Menu
Podcast
Free Audit

Services

What Can We Do?

Amazon PPC Management

Amazon PPC Management

Skyrocket your visibility with our tailor-made Amazon PPC service. Turn potential viewers into actual buyers, ramping up conversions and ROI.
Amazon DSP

Amazon DSP

Unlock the power of Amazon DSP with us! Harness Amazon's vast buyer data, target ideal customers and boost your brand's reach.
Amazon Marketing Strategy

Amazon Marketing Strategy

Experience explosive growth on Amazon! We fine-tune your positioning, listings, and pricing, unleashing robust profits and scaling opportunities.

Analytics

Branding and Optimization

Brand Support

Amazon External Traffic

ANavigator Weekly Amazon Digest — Week 21

25 May 2026

ANavigator Weekly Amazon Digest — Week 21

Amazon had a busy week. Major feature drops across Brand+ and Performance+, new measurement capabilities in DSP, expanded AMC access, and a fresh round of search and placement changes. Here is what happened and what it means operationally.

📌 Contents:

  1. Amazon Ads major update: Brand+, Performance+, Audio, Video Generator, and more
  2. Amazon DSP self-service third-party measurement is now available
  3. AMC workflow MCP tools expanded to all instances
  4. DSP bulk operations — official documentation published
  5. New Amazon Ads benchmark report
  6. “Shop by feature” — new sponsored ad placement on Amazon
  7. Google expands agentic commerce with Universal Commerce Protocol
  8. Amazon’s new “similar products” feature in search results
  9. Alexa question suggestions — free customer insight hiding in plain sight
  10. Free shipping threshold — a conversion tip worth revisiting

 

 

1. Amazon Ads major update: Brand+, Performance+, Audio, Video Generator, and more

Amazon dropped a significant batch of updates across Brand+ and Performance+ this week. Audio for Brand+ is now in open beta, with early data showing a 43% increase in incremental reach compared to STV alone — and a 6–9% improvement in ROAS when paired with video. Video Generator can now produce broadcast-ready ad creative from an ASIN in roughly five minutes, removing the production-cost barrier that kept many brands from using video. Unified Consideration moved to GA, enabling mid-funnel optimization within Performance+ using DPVR and CPDPV signals. Automated REC generates display creatives automatically from ASINs and attaches them to live line items. Full-funnel automation is now available — brands not testing it are behind where the platform is headed.

Read more here by Mila Dubykivska

 

2. Amazon DSP self-service third-party measurement is now available

Advertisers can now set up, manage, and pay for third-party measurement studies directly through Amazon DSP — no manual coordination with Amazon teams required. The platform provides access to 50+ measurement partners covering Brand Lift, Reach & Frequency, Site Visitation, Sales Lift, and more, all inside a single interface. Advertiser Direct Billing simplifies vendor management and provides transparent pricing. For teams running DSP campaigns and wanting independent verification of performance, this removes the process bottleneck that previously made third-party measurement difficult to justify operationally.

Read more here by Amazon Ads Partner

 

 

3. AMC workflow MCP tools expanded to all instances

On May 19, Amazon removed the AWS Clean Rooms collaboration requirement for AMC workflow MCP tools, making them available across all AMC instances. MCP tools allow AI agents to interact with AMC-related tasks— such as saved queries, workflow management, reporting prep, and recurring analytics work. For agencies managing AMC across multiple clients, it is now more realistic to build repeatable, standardized workflows rather than solving the same technical problems for each instance individually.

Read more here by Oleksandr Kovalov

 

4. DSP bulk operations — official documentation published

Amazon published official documentation for DSP bulk operations in the Advertising Developer Portal on May 18. The documentation covers which DSP entities support bulk operations, full column-level references for orders, line items, and creative associations, and step-by-step guidance for downloading, editing, and uploading bulk spreadsheets. Previously, this work relied on trial and error — wrong column names and missing fields regularly broke uploads. For teams managing DSP at scale, having an official reference makes it practical to build internal SOPs and QA checklists that hold up over time.

Read more here by Kate Pavlenko

 

5. New Amazon Ads benchmark report

Amazon added a benchmark report inside the Ads console, found under Reports → All Amazon Campaigns → Benchmarks. It shows how your campaigns compare with similar brands in terms of click rate, cost per click, and video views. Below-average CTR points to creative; above-average CPC points to bids or spend levels; an underperforming video creative should be replaced before it continues to drain the budget. The report is most useful as a weekly check — consistent patterns over several weeks tell you where to prioritize.

