What’s Altering in Could 2025?

Working Amazon Adverts right now is much less about media shopping for and extra about managing complexity. Between fragmented purchaser journeys, B2B vs. B2C concentrating on mismatches, and restricted information visibility, marketing campaign managers are sometimes flying blind regardless of rising spend.

You’re seemingly losing impressions on the improper consumers, bidding blind with out lifecycle information, or lacking market enlargement alternatives just because your instruments don’t discuss to your targets. Worse? 

Many sellers nonetheless function as if Amazon promoting is static, whereas Amazon continues to evolve at an aggressive tempo. Particularly, layering in unbelievable precision instruments that the majority advertisers don’t even understand exist.

Could 2025 marks a pivotal shift. Amazon rolled out sharper segmentation, deeper buy insights, and smarter automation giving manufacturers extra surgical management throughout Sponsored Merchandise, Manufacturers, AMC, and even logistics. Finally, these updates may also help you progress from managing campaigns to scaling outcomes.

Let’s break them down.

Amazon Promoting Updates: Could 2025

Amazon Adverts in Could have been all about precision. 

Whether or not you’re concentrating on high-value enterprise patrons, making an attempt to win over new prospects, or making each advert greenback work tougher, this month supplied marketing campaign managers higher management the place it issues most. 

With Smarter segmentation, deeper buy insights, and extra versatile bidding instruments, Amazon launched upgrades that may assist entrepreneurs shift from managing campaigns to actively steering development.

Let’s break it down:

1. Attain Solely Enterprise Consumers with Amazon Enterprise Unique Sponsored Product Campaigns

On Could fifth, 2025, Amazon rolled out one in all its most centered instruments for B2B advertisers: Amazon Enterprise unique campaigns.

For the primary time, you’ll be able to run Sponsored Merchandise campaigns that seem solely on the Amazon Enterprise retailer (excluding common retail placements and off-Amazon websites). 

It’s a devoted lane for reaching high-intent enterprise patrons with higher management over how and the place your adverts seem.

With this replace, you’ll be able to:

• Set a B2B-specific price range
• Use B2B-relevant key phrases
• Promote choose ASINs for enterprise consumers
• Tweak bids and methods to optimize solely for organizational patrons

Right here’s why this issues:

• It’s vital to notice that enterprise consumers are 3x extra more likely to buy after viewing a product web page,
• This characteristic can guarantee 50% decrease return charges, and
• You’ll be able to count on 80% extra items per order in comparison with B2C consumers.

The place it’s dwell

• United States, Canada, Mexico, Germany, Spain, France, Italy, UK, India, Japan

Who will get entry

• Eligible sellers, distributors, businesses, companions, and authors. (Should you don’t see the choice, ask your account supervisor to enroll you.)

The place to run it

It is a clear, strategic option to cease losing B2B advert {dollars} on B2C impressions and get all the way down to enterprise. This characteristic is greatest for B2B-focused sellers, bulk suppliers, and workplace product manufacturers. 

2. Sponsored Manufacturers Now Helps Bid Boosting for New-to-Model Buyers

The warfare for consideration simply obtained a bit of extra precision-guided. On Could sixth 2025, Amazon is introducing a new-to-brand (NTB) viewers for Sponsored Manufacturers campaigns, letting you enhance bids particularly for consumers who haven’t purchased out of your model prior to now 12 months.

Whether or not you’re establishing a brand new marketing campaign or modifying an present one, you’ll now see:

• A Bid Changes tab to use bid boosts on the viewers degree
• Clear efficiency insights to trace how NTB consumers are changing
• A smoother option to scale acquisition campaigns inside Sponsored Manufacturers

And it’s extremely efficient. Advertisers who elevated their bids by 100%+ noticed 2x extra NTB orders than those that didn’t. This characteristic is greatest for manufacturers centered on buyer acquisition and market enlargement. 

