Amazon Ads: What's new in May 2025 that brands should know about

The April episode can be found here.

New shopping journeys in AMC: leverage Amazon Retail Purchases data

Amazon Retail Purchases dataset , enabling the linking of advertising exposure to actual purchases.

What this allows

• Follow precisely the role of each format (search, display, video).
  
  
• Measuring the influence of campaigns on multi-device purchases.
  
  
• Build segments based on actual purchasing behavior.
  
  

What you can do right now

• Check if your AMC instance contains this dataset.
  
  
• Create audiences based on profiles that converted after DSP exposure.
  
  
• Identify the formats with the highest actual conversion rate.
  
  

AI-powered contextual advertising: test targeting based on consumed content

Amazon is launching an AI-powered contextual advertising format. It uses analysis of viewed content (Fire TV, Twitch) to associate the most relevant advertising messages.

What this allows

• Display ads related to the content theme in real time.
  
  
• Combining context signals and Amazon behavioral data.
  
  
• Reaching an engaged audience without relying on third-party cookies.
  
  

What you can do right now

• If you activate Amazon Streaming TV: identify the themes compatible with your product category.
  
  
• Anticipate the arrival of AI contextual targeting in France with a pre-benchmark on Twitch or Fire TV.
  
  

Sponsored Brands: Enable "new buyers" targeting

It is now possible to target only new buyers to your brand .

What this allows

• Exclude existing customers from campaigns.
  
  
• Maximize the portion of the budget allocated to acquisition.
  
  
• Compare performance with your standard campaigns.
  
  

What you can do right now

• Enable the "New to the brand" setting in the Ads console.
  
  
• Launch an A/B test: standard campaign vs. targeting new buyers.
  
  
• Measuring the profitability of acquisition versus retention.
  
  

Amazon Business: Launch your B2B-exclusive campaigns

Amazon is offering a new targeting option reserved for Amazon Business buyers via Sponsored Products.

What this allows

• Only display ads to business accounts.
  
  
• Adapt offers to higher and recurring basket sizes.
  
  
• Better calibrate B2B campaigns according to your product ranges.
  
  

What you can do right now

• Identify products with high professional potential.
  
  
• Create SP campaigns targeting Amazon Business only.
  
  
• Track conversions via the "Business Customer Metrics" reports.
  
  

Amazon Promotion Week: Prepare a coordinated activation

Amazon is launching a week of international promotions with featured advertising, coupons and event offers.

What this allows

• Generate additional traffic with an appointment-based system.
  
  
• Testing a ramp-up outside of Prime Day.
  
  
• Increase organic visibility through halo effect.
  
  

What you can do right now

• Select products with high margins or high volumes.
  
  
• Schedule Sponsored campaigns + synchronized coupons.
  
  
• Prepare a post-event report via AMC or Retail Analytics.
  
  

Activating your data via InfoSum: test an Amazon Ads compatible clean room

Amazon announces integration with InfoSum, allowing you to use your proprietary data without direct transfer.

What this allows

• Segment your CRM audiences without exposing the data.
  
  
• Working with sensitive partners (banks, pharmaceutical companies, etc.).
  
  
• Enable data on the DSP, Streaming TV or Sponsored Ads.
  
  

What you can do right now

• Check if your CRM or DMP stack is compatible with InfoSum.
  
  
• Launch a test on an inactive or VIP audience.
  
  
• Analyze the media ROI of these audiences versus standard targeting.
  
  

May 2025 checklist: our recommended actions

Action

Format concerned

Activate "new to the brand" targeting

Sponsored Brands

Segment your B2B campaigns

Sponsored Products

Configure AMC with Amazon Retail Purchases

AMC

Preparing Amazon Promotion Week campaigns

Sponsored + Coupons

Evaluate the use of InfoSum for your CRM data

DSP / Sponsored

About eTAIL agency, your Amazon Ads agency

eTAIL Agency supports brands in activating, monitoring, and optimizing their Amazon Ads campaigns.
Our teams are experts in AMC, DSP, Sponsored Advertising, and Retail Analytics, and help you build profitable, targeted campaigns tailored to your e-commerce needs.

📩 Need an audit or action plan for Amazon Ads? Contact us.