Amazon continues to reshape its advertising landscape with each platform update, introducing algorithm changes, policy adjustments, and fresh ad features. For sellers and brands, keeping up with these updates is more than just good practice — it’s essential for staying visible and profitable. After Amazon’s latest 2025 update, some tactics have lost their edge, while others remain highly effective.
The good news is that several core ad strategies continue to deliver results, even in a more competitive and data-driven environment. In this article, we explore the top five Amazon ad strategies that continue to work after the update — strategies that brands, sellers, and agencies are still using successfully on UK and global marketplaces.
1. Full-Funnel Targeting Still Drives Conversions
While Amazon’s advertising ecosystem continues to evolve, the full-funnel approach remains one of the most reliable methods for structuring campaigns. The 2025 update placed even more emphasis on customer journey mapping, and Amazon’s algorithm now rewards advertisers who build strategic touchpoints across all funnel stages — awareness, consideration, and conversion.
Brands that integrate Sponsored Display for awareness, Sponsored Brands for engagement, and Sponsored Products for conversion are seeing stronger results. Full-funnel strategies allow advertisers to capture interest and nurture potential buyers with consistent messaging. The key is to align ad formats with customer intent and maintain continuity throughout the funnel.
This approach has become essential as Amazon shifts towards favouring brands that provide a seamless shopping experience. Sellers now often rely on an Amazon PPC Agency to set up and manage full-funnel ad structures that balance budget across all stages of the buyer journey.
2. Keyword Isolation and Campaign Segmentation Still Deliver Strong ROI
Despite the rise of AI-driven targeting options, manual keyword targeting still plays a crucial role in optimising Amazon ad performance. The latest update introduced more innovative automation tools, but manual keyword control remains the foundation for campaign profitability.
Segmenting keywords by match type — broad, phrase, and exact — still gives advertisers the most accurate control over spend, click-through rate (CTR), and conversion rate (CVR). By isolating keywords into separate campaigns, sellers can analyse performance at a granular level and adjust bids based on actual data rather than assumptions.
This method also prevents keyword cannibalisation, where multiple ads compete for the same term and drive up cost-per-click. Whether you’re selling kitchenware or fashion accessories, this kind of structural precision remains one of the safest ways to boost return on ad spend (ROAS) after Amazon’s algorithm changes.
3. ASIN Targeting Remains an Underrated Weapon
Product targeting, also known as ASIN targeting, has consistently delivered results — and that hasn’t changed after the update. With more sellers crowding competitive niches, being able to place your product directly on a rival’s listing is still a powerful strategy.
Sponsored Display and Sponsored Products now offer advanced targeting options for ASINs, allowing you to appear on competitor product pages or even cross-promote within your own catalogue. When done right, ASIN targeting can help you steal traffic from top-performing listings, increase brand exposure, and convert undecided buyers at the point of decision.
This tactic is especially effective for brands launching new variations or bundles. It’s also ideal for sellers with premium versions of popular products, who can use ASIN targeting to appeal to quality-conscious buyers browsing lower-cost alternatives.
4. Branded Search Protection Is More Critical Than Ever
With increased brand competition and higher CPCs, protecting your branded search terms is now more critical than ever. Amazon’s update has made it easier for competitors to bid on your brand name, often appearing above your own organic results. If you’re not actively bidding on your own terms, you risk losing traffic and potentially sales to competing sellers.
Sponsored Brand campaigns with a custom headline, logo, and multiple product placements are still the best defence against this. Branded keyword campaigns tend to yield some of the highest conversion rates across all ad types.
Even if you’re already ranking organically for your brand terms, paid ads allow you to control messaging, feature seasonal offers, and maintain visibility. This strategy also helps reinforce brand authority and improves consumer trust, especially if you’ve invested in A+ Content and a well-designed Amazon Storefront.
5. External Traffic Integration with Attribution Is Gaining Momentum
Amazon’s latest update has continued its push toward external traffic sources, rewarding brands that bring in shoppers from beyond the platform. Whether through influencer marketing, Google ads, or social campaigns, Amazon is encouraging external engagement — and tracking it all through Amazon Attribution.
Sellers who integrate external traffic with attribution tags not only gain visibility into off-platform performance but also receive the Brand Referral Bonus, which refunds a portion of the referral fees. This reduces total ad costs and increases margin.
More importantly, external traffic contributes to faster product ranking, increased relevance, and a broader customer base. While it’s not a direct replacement for Amazon PPC, it’s a powerful supplement — especially for launches or when trying to revive stagnant listings.
To make the most of this strategy, many brands are working with influencer partners or content creators who can direct qualified traffic straight to their Amazon listings or Storefronts. When paired with a robust attribution setup, this approach is proving to be one of the most efficient ways to boost visibility and conversions in 2025.
Final Thoughts
Amazon advertising continues to shift, but not everything has changed. The core principles of precision targeting, funnel alignment, and audience awareness still apply — even more so after the latest update. Brands that stick to proven strategies while adapting to new features will continue to thrive.
