contract.

Sponsored TV combines the reach of traditional TV advertising with Amazon’s powerful retail signals. Advertisers can now measure the impact of streaming ads by tracking detail page views, add-to-carts, and even direct purchases.

Why it matters:

• Expands brand reach to highly engaged streaming audiences.
• Brings video ad capabilities to brands of all sizes, not just DSP users.
• Connects upper-funnel storytelling to lower-funnel shopping actions.

Example: A sports nutrition brand might run a 30-second video ad during fitness streaming content, then analyze how many viewers visited their product detail pages afterward.

AdmazonIQ Tip: Keep your Sponsored TV creatives under 30 seconds for better engagement and ensure they work without sound, as many viewers watch streaming content muted.

FAQs

• Is Sponsored TV expensive? → Costs are lower than traditional TV buys, making it accessible for mid-sized brands.
• Can I target specific shows? → Not yet. Targeting is based on audience segments rather than show titles.

2. Retail-Aware DSP Audiences

Amazon DSP has introduced Retail-Aware Audiences, allowing advertisers to create segments based on direct shopping behaviors like:

• Detail page views of specific ASINs.
• Products added to cart but not purchased.
• Past purchases in relevant categories.

Previously, DSP audiences were mostly built around broader shopping interests or demographics. Retail-Aware Audiences let you target customers closer to the bottom of the purchase funnel, leading to more efficient ad spend.

Why it matters:

• Helps drive higher ROAS by focusing on in-market shoppers.
• Minimizes wasted impressions on unrelated audiences.
• Gives brands more cost-effective ways to use Amazon DSP.

Example: A skincare brand might target shoppers who viewed premium moisturizers in the last 30 days but didn’t convert.

AdmazonIQ Tip: Layer Retail-Aware Audiences with demographic filters (e.g. age, income) to sharpen your targeting further.

FAQs

• Are Retail-Aware Audiences available to all advertisers? → Available in DSP accounts, rolling out gradually to more advertisers.
• Is this privacy-compliant? → Yes—Amazon anonymizes all shopper signals and adheres to privacy regulations.

3. Sponsored Display Video Enhancements

Sponsored Display has received significant video upgrades in 2025. Advertisers can now:

• Upload videos between 5-45 seconds.
• Serve video ads on product detail pages and off-Amazon placements.
• Access expanded reporting on video views, completion rates, and engagement.

These improvements give even smaller brands the ability to deploy video retargeting without needing a DSP contract. Video content can significantly improve click-through rates and keep shoppers engaged.

Why it matters:

• Video captures attention better than static images.
• Helps brands differentiate in crowded product categories.
• Can lower CPCs due to higher engagement.

Example: A kitchen appliance brand might run a 10-second video showing how quickly their blender makes smoothies, targeting shoppers browsing similar products.

AdmazonIQ Tip: Test both short and long video formats. Often, shorter videos (5-10 seconds) perform best for Sponsored Display placements.

FAQs

• Does video cost more? → Video usually has a slightly higher CPC but often results in lower overall ACoS due to better engagement.
• Can I repurpose Sponsored Brands Video creatives? → Yes! That’s a great way to save on production costs.

4. Performance+ Bidding for Sponsored Products

Performance+ Bidding is Amazon’s new AI-driven bidding system for Sponsored Products. Instead of static bid adjustments, Performance+ uses machine learning to analyze:

• Conversion probabilities for each search query.
• Competition levels in auctions.
• Historical keyword and ASIN performance.

This smart bidding system aims to help advertisers maximize conversions without the hassle of manual bid tweaks.

Why it matters:

• Increases efficiency and reduces manual work.
• Can lower ACoS by adjusting bids in real-time.
• Helps advertisers stay competitive in high-bid auctions.

Example: A home goods brand might find Performance+ automatically boosts bids on high-intent holiday searches while lowering bids on off-season terms.

AdmazonIQ Tip: Test Performance+ on a small set of campaigns first to ensure the algorithm aligns with your goals.

FAQs

• Is Performance+ available to everyone? → Rolling out in phases—check your account for the toggle in your campaign settings.
• Is there extra cost? → No separate fees—it’s built into your existing CPC costs.

5. AMC Enhancements

Amazon Marketing Cloud (AMC) continues to evolve with new pre-built templates for audience overlap analysis, path-to-conversion mapping, and incremental lift reporting. These changes make AMC more accessible for advertisers who previously felt intimidated by writing complex SQL queries.

Amazon has also improved AMC’s UI speed and expanded its measurement metrics, giving advertisers better insights into multi-touch customer journeys.

Why it matters:

• Allows you to analyze how different ad products contribute to sales.
• Improves understanding of true incremental impact vs. attributed sales.
• Helps advertisers create more precise audience strategies.

Example: A sporting goods brand might discover that Sponsored Display ads play a bigger “assist” role in conversion paths than previously understood.

AdmazonIQ Tip: Start with AMC’s pre-built templates to explore insights without writing your own SQL from scratch.

FAQs

• Do I need DSP to use AMC? → Not necessarily. AMC is increasingly useful even for Sponsored Ads advertisers.
• Is AMC free? → Typically requires a minimum monthly spend to gain access.

Final Thoughts

Amazon Advertising moves quickly—and brands who embrace new features often gain an edge in visibility, cost-efficiency, and long-term growth. These five innovations can help you sharpen your advertising strategy in 2025 and beyond.

Stay tuned to AdmazonIQ for ongoing updates, in-depth guides, and practical tools to help you decode, optimize, and dominate Amazon Advertising.