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Amazon's Ads Data Manager has been available to larger DSP advertisers for some time. As of now, it has expanded to all advertisers globally, including small businesses, and covers all campaign types, including Sponsored Products, Sponsored Brands, and Sponsored Display. That is a meaningful shift. First-party data targeting was previously a capability reserved for brands with the budget and technical resources to run Amazon DSP. It is now available to anyone running sponsored ads, at no additional cost. What Ads Data Manager Actually Does Ads Data Manager lets you bring your own customer data, website activity, email lists, and purchase history from your own store into Amazon Ads and combine it with Amazon's shopping, browsing, and streaming signals. The result is audience targeting built from real signals about your actual customers, not just Amazon's inferred interest categories. No additional data expertise is required. The tool is designed to work for smaller teams without dedicated data or analytics functions. All data usage is privacy-safe and used exclusively for your own campaigns; your data does not feed Amazon's broader systems or benefit competitors. The Performance Gap It Closes Amazon reports that advertisers using first-party data with Amazon Ads see a 30% higher ROAS compared to those who do not. That gap reflects the difference between targeting audiences based on behavioral inference and targeting them based on actual known customer relationships. For brands that have built meaningful customer lists- email subscribers, repeat purchasers, site visitors- those lists now have a direct route into Sponsored Ads targeting. A customer who bought from your Shopify store but has not purchased on Amazon is a retargeting opportunity that previously required DSP to act on. It no longer does. What to Do Now The expansion is live globally. Access is in the Amazon Ads console under Ads Data Manager. Three practical starting points: upload your customer email list and build a remarketing audience for Sponsored Display, create a lookalike segment based on your highest-LTV customers to use as a targeting signal in Sponsored Products, and compare ROAS on campaigns using first-party audiences against your standard campaigns over a 30-day window. The tool is available. The data most brands already have. The gap between having customer data and using it inside Amazon Ads just closed. If you want to stay updated on Amazon changes, subscribe to our blog. If you need support with PPC, DSP, AMC, analytics, or a long-term growth strategy, contact the ANavigator team at info@anavigator.co  Book a call to get a FREE AUDIT by the link below:     Book a call – FREE AUDIT   Follow my Weekly Newsletter on LinkedIn:  / amazon-digest-for-brands-7232361008185372672   Follow me on LinkedIn:  / ookovalov Follow ANavigator on social media:  / anavigator    /@anavigator_official  / anavigator7    / @anavigators     LinkedIn page to contact us:   Author: Oleksandr Kovalov Role: Founder & CEO @ ANavigator — The ANavigator Team

Amazon announced a new Sponsored Products feature called Auto-Optimisation, launching in the United States in January 2027. It is worth understanding before it arrives, because once it is turned on, the campaign starts making its own decisions. What It Does Auto-Optimisation continuously monitors campaign performance and acts on what it finds, without waiting for the advertiser to log in and make changes. Specifically, it adds relevant keywords when search volume spikes, pauses keywords that are underperforming, and expands product targeting to include similar or complementary products and categories. It also identifies seasonal opportunities and acts on them in real time, all within your existing campaign settings. Amazon gives the example of a home decor brand selling planters. A keyword like "terracotta plant pot with saucer" spikes at the start of summer, a top-performing term the brand had not included. Auto-Optimisation adds it automatically in response to that spike, and removes keywords that stopped performing at the same time. The feature is enabled with a single click in campaign settings. Once on, it runs continuously. What the Beta Results Show In beta testing, campaigns that adopted keyword auto-optimisation saw a first sale 40% faster and a 13% increase in sales. Those are meaningful numbers, particularly the speed to first sale, which matters for new campaigns and new ASINs where early conversion velocity feeds organic ranking signals. What You Keep Control Of Full visibility is built in. Advertisers can see a detailed log of every action taken, which keywords were added, what each one spent, and how many conversions it generated. Every action can be edited or reversed at any time. Auto-Optimisation operates within your existing campaign settings; it does not override your bids, budgets, or targeting structure. It works within the guardrails you have already set. That distinction matters. This is not Amazon taking over campaign management. It is Amazon's AI filling in the gaps between your manual reviews, finding opportunities you would have found eventually, but faster. What to Think About Before Turning It On The transparency is real, but the discipline required to review it consistently is not automatic. A log of every action is only useful if someone is reading it. If Auto-Optimisation is adding keywords or pausing terms and nobody is reviewing those decisions regularly, the feature is running unsupervised, which can compound mistakes as quickly as it compounds wins. The 40% faster first sale result is compelling for new campaign launches. For mature campaigns with carefully curated keyword lists built over months, the risk calculus is different. An AI adding keywords based on search volume spikes will not always distinguish between a spike driven by genuine demand and one driven by a trending news cycle or a competitor's stockout. The recommended approach when it launches in January 2027: enable it on a handful of campaigns, review the action log weekly for the first month, and compare TACoS and new-to-brand metrics against campaigns where it is off. That gives you real performance data specific to your catalog rather than relying solely on Amazon's beta averages. January 2027 is three months away. Worth flagging now so the decision about which campaigns to test it on is made deliberately rather than by default.   If you want to stay updated on Amazon changes, subscribe to our blog. If you need support with PPC, DSP, AMC, analytics, or a long-term growth strategy, contact the ANavigator team at info@anavigator.co  Book a call to get a FREE AUDIT by the link below:     Book a call – FREE AUDIT   Follow my Weekly Newsletter on LinkedIn:  / amazon-digest-for-brands-7232361008185372672   Follow me on LinkedIn:  / ookovalov Follow ANavigator on social media:  / anavigator    /@anavigator_official  / anavigator7    / @anavigators     LinkedIn page to contact us:   Author: Oleksandr Kovalov Role: Founder & CEO @ ANavigator — The ANavigator Team