Amazon made several big changes to its advertising platform in November 2025. These updates affect how sellers run ads, manage campaigns, and track performance on Amazon.
The changes cover new ad formats, updates to campaign management tools, and shifts in how advertising data gets reported.
If you’re running Sponsored Products, Sponsored Brands, or testing any of Amazon’s newer ad options, these updates will change how you allocate budget and measure results.
This article breaks down the most important updates so you know what changed and how it impacts your advertising on Amazon.
November 03, 2025 – New Brand Store page views metric for Sponsored Brands
What’s new?
Brand Store Page Views tracks how many Brand Store pages customers viewed after clicking your Sponsored Brands ads. This adds another layer to how advertisers evaluate Sponsored Products vs Sponsored Brands performance metrics, especially when measuring upper-funnel engagement versus direct sales impact. This metric shows the direct impact of your Sponsored Brands campaigns on Brand Store engagement. Available since September 15, 2025.
Key benefits:
- See how your ads drive traffic to your Brand Store
- Understand which campaigns bring shoppers to your store
- Use data to invest in campaigns that drive the most engagement
Where is the feature available?
North America: United States, Canada, Mexico,
South America: Brazil
Europe: Germany, Spain, France, Italy, United Kingdom, Sweden, Belgium, Switzerland, Poland, Austria, Netherlands, Finland, Norway, Ireland, Denmark, Luxembourg
Middle East: Turkey, United Arab Emirates, Saudi Arabia, Israel, Egypt, Morocco, Bahrain, Kuwait
Asia Pacific: India, Japan, Australia, New Zealand, China, Singapore
Who can use it?
Available to advertisers with Sponsored Brand campaigns linked to a Brand Store.
Where do I access it?
Sign in to the advertising console, then go to the campaign manager.
November 04, 2025 – Easily identify your audience segments across multiple different countries
What’s new?
In-market audiences now function across multiple countries, letting you target shoppers using identical criteria in different regions. Belgium, Egypt, South Africa, and Poland are newly supported.
This means less work—create one audience definition that works everywhere instead of rebuilding it for each market.
Key benefits:
- Run multi-country campaigns with behavioural audiences more easily
- One unified system for finding and managing audiences across markets
- Follows local privacy laws and policies in each country
- Cuts down the complexity of managing cross-border campaigns
Where is the feature available?
North America: United States, Canada, Mexico
South America: Brazil
Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore
Who can use it?
Managed Service
Self-Service advertisers
Where do I access it?
Amazon Ads API
Bulk Tool Spreadsheet
November 04, 2025 – Measure holistic advertising impact with Omnichannel Metrics
What’s new?
You can now measure how your Amazon Ads campaigns drive offline sales with Omnichannel Metrics (OCM). This works if you’re in Consumer Electronics, Fashion, Home Goods & Furniture, Home Improvement, or Toys & Games.
OCM combines Amazon shopping data with other sources to track sales happening outside Amazon’s website.
Whether you manage your own campaigns or work with Amazon’s team, you can use it to measure your display, audio, and video ads across Amazon and other websites — giving you a complete picture of what’s driving your results.
Key benefits:
- You can now see how your Amazon ads drive sales both online and in stores
- The automated setup makes it easy to track your results consistently
- You don’t need to manually set up studies anymore
- This helps you make smarter decisions about your advertising
Where is the feature available?
North America: United States
Who can use it?
This is available for Amazon DSP advertisers (both managed and self-service) in Consumer Electronics, Fashion, Home Goods & Furniture, Home Improvement, and Toys & Games.
Where do I access it?
Amazon DSP
November 07, 2025 – Enhanced Brand Store sources insights
What’s new?
You can now view detailed traffic sources for your Brand Store.
The breakdown covers Amazon advertising solutions like Sponsored Brands and Sponsored Display, along with external traffic from search engines and social platforms.
This lets you track how customers discover your store. Available starting October 1, 2025.
