Amazon Ads: What's new in April 2025 that brands should know about
A monthly event brought to you by eTAIL Agency, an Amazon Ads & retail media agency
Each month, eTAIL Agency , an agency specializing in Amazon Ads , retail media and marketplaces, delivers an operational analysis of the latest Amazon Advertising announcements.
This month, we're revisiting the unBoxed Paris event , where Amazon Ads unveiled several new features that mark a strategic turning point for brands: changes to advertising on Prime Video, the arrival of Amazon Live in France, a simplified Amazon DSP , and new targeting and measurement capabilities. These are all key updates to incorporate into your Amazon Ads strategy to boost your performance.
Prime Video: Large-scale advertising becomes a reality
A premium platform for more powerful Amazon advertising campaigns
One year after integrating advertising formats on Prime Video , Amazon boasts a monthly audience of over 9 million viewers in France . Even more impressive: 80% of advertisers who tested this approach in the first six months renewed their investment , proof of its effectiveness.
An example? Decathlon , which ran an Amazon Ads campaign on Prime Video centered around a new bicycle. The goal: to reach 25-49 year old sports enthusiasts with a 20-second, non-skippable ad. The result: 1 million unique viewers and a 97% completion rate . Proof that video advertising inventory is maturing and can now compete with that of traditional platforms.
Key points to remember
- Prime Video is becoming an advertising for awareness and branding campaigns.
- It offers natural integration with Amazon audiences, for ultra-targeted
advertising campaigns on Amazon - This is an excellent entry point into a full-funnel
Amazon Ads strategy
Amazon DSP: Simplicity and power at the service of advertisers
Amazon display and data-driven advertising: a new era
The Amazon DSP is evolving with major new features that make it easier to use and smoother to operate, even for non-expert advertisers .
- Simplified workflows : -67% setup time and -75% creation time.
- Insight Cards : intelligent alerts that recommend optimizations (e.g., adjusting an under-delivered campaign).
- Frequency groups multi-campaign, multi-device
advertising pressure - Ads Data Manager : unified activation of proprietary data across all display and video campaigns.
Amazon DSP campaigns more accessible, but also more effective thanks to machine learning-enhanced tools, enabling continuous optimization of advertising performance
🔍 What this changes
- Better management of exposure frequency: less budget waste , more efficiency.
- A smoother data activation, with a real optimization of return on investment .
- A welcome simplification for Amazon Ads agencies in France , such as eTAIL.
Amazon Live: a new Amazon advertising format to be activated starting in May
Live interaction at the heart of advertising campaigns on Amazon
Already established in the US, Amazon Live is coming to France in May 2025. This format allows brands to broadcast live product demonstrations, interact with buyers in real time, and convert immediately thanks to the addition of clickable products under the video.
This format is inspired by Chinese-style live shopping, with a clear ambition: to combine content, conversion and branding in a single transactional space.
🔍 Why should we be interested?
- Live streaming is a performance booster for product launches and special events.
- It's an ideal channel for personalizing your message , creating engagement, and boosting your sales .
- It fits perfectly into a plan managed by a good Amazon Ads agency .
Complete TV & Ads Data Manager: Towards an omnichannel Amazon Ads strategy
Targeting Amazon audiences… even on TV
advertising campaigns a step further with Complete TV , a feature integrated into the Amazon DSP to manage all TV streaming investments, on Prime Video as well as with partner publishers.
Thanks to artificial intelligence, the tool offers:
- Budget allocation recommendations by platform.
- Centralized monitoring of advertising performance.
- Optimized management of TV exposure via display advertising .
In parallel, Ads Data Manager allows you to import your proprietary data (e.g. CRM) only once , and then activate it across all Amazon Ads levers (search, video, display).
🔍 Key takeaways
- Amazon is strengthening its advertising platform to cover the entire purchasing journey.
- First-party data is becoming an essential asset for personalizing campaigns and improving performance.
- A multi-lever approach that justifies using an Amazon Ads expert agency .
Amazon Publisher Cloud: a new data approach for publishers… and brands
An advertising clean room that benefits the entire ecosystem
Launched in beta, Amazon Publisher Cloud (APC) allows publishers to combine their data with Amazon's data without compromising privacy. It's a data marketplace that facilitates more relevant programmatic deals within Amazon DSP.
Example: a culinary content publisher can offer a kitchen brand media inventory enriched by Amazon insights, such as purchase intentions for utensils or ingredients.
🔍 What this implies
- Brands can access more qualified inventory for their display campaigns .
- The collaboration between publishers and Amazon strengthens the quality of advertising targeting .
- One more step towards responsible and effective advertising , within the Amazon universe.
Why these new Amazon Ads features should change your strategy
These announcements are not anecdotal: they reflect Amazon's ambition to become a complete media platform , capable of meeting all objectives: awareness, consideration, conversion.
If you are a brand present on Amazon, it's time to:
- Going beyond simple sponsored products
- Develop your Amazon Ads strategy using a full-funnel approach.
- Activate display, video, live, and DSP levers with a unified vision
And above all, surround yourself with an Amazon Ads agency that understands the synergies between these levers, for continuous optimization of your advertising campaigns on Amazon .
Who are we ?
eTAIL Agency helps brands activate and optimize their presence on Amazon and other marketplaces . Our role: to help you boost your sales profitably, in a structured way, and in line with the latest developments in retail media.
Our expertise:
- Amazon and tailored retail media strategy
- SEO/SEM optimization of product pages
- Management of sponsored products , sponsored brands, DSP, display
- Product feed integration, catalog management
- Training and support for internal teams
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