Amazon PPC in 2025: What's Changed and How to Adapt
January 30, 2025 · 7 min read
Amazon's ad platform doesn't sit still, and a strategy that worked two years ago can quietly bleed budget today without anyone noticing until the monthly numbers come in. A few shifts worth acting on now.
Broad match keywords need tighter negative keyword lists than they used to. The auction has gotten more competitive, and broad match without disciplined negatives is the fastest way to burn spend on searches that were never going to convert.
Sponsored Brands and Sponsored Display deserve more of the budget than a lot of sellers still give them. Relying on Sponsored Products alone means missing shoppers earlier in their search, before they've already decided which product to click.
What to stop doing: setting a campaign once and letting it run untouched for months. Bid automation helps, but it still needs a human checking search term reports and pruning waste on a regular cadence, not a "set and forget" schedule.