Key benefits:
- Identifies which traffic sources deliver your most engaged shoppers and generate sales
- Gives you a clearer view of how each channel affects store activity
- Guides smarter ad budget decisions by showing what’s working
- Allows you to customize the shopping experience based on customer discovery patterns
Where is the feature available?
North America: United States, Canada, Mexico
South America: Brazil
Europe: United Kingdom, Germany, France, Italy, Spain, Belgium, Poland, Netherlands, Sweden, Turkey, Ireland
Middle East: United Arab Emirates, Saudi Arabia, Egypt
Asia Pacific: Australia, India, Japan, Singapore
Africa: South Africa
Who can use it?
New Brand Store insights are available for advertisers with Brand Store(s).
Where do I access it?
Sign in to the advertising console, then go to your Brand Store insights dashboard.
November 10, 2025 – Fire Tablet is now available as a new supply source for online video ads for self-service advertisers
What’s new?
Fire Tablets are now part of the video inventory available in Amazon DSP. If you’re running self-service video ads, Fire Tablet placements will automatically be included as an extra option.
This update helps boost brand awareness and gives you a chance to reach even more customers on Fire Tablet devices.
Key benefits:
- Your Amazon DSP video ads can now reach more customers through Fire Tablets.
- The ads will automatically appear on Fire Tablet lock screens (on eligible devices).
- You don’t need to make any extra changes while setting up your campaign.
Where is the feature available?
North America: United States
Europe: United Kingdom, Germany
Asia Pacific: Japan
Who can use it?
Self-service advertisers
Where do I access it?
Amazon DSP
November 10, 2025 – Performance+ and Brand+ enhanced: Smarter AI, new tactics, and better insights
Amazon introduced Brand+ and Performance+ last year to help advertisers use its AdRelevance AI to reach people who are more likely to buy, while still supporting broader awareness goals. Since then, both products have been upgraded.
The newer AI models offer sharper audience targeting, and Amazon has added mid-funnel tools that connect with shoppers right as they’re weighing their options.
Creative testing is now built directly into the workflow, making it easier to adjust your visuals and messaging on the spot.
You can also reconnect with people who previously interacted with your Sponsored Products ads, creating a more unified experience across your campaigns.
Amazon has added new insight cards as well, giving you clearer visibility into shopper behaviour and how long it takes them to convert.
New consideration tactics:
Amazon has also introduced new consideration-focused tactics designed to engage shoppers who are actively comparing products, helping you reach them at key decision moments.
Dynamic creative optimization:
You can now tweak and improve your ad creatives directly inside your Performance+ and Brand+ campaigns. Advertisers using dynamic creative optimization (DCO) are seeing strong improvements.
+8.4% lift in paid units
+7.9% lift in conversions
+7.2% lift in ROAS
+6.5% lift in CTR
This is all compared to advertisers without DCO enable
New insights cards:
The new insights card appears on the order line-item page for Performance+ tactics and gives you a clear view of how your campaign is performing through a summary of all active tactics (Prospecting, Remarketing, and Retention). It includes:
Shopper Traits: Three main characteristics of the shoppers your campaign reached.
Impression Share: The percentage of your total impressions delivered to shoppers with each trait.
Time-to-Convert: The typical amount of time it takes for those shoppers to complete a purchase, both on and off Amazon.
If you want a closer look at your data, you can open the expanded insights card. It breaks down each shopper trait in detail and shows how long different groups typically take to convert.
You can also choose individual Performance+ tactics from the dropdown to view more specific insights for each one.
Key benefits:
- Performance+ and Brand+ give you transparent AI-driven insights into how your Amazon campaigns actually work.
- You can clearly see what drives performance and how optimisation decisions are made.
- Using both together helps guide customers through the full funnel.
How each solution works:
Brand+ builds awareness with strong video and display ads.
Performance+ pushes conversions with highly relevant, action-focused ads.
