Auto-Optimisation: Amazon Is About to Manage Your Keywords for You. Here Is What It Actually Does.

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

Amazon confirmed the dates for Prime Big Deal Days this week, tightened the packaging rules on bundles, and rolled out a new way of displaying quantity across product listings. There's also movement on the advertising side, with Full Funnel campaigns spreading to more accounts and a new date range tool in Ad Console. Here's what changed and what to do about it. 📌 Contents Prime Big Deal Days Announced: October 6-7 Amazon Bundle Policy Change: Manufacturer Packaging Required by January 2027 New Variation Theme for Quantity Rolls Out Across 193 Categories Full Funnel Tab Now Rolling Out in Ads Console New Beta Feature: Increased Conversions for Sponsored Brand Campaigns Custom Date Range Now Available at the Account Level in Ad Console Amazon Updates the Coupon Creation Process in Seller Central   1. Prime Big Deal Days Announced: October 6-7 Amazon has confirmed that Prime Big Deal Days will take place on October 6 and 7 this year. Publishing the dates now gives brands a defined window to plan around, but it also shortens the runway for anyone who hadn't started yet. Deal submissions, budget allocation, and inventory checks all need to be locked in advance of the event rather than adjusted on the fly once it starts. In past events, accounts that entered with clean campaign structures and adequate stock levels typically outperformed those scrambling mid-event. The practical move now is to finalize deals, set dedicated budgets, and confirm stock coverage well before October 6. Read more here by Nikolai Tahmin 2. Amazon Bundle Policy Change: Manufacturer Packaging Required by January 2027 Amazon is introducing a new packaging requirement for bundles. Starting January 11, 2027, most bundles listed under a single ASIN must be packaged by the original manufacturer or brand rather than assembled and repackaged by the seller. There are exceptions, including authorized repackaging arrangements and Virtual Bundles, so not every current bundle setup is affected equally. Bundles that don't meet the new requirement risk deactivation and can trigger an Account Health violation, which can affect broader account standing beyond the bundle itself. Anyone selling multi-product bundles should review current packaging arrangements now, more than a year ahead of the deadline, rather than waiting for enforcement to force the issue. Read more here by Ed Rosenberg 3. New Variation Theme for Quantity Rolls Out Across 193 Categories Amazon launched a new variation theme that displays quantity alongside existing size and color variations. Listings now show as "X count" for single packs and "X count (Y packs of Z)" for multipacks, so a product previously titled as a "72-pack" now displays a multipack version as "144 count (2 packs of 72)." The change is designed to make comparisons cleaner for shoppers, and search results in categories that adopt the theme will start filtering and sorting by unit count. That also means shoppers will see standardized price-per-unit math for the first time in those categories, which changes how competitively a listing's price reads next to others. Three actions matter now: check whether your product types fall within the 193 categories that have launched the theme, enroll top-selling SKUs before the theme becomes mandatory in those categories, and audit multipack listings to confirm unit count and pack count are structured correctly. Amazon rollouts like this tend to move from optional to encouraged to default to enforced, so early enrollment tends to be less disruptive than a forced migration later. Read more here by Noah Wickham 4. Full Funnel Tab Now Rolling Out in Ads Console Amazon first announced Full Funnel campaigns in January, targeting a Q1 2026 launch. What changed this week is visibility: the "Full Funnel" tab is now appearing in Ad Console for a wider set of advertiser accounts, including some managed by ANavigator. The feature groups Sponsored Products, Sponsored Brands, and Sponsored Display into a single structure intended to address different stages of the customer journey in one place. Accounts that haven't seen the tab yet should expect it as the rollout continues to expand. Reviewing current campaign structure now makes it easier to evaluate the Full Funnel option once it appears rather than adopting it reactively. Read more here by Kate Pavlenko 5. New Beta Feature: Increased Conversions for Sponsored Brand Campaigns Amazon Ads introduced a beta feature called Increased Conversions, which automatically creates a complementary Sponsored Brand campaign alongside a seller's existing setup. It extends the same Full Funnel logic Amazon has been building toward, pairing Sponsored Products, Sponsored Brands, and Sponsored Display to cover the top, middle, and bottom of the funnel. Some advertisers running these combined structures report a consistent pattern: Sponsored Display delivering average ROAS, Sponsored Brands generating clicks without matching conversion volume, and Sponsored Products still carrying most of the direct conversion load. That pattern has been attributed in part to gaps in Amazon's cross-campaign attribution, which affects how conversions from earlier touchpoints get credited. Testing the beta on an account with budget flexibility is reasonable, but results should be evaluated against that known attribution gap rather than against isolated campaign metrics. Read more here by Noah Wickham 6. Custom Date Range Now Available at the Account Level in Ad Console Amazon Ads Console now supports selecting any custom date range at the account level, with data available back to July 14, 2025. Before this update, pulling account-level spend from more than 90 days back required using Year to Date or Lifetime views, both of which only broke data down by month rather than by exact dates. The new option lets advertisers select precise start and end dates directly. This is particularly useful for accounts taken over mid-relationship, where no historical reporting was saved outside the Ad Console itself and Lifetime or Year to Date views were previously the only way to approximate past performance. Read more here by Isaac Gross 7. Amazon Updates the Coupon Creation Process in Seller Central Amazon updated the coupon creation flow in Seller Central with three additions: sellers can now reuse a previous coupon setup instead of building a new one from scratch, save drafts and return to them later, and review the full coupon configuration in a dedicated section before submitting. None of these changes are structural, but together they reduce the friction of managing promotions across multiple products or storefronts. Accounts running frequent or overlapping coupon campaigns should see the most benefit from the reuse and draft-saving options in particular. Read more here by Will Haire That covers the seven updates worth tracking this week. Bundle sellers and anyone running multipack listings have the most to act on before deadlines start to bite, while the Ad Console changes are worth a look the next time you're pulling reports. Subscribe to the blog to get next week's digest as soon as it's published. 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