The place it’s dwell:

• U.S., Canada, Mexico, Brazil, main EU markets, Saudi Arabia, UAE, Egypt, Australia, India, Japan, Singapore

Who will get entry

• All Sponsored Manufacturers advertisers

Progress isn’t nearly ROAS anymore. Nowadays, it’s particularly about who you’re buying. NTB concentrating on permits you to prioritize high quality over clicks.

3. Amazon Advertising and marketing Cloud Provides 5-12 months Retail Buy Information (Sure, 5)

Amazon Advertising and marketing Cloud simply obtained a severe improve. On Could 23, 2025, Amazon rolled out the Amazon Retail Purchases dataset, giving advertisers entry to 5 full years of detailed retail buy historical past, up from the earlier 13-month restrict.

A part of the AMC Paid Options suite (with a 60-day free trial, then $500/month for measurement), this dataset unlocks deeper insights into buyer habits, permits you to mannequin lifetime worth with extra accuracy, and helps you construct smarter, high-impact audiences.

So what’s within the dataset?

• Merchandise-level order data throughout 5 years
• Instruments to construct lifetime worth fashions
• The flexibility to outline “upgrade-ready” audiences
• Enhanced new-to-brand measurements
• Wealthy buyer journey insights throughout seasons, classes, and replenishment cycles

For {custom} audiences: It’s free.

For measurement and superior analytics, you’ll have to subscribe.

Why it issues:

• Beforehand, AMC solely gave you 13 months of sign. With 5 years of historical past, your methods can lastly mirror actual buy cycles, particularly in case you promote seasonal, high-ticket, or repeat-use merchandise.

The place is it dwell?

• Measurement use: U.S., Canada, Japan, Australia, UK, Germany, France, Italy, Spain
• Viewers use: U.S., Canada, Japan, Australia

Who will get entry?

• AMC prospects with selling-linked advert accounts (Vendor Central or Vendor Central)

This characteristic is ideal for Analysts, data-driven advertisers, and types promoting sturdy/replenishable items. Finally, it’s for advertisers who suppose when it comes to cohorts, not campaigns. 

4. Sponsored Adverts & Shops Launch in Eire

Eire simply turned much more fascinating for advertisers. As of Could 28, 2025, Amazon.ie, now helps Sponsored Merchandise, Sponsored Manufacturers, and Shops. This basically permits sellers and distributors entry to a brand-new viewers in Western Europe.

It’s particularly helpful for manufacturers already working within the UK or seeking to broaden throughout the EU. Now you can:

• Launch Sponsored Product campaigns immediately on Amazon.ie

• Construct out custom-branded Shops for deeper engagement

• Use Sponsored Manufacturers video to face out in search

• Goal by key phrase, product, or curiosity. Similar to you do elsewhere.

Eire could also be small in inhabitants, however it’s strategically positioned—and underserved. For a lot of manufacturers, this rollout opens up a completely new pocket of ROI with little or no raise.

The place it’s dwell:

Who will get entry?

The place to run it?

Eire could also be small in inhabitants, however it’s strategic for EU development and for a lot of manufacturers, this unlocks a complete new layer of promoting ROI.

Amazon Vendor Updates: Could 2025 

Amazon has gone all out in Could with new instruments launches, coverage shifts, and optimization ideas to assist prep your account for Q3 and This autumn.

Between compliance migrations and adjustments to purchaser communication, Could’s updates are much less about bells and whistles and extra about foundational readability. Consider it as Amazon tightening the screws so that you don’t come unfastened when volumes spike later within the yr.

Now, right here’s an inventory of what’s altering and the best way to use it to your benefit:

Amazon Vendor Replace 1: Compliance now lives in Account Well being

Should you’ve been bouncing between dashboards to handle product or meals security compliance, that’s about to get simpler. Nicely, finally.

On Could twenty ninth, Amazon formally started migrating all product and meals security necessities to the Account Well being dashboard, phasing out the separate Handle Your Compliance web page.