Together, they improve targeting and boost overall campaign efficiency.
Proven impact of Brand+:
71% more detail page views
42% higher new-to-brand engagement
64% more purchases
63% more add-to-cart actions
Proven impact of Performance+:
Up to 34% higher ROAS for sellers
68% better CPA for off-Amazon advertisers
Example: H&R Block
Needed a privacy-safe way to reach the right customers during tax season.
Used Brand+ to bring new customers in and Performance+ to convert those ready to act.
Achieved 144% lift in full-funnel conversion rate and 35% better CPA.
Where is the feature available?
North America: United States, Canada, Mexico
South America: Brazil
Europe: United Kingdom, Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
Middle East: Israel, Egypt, Turkey, Morocco, United Arab Emirates, Saudi Arabia, Bahrain, Kuwait
Asia Pacific: Australia, New Zealand, Japan, China, India, Singapore
Who can use it?
Performance+ and Brand+ are available worldwide to all advertisers, whether you sell on Amazon or not.
Where do I access it?
Amazon DSP
November 10, 2025 – Revamped Campaign Manager: Simplify your Amazon Ads experience
What’s new?
Campaign Manager is now a single, unified workspace that brings together Sponsored Ads, multimedia tools, and Amazon DSP in one place.
It’s built to simplify your workflow, help you make smarter choices, and give you a clearer view of everything you’re running.
The new AI-powered setup removes the hassle of jumping between different tools. You can handle setup, daily management, and optimization from one dashboard.
Features like smart search, guidance cards, multi-account access, the universal “+” button, and combined campaign views make it easier to spot insights, follow recommendations, and act quickly.
With consistent reporting and one shared KPI bar, you get complete visibility across all campaigns and channels, so decision-making becomes faster and more confident.
Early tests showed that advertisers using smart search cut their bid optimization time by 26%, giving teams more space to focus on strategy instead of repetitive tasks.
Key benefits:
Campaign Manager puts all your ads—sponsored, video, display, audio—in one place.
It makes workflows easier, helping you optimize faster and focus on strategy, not setup.
Where is the feature available?
North America: United States, Canada, Mexico
South America: Brazil
Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore
Who can use it?
Beta access: Available now to a select group of advertisers and partners.
Full rollout: Coming later this year for all using sponsored ads or Amazon DSP.
Seamless integration: Existing campaign data, permissions, and reports automatically included.
Unified management: Track performance and manage campaigns directly from the new workspace.
Where do I access it?
Reach out to your Amazon Ads executive for eligibility and onboarding support.
November 11, 2025 – Increase performance with Amazon DSP multi-signal Keyword targeting
What’s New?
Amazon DSP now offers multi-signal Keyword targeting. This means you can expand your reach and improve how your ads perform by adding more than just contextual targeting to your keyword campaigns.
You can combine contextual signals (what content someone is viewing) with Amazon’s behavioral shopping signals (their actual shopping habits) in a single ad line.
You do this using free-form keywords that you choose yourself.
You can run these ads on Amazon properties and third-party websites.
The combination of contextual relevance plus Amazon’s unique shopping behavior data gives you stronger results than using contextual targeting alone.
In the keyword window, you add your keywords and phrases. You have two options: pick from the recommended list (these come from Amazon searches, product pages, and other websites) or type in your own. Then save your choices.
Your ads will automatically target using both contextual signals (what people are viewing) and behavioral signals (their shopping habits). If you want to use only contextual signals, just check the box to turn off behavioural targeting.
Key Benefits:
- You currently use keywords to target relevant content
- Now you combine content targeting with shopping behavior in one campaign
- This saves you setup time
- Results improve: more clicks, more page views, better ROI
Where is the feature available?
