Amazon’s done its classic. That is, rolled out a wave of updates aimed at making advertising on the platform smarter, faster, and more effective for the month of April, 2025. From sharper targeting to better performance controls, these changes are giving sellers and brands the kind of tools that can really move the needle.
As an Amazon seller or advertiser, staying in the loop is highly essential. This guide walks you through what’s new, what’s changing, and what it all means for your strategy moving forward.
Sponsored Display updates all existing campaign to optimize for Conversion opportunities-
Sponsored Display just got smarter. Amazon is now supercharging its machine learning algorithm to better identify high-converting opportunities—specifically for Reach and Page Visit campaigns. Essentially, these campaigns are now being optimized more like Sponsored Display Conversion campaigns, which means they’re getting a performance-focused boost. For Amazon PPC advertisers already running Reach or Page Visit campaigns, expect to see an uplift in your performance metrics as the system shifts toward driving more meaningful, conversion-ready traffic.
Why Does This Matter?
Sponsored Display has always been a flexible, self-serve solution perfect for any budget or business size, helping you connect with shoppers at just the right moment, both on and off Amazon. Until now, you could choose how your campaign bids based on what you’re aiming for: Reach, Page Visits, or Conversions.
But here’s the game-changer, Amazon is now shifting Reach and Page Visit campaigns to be optimized more like Conversion campaigns. Why? Because sellers want results that move the needle.
Sponsored Display advertisers who have active Reach and/or Page Visit campaigns can utilize this. This update is all about boosting total sales and making your ad dollars work harder think better ROAS, tighter ACOS, and more efficient campaigns overall.
Maximize Impact with Amazon DSP bid adjustments- April 18, 2025
Amazon DSP just rolled out a major upgrade for advertisers who crave more precision and control for self-service and managed service users. The new bid adjustments feature now supports both simple tweaks and complex bidding algorithms—all within a single line item. Whether you’re running basic campaigns or leveraging multi-dimensional advertising strategies, this update gives you the flexibility to fine-tune your bidding without sacrificing the benefits of Amazon DSP’s powerful automation.
And there’s more—bid adjustments reporting is now live via the Reporting API, with availability in the ADSP Report Center coming soon. Plus, if you’re managing campaigns at scale, you can bulk apply bid adjustments to up to 10 line items directly from the campaign table in the Advertiser and Order pages. Efficient? Absolutely.
Why It Matters
Let’s face it, not every brand runs on the same data or goals. This update gives you the power to inject your own business logic and proprietary insights into Amazon DSP campaigns—without being boxed into one-size-fits-most automation.
With bid adjustments, you can now calibrate Amazon’s impression value predictions to reflect your specific priorities, like targeting different audience segments or moments in the funnel. And since you’re no longer forced to create multiple line items to get this level of control, it dramatically simplifies campaign setup. The result? Smarter bidding, fewer headaches, and stronger alignment with your actual business objectives.
How It Benefits You
Here’s how Amazon DSP bid adjustments can level up your strategy:
- Set Up Smarter, Faster: Skip the workarounds. Create efficient campaigns without building out countless line items.
- Blend Automation with Your Strategy: Let Amazon do the heavy lifting—but guide the process with insights only you have.
- Precision Control: Use custom levers to steer performance where it matters most, from high-ROI audiences to key shopping windows.
And the results speak for themselves: Coty, a global beauty brand, used the bid adjustments API to boost their ROAS by 28% and new-to-brand ROAS by 36%. That’s not just optimization—it’s growth at scale. Thinking about how to calculate your ROAS, check out our free ROAS calculator.
Japanese advertisers can now measure brand marketing impact using Amazon Brand Lift- April 30, 2025
Amazon Brand Lift is now live in Japan, giving advertisers in the region access to deeper insights on their upper and mid-funnel campaigns. Japan now joins the U.S., U.K., Canada, Germany, and France in being able to use Brand Lift to measure how well their Amazon Ads are influencing brand perception and customer behaviour.