What this implies:

• You’ll now view violations, submit documentation, and attraction enforcement actions in a single place.

• Want lab testing or certifications? You’ll additionally be capable of handle that from the identical dashboard. There’s no have to chase exterior workflows.

Transition interval: In the course of the migration (anticipated to wrap by July), you’ll have to examine each dashboards to remain absolutely compliant. Amazon plans to roll out tutorials and assist guides as soon as the swap is in full impact.

Amazon Vendor Replace 2: Tighter Messaging Guidelines: No Extra [Important] Topic Strains

Amazon has quietly rolled again your capacity to flag purchaser messages as “[Important]”. This modification, which was rolled out in mid-Could, impacts how (and when) you’ll be able to attain opted-out prospects.

The replace tightens up Purchaser-Vendor Messaging to guard purchaser inbox preferences. 

Right here’s what modified:

• The topic line flag “[Important]” has been eliminated.

• You’ll be able to not override opt-out settings until the message is immediately associated to fulfilling the order.

What does this imply precisely?

Your solely path via is utility. That means, in case your message is crucial to the order, it will get delivered. If not, it will get filtered.

What nonetheless works:

Use Amazon’s message templates. These templates:

• Auto-flag messages as vital when mandatory

• Embrace order particulars mechanically

• Translate into the customer’s most popular language

We advocate you get reacquainted with what qualifies as crucial comms. Examine Amazon’s Communication Pointers.

Amazon Vendor Replace 3: Following the most recent A+ Content material greatest practices = higher conversion science

Should you’ve been phoning it in along with your A+ Content material, it time to up your recreation. Amazon simply launched a brand new wave of A+ Content material greatest practices and tied them on to gross sales raise metrics.

Some highlights price transforming your listings for:

• Storytelling wins. Present your product in motion. Context outperforms muddle. Suppose: way of life photographs with a story, not flat lay inventory images.

• Shoppable comparability tables all the time are likely to drive larger AOV. Clients use them to match variations and purchase a couple of.

• Textual content issues greater than you suppose. Alt-text for each picture. Textual content over image-embedded blurbs. Descriptive, helpful phrases—not filler.

• Keep away from reusing creatives. Duplicate way of life pictures throughout ASINs dilute perceived worth. Use the A+ generative AI device to refresh your creatives with out burning your price range.

Right here’s a tip from the trenches: In case your ASIN is displaying indicators of advert fatigue or declining conversion, examine your A+ visuals. Likelihood is, it’s time for an total. You’ll be able to all the time attain out to our itemizing optimization specialists for an audit. 

Amazon Vendor Replace 4: Streamlined Cargo Administration with Enhanced Ship to Amazon Workflow

Amazon has upgraded the Ship to Amazon workflow with two key adjustments designed to scale back friction and enhance price management throughout cargo creation:

1) Actual-Time Eligibility for Optimized Splits

As you create home or worldwide shipments, the system will now point out whether or not your cargo qualifies for Amazon-optimized splits. Visibility consists of necessities for particular person items, case packs, and pallet templates. This improve will now permit for higher planning and compliance.

2) Upfront Price Transparency

Step 2 now exhibits estimated inbound prices, together with FBA placement service charges and delivery estimates by way of Partnered Service Program (PCP) or SEND. These are comparison-only estimates and carry no obligation until you proceed with PCP.

Moreover, for home shipments, the system auto-compares small parcel vs. less-than-truckload charges and preselects the lower-cost choice. Finally, this helps you keep away from guide guesswork and enhance logistics effectivity.

It’s vital to notice that charges proven might differ from what non-PCP carriers cost. Use this workflow as a strategic benchmark, not a ultimate quote.

Amazon Vendor Replace 5: New Management Over Auto-Replenishment with AWD Threshold Settings

As of Could 2025. now you can outline minimal and most stock thresholds for FBA replenishment immediately via Amazon Warehousing & Distribution (AWD). This offers you precision management over how a lot inventory flows into FBA, aligned with gross sales patterns and money circulation priorities.

