Ecommerce Growth Blog

Amazon Ads Tips And Updates

Written by Eser Cevik | Dec 25, 2025 2:01:22 PM

This blog post is all about updates & changes to Amazon Ads, along with quick tips. It's regularly updated with new changes.

Brand Store Quality Rating

With this new update to the Amazon Ads console, you can now see your brand store’s quality rating and take actions to improve it with recommendations. In the console, click the brand content tab on the left, then select brand stores. Then go to your insights dashboard and select the brand store quality tab on the left side. Here you can check your Brand Store’s quality rating, along with metrics like dwell time and sales, below it. 



Amazon states that this new version calculates the rating based on sales attributed to your stores. Below the quality rating, you’ll see recommendations, such as adding shoppable images or text tiles to your store page, along with statistical data showing how taking these steps improved Brand Stores compared to those that haven’t implemented them. Also, you can find examples for each of these recommendations, showcasing how they would look on a brand store once implemented.  You can check out this tool to find out what your brand store might be missing, optimize your store, and create a better shopping experience.

 

 

Multi-Country Expansion Tool

There’s a new feature on the Amazon Advertising console that lets you expand your brand stores to other countries. You select the brand store that you want to expand, and after that, select the countries that you’d like to expand your store to from the list of countries. Once you click “start”, the Multi Country Expansion tool will create stores in your selected countries, the AI will then translate texts, and the products that are available in the new countries will be available in your new brand stores. 

Before you submit your brand store for review, you can still check and edit the images, text, and creative content, including any translations you’d like to change or add. Keep in mind that if you have text on your images, it won’t be translated.

 

Amazon Video Builder

No video team? No problem. Here is how to use Amazon’s new Video Builder. 

If you’ve been avoiding video ads because you lack editing skills or a dedicated creative team, Amazon provides a game-changing solution.

It’s called Video Builder (currently in Beta) and lets you create assets for Sponsored Display and Sponsored Brands.

How it works: 
1. Go to the "Creative Tools" tab in Amazon Ads. 
2. Select Type: Choose single product or multi-product (up to 3 ASINs). 
3. Customize: Choose a template, then adjust fonts, audio, theme colors, and scenes. 
4. Assets: You can upload new images or pull existing images directly from your product listings or creative assets.


The tool even provides real-time warnings if your headlines are too long, ensuring your ad looks professional on every device.

Pro Tip: Since this is in Beta, keep an eye out for updates. But for now, it’s a fantastic way to test video creatives without the high production costs.

 

Sponsored Display Optimized Targeting

Is your sponsored display strategy leveraging Amazon’s AI to optimize conversions?

There's a relatively new, powerful feature for Sponsored Display Conversion campaigns that relies on machine learning: Optimized Targeting. Released in August, this feature becomes available when you choose “conversions” as your optimization strategy.


How Optimized Targeting Works:

  •  Machine Learning Power: Optimized Targeting uses Amazon's machine learning to find new audiences most likely to engage with or purchase your products, even uncovering segments not included in your current targeting settings.

  • Tracking: Once selected, it appears as a separate, trackable target under the targeting tab of your campaign, allowing you to monitor its performance over time.

  • Bidding
    - Manual Control: If you do not select the option to "keep success metric at or below a desired value," you can customize and set your preferred bid amount.
      - System Control: If you select the success metric box, the system disables manual bid control for Optimized Targeting and adjusts bids automatically to meet your target.

This feature is invaluable when working with limited data, such as during new product launches, as it helps reduce guesswork and speed up audience discovery.

 

Amazon Ads Sponsored Products Audiences

Would you like to automatically bid higher for customers who've already added your product to their cart?

Good news, Amazon advertisers! Amazon has quietly introduced the 'Audiences' Bid Adjustment in Sponsored Products campaign creation, a feature that was previously exclusive to Sponsored Brands.

This is a game-changer for granular control. Under the new Audiences tab in the bid adjustments section, you can now increase your bids for highly engaged segments, including:
  • Purchased your brand’s product.
  • Clicked or added your brand’s product to the cart.
  • High interest based on shopping history.

You can create these audiences manually with Amazon Marketing Cloud (AMC) or choose from Amazon’s ready-made audience options.

Key Difference: This is different from selecting your campaign bidding strategy (such as dynamic bidding up and down, down-only, or fixed bids). Bid adjustments (like the existing Top of Search placement adjustment) add an extra layer, helping you specifically boost your ads' visibility and engagement with your most valuable shoppers.

 

Ads experts at EcomGlue are ready to help you with using specific Amazon Ads features.👇

📧Contact Ecomglue Team

 
View full post