Amazon Marketing Trends 2025: 8 Game-Changing Strategies Every Brand Must Know
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Published on
09 July 2025
Contributors
Mike Walker
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Key Takeaways
AI is No Longer Optional: In 2025, success on Amazon means embracing AI for predictive bidding, creative testing, and audience segmentation. It's the new standard for efficient campaign management.
Video is King: Video content, especially shoppable and short-form vertical videos, is becoming the most effective way to engage customers, with 3x higher click-through rates than static ads.
Go Beyond Amazon with DSP: Amazon DSP (Demand-Side Platform) is crucial for a full-funnel strategy, allowing you to reach customers across the entire internet using Amazon's powerful first-party data.
Build a Brand, Not Just Listings: Focus on building a complete brand ecosystem using Amazon Stores, A+ Content, and Brand Analytics to foster long-term customer loyalty and increase order value.
Retail Media is Omnichannel: Winning brands are expanding their strategies beyond Amazon to other retail media networks like Walmart Connect and Target Roundel to diversify their reach.
First-Party Data is Your Moat: As third-party cookies disappear, leveraging Amazon's rich first-party data for personalised targeting and analytics is a massive competitive advantage.
Introduction
Amazon advertising has grown from a simple promotional tool into the world's most sophisticated retail media platform. As we look at 2025, the brands that succeed are the ones that understand and adapt to the latest trends. Staying ahead isn't just an advantage; it's essential for survival in the world's most competitive marketplace.
Why Amazon's Advertising Dominance Matters
Amazon's power comes from its unique place in the customer's journey. It captures shoppers at the exact moment they intend to buy, making it an incredibly high-conversion marketing channel. A few key stats paint the picture:
89% of consumers are more likely to buy products from Amazon than other e-commerce sites.
70% of product searches now begin on Amazon, not Google (Statista, 2023).
8 Critical Amazon Marketing Trends for 2025
1. AI-Powered Campaign Optimisation
Amazon's AI has moved far beyond simple bid adjustments. In 2025, it's about predictive bidding that anticipates market changes, AI that generates and tests ad creative, and optimisation for voice search through Alexa.
RT7 Digital's Expert Take: Our proprietary AI tools, including our Amazon chatbot Jeff, are already using these advanced capabilities. We've seen a 35% improvement in ROAS for clients who embrace AI-driven campaign management over manual optimisation.
Your Action Steps: Automate bidding for most of your campaigns, test AI-generated creative monthly, and start integrating voice search keywords.
2. The Supremacy of Video Advertising
Video is no longer just a nice-to-have; it's the baseline for a premium brand presence. Sponsored Brands Video ads see 3x higher click-through rates than static ads.
2025 Video Trends: Look for shoppable video, user-generated content (UGC) in campaigns, and short-form vertical videos for mobile.
Expert Strategy: Create videos under 30 seconds that tell a problem-solution story, showing how your product solves a real customer pain point.
3. Amazon DSP: The Full-Funnel Revolution
Amazon DSP has evolved into a powerhouse, letting you reach customers across the entire internet using Amazon's unmatched first-party data.
Advanced Capabilities: Use it for creating lookalike audiences based on your best customers, running "conquest" campaigns targeting competitor product viewers, and measuring how off-Amazon ads drive sales on Amazon.
Implementation Framework: Use DSP to build awareness, retarget interested shoppers, and create loyalty campaigns for repeat purchasers.
4. Building Your Brand Infrastructure
Amazon is actively encouraging brands to build ecosystems that drive long-term loyalty.
Essential Tools: Amazon Brand Registry is the foundation. Use Amazon Stores, A+ Content, and Brand Analytics to create a cohesive brand experience.
Measurable Impact: Brands with well-developed Amazon Stores see 25% higher conversion rates and a 30% increase in average order value.
5. A True Full-Funnel Marketing Strategy
Modern Amazon marketing means optimising every touchpoint, from initial awareness to post-purchase loyalty.
The Framework: Use Sponsored Brands for top-of-funnel awareness, Sponsored Products for mid-funnel consideration, and targeted promotions for bottom-of-funnel conversion. Don't forget post-purchase follow-ups and review management to build loyalty.
6. Integrating with Retail Media Networks
Amazon's success has inspired nearly every major retailer to launch its own ad platform. These retail media networks are growing at 25% year-over-year (McKinsey, 2023).
Key Players: Think Walmart Connect, Target Roundel, and Instacart Ads.
Expert Recommendation: Allocate 15-25% of your retail media budget to non-Amazon platforms where your target customers naturally shop.
7. Maximising First-Party Data
As third-party cookies disappear, using Amazon's first-party data for targeting is a huge competitive advantage.
Amazon's Advantage: You have access to purchase history, search queries, and even voice interaction data from Alexa to understand your customers deeply.
How to Use It: Create custom audiences based on purchase behaviour, personalise your ad messaging, and use predictive analytics for inventory planning.
8. Advanced Attribution and Analytics
It's time to move beyond last-click attribution and measure what really matters.
Key Metrics for 2025: Focus on Customer Lifetime Value (CLV), your brand's share of voice in a category, and how different ad types work together to drive sales.
Our Approach: Our proprietary analytics platform, Enigma, provides clients with real-time insights, competitive benchmarking, and predictive modelling that standard reports can't offer.
Conclusion: The Time to Act is Now
Amazon marketing in 2025 is about building smart, data-driven strategies that use every available tool to maximise your brand's potential. The brands that win will be those that embrace AI, invest in video, leverage advanced analytics, and stay agile. The question isn't if you'll adopt these strategies, but if you'll do it before your competition does.
References
Statista. (2023). Where do online shoppers start their product search? Retrieved from https://www.statista.com/statistics/1094298/product-search-start-online-shoppers-usa/
McKinsey & Company. (2023). The dawn of the retail media network era. Retrieved from https://www.mckinsey.com/industries/retail/our-insights/the-dawn-of-the-retail-media-network-era
Amazon Ads. (n.d.). A guide to Amazon DSP. Retrieved from https://advertising.amazon.com/resources/guides/amazon-dsp