North America: United States, Canada, Mexico
South America: Brazil
Europe: United Kingdom, Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
Middle East: Israel, Egypt, Turkey, Morocco, United Arab Emirates, Saudi Arabia, Bahrain, Kuwait
Asia Pacific: Australia, New Zealand, Japan, China, India, Singapore
November 11, 2025 – Video Generator is now available for Sponsored Brands video campaigns in nine marketplaces
What’s new?
Amazon Ads first launched Video Generator (Open Beta) for Sponsored Brands video in the United States. Now you can use it in Canada, India, Mexico, France, Germany, Italy, Spain, and the UK.
Video Generator takes your product images or videos and turns them into video ads. It pulls details straight from your Amazon product pages.
You can tweak the headline, pick fonts and colors, and decide where your logo goes. It’s a quick way for you to get professional video ads without much work—and it won’t cost you extra.
Key benefits:
- Video Generator uses AI to turn one product image or video into multi-scene videos with text effects and music
- You can make up to six 15-second video ads in minutes—no video skills needed and no extra cost
- It scans your product pages, listings, and A plus content to create videos that match your brand
- Small and large businesses can compete in video advertising without big budgets
Where is the feature available?
North America: United States, Canada, Mexico
Europe: United Kingdom, Germany, Spain, Italy, France
Asia Pacific: India
Who can use it?
Self-Service, Sellers, Vendors, Authors
Where do I access it?
Advertising console under Creative Studio.
November 11, 2025 – Accelerate Amazon Marketing Cloud workflows with Ads Agent (beta)
What’s new?
Amazon Ads launched Ads Agent with a new skill for Amazon Marketing Cloud (AMC) that helps you work faster.
The tool now supports three main capabilities: generating audience SQL queries, creating analytics SQL queries through plain language, and providing real-time guidance on AMC features and best practices.
These features help you build complex queries, create targeted audiences, and get immediate support—all without needing deep technical expertise.
Key benefits:
- Build queries in minutes instead of hours so you can spend more time analyzing your campaign results
- Works directly inside AMC and understands how AMC data and privacy rules work
- You can review and edit any query before running it
- Your team can use AMC’s tools without needing to be SQL experts
Where is the feature available?
North America: United States, Canada, Mexico
South America: Brazil
Europe: United Kingdom, Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
Middle East: Israel, Egypt, Morocco, United Arab Emirates, Saudi Arabia, Bahrain, Kuwait
Asia Pacific: Australia, New Zealand, Japan, China, India, Singapore
Who can use it?
Anyone with access to Amazon Marketing Cloud
Where do I access it?
Select “Ask AI for AMC help” in the Amazon Marketing Cloud navigation bar
November 11, 2025 – Amazon Marketing Cloud launches Prime Video insights for enhanced audience understanding
What’s new?
Amazon Marketing Cloud (AMC) now includes Prime Video viewing data in open beta.
You can see what content your customers are watching on Prime Video, including show titles, content types, and show-level details (this includes “Watch for free” content, formerly Freevee).
Combine this viewing data with your other AMC signals or your own customer data to better understand your audience behavior—all while protecting user privacy.
Key benefits:
- Learn what your customers watch and how it relates to what they buy
- Use viewing data to improve your targeting and see which content drives purchases
- Find out how many of your customers watch Prime Video to decide if it’s worth advertising there
- Helpful for brands that don’t sell on Amazon but want to reach their audience on Prime Video
Where is the feature available?
AMER: United States, Canada
EMEA: United Kingdom, Germany, Spain, Italy, France
APAC: Australia, Japan
Who can use it?
Any advertisers located in the above marketplaces who have access to Amazon Marketing Cloud.
Managed service advertisers
Self-service advertisers
Where do I access it?
Amazon Marketing Cloud
API Access
You can access Prime Video viewing data through the same AMC API you’re already using—no technical setup needed. If you currently use the AMC API, the new data will work with your existing connections. All standard AMC privacy and security protections apply to this data.
November 11, 2025 – Streamline campaign analysis with the new unified reporting experience from Amazon Ads
What’s new?
