As an advertiser, you must know that Amazon is constantly evolving, with this year being no exception. With so many updates rolling out at an unprecedented rate, it was crucial to stay ahead of the curve. Be it algorithm shifts, advertising updates or changes in the A9 system, this article covers it all and hopes to help you adapt and optimize, ensuring your strategies remained relevant and effective.
In December 2024, Amazon Ads introduced several updates to enhance advertising capabilities and streamline processes for advertisers. Here are the key developments:
December 12- Amazon DSP Introduces Keyword-Based Ad Targeting
Amazon DSP launched a new feature allowing advertisers to target ads using specific keywords instead of predefined product categories or ASINs. This capability works across Amazon and third-party sites in the US, UK, CA, and AU.
Key Features
- Keyword-based targeting for contextual ad placement.
- Enhanced ad relevance in content-rich environments without relying on user identifiers.
This update is a game-changer for advertisers aiming to increase precision and relevance. By leveraging keyword strategies, advertisers can tap into audiences searching for specific terms, bridging gaps in traditional category-based targeting.
December 15- Sponsored TV Ad Targeting Expanded
Amazon added Interest & Lifestyle targeting to Sponsored TV (STV) ads, similar to Sponsored Display (SD) ads.
Two new metrics were also introduced.
- Cumulative Reach
Total unique user exposure since campaign launch.
- Household Reach
Total unique household exposure since campaign launch.
This aligns STV ads with broader Amazon advertising tools, enhancing targeting precision for video campaigns. Brands should explore STV ads to reach high-value audiences.
December 16- Sponsored ads and Amazon DSP self-service advertisers and entities can access and action on their invoices across all countries from a single page
As a Global advertiser, did you have to go through the hassle of individually navigating to a billing center page at a country level to view total amount due, overdue and pay amount for that particular country?
Well, this new update lets you access a single page to view and download worldwide invoices, both individually and in bulk. Additionally, you can also view a country-level summary for billing setup status, which determines campaign activation, total amount due and overdue per country, and pay consolidated amounts at a country level.
Key takeaways-
- View totals due and overdue amounts.
- Download invoices individually or in bulk.
- Get a quick summary of each country’s billing and payment status.
- Pay everything from a single interface.
December 19- Enhanced display placement targeting features on Amazon DSP
Did you at any point of time face trouble with the page fold on your ad copy? Sounds like a first world problem but hey, it’s coming at a cost because every ad dollar counts!
If yes, this is the end! With the two new updates, you can now control ad placements across display and native inventory and can now target specific fold positions (above or below the fold) for display and online video campaigns. You can also select native content placements (in-feed, in-article, or recommendation widgets) for native advertising campaigns.
Get ready to better align your campaigns with visibility and engagement goals for optimal performance.
December 19- Enhance Amazon DSP video campaigns with advanced targeting
This new update gives you not one, not two, but three new ad targeting features.
target specific in-stream positions (pre-roll, mid-roll, or post-roll) for streaming TV and online video campaigns, select out-stream placements for online video ads, and target video content based on duration.
This gives you full freedom to align your video campaigns with specific placement requirements and content lengths
December 23- Unlock Exclusive Reach Insights with STV Inventory Reporting
With more and more Amazon advertisers seeking insights into Amazon STV performance, this new update enables you to procure granular data about how the effectiveness of the campaign. This granular reporting provides insights into the exclusive reach generated by Amazon’s 1P video channels.
You can now isolate and analyze the unique, unduplicated reach delivered by individual Amazon 1P streaming TV inventory sources like Twitch and Prime Video within their total STV investment.
Why It Matters:
- Better Insights: Advertisers can identify which platforms work best for their target audience.
- Efficient Spending: Knowing where your ads perform best allows you to focus your budget on the most effective channels.
- Improved Campaigns: With these detailed insights, you can make smarter decisions to improve your ad strategies.
Canva Connect Beta Launch
The Canva Connect Beta was launched, facilitating seamless integration between Canva and the Amazon Ads Creative Library. This integration streamlines the creative development process for ad campaigns.
History and preferred language now available for Amazon Ads Status
On the “History” page, you can now review communications and status updates shared by Amazon Ads spanning the past 6 months, as well as select a language of preference for status information.
The “language” preference can open new doors to understanding the status information in your preferred language.