Read more here by Vani Oswal

 

6. “Shop by feature” — new sponsored ad placement on Amazon

A new “Shop by feature” placement is appearing in Amazon search results, surfacing products based on attributes rather than direct keyword intent. Brands focused exclusively on keyword targeting may not appear in these placements at all, as they operate on different matching logic. The emergence of attribute- and audience-based placements alongside keyword-based ones signals that campaign structure needs to account for both.

Read more here by Destaney Wishon

 

7. Google expands agentic commerce with Universal Commerce Protocol

Google demonstrated shopping-cart functionality in its AI chatbots this week, powered by the Universal Commerce Protocol. Gmail and YouTube are next, turning them into active shopping surfaces for billions of users each month. The UCP has consistently led deployed features by weeks or months — shopping carts were added to the protocol in January. Currently live in the US only, with Canada, Australia, and the UK announced as next markets. For Amazon-focused brands, this signals that the broader e-commerce surface area is expanding beyond traditional marketplaces.

Read more here by Juozas Kaziukenas

 

8. Amazon’s new “similar products” feature in search results

Amazon is now surfacing a “similar products” panel in search results, grouping products it considers algorithmically comparable. Clicking it for your own ASINs reveals which products Amazon maps as your direct competitors — useful for competitive analysis without additional tools. It also exposes keyword opportunities by showing how comparable listings are structured, and gives signal on whether your listing’s indexing is working as intended.

Read more here by Carly McMillen

 

9. Alexa question suggestions — free customer insight hiding in plain sight

Amazon’s AI surfaces question prompts on product pages — things like “does it support energy levels?”, “Is this gluten-free?” “Compare with similar.” These questions reflect what customers are actually thinking before they decide to buy, and most sellers ignore them entirely. If the same questions keep appearing, they point directly to missing information in your listing — gaps in images, bullets, A+ content, or comparison charts. The listings that answer these questions before the customer asks them consistently outperform those that leave the gap open. Check these prompts for your main ASINs and treat them as a free brief for your next listing update.

Read more here by Denis S.

 

10. Free shipping threshold — a conversion tip worth revisiting

Amazon has conditioned shoppers to expect free shipping, and pricing just below the threshold can suppress conversion rates. Shoppers frequently prefer paying $35 with free shipping over $34.99 plus a shipping charge, or the friction of finding an add-on item to qualify. Moving a product’s price just above the free shipping threshold removes that friction entirely. Conversion optimization does not always come from ads or ranking — often it comes from understanding how customers behave once they reach the listing.

Read more here by Nikolai Tahmin

 

A lot moved this week — new placements, expanded measurement access, AI-connected analytics tools, and a fresh set of automation features in Brand+ and Performance+. Subscribe to the ANavigator Weekly Amazon Digest on our blog to get this every week without having to track it yourself.

 

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

Team members:

ANavigator Weekly Amazon Digest — Week 21
Oleksandr Kovalov
CEO & Founder
Open profile

Content is being updated

Content is being updated

our activity

News and podcasts

GO TO FEED

SELECTED ARTICLE

Amazon quietly expanded DSP through an integration with Perion.
blog
December 18, 2025
Amazon quietly expanded DSP through an integration with Perion.

Amazon DSP just got more interesting.

Amazon quietly expanded DSP through an integration with Perion.
What does that mean in practice?

Access to premium display, video, and even DOOH placements — all using Amazon’s audience data.

This isn’t about chasing more impressions.
It’s about showing up in better environments where people actually pay attention.

A few things have changed:

– Premium formats now run directly inside DSP
– Attention becomes something you can measure, not guess
– DOOH finally works at scale with Amazon audiences

The bigger picture is clear.
Amazon is moving DSP away from “retargeting only” and toward a real omnichannel demand platform.
If you use DSP seriously, this is a shift worth watching.

Curious — which channel do you see as the biggest unlock here: premium video or DOOH?

