What’s Working in Amazon Ads in 2025? [Tactics That Still Deliver]

If your ad costs are going up but your sales aren’t keeping up, you’re not alone.

2025 has brought major shifts to Amazon Ads and not every tactic still works. The good news?
A few strategies are still delivering great results for smart sellers.

Let’s break down what’s changed, what’s still working, and what to avoid this year.

What Changed in Amazon Ads This Year?

Amazon isn’t the same marketplace it was a year ago. Here’s what we’re seeing across accounts:

• Higher CPCs across most categories

• Sponsored Products still dominate, but placement matters more

• Amazon is pushing harder on Retail Readiness and conversion rate signals

• Creative quality (images, videos, A+ content) now plays a much bigger role

• AI tools (like AI-generated headlines or images) are helping sellers scale faster

So what actually works in this new landscape?

The 5 Tactics Still Driving Results in 2025

Here’s what’s working right now, based on real data from Amazon sellers in the US, UK, and Germany:

1. Sponsored Products with tight match types

Exact match campaigns are outperforming broad setups.

💡 Tip: Use your brand analytics and past converting terms to build these out.

2. Branded and non-branded split campaigns

Sellers who split these cleanly can scale branded without inflating TACoS.

💡 Tip: Keep branded ROAS targets high to balance out aggressive non-brand testing.

3. AI-enhanced creatives

Video, lifestyle imagery, and AI-generated graphics are helping products stand out in crowded ad placements.

💡 Use Amazon’s new AI Creative Studio (in beta) to test versions at scale.

4. Product targeting for offense & defense

Target your own ASINs to hold your space, or go after top competitors with similar pricing or reviews.

5. Organic + PPC keyword overlap

The sellers winning in 2025 are watching which keywords drive both paid and organic sales, and focusing budget there.

What’s Not Working Anymore

Let’s save you some wasted ad spend.

❌ Auto campaigns with no negatives

❌ Launching without full Retail Readiness (bad images, no reviews)

❌ Relying on discounts alone to convert cold traffic

❌ Ignoring detail page conversion metrics (A+ content, Q&A, reviews)

How Smart Sellers Are Lowering TACoS

Everyone wants to lower TACoS in 2025. Here’s how it’s actually happening:

• Smarter keyword research that prioritizes high-converting terms

• Optimizing for organic first, ads second

• Weekly cleanups of search terms and bids

• Shifting budget to what works, not just what’s “new”

Bonus: Tight targeting also helps boost your organic rank over time.

Tips for Scaling Profitably in 2025

Once your foundation is set, here’s how to scale without wasting budget:

• Use Sponsored Brands to control your branded search terms

• Test retargeting or DSP, but only after your PPC is performing

• Invest in listing optimization: better copy, better A+ content = better conversion

Want Help With Your Amazon Ads Strategy?

If you’re running a 6- or 7-figure brand and want to scale profitably, we should talk.

At Atlisco, we manage your Amazon Ads so you can focus on your brand.

→ Apply to work with us