Back to Resources

There’s a lot of work that goes into getting your e-commerce products ready to sell on Amazon. Product research, sourcing, shipping logistics, and fulfillment are hurdles that brands all need to navigate. 

It would be nice to think that after getting past all of that, things might get easier. Unfortunately, that’s not the case. Not with millions of sellers vying for the same customers’ attention.

You need to find a way to stand out from the crowd and drive targeted traffic to your listings. That’s exactly where Amazon advertising comes into play.

For many brand entrepreneurs, more often than not, their Amazon ad strategy results in failure.

With that in mind, here’s why Amazon advertising matters more than ever, and what you can do to differentiate your brand in 2025.

Increased Competition on the Amazon Marketplace

• The number of sellers on Amazon has grown exponentially in recent years, making it harder for individual products to stand out organically.
• With millions of products available, customers often make purchasing decisions based on the first few search results they see.
• Advertising allows you to gain visibility and compete effectively, even against larger or more established brands.
• As competition continues to intensify, investing in advertising has become a necessity, and ensuring that your products are seen by potential customers.

The Rise of Amazon as a Product Search Engine

• More and more customers are starting their product searches directly on Amazon, rather than using traditional search engines like Google.
• Amazon has become the go-to destination for product discovery, research, and purchasing, with over 60% of online shoppers starting their search on the platform.
• By advertising on Amazon, you can tap into this massive audience of ready-to-buy customers and increase your chances of being discovered.
• Advertising allows you to appear in prominent positions when customers search for relevant keywords, increasing visibility and driving targeted traffic to your listings.

The Evolution of Amazon’s Advertising Ecosystem

• Amazon’s advertising platform has evolved significantly in recent years, offering you a wide range of ad formats and targeting options.
• From Sponsored Products and Sponsored Brands to Sponsored Display and video ads, you can now create diverse, visually engaging campaigns to reach customers at various stages of the buying journey.
• Amazon’s advanced targeting capabilities allow you to reach specific customer segments based on demographics, interests, behaviors, and past purchasing history.
• The ability to retarget customers who have previously interacted with your products has made advertising even more effective in driving repeat sales and fostering customer loyalty.
• As Amazon continues to invest in its advertising technology and introduce new features, sellers who leverage these tools will be better positioned to succeed in the competitive ecommerce landscape.

5 Overlooked Amazon Ad Strategies for 2025

Keywords play a big role in making sure that your product listings AND ad campaigns show up for the right audience. Sponsored Products Ads are a powerful tool for driving product visibility and sales, Sponsored Brands Ads offer a unique opportunity to promote brand awareness and drive customer loyalty. Amazon’s Sponsored Display Ads allow you to reach customers both on and off Amazon, leveraging retargeting capabilities and audience targeting. 

But, to a certain degree, it’s 2025 and everyone is checking those boxes. The next five strategies aren’t utilized by those Amazon sellers that are often putting in the minimum amount of effort. 

Here’s where you, and your product can shine. 

1. Utilize Amazon’s Demand-Side Platform (DSP)

Amazon DSP allows sellers to programmatically buy ad placements not only on Amazon but across various third-party websites and apps. With DSP, sellers can reach a wider audience, including those who may not be actively searching on Amazon but have shown interest in similar products.

The DSP platform enables contextual targeting that places your ads in highly relevant spaces – imagine displaying protein powder ads specifically on fitness content. When combined with Amazon Marketing Cloud, this provides unprecedented visibility into customer journeys.

Because Amazon’s DSP now takes advantage of the latest AI-powered audience segmentation, sellers can create highly targeted campaigns based on audience segments, such as in-market audiences, lifestyle segments, and even competitor’s customers.

2. Leverage Social Commerce 

Social commerce refers to buying and selling products or services directly within social media platforms. It integrates the entire shopping experience, from product discovery to checkout, into social media apps and websites.

Amazon Live is a live-streaming platform within Amazon where sellers can showcase their products, provide demonstrations, and engage with potential customers in real-time.

By hosting live sessions, sellers can build trust, answer questions, and drive direct sales through interactive product links displayed during the stream. Sellers can promote their Amazon Live sessions through social media, email marketing, and even by using Amazon’s advertising options to attract more viewers.

For 2025, the platform’s social features have evolved far beyond basic Live streaming. Amazon’s new Consult-a-Friend feature enables organic product sharing through popular platforms like Instagram and WhatsApp, driving peer-influenced purchases. 

Through Amazon Inspire, sellers can transform user-generated content into shoppable experiences using AI-powered tools.

Sellers can also:

• Track off-platform impact with cross-channel analytics
• Schedule livestreams during peak shopping hours
• Connect TikTok and Instagram campaigns via Amazon Attribution

3. Collaborate with Amazon Influencers

Amazon has its own influencer program where content creators can earn commissions by promoting products to their followers. Sellers can partner with relevant influencers to showcase their products, provide reviews, and drive traffic to their listings. Influencer collaborations can help sellers tap into new audiences, increase brand awareness, and generate social proof for their products.

Amazon’s Creator Hub has transformed influencer marketing with AI-driven matchmaking that pairs brands with ideal content creators. The system now automates product tagging in influencer content, streamlining the shopping experience. 

Bigger is not necessarily better. 

Research shows micro-influencers (1K-100K followers) generate 3x higher engagement compared to larger accounts, making them particularly valuable for targeted campaigns.

4. Explore Amazon Attribution 

Amazon Attribution is a tool that allows sellers to measure the impact of their advertising campaigns outside of Amazon, such as on social media, email marketing, or third-party websites. By using unique tracking links, sellers can gain insights into how their off-Amazon marketing efforts contribute to sales and conversions on the platform.

This data can help sellers optimize their overall advertising strategy and allocate budgets more effectively across various channels.

Modern attribution tools now offer predictive capabilities for forecasting how off-Amazon advertising impacts sales. The system features:

• Dynamic creative optimization through real-time AI testing
• Sustainability impact tracking
• Cross-platform performance analysis

5. Experiment with Amazon’s New Ad Formats

Amazon continuously introduces new ad formats to help sellers engage with customers in innovative ways. For example, Sponsored Brands Video ads allow sellers to showcase their products through short, engaging video content that appears in search results.

Sellers can also explore options like Sponsored Display ads on the Amazon Alexa home screen, which can reach customers using Echo Show devices. 

The platform now supports vertical (9:16) videos in search results, optimized through AI Creative Studio. AR-powered Sponsored Display lets shoppers virtually experience products, while voice-activated ads through Alexa create new touchpoints during daily routines.

Staying up-to-date with Amazon’s latest ad formats and experimenting with them can give sellers a competitive edge and help them stand out from the crowd.

How Canopy Management Can Help

Amazon advertising has for a long time offered ways to help you unlock growth potential and stand out in a competitive marketplace. Over the last year, the platform has grown exponentially. 

That’s both good and bad. It’s also where the Amazon advertising experts at Canopy Management come in. 

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon, Walmart, and TikTok sellers. Our team consists of multi-million dollar, omni-channel entrepreneurs, industry leaders, and award-winning experts.