Amazon Ads is launching a unified reporting experience in open beta that brings all your reporting tools into one place.
You can now filter and combine data across different ad products, accounts, countries, and targeting options using the report builder, API, or Amazon Marketing Stream.
The new Reporting (Beta) page includes ready-made report templates with common metrics already set up to help you get started quickly. You can also build custom reports from scratch or view your existing reports.
The report builder makes it easy to filter your data by manager account, advertiser account, campaign, country, and ad product.
Mix and match data like targeting, supply, device type, and location to build your report. All metrics now use the same names and definitions across different ad types, so you can easily compare results.
Choose your date range: 2 weeks back for hourly reports, 15 months for daily or weekly reports, or up to 6 years for monthly or yearly reports.
Key benefits:
- Build reports in minutes instead of hours
- Pull data going back 15 months (daily/weekly) or 6 years (monthly/yearly) to track trends over time
- Combine different data types to see detailed performance breakdowns
- Look at results by product or by audience
Where is the feature available?
North America: United States, Canada, Mexico
South America: Brazil
Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore
Who can use it?
Available to all advertisers through Ads Console, APIs, or Amazon Marketing Stream
Self-service DSP accounts can use it now
Managed service DSP accounts get access in Q1 2026
Where do I access it?
Amazon Ads Console (UI)
Reporting API
Amazon Marketing Stream
November 11, 2025 – Transform campaign and asset development with Creative Agent
What’s new?
Creative Agent is an AI tool that helps you build ads quickly. Originally launched in September in Creative Studio, it’s now available in the Amazon Ads console and can create streaming TV ads.
The tool is free and uses Amazon data along with your input to generate display, video, and audio ads. You can create multiple versions that match your brand style and message.
Key benefits:
- Create professional ads without needing design or production expertise
- Uses Amazon’s data and brand guidelines to keep your ads on-brand and compliant
- Cuts down production time and costs
- Scale your campaigns quickly across display, video, and audio formats
Where is the feature available?
North America: United States
Who can use it?
Vendors
Registered sellers
Self-service advertisers
Managed-service advertisers
Where do I access it?
Advertising console and Creative Studio.
November 11, 2025 – Unlock historical insights with Amazon Marketing Cloud’s expanded ad traffic lookback window
What’s new?
Amazon Marketing Cloud (AMC) now lets you look back at ad performance for 25 months instead of 13 months. This means you can compare results across two full years and get a better view of your historical campaign performance.
Key benefits:
- Track how your ads perform over longer periods and spot seasonal patterns
- Compare this year’s results to last year’s with a full 2-year view
- Make better decisions using more historical data
Where is the feature available?
AMER: United States, Canada
EMEA: United Kingdom, Germany, Italy, France, Austria, Turkey
APAC: Japan
Who can use it?
Any advertisers located in the above marketplaces who have access to AMC
Managed service advertisers
Self-service advertisers
Agencies
Where do I access it?
Amazon Marketing Cloud
November 11, 2025 – Boost advertising efficiency with Ads Agent
What’s new?
Amazon Ads launched Ads Agent, an AI tool that helps you plan, launch, and optimize campaigns faster.
It handles repetitive tasks like finding the right audiences, adjusting campaign pacing, and writing SQL queries—while keeping you in control.
Ads Agent is available in Amazon Marketing Cloud and Amazon DSP with three main features:
Campaign creation and optimization: Upload your media plan and Ads Agent builds your campaign structure for you. Or manage campaigns using plain language—like telling it to “pause all campaigns with ROAS under 2” and it does the work.
Targeting suggestions: Get audience and keyword recommendations for DSP campaigns. Ads Agent reviews thousands of options and suggests the best matches. You review and choose what to use.
Faster insights in AMC: Build audience and analytics queries using everyday language instead of writing SQL code. Ads Agent also answers questions about how to use AMC.