As soon as thresholds are set per SKU, AWD auto-initiates replenishment shipments to keep up inventory ranges, contemplating each on-hand and in-transit stock.

That is notably helpful for:

• Regular-moving ASINs
• Seasonal SKUs requiring strategic buffers
• Launch-phase stock management
• Purchase with Prime-enabled objects
• Excessive-value or signature merchandise

Warning: It’s vital to notice that SKUs with minimal thresholds set grow to be ineligible for storage charge waivers for 90 days. You’re taking full possession of stock planning and related FBA prices.

To replace thresholds:

Go to Stock > Warehousing and Distribution (AWD) → View or Transfer stock → Choose SKUs → Set thresholds underneath FBA replenishment.

Amazon Vendor Replace 6: New Price Adjustment Logic for Service Cargo Measurement Discrepancies

From June twelfth 2025, Amazon will subject charge changes based mostly on discrepancies between the burden and dimensions you submit throughout cargo creation and the precise measurements recorded by the partnered provider. 

What does this? Nicely:

• Overstated measurements will lead to a credit score
• Understated measurements will lead to a cost

You’ll be notified of those variations inside the Inbound Efficiency dashboard, the place you’ll be able to assessment particular discrepancies underneath the “Inaccurate transportation weight/dims” defect class.

This modification encourages extra correct prep and labeling from the beginning, lowering future disputes and bettering price accuracy at scale.

Amazon Vendor Replace 7: Coverage Updates to Vendor Fulfilled Prime and Premium Transport

As of June twenty ninth 2025, Amazon will tighten the eligibility standards and efficiency requirements for Vendor Fulfilled Prime (SFP) and Premium Transport to make sure these packages persistently ship the Prime-level expertise patrons count on.

Key adjustments embody:

• Revised enrollment and eligibility standards for SFP

• Up to date efficiency metrics for Premium Transport

• OTDR (On-Time Supply Price) safety for sellers utilizing Transport Settings Automation and OTDR-Protected labels by way of Amazon Purchase Transport or Veeqo

Even in case you’re not utilizing these instruments, Amazon might exempt OTDR penalties throughout wide-scale disruption occasions that have an effect on a area.

This replace improves equity whereas making certain vendor efficiency aligns with evolving purchaser expectations. For sellers who prioritize quick, dependable achievement with out outsourcing to FBA, understanding and aligning with these requirements might be crucial to retain program advantages.

Amazon Vendor Replace 7: AI-Powered Model Identify Generator Now Out there

Amazon has launched a free AI-based model identify generator to assist you with model constructing from day one. This device basically generates identify recommendations tailor-made to your product class, viewers, and model positioning. Most significantly, there’s rationale behind every identify.

• It additionally performs a fundamental trademark screening utilizing USPTO data, serving to you pre-filter choices earlier than investing time in IP safety.

• As soon as you choose a reputation, you’ll be able to join with vetted suppliers by way of Amazon’s IP Accelerator to safe your trademark effectively.

Whereas the device is a strong place to begin, all the time seek the advice of a trademark lawyer earlier than finalizing a model identify.

To strive it: Head to Create a model identify in Vendor Central.

Ultimate Ideas

Amazon did extra that merely launch a few new options in Could 2025, they’ve empowered sellers to grow to be extra strategic path. Amazon is rewarding advertisers and sellers who function with precision, suppose in cohorts, and deal with advert {dollars} as strategic levers, not blunt devices.

Whether or not it’s concentrating on solely enterprise patrons, scaling new-to-brand acquisition, or mapping 5 years of buy cycles—your aggressive benefit now lies in who you goal, how typically, and with what degree of perception.

That is Amazon signaling that the period of “set-it-and-forget-it” is over. The winners? Those that construct programs, not simply campaigns.

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