Why It Matters
Brand building is just as important as driving conversions—and Amazon Brand Lift helps you track that impact with clarity and speed. It surveys Amazon’s engaged Shopper Panel to measure how your campaigns influence key brand metrics like awareness, preference, favorability, and intent.
You’ll get data-backed insights that show how many people remembered your ad, became aware of your brand, or shifted their perception—all with granular breakouts by creative, demographics, and frequency. For advertisers running DSP campaigns in Japan, this means smarter decisions, optimized messaging, and better alignment with long-term brand goals.
Amazon Unlocks Free Access to Insights for Audience Creation- April 24, 2025
Amazon just made a major move for advertisers—Amazon Insights is now accessible at no cost for audience creation. And starting June 2nd, this expanded access will include Amazon Your Garage and Brand Store Insights as well. While full reporting still sits behind a paywall, the ability to build custom audiences from this data is now free.
Why It Matters
This change is a big win—especially for brands focused on strategic audience targeting. For the first time, you can tap into powerful insights to build audiences based on shopper behaviour, like identifying Subscribe & Save customers with more than three purchases—a segment that was previously off-limits unless you paid for it.
What does that mean in practice? You can now build lookalike audiences based on your most loyal, high-LTV customers, giving your campaigns a better shot at reaching people who are more likely to convert.
For CPG brands, this opens the door to more efficient targeting strategies—especially when paired with tools like Amazon Marketing Cloud (AMC).
Amazon Ads launches Sites feature for targeted B2B advertising in Sponsored Products- April 30, 2025
Amazon Ads has introduced a new targeting option specifically for B2B advertisers. When setting up Sponsored Products campaigns, you’ll now see a “Sites” setting under each ad group. This lets you choose where your ads will appear:
Amazon and beyond: Your ads will run across Amazon retail, Amazon Business, and off-Amazon placements.
Amazon Business only: Ads will show exclusively on Amazon Business, putting your products directly in front of professional buyers and bulk shoppers.
Why It Matters
Until now, advertisers had limited control over where their Sponsored Products appeared. With this update, sellers can now precisely focus their campaigns on B2B buyers—no wasted impressions, no diluted messaging.
This is especially valuable if your products are designed for bulk orders, office use, or professional needs. Instead of competing in the general retail space, you can now connect directly to business customers who are more likely to make larger, repeat purchases. It’s a smart way to maximize ROI, retention rate, tailor your creatives to a business audience, and scale your presence in the Amazon Business ecosystem.
Lastly,
That concludes all of April 2025 updates for Amazon advertising. The more you understand what’s possible, the better you can fine-tune your campaigns, stretch your budget, and drive meaningful results. Keep testing, keep optimizing and let these updates work for you.
Want to stay ahead of the curve? Read more about the Amazon Ads updates in November 2025 to see what’s coming next for advertisers.
Jake Gilbert serves as the Chief Revenue Officer (CRO) at Sequence Commerce, where he spearheads all lead generation initiatives and drives the agency’s growth strategy. With a keen analytical mindset, Jake transforms complex marketplace data into actionable insights that deliver measurable results for clients. His expertise spans conversion rate optimization, customer acquisition funnels, and performance marketing specifically tailored to Amazon and e-commerce ecosystems.
At Sequence Commerce, Jake has developed proprietary reporting frameworks that accurately track and attribute revenue across multiple marketing channels, allowing clients to optimize their ad spend with precision. His data-driven approach to revenue optimization has helped numerous brands scale their Amazon presence while maintaining profitable growth metrics. Jake regularly analyzes emerging marketplace trends and platform algorithm changes to refine client strategies and maintain competitive advantages in the increasingly complex e-commerce landscape.
Before joining Sequence Commerce, Jake built successful sales operations for SaaS companies targeting the e-commerce sector, giving him unique insights into both the technical and strategic aspects of online selling. He holds certifications in advanced analytics and digital marketing, and frequently shares his expertise through the Sequence Commerce blog and industry webinars.