Key Takeaways
By combining historical data access with multilingual support, this update not only enhances transparency but also empowers advertisers to make more informed decisions, fostering greater efficiency and clarity in managing their Amazon Ads accounts.
Amazon DSP launches contextual keyword targeting
Powered by Amazon’s latest AI models, you can connect with audiences by targeting content based on relevant freeform keywords or phrases, without relying on identifiers.
Contextual keyword targeting overcomes the limitations of category or product retail-based approaches by offering the flexibility to target freeform keywords, for an increased reach and performance.
Up until now, the existing contextual targeting options available on Amazon DSP were highly limited to Amazon retail Categories (Browse Nodes) or Products (ASINs), so advertisers could target ‘picnic baskets’ but not an event like ‘4th of July’ or ‘summer.’
With this new update, the flexibility of contextual keyword targeting is a universal fit for all of our customers, enabling advertisers like you increased opportunities to achieve their goals on Amazon DSP.
Why It Matters:
- Broader Targeting Options: You’re no longer confined to Amazon’s predefined categories, giving you more flexibility.
- Relevance Boost: Your ads can appear in more diverse and relevant contexts, increasing the chance of connecting with the right audience.
- Improved Performance: Reaching people based on their interests or current activities can drive better engagement and ad effectiveness.
New API that enables the retrieval of advertising billing promotion data and its corresponding consumption metrics across invoices
This new update facilitates the retrieval of advertising billing promotion data and its corresponding consumption metrics across invoices.
Why does that matter? Well, this new functionality enhances your existing \billing API, enabling customers to programmatically retrieve their promotions data and gain visibility on which invoices have consumed it.
Key Takeaway
Promotion Data: It shows how much of the advertising promotions (like discounts or credits) you’ve used.
Consumption Metrics: It tells you exactly which invoices used those promotions.
Wrapping up
As an Amazon advertiser, the game never truly stops, does it? With each passing month and especially December, Amazon is throwing curveballs in the form of updates designed to challenge and empower us all.
From keyword-based targeting to global billing accessibility, these updates aren’t just tweaks, they’re tools to fine-tune your strategies, boost efficiency, and hit your ad goals out of the park.
The real takeaway? Stay curious, keep adapting, and never stop optimizing this coming 2025. Because in the world of Amazon Ads, staying ahead isn’t just smart; it’s essential for success. Happy selling folks!
Alex Kung is the Founder and CEO of Sequence Commerce, with over a decade of hands-on experience in Amazon advertising, marketing, and marketplace strategy. As a certified Amazon Advertising Specialist, Alex has personally managed more than $15M in Amazon ad spend, helping brands achieve an average 40% increase in ROAS across diverse product categories. His expertise spans Amazon DSP programming, inventory optimization, A9 algorithm strategies, and multi-channel e-commerce scaling.
Before founding Sequence Commerce, Alex led e-commerce operations for several 7-figure brands, developing proprietary methodologies for Amazon keyword research and listing optimization now used industry-wide. A regular speaker at e-commerce conferences including SellerCon and Prosper Show, Alex’s data-backed insights have been featured in publications like Entrepreneur and Digital Commerce 360. Through the Sequence Commerce blog, he shares proven, actionable strategies based on current marketplace trends and algorithm updates to help sellers build sustainable Amazon businesses.
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Absolutely disgusting how your review fails to address the predatory nature of these Amazon advertising updates that systematically price out small entrepreneurs while creating artificial dependency on increasingly expensive paid promotion tools that primarily benefit Amazon’s quarterly earnings rather than genuine seller success.
The automation features reduce seller control while increasing Amazon’s revenue per advertiser significantly
These advertising changes eliminate fair competition completely.
Amazon destroying small business dreams.
Campaign optimization shouldn’t need computer science degrees to understand
The new automation features reduce seller control over campaign spending
Sponsored ads automation just means less control for individual sellers.
Your analysis lacks critical examination of how these updates impact advertising accessibility and costs.
Skeptical about benefits
Amazon ads platform changes feel designed to eliminate smaller competitors from advertising space.
Your explanation of the new reporting features clarifies how to track ROI
Been struggling with bid management – these new tools address exactly that.
Your analysis of sponsored product updates helps me understand the implications
These campaign management tools will save me hours of manual optimization work