Key benefits:
- Uses AI and Amazon data to speed up your campaign work
- Works whether you’re running a few campaigns or hundreds
- Saves you time so you can focus on what matters most for your business
Where is the feature available?
North America: United States, Canada, Mexico
South America: Brazil
Europe: United Kingdom, Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
Middle East: Israel, Egypt, Turkey, Morocco, United Arab Emirates, Saudi Arabia, Bahrain, Kuwait
Asia Pacific: Australia, New Zealand, Japan, China, India, Singapore
Who can use it?
All users with access to Amazon Marketing Cloud (AMC) and U.S. users of Multimedia Solutions with Amazon DSP.
Where do I access it?
Amazon Marketing Cloud (AMC)
Amazon DSP
November 11, 2025 – Free beta: Sponsored Products prompts and Sponsored Brands prompts
What’s new?
Amazon is launching Sponsored Products prompts and Sponsored Brands prompts in beta—an AI feature that shares helpful product information with shoppers as they browse.
These conversational ads are free during beta while Amazon tests and improves them.
Prompts use information from your product pages, Brand Store, and campaign data to answer shopper questions at the right moments.
Key benefits:
- Shoppers often can’t find the product details they need to make a decision
- Prompts work like a virtual sales assistant, showing helpful information automatically
- Speeds up the purchase process while keeping your brand safe using verified Amazon data
Advertiser experience:
Your Sponsored Products and Sponsored Brands campaigns will automatically include prompts—no setup needed.
Once you start getting data, you can view and manage prompts in Ads Console by going to Campaign → Ad Group → Ads → Prompts tab.
You’ll see the prompt text, which ad it’s connected to, and metrics like impressions, clicks, and orders (prompts only appear in this list after they get at least one click)
Where is the feature available?
North America: United States
Who can use it?
Available to all U.S. advertisers (except authors and publishers)
Automatically turned on for your Sponsored Products and Sponsored Brands campaigns
View performance and opt out anytime in Ads Console
Where do I access it?
Reporting available by end of November through Ads Console, downloads, or API
Launches in open beta in the U.S. in November 2025
November 12, 2025 – Maximize brand visibility and performance with redesigned homepage hero placements on the Amazon store
What’s new?
Amazon’s homepage hero package now offers three new options:
Flexible exposure levels: Choose from 5%, 10%, 25%, 50%, or 100% share of voice to match your budget.
Targeted audiences: Reach specific groups like entertainment enthusiasts, tech lovers, health and beauty fans, sports followers, adults without kids, or families with children.
New full-screen design: Your ad displays in a reel-style format that puts your brand front and center on all devices.
These packages give you more control and better value for premium homepage placements. You can use static images or video for one-day campaigns, and Amazon’s creative team will support your ad development.
Key benefits:
- Makes premium homepage ads more affordable with flexible budget options
- Lets you choose between broad reach or specific audience targeting based on your goals
- Helps you get better results from your investment by matching ad spend to campaign needs
- Opens up high-visibility placements to more advertisers, not just those with massive budgets
Where is the feature available?
North America: United States, Canada
Europe: United Kingdom, Germany, Spain, Italy, France
Asia-Pacific: Australia, Japan
South America: Brazil
Who can use it?
Managed-service advertisers
Self-service accounts that can set up a managed-service account
Where do I access it?
Amazon DSP
November 12, 2025 – Simplify campaign targeting with the help of Ads Agent
What’s new?
Ads Agent is now available in the Targeting widget, making it easier to set up campaigns in Amazon DSP. Just describe your targeting goals in plain language or upload your campaign documents.
The tool automatically suggests audiences and keywords based on your campaign settings—you can adjust these suggestions as needed.
This saves you hours of manual work while keeping you in full control of your targeting decisions.
Key benefits:
- AI suggests relevant audiences and keywords based on your campaign goals, saving time on manual research
- Describe your targeting needs in plain language or upload a document instead of navigating multiple menus
- Each suggestion includes an explanation so you understand why it’s relevant to your campaign
- Review, adjust, or reject any suggestions to match your strategy
Where is the feature available?
