What AI Can See (That You Can’t)
It’s not perfect but it’s already changing the game.
I’m sorry to break it to you but the old playbook is fading
For years, the strategy was straightforward:
• Find the right keywords
• Target the right audience
• Control every lever manually
But in 2025, sellers who cling too tightly to that model are starting to fall behind.
Why?
Because Amazon’s algorithm isn’t just reacting to keywords the way it used to anymore… now it’s predicting behavior.
It’s learning what buyers are likely to do… before they do it.
What the Algorithm Sees That You Don’t
You might see:
A high ACoS
“Irrelevant” search terms
A strange mix of clicks and no sales
But Amazon sees:
A shopper who added three similar products to cart but never checked out
A pattern of users who engage more with light-toned lifestyle images
A listing that draws attention but lacks trust cues that close the deal
The algorithm acts on these signals in real time.
It reallocates impressions.
It experiments with placements.
It’s not just finding keywords, it’s finding buyers.
Why Broad Match (Sometimes) Works Now
We used to avoid broad match like the plague.
It was noisy, expensive, unpredictable.
But lately? We’re seeing it surface winning search terms we never would’ve targeted manually, and they’re converting.
This doesn’t mean broad match is automatically better.
It means Amazon is becoming better at matching buyer intent, not just exact phrasing.
This shift mirrors what’s already happened on:
Google, with Performance Max and keywordless search
Meta, where advertisers optimize creatives and let the system handle delivery
According to sources like Marketplace Pulse and Ad Badger, Amazon’s A10 algorithm is now heavily influenced by CTR, CVR, and shopper behavior, not just keywords or bids.
A Word of Caution
This isn’t a magic button.
We’re not saying to throw away your exact match campaigns or ignore your search term reports.
But this is the direction the market is heading.
And those who adapt — who test, watch, and evolve — are staying ahead.
What We’re Focusing On Instead
This shift changes your job.
It’s no longer about targeting harder.
It’s about working with Amazon’s algo.
Here’s where we’re putting our energy:
1. Improve the Inputs
Creative is no longer optional.
Your product must be:
Instantly understandable
Visually compelling
Clearly different from alternatives
Your listing quality is your new targeting.
2. Watch Signals, Not Just Spend
Move past ACoS as your north star.
Now we look at:
Add-to-cart behavior
Bounce rates
Scroll depth
Mobile vs. desktop engagement
Amazon sees these signals, and they influence your visibility.
3. Let Broad Campaigns Run… With Guardrails
Let Amazon explore.
Let the algorithm test.
But don’t let it run blind.
Watch for winning patterns.
Cut what doesn’t convert.
Double down on what does.
As one seller said on Reddit:
“Amazon is surfacing search terms that convert — ones we never would’ve guessed. The algo just knows more.”
The New Edge
Let’s be real: Amazon’s AI has more behavioral data than any human ever will.
It knows what buyers searched before they found you.
What they watched.
What they hovered over.
What they skipped.
You’re no longer here to control everything.
You’re here to send the clearest signals possible.
And that comes down to:
Creative
Price
Positioning
Trust
These are the levers that move the algorithm , and move the buyer.
Final Thought
This shift isn’t just theory.
It’s happening across campaigns we run, accounts we audit, and insights we hear from other sellers and agencies.
Is it perfect? Not yet.
But ignoring it will cost you. So you better hop on the wagon!
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