Amazon PPC in 2025: The Shift We’re Starting to See
A quiet but important change is unfolding. And if you sell on Amazon, it’s worth paying attention.
Not long ago, Amazon ads were all about control.
You picked the keywords.
You set the match types.
You tuned the bids manually.
And for a while, that worked.
But now… something’s changing.
We’re starting to see a shift… one that looks a lot like what happened with Meta and Google.
On Meta, advertisers no longer obsess over targeting. They focus on creative, and the algorithm figures out the rest.
Google followed with Performance Max and keywordless search ads, replacing manual segmentation with automation and AI.
And now?
It looks like Amazon is heading in that same direction.
What We’re Seeing in the Market
Keyword research and campaign structure still matter.
But more sellers (including some of the big ones) are leaning into broader, less restrictive strategies:
Broad match
Auto campaigns
Category targeting
Retargeting
Not just because it’s easier, but because it’s working.
We’ve seen reports from brands that gave Amazon’s algorithm more flexibility… and started surfacing high-performing, unexpected keywords that would’ve never come up in traditional research.
Not because they dug deeper.
Because they gave the system space to do what it does best.
Why CTR and CVR Are Everything Now
Amazon isn’t just looking for relevance. It’s looking for results.
That’s why CTR (Click-Through Rate) and CVR (Conversion Rate) matter more than ever.
CTR tells Amazon that your listing is interesting
CVR tells Amazon that your offer is effective
If both are strong, the algorithm rewards you with:
More impressions
Lower cost-per-click
Better ad placement
Higher organic rank
And if they’re weak?
No keyword can save you.
That’s why what you show (main image, title, offer) is now your most powerful targeting tool.
The Amazon PPC Stack You Might Want To Consider
Here’s what we’re leaning into in 2025 more and more:
Broad Match Campaigns – to uncover new, profitable search terms
Auto Campaigns – to let Amazon test what works
Category Targeting – to show up on competitor and adjacent listings
Retargeting – to re-engage shoppers who showed interest
Why? Because Amazon knows more than we do about who’s ready to buy.
Recap: The Evolution
Old Strategy (2019–2022):
Exact match everything
Full manual control
Constant bid tweaks and keyword isolation
Where smart sellers are moving towards in 2025
Broad, auto, and category targeting
Focus on CTR and CVR
Creative-first approach
Letting the algorithm do its job
We’ll continue testing this across different categories and reporting what we learn.
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