Amazon Advertising Features: 7 New Updates You Need to Know

Amazon is innovating its advertising platform to better connect brands with shoppers and ultimately drive purchases. In early 2023, Amazon rolled out a new slate of advertising features enabling more control, audience targeting, and opportunity for optimization for brands. Given how fast these updates change on the platform, utilizing advertising updates and staying current in line with your Amazon growth initiatives could be beneficial.

1. Video Ads in Sponsored Brands

Brands can now leverage video ads inside Sponsored Brands campaigns, enabling brands to dynamically tell the product attributes using visual storytelling. It is said that consumers engage with video ads at a higher level than static imaging and websites, generating additional clicks and increasing conversion opportunity. Brands now have the opportunity to create a quick and interesting story about their product(s) that will capture shoppers early in the decision-making process.

2. Sponsored Display Audience Targeting

Amazon has introduced advanced audience targeting for Sponsored Display campaigns. Brands can retarget shoppers that have viewed products in similar product categories recently or can directly target an audience with higher purchase intention. This update enhances relevancy and ensures advertisers are spending money wisely.

3. Product Targeting for Sponsored Brands

Brand advertisers can now include Sponsored Brands ads directly on competitor’s product detail pages using new enhanced product targeting. This offers a seller the option to strategically place their product(s) against similar products in the marketplace in an attempt to take demand from shoppers that are already in consideration.

4. New Reporting Metrics

Amazon introduces a new reporting dashboard that includes new reporting metrics including impression share, detail page views and video engagement. New options for reporting that allows advertisers to evaluate and monitor performance measurements in their campaigns will give advertiser the opportunity to improve decision making.

5. Enhanced Negative Targeting

Negative targeting has broadened new options of topics allowing brands to restrict keywords, categories or ASINs that do not equate to meaningful sales. By applying better targeting within audiences, the advertiser will ideally increase their campaign ROI and decrease wasted ad spend.

6. Custom Creative Templates

Amazon now provides more flexible creative templates for Sponsored Brands and Stores. Brands can design visually consistent campaigns that reflect their identity while maintaining compliance with Amazon’s ad guidelines. This feature saves time while enhancing creative performance.

7. Beta Access to Amazon Demand-Side Platform (DSP) Features

Amazon is rolling out new DSP features, including advanced audience segmentation and programmatic ad buying. Early access lets advertisers test these capabilities to optimize cross-channel campaigns and reach shoppers both on and off Amazon.

How to Make the Most of These Amazon Advertising Features

To leverage these new Amazon advertising features, start by auditing your current campaigns. Identify which campaigns can benefit from video ads, product targeting, or advanced audience segmentation. Test new formats incrementally, track performance, and refine targeting based on measurable results.

For brands that want to stay ahead of the curve, working with experts who understand the nuances of Amazon advertising can save time and improve ROI.

Conclusion

Amazon’s ad platform continues to evolve, offering innovative ways for brands to reach more shoppers and drive revenue. By adopting the latest Amazon advertising features, sellers can optimize their campaigns, reduce wasted spend, and stay competitive.

If you want to ensure your campaigns are fully optimized for these updates, Amify by Cart.com can help. Our team of Amazon experts will guide you in leveraging these features to maximize performance and grow your brand on Amazon.