(Source: insights shared by Valentyna Symonenko)

Learn more

LATEST UPDATES

Amazon Just Removed the Paywall on AMC’s Most Valuable Data. You Have Until December 31
Blog
June 5, 2026
Amazon Just Removed the Paywall on AMC’s Most Valuable Data. You Have Until December 31
On June 2, 2026, Amazon announced that most sellers will miss entirely. Amazon's 1P paid feature signals in Amazon Marketing Cloud are now free to query through December 31, 2026, for both audience creation and measurement use cases. Third-party signals such as Experian continue to require a subscription fee. For brands that have been running AMC queries for years, this is a significant expansion of what they can analyze at no additional cost. For brands that have never touched AMC's paid tables — which is most sellers — this is a seven-month window to access data they have never seen before, at no cost. Here is why that matters more than it sounds. What AMC's Free Tier Has Always Done — and What It Missed AMC is free to use by default, but the free version only gives you insight into Amazon advertising-specific metrics. To get organic metrics — sales and purchase behavior of customers who were not ad-exposed — you previously had to subscribe to Amazon Flexible Shopping Insights, a paid feature. That distinction is the entire point. Your ad data was always visible. What you could not see was everything that happened outside your ads — organic purchases, organic adds to cart, Subscribe & Save sign-ups, and the behavior of shoppers who found your product without clicking an ad. Without that data, you were analyzing half the picture. Without the paid subscription, you could only calculate LTV for ad-exposed shoppers. Organic metrics were required for full LTV analysis. For any brand trying to understand true customer lifetime value, the free tier was structurally incomplete. That gap is now closed, temporarily. What You Can Actually Query Now The paid feature that matters most for most advertisers is Amazon Insights — the dataset that gives you full access to both organic and ad-attributed interactions shoppers had with your brand over the last 12.5 months. With that data now free to query, the questions you can answer are fundamentally different from what AMC's free tier allowed. Here are the questions worth running first. Full customer lifetime value. What is the actual LTV of a customer acquired through advertising, including all subsequent organic purchases? Not just ad-attributed revenue — total revenue across the full relationship. Most sellers have been running LTV calculations that only captured the ad-exposed portion of shopper behavior. This fills the gap. Organic behavior after an ad-attributed purchase. Does a customer who first buys through a Sponsored Products ad come back organically? How often? How quickly? This tells you whether your ad spend is building a customer base or just renting traffic. Subscribe & Save conversion paths. How many purchase events does a shopper typically have before subscribing? Does your entry-level size act as a trial that leads to subscription, or does it substitute for it? That distinction changes how you should price and advertise your subscription offering. True attribution window. Amazon's default attribution window is 7 days. How many of your actual customers purchased 8, 14, or 30 days after their first ad exposure? If a meaningful share of conversions occurs outside the 7-day window, your campaign performance data understates the true impact of your advertising. Retargeting share of "LTV" spend. What percentage of your ad spend is going to customers you already won? If a large share of your retargeting budget is reaching repeat buyers who would have purchased organically anyway, you are paying for revenue you did not need to pay for. AMC also reveals how Brand Store interactions appear in a shopper's path to purchase — including how many store visits a shopper makes before converting, and whether higher store engagement correlates with higher purchase likelihood. That data has implications for how you structure your store and allocate your brand awareness budget. Who Can Access This and How Since September 2025, Amazon has offered direct, self-service access to AMC for sponsored ads advertisers, removing the traditional requirement for an Amazon representative or partner to provision access. AMC now includes no-code templates and AI-powered SQL assistance, making it more accessible to teams without dedicated data engineering resources. In January 2025, Amazon also introduced a natural-language SQL generator for Marketing Cloud, enabling marketers to create database queries using plain English. The technical barrier that previously made AMC inaccessible to smaller teams has been reduced significantly. You no longer need to write SQL from scratch to get useful output. The free access to paid feature signals runs through December 31, 2026. That is seven months. After that date, the subscription requirement returns. Why This Window Is Worth Acting on Now Most brands on Amazon are optimizing campaigns based on the data that has always been free — ad spend, ACoS, attributed sales within 7 days, and click-through rates. That data tells you whether your ads are working in a narrow, transactional sense. It does not tell you whether your advertising is building a business. The paid feature data — now temporarily free — answers the business-level questions. Are your acquired customers worth acquiring? Are they coming back? Are they converting to a subscription? Are they upgrading to larger sizes? How much of your reported LTV is organic behavior that would have happened anyway? For brands spending $50K or more per month on Amazon advertising, running even three or four of these queries could meaningfully change how you allocate budget — not just between campaigns, but between acquiring new customers and retargeting existing ones. The window opened on June 2. It closes December 31. Seven months is enough time to run the analysis that changes how you see your business. Open your AMC instance and start with one question: what is the actual LTV of a customer acquired through advertising, including everything that happened after? That number will tell you more than your ACOS report ever has. 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
