New Amazon Advertising Features and How to Use Them

Amazon’s advertising platform keeps on changing, offering sellers more opportunities for communicating with customers and driving sales. Whether selling in the USA, UK, or internationally, staying current on these changes may be an area of competitive leverage.

Amazon introduced a series of new ad features in 2025 to improve targeting, brand awareness, and better performance insights. We’ll discuss the updates here and show you how to implement them.

1. Sponsored TV Ads

Amazon now also supports selling players of Sponsored TV Ads on its streaming platforms such as Prime Video, Freevee, and Fire TV. This brings TV-like advertising to brands of all sizes without requiring astronomical budgets.

How to Use It:

• Availability via the Amazon DSP (Demand-Side Platform).
• Reach shoppers based on shopping behavior and demographics.
• Use high-quality video creatives to tell your brand story.

Best For: Holiday promotions and brand awareness campaigns.

2. Sponsored Brand Video Advanced Targeting

Sponsored Brand Videos have been upgraded with extra keyword targeting and category targeting capabilities. Sellers can now engage more relevant buyers by cross-targeting various forms of targeting within one campaign.

How to Use It:

• Select broad, phrase, or exact match keywords.
• Layer with category targeting to identify shoppers who are browsing similar products.
• Keep videos 15–30 seconds long with concise product benefits.

Best For: Sending mid-to-late funnel traffic to your product pages. 

3. Sponsored Display Audience Retargeting Growth

Amazon refreshed Sponsored Display Ads to provide more sophisticated retargeting options, such as targeting individuals who have looked at your products within the past 30 days or left their carts behind.

How to Use It:

• Advertising → Campaign Manager → Sponsored Display.
• Select Views Remarketing in order to target past viewers of your products.
• Automate bid strategies for high-value audiences.

Best For: Re-winning lost sales and repeat purchases. 

4. Creative Asset Library & Auto-A/B Testing

Seller Central’s new Creative Asset Library makes it possible to save ad images, videos, and brand creatives in one place, speeding up campaign setup. Amazon also rolled out automatic A/B testing for creatives to assist with deciding on most effective ads.

How to Use It:

• Store all your ad creative in the Creative Asset Library.
• Turn on A/B testing in campaign settings so Amazon can dynamically rotate creatives.
• Track results and concentrate on the winner creative to scale.

Best For: Maximizing ad efficiency without any additional manual effort.

5. AI-Generated Ad Creatives

Amazon also has AI-generated ad creatives that dynamically combine your product images, text, and branding together into professional ad formats. This is particularly helpful for sellers who lack design resources.

How to Use It:

• To create an ad in Campaign Manager, choose “Generate Creative.”
• Refine and inspect the AI-generated version prior to posting.
• Compare the AI creative against your own creative for testing.

Best For: Speeding up ad creation and launching new campaigns quickly.

Tips for Getting the Most from the New Features

• Use Video & Display Ads – Utilize videos for reach and display ads for retargeting.
• Use Data – Monitor Amazon’s new performance metrics to refine your bids and targeting.
• Take Advantage of Seasonal Moments – Run top events like Prime Day or Black Friday.
• Test and Scale – Test small, review results, and then scale up top-performing campaigns.
• Stay Compliant – Have all creatives aligned with Amazon’s advertising policies.

Final Thoughts

Amazon’s latest ad features give sellers more ways to reach consumers and drive ROI. From Sponsored TV Ads to AI-based creative solutions, these tools allow brands to create smarter, more targeted campaigns with less effort.

If you are willing to reap the benefits of these new resources, GrowithAmazon will assist you in maintaining, running, and optimizing campaigns in USA and UK markets so you receive utmost outcome of your ad budget.