North America: United States
Who can use it?
Self-service advertisers and agencies
Where do I access it?
Amazon DSP
November 13, 2025 – Conversion Path Reporting launches worldwide
What’s new?
Amazon has expanded Conversion Path Reporting worldwide. Conversion path reporting tracks the ads your customers see in the 30 days before they make a purchase.
Soon, you’ll be able to use this feature in both Sponsored Ads and Amazon DSP to see which ad combinations work best for you.
The report shows you raw data—the actual ad interactions—across Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored TV, and Amazon DSP.
This helps you understand which ad types move your customers closer to buying.
Key benefits:
- Shows the real impact of your media mix across different ad types
- Helps you balance brand-building with performance marketing by revealing how customers move through different channels before buying
- Delivers fast, real-time insights so you can spot opportunities and adjust your campaigns quickly
Where is the feature available?
North America: United States, Canada, Mexico
South America: Brazil
Europe: United Kingdom,Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
Middle East: Israel, Egypt,Morocco, United Arab Emirates, Saudi Arabia, Bahrain, Kuwait
Asia Pacific: Australia,New Zealand, Japan, China, India, Singapore
Who can use it?
Vendors
Sellers
Self-service
Managed-service
Where do I access it?
Advertising console
Amazon DSP
Amazon Ads API
November 19, 2025 – Make data-driven decisions with new benchmarks from Amazon Ads
What’s New?
Amazon Ads has rolled out benchmarks. This is a tool you can use yourself to see how your ads stack up against competitors.
You’ll find it in Ad Console’s Campaign Manager, Report Center, or you can pull it through the API.
Benchmarks let you check your brand category’s performance across various ad formats and goals.
Want to tweak your running campaigns? Use this data. Planning your next ad budget? These competitive insights help you decide where to invest.
Key Benefits:
- See category-specific performance standards to make better investment choices
- Get matched with peer brands so you know what typical performance looks like
- View data daily, weekly, or monthly based on what works for you
- Narrow down by ad type and goal to spot improvement opportunities
- Pull insights directly in Ad Console or via API—fits into your current workflow
Make data-backed decisions on your ad spending
Where is the feature available?
North America: United States
Who can use it?
Brand owners and representatives registered in Amazon’s Brand Registry
Available across Amazon DSP, Sponsored Products, Sponsored Brands, Sponsored Display, and Sponsored TV campaigns
Where do I access it?
Through Ad Console’s Campaign Manager and Report Center
Via Amazon Ads API
API specific
Benchmarks reports are now available in the Offline Reporting API. There are two new report types: one for DSP (dspBenchmarks) and one for Sponsored Ads (crossProgramBenchmarks).
You’ll find these in the current Public Reporting API. To generate them, just use the existing Reporting API you already know—add the Benchmarks-specific parameters and you’re set.
November 20, 2025 – Video Generator (beta) is now available for Streaming TV via smart mode
What’s new?
Amazon launched a new beta tool in the US that creates streaming TV ads automatically. Advertisers just need to provide a product ASIN or image, and the tool generates a video ad in minutes using information from the product’s Amazon page.
You can customize text, fonts, colors, and logo placement. It’s free and requires minimal effort to create professional-looking video ads.
Key benefits:
- Creates multi-scene videos from a product image or ASIN with text and music
- Make up to six 15-second ads in minutes for free, no experience needed
- Pulls content from your product pages to match your brand
- Access through Amazon Ads Console’s Streaming TV campaigns
- Lets any business create professional video ads
Where is the feature available?
North America: United States
Who can use it?
Self-Service
Sellers
Vendors
Authors
Where do I access it?
Advertisers can find Video Generator in Amazon Ads Console under Streaming TV campaigns.