Learn more
Prime Day 2026 Is June 23-26. You Have Three Weeks. Here Is Where to Focus.
Blog
June 3, 2026
Prime Day 2026 Is June 23-26. You Have Three Weeks. Here Is Where to Focus.
The dates are confirmed. Amazon Prime Day 2026 runs from Tuesday, June 23, through Friday, June 26 — four full days, starting at midnight PT / 3 a.m. ET. Early deals are already live on the site. This year's Prime Day is earlier than usual — the last time Amazon held the event in June was 2021. The four-day format, which debuted in 2025, is continuing after the extended length delivered record-breaking results. Four days of Prime-level traffic across more than 35 categories, starting in three weeks. If you are a brand selling on Amazon, the preparation window is closing fast. Why the June Date Changes the Prep Timeline Most brands calibrate their Prime Day preparations around a mid-July event. That buffer is gone this year. In 2025, Prime Day ran July 8–11. This year it moves to June 23 — nearly three weeks earlier. For brands with overseas supply chains, that difference is already inside minimum replenishment lead times for many categories. For brands planning A+ Content updates or campaign restructures, review and approval windows are compressing. The FBA inbound deadline for guaranteed Prime Day availability has passed for most standard lead times. If inventory is not already in transit or in the warehouse, the focus needs to shift from inventory positioning to maximizing conversion on what is already available. What to Check in the Next Three Weeks There is no universal Prime Day checklist that works for every brand and every category. But there are six areas that consistently separate strong executions from weak ones — and most of them can still be addressed before June 23. Inventory. Know your sell-through risk by ASIN before the event starts. Running out on day one of a four-day event is expensive — not just in lost sales, but in ranking signals that take weeks to rebuild. Know your stock position, your daily velocity assumptions, and the point at which you need to pause advertising to avoid a stockout that would damage organic rank. Deals and pricing. Deal scheduling for Prime Day closed on May 26. If you have submitted your Lightning Deals or Best Deals, confirm their status in Campaign Manager. If you missed the submission window, focus on Prime-Exclusive Price Discounts — Amazon opened Prime-Exclusive Price Discounts on April 6, and they remain active until six hours before the end of the event. The fee structure this year is a $100 upfront fee plus 1.5% of promotional sales, capped at $5,000. Run the margin math before activating. Budgets. CPCs during Prime Day spike 40–80% above normal levels. Brands that set advertising budgets based on regular weekly spend run out of money mid-event or dramatically overpay for traffic. Set daily budgets based on your expected Prime Day traffic multiple, not your average week. Consider dayparting if your category has peak conversion windows. And build a reserve for days two and three — most brands exhaust their budget on day one and watch competitors capture day two traffic at lower CPCs. Listings and content. Prime Day is now four days long — more time for shoppers to compare carefully and read listing details before buying. A listing that looks thin next to a competitor's Premium A+ content will lose conversions it otherwise would have won. With Amazon's Premium A+ now open to all Brand Owners at no cost, and A+ Content reviews taking up to seven business days, content submitted this week should clear approval before June 23. This is the last realistic window. Keywords and campaigns. Prime Day generates significant search volume from intent patterns that do not exist the rest of the year — deal-seeking, category-browsing, gift-buying. Review your keyword coverage for broad and category-level terms, not just your brand and core product terms. Defensive bidding on your own brand terms is non-negotiable during an event where competitors will raise bids specifically to intercept your brand traffic. Alexa for Shopping. With Amazon's AI shopping assistant now operating inside the main search bar and generating recommendations before shoppers see a listing, the quality of your product content feeds directly into AI-mediated discovery during the event. Shoppers using Alexa are 60% more likely to complete a purchase. Listings that answer real buyer questions clearly — not just listings stuffed with keywords — are the ones that perform in that layer. The Preparation Mistake Most Brands Make The most common Prime Day failure is neither a creative nor a budget problem. It is a timing problem. Brands spend the week before the event adjusting bids, even though the decisions that determine Prime Day performance — which SKUs to promote, at what discount depth, with what inventory position, and backed by what listing quality — should have been finalized two weeks earlier. By the time campaigns go live on June 23, those decisions should be settled. The next three weeks are for executing the plan, not building it. The brands that consistently perform better at Prime Day are not the ones that react late with bigger spend. They are the ones who enter the event with a clearer plan, better numbers, and greater control. Three weeks is enough time to close the gaps that matter. There is not enough time to fix everything. Pick the highest-impact items — inventory position, deal activation, budget structure, listing quality on hero ASINs — and work down from there. June 23 is not moving. 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
Learn more
Podcast
February 23, 2024
The Power of Premium A+ Content on Amazon: A Deep Dive with Fatos Fatin from Maxamaze
loading...
Learn more