7 Proven Strategies to Improve Your Amazon Ads in 2025

Updated for 2025

Advertising on Amazon can still be a tough cookie to crack. Between your Amazon Sponsored Products, Sponsored Brands, Sponsored Display and whatever new feature Amazon has introduced this year, there are a lot of moving parts to keep track of. And they all have an impact on how well your ads perform and, ultimately, how much you are paying to acquire customers.

The fundamentals have not changed. You still need qualified traffic and then you still need that traffic to convert. What has changed is how much more data-driven and competitive everything now is. Amazon’s tools have evolved, competition is stronger, and automation plays a bigger role than ever. So in 2025, improving your Amazon ads is no longer just about fiddling with bids or pushing a few more keywords. You now need better conversion data, smarter keyword harvesting, cleaner campaign structures and proper visibility on what customers do before and after they click.

Since the subject is such an expansive one, for now, we are going to focus on seven core elements which will help improve your advertising for Amazon or, rather, how you advertise with Amazon.

Key Takeaways

Why Unit Session Percentage is still one of the best signals for ad performance
How automatic campaigns help you find profitable keywords that manual campaigns can scale
Why single-ASIN campaigns make your budgeting and reporting far easier to manage
Where Amazon’s AI bidding tools actually help and where you still need a human
How Amazon Attribution and the Brand Referral Bonus support organic ranking
What Amazon Marketing Cloud can tell you about the full customer journey
Why patient, long-term optimisation still beats jumping in and out of your ads every day

1. Measure and Optimise Conversion Data Using Business Reports

Nearly all sellers face two major challenges when running Amazon ads: drawing traffic to their listings and converting that traffic into paying customers. To measure how well you are doing on that front, you still need to look at your sessions and your unit session percentage, otherwise known as traffic and conversion rate.

If your unit session percentage is poor then chances are your ad performance will suffer. This will inevitably lead to your listing not selling at all or simply not selling as well as it could, because there is either not enough traffic going to it or that traffic is not converting fast enough to customers.

Your first stop is still the Business Reports section of Seller Central. Look at your top traffic listings and see how well they are converting. Anything with more than 100 sessions a month and a conversion rate below, say, 8 percent is usually a big opportunity.

You now also have more tools in 2025 than you did a few years ago. Brand Analytics lets you see which search terms are driving impressions and conversions. Search Query Performance shows you where you are gaining traction and where you are missing out. Amazon Marketing Cloud gives more advanced sellers the ability to see how shoppers move between different touchpoints before they buy.

Here is a simple example.
If a listing is converting at 7 percent and you improve your images, tidy up your bullets, sharpen your A+ Content, try a small price change and sort out your main keywords, and that conversion rate moves up to 10 percent, the maths on your ads changes instantly. For the same ad spend, you now sell more units, your ACoS comes down and your RoAS goes up.

So:
• Use Business Reports every month
• Use Brand Analytics and Search Query Performance to confirm indexing and demand
• Look at your click-through rate
• Prioritise any listing with traffic but weak conversion

Once your listings convert consistently, every pound you invest in Amazon PPC has a much better chance of coming back.

2. Run Automatic Campaigns to Discover Keywords, Then Optimise Manually

Keywords are still the building blocks of your Sponsored Products campaigns. Extracting and utilising the correct keywords is a critical part of every PPC strategy. And in 2025, you have more data than ever to help you do it.

Although there are plenty of apps promising to help you harvest the best keywords, letting Amazon show you what customers actually type into the search bar is still the most reliable method. This is where automatic campaigns shine.

Run both automatic and manual campaigns for the same product listing for at least two or three weeks. After you have run your automatic campaign for a while, download your Search Term Report and look for keywords that generated good sales with a low ACoS.

If your automatic campaign shows that “beard shampoo and conditioner” generated strong sales at a low ACoS, add that term as an exact match keyword in your manual campaign. That helps you maximise conversions and reduce wasted spend.

Long-tail keywords are often useful. A phrase like “sulphate free beard shampoo for dry skin” may get lower volume, but intent is high and competition is usually low, which means your click costs stay down.

In 2025, you also have more to work with:
• Search Query Performance
• Brand Analytics
• Helium 10 Cerebro

This workflow gives you a reliable way to keep your manual campaigns supplied with fresh, high-intent, real-world search terms.

3. Use One ASIN per Campaign Group

Why? Because this will help you filter your keywords and relevancy and keep your data clean.

If you are grouping your products, do not. Creating a single setup per ASIN gives you the best control over your targeting, your budget and your Amazon CPCs.

Let us look at it another way.

Whether or not you can group your products depends on the product’s diversity and quantity. Products can only really be grouped if they share:
• The exact same keywords
• The same profit margin
• Very similar conversion behaviour

For instance, you might have a donut-shaped float and an avocado-shaped one. Both are novelty swimming pool floats that look like foods. You can imagine someone looking for one and ending up buying the other.

Well, does that mean they should be in the same ad group?

Definitely not. They are not interchangeable. The qualities that make them both unique will be reflected in distinct search terms. If the donut float is more popular, your competitors will likely bid more aggressively for those keywords. This drives up CPC for the entire group. You do not want to be advertising an avocado if you are paying for a donut.

If both products sit inside the same campaign, you cannot allocate a precise budget to one product alone. And if their margins differ, you will not be able to read your ACoS in an accurate way.

In 2025, you also have Portfolios to keep everything organised. Instead of mixing ASINs into one campaign, keep your single-ASIN campaigns inside a Portfolio and keep everything clean.

4. Use Amazon’s AI Tools for Bid and Budget Automation

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Chris Turton Ecommerce

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