December 1, 2025 – Live Events Optimizer: Capture peak engagement moments with purpose-built programmatic tech
What’s new?
Live Events Optimizer is Amazon DSP’s new programmatic tool that helps you reach audiences during big live moments. It’s designed to capture attention when engagement peaks and drive better performance.
You set it up through a dedicated line item in Amazon DSP. Before this, advertising during live events meant dealing with complicated, scattered processes.
Now it’s straightforward and self-service.
You get certified premium inventory all in one place, smarter pacing, better forecasting, and easier reporting—all built around those high-engagement moments when people are most tuned in.
Step 1: Go to the “Create line item” page in Amazon DSP. Pick “Streaming TV” as your media type. Then select “Live Events Optimizer” as your media strategy.
Step 2: Pick the category that matches what you’re advertising.
Step 3: In the Inventory section, choose which live events inventory you want—Amazon properties, third-party sites, or both.
Step 4: Click “Change Deals” in the Inventory section to see certified Live Events deals you can buy from.
Step 5: Set your audience and location targeting. All standard DSP targeting options work here. Just know that tight targeting might limit your reach.
Step 6: Set your start date, end date, and budget. Live Events Optimizer will automatically pace your spend across the events you selected.
You can also set frequency caps if you want. All standard DSP frequency cap options work. Note: Strict caps might limit delivery.
Step 7: Set your bid price. Then click “Book line item” to save.
Step 8: Add your approved Streaming TV creatives to the line item. Activate the creatives and line item, and you’re done.+
Key benefits:
- Buying ads during live events is tricky.
- Viewership jumps around unpredictably, causing problems for advertisers and costing publishers money.
- High-value moments often go unsold because there’s no quick way to adjust budgets and scale up.
- Live Events Optimizer fixes this by putting all your live event advertising in one place within Amazon DSP—sports, concerts, awards shows, and more.
It’s built specifically for live content with three main benefits:
Easy setup: One line item does it all—sorts inventory, targets audiences, registers creatives, and controls how often people see your ads.
Quality inventory: Access verified live events from Amazon and trusted publishers, tagged with details like sport, league, and location for better planning.
Smart pacing: The system uses actual viewership patterns to spread your budget effectively throughout the event.
You get straightforward reporting in Amazon DSP—no need to pull data from multiple sources.
Where is the feature available?
North America: United States, Canada, Mexico
South America: Brazil
Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore
Who can use it?
Managed service
Self-service advertisers
Agencies
Where do I access it?
Amazon DSP UI: Go to “Create line item,” select “Streaming TV,” then choose “Live Events Optimizer”
Amazon DSP API: Create line items automatically using the Live Events content type
Bulk Tool: Manage multiple line items at once by uploading a spreadsheet
API specific
Live Events Optimizer is available via Public API, enabling programmatic creation and management of live events campaigns at scale. To create a Live Events Optimizer line item, set “inventoryType”: “LIVE_EVENTS” to designate the campaign type, and use “pacing”: { “deliveryProfile”: “EVEN” } which corresponds to “Deliver Budget Across Events” pacing that distributes budgets across scheduled event windows based on viewership patterns rather than evenly across calendar days. Key endpoints include POST/dsp/v1/adGroups and POST /adsApi/v1/create/adGroups for creation, and POST/dsp/v1/adGroups/list or POST /adsApi/v1/query/adGroups for retrieving line item configurations. Both APIs support all standard Amazon DSP targeting, bidding, and optimization parameters, though certain targeting types may be restricted for Live Events inventory and will return a 400 error if unsupported.
Final Thoughts
Amazon released these advertising updates in November 2025, and they’re live in your Seller Central account right now.
The new ad formats, campaign management tools, and reporting features we covered are available for you to test and implement today.
Don’t wait until these changes become industry standard.
Check your campaign dashboard, explore the new options, and start small tests before the end of 2025.
What you learn in December will set you up for better advertising performance throughout 2026.
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