Every month, Amazon rolls out new features, tweaks its advertising tools, and refines its algorithms to help sellers and advertisers stay ahead of the game. February is no exception! These updates, from campaign enhancements to fresh analytics insights, are designed to fine-tune your ad strategies and maximize your ROI.
So, if you’re an Amazon seller or advertiser, buckle up as we break down the most crucial February Amazon Advertising updates that could redefine your approach to selling and marketing on the platform.
Let’s get started!
1. Create new deals with Amazon Media quickly using Amazon DSP- Feb 18, 2025
The new launch is a self-service workflow in the Inventory tab of Amazon DSP that allows self-service and DSP advertisers to create preferred and programmatic guaranteed deals with Amazon Media publishers such as Prime Video, Twitch, and Freevee. This is one of the many digital services for Amazon sellers that streamline advertising workflows.
Here are the key aspects of this launch:
- Advertisers can discover publisher opportunities by country and pricing.
- Deals can be configured by selecting publisher-specific contextual targeting segments across deal types.
- Frequency cap and PPC budget can be set on programmatic guaranteed deals.
- Proposed deals are typically reviewed within minutes and can be activated instantly. This is important because it allows advertisers to create deals quickly without needing to engage offline with Amazon PPC representatives. This enables advertisers to act fast when needed.
The sources describe a new launch of Amazon’s sponsored ads products, Sponsored Products and Sponsored Brands, for authors in India, Mexico, Netherlands, and Japan. This enables authors in these countries to use sponsored ads.
Here’s why this launch is important:
Increased visibility and sales
Sponsored ads can help authors increase their visibility, attract more readers, and ultimately drive sales through eye-catching advertisements.
Strategic ad placement
These ads are strategically placed on Amazon in high-visibility areas, such as the first shopping results page, product pages, and other locations where shoppers spend time, including third-party destinations.
Direct sales impact
Sponsored ads can directly take shoppers to the product detail page, potentially boosting sales by making it easy for customers to browse or buy.
Budget optimization
Advertisers only pay when a shopper clicks their ad, making it a very economical option to advertise.
Data-driven optimization
A reporting dashboard provides key metrics on ad performance, helping advertisers to optimize their campaigns.
Targeted reach
Advertisers can select from keyword and product targeting options and recommendations to reach relevant shoppers, further optimizing campaigns.
As Amazon continues expanding its advertising solutions to more markets, creative quality becomes a key differentiator. Exploring resources like the Amazon AI Creative Studio guide can help advertisers design compelling, conversion-focused creatives that stand out.
3. Amazon Ads Introduces New Off-Amazon Placement Settings for Sponsored Products
Amazon Ads has launched new configuration options for off-Amazon ad placements in Sponsored Products (SP) campaigns. These options are available in the Campaign Settings tab. The update introduces two strategic optimization choices for advertisers managing their off-Amazon presence.
The two options are:
Maximize Reach: This is the default setting that prioritizes broader exposure by utilizing existing targeting parameters to expand reach, increase potential impressions off Amazon, and create more opportunities for sales beyond Amazon’s marketplace.
Minimize Spend: This setting focuses on cost control through optimized ad delivery for reduced spending, controlled impression frequency off Amazon, and strategic budget management for external placements.
For all current SP initiatives, Amazon has made Maximise Reach the default setting. To make sure that their existing campaign settings are in line with their advertising goals and campaign structures, the platform advises advertisers to check them. Advertisers can choose between Minimise Spend, which prioritises cost control, and Maximise Reach, which increases exposure and impressions from Amazon.
4. Amazon Launches Unspent Campaign Budget Sharing Feature for Advertisers
The new launch is a beta feature called “Unspent Campaign Budget Sharing” that automatically reallocates unspent daily budgets within a portfolio to optimize ad spending. If a campaign does not fully utilise its budget, the remaining funds can be redirected to another campaign that has reached its daily limit.
For example, if Campaign 1 has $30 unspent and Campaign 3 reaches its budget cap, Campaign 3 can utilize that $30 for additional clicks and impressions. This redistribution resets monthly.
Here are some important aspects of this launch:
- It may not be suitable for everyone.
- It is less beneficial for small portfolios, as it could complicate budget management without significant value.
- It may disrupt campaigns focused on long-term growth or testing, potentially limiting their effectiveness.
- There’s also a risk of overspending, as campaigns can exceed their daily budgets by up to 100% if not closely monitored.
- Large advertisers with multiple high-performing campaigns and stable ACOS are likely to benefit the most from this feature, while small to medium sellers or those running test campaigns may experience wasted spending and inconsistent performance. This complexity is why many businesses turn to professional Amazon account management services to optimize their advertising strategies and avoid costly mistakes.
- Maintaining manual budget control and strategic optimization remains crucial for effective ad performance.
Conclusion
Staying ahead in the Amazon ecosystem means keeping up with its ever-evolving advertising tools. Whether you’re planning your Amazon product launch strategy with an experienced agency or optimizing existing campaigns, this February’s updates bring smarter automation, better audience targeting, and deeper insights—all designed to help you scale your business effectively.
Whether you’re optimizing existing campaigns or experimenting with new ad strategies, staying up-to-date with these updates could come very handy whether you’re outranking competitors and driving higher conversions.
Keep testing, keep optimizing, and most importantly, keep an eye out for next month’s updates because with Amazon, the evolution never stops! For sellers looking to navigate these complex updates and maximize their advertising ROI, partnering with an experienced Amazon Ad agency can provide the strategic expertise needed to stay competitive in this rapidly evolving landscape.
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.