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’s “Targeting with AI” Just Got Its First Strategy. Here Is What the Beta Actually Does.
Blog
October 7, 2026
Amazon’s “Targeting with AI” Just Got Its First Strategy. Here Is What the Beta Actually Does.
A setting called Targeting with AI appeared in the Amazon Ads console under Settings at the account level. When it first appeared, the status showed "No strategy available", nothing to enable, nothing to test. That has now changed. The first strategy is live: Prime Big Deal Days, running until October 8, 2026. What Just Became Available Previously, the feature existed at the campaign level only. The account-level setting is new. One checkbox, "Apply to active campaigns", now applies the seasonal strategy across all eligible campaigns simultaneously. The Prime Big Deal Days strategy adds seasonal keywords and product targets to your eligible Sponsored Products campaigns ahead of the event, then pauses them automatically once it ends. It runs separately from your existing targeting, your current keyword lists and product targets stay untouched. Auto-pause rules are built in. A target is paused automatically when any of the following occur: No impressions in 3 days No clicks in 7 days No conversions after 15% of average daily budget spent No conversions after 20 or more clicks in 14 days     The Case For and Against Testing It Amazon's seasonal data is better than most advertisers' keyword research. Having relevant terms surface automatically and pause themselves when they stop performing is a real efficiency gain, particularly for teams managing large keyword lists across many campaigns. The risk is the account-level application. One checkbox applies the strategy to all active campaigns. Seasonal keywords could land inside campaigns built for very specific purposes, diluting their focus. And if campaign budgets do not increase to accommodate the new targets, the seasonal additions compete with your proven keywords for the same daily spend. Match types and bid levels for automatically added targets are not publicly documented, which makes it difficult to predict spend impact before it happens. What to Do If you want to test it: enable it on campaigns with broader targeting and flexible budgets, not tightly structured ones where keyword precision matters. Monitor spend and search term reports daily during the event window. If you would rather skip it: the setting is opt-in. Nothing activates unless you check the box. Either way, open Settings in your Amazon Ads console and check the current status. The next seasonal strategy, likely around Black Friday or Q4, will appear the same way, with or without a separate announcement. 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
Weekly Amazon Digest: unBoxed 2026 Special Edition. Everything Announced at the Event, in One Place
Blog
October 1, 2026
Weekly Amazon Digest: unBoxed 2026 Special Edition. Everything Announced at the Event, in One Place
Amazon Ads held unBoxed 2026, its yearly advertising conference, in San Francisco in September, and AI was at the center of almost every announcement.   🏁 The highlights - Amazon Ads Agent is now one platform for Sponsored Ads, DSP and the new campaign types. You'll be able to plan, analyze and create ads by chatting with it. - Two new campaign types: Full-Funnel Campaigns and DVA+, which combines display, video, and audio. - Brands will be able to feed product expertise into Alexa for Shopping and ask verified buyers for reviews through ads. - New tools let AI agents work with Amazon Ads and AMC directly.   📆 What's coming when - Now: Full-Funnel Campaigns (US), Sponsored Services (US) - Late October: DVA+ - November 2026: Review Requests - January 2027: Branded Conversations (US) - Coming months: Ads Agent conversational features   📌 Contents Amazon Ads Agent: one place for all your advertising Two new campaign types: Full-Funnel Campaigns and DVA+ Branded Conversations in Alexa for Shopping Review Requests ads Also from unBoxed Final thoughts   1. Amazon Ads Agent: one place for all your advertising Amazon Ads Agent (expanded closed beta, rolling out over the coming months) Amazon renamed its unified ad platform Amazon Ads Agent. The bigger change is that you'll increasingly manage campaigns by asking it questions in plain language. - One platform. Ads Agent brings the Ads Console and Amazon DSP together. Sponsored Ads, Full-Funnel Campaigns and DVA+ are now all managed in the same place. - Media planning. You can ask it to size audiences, forecast reach and suggest how to split your budget. It can also compare how much new reach different options would add. - AI targeting. You describe the audience you want, and it recommends products, categories, keywords and Amazon audiences to target. Amazon says advertisers using it reached 25%+ more unique customers at a 10%+ lower cost per impression. - Sponsored Products guidance. It finds optimization opportunities in your Sponsored Products campaigns. You can apply them in one click. - Analytics by conversation. Instead of building reports, you ask questions about performance. Nearly 1,000 metrics are available this way, including new-to-brand, long-term sales and peer benchmarks. - AI creative. Amazon's AI creative tools now work inside the same conversation. You can turn existing product assets into display ads and TV-quality video, and Amazon reports up to 71% more product coverage and up to 15% sales growth for advertisers using them. What this means for you: The biggest change here is how you'll work day-to-day. Reporting and planning that used to take hours could take a few questions. We'd still check the agent's recommendations against your own data, especially in the first months. Read more about Amazon Ads Agent updates here   2. Two new campaign types: Full-Funnel Campaigns and DVA+ Amazon introduced two campaign types that hand more of the media decisions to its AI. Full-Funnel Campaigns (US, available now) - How it works. You set the goal, and Amazon's AI manages the channel mix, audiences, creative and optimization across Sponsored Ads, display, video and audio. - Beta results. Amazon says beta advertisers saw 67% higher long-term return on ad spend and 29% lower cost to acquire new-to-brand customers. These are Amazon's own figures. DVA+ (rolling out from late October) - One campaign. Display, video and audio run in a single campaign with one goal and one budget. - Two setups. You can choose a simple setup where AI makes most decisions, or advanced programmatic controls. These include targeting, supply selection, deals, frequency caps and bidding strategies. What this means for you: Full-Funnel Campaigns are an easy way for brands that have only run Sponsored Ads to test upper-funnel media. The trade-off is less control over where the money goes, so start with a clear goal and a limited test budget. Read more here about Full-Funnel Campaigns and DVA+   3. Branded Conversations in Alexa for Shopping Branded Conversations (US, January 2027) Brands will be able to shape how Amazon's AI shopping assistant talks about their products. - Your expertise. Brands provide product knowledge, such as which product suits which need, how products differ and which items work well together. Alexa for Shopping uses it alongside Amazon's own data from detail pages and Brand Stores when answering shoppers. - Example. A skincare brand can explain which cleanser suits oily skin and which suits sensitive skin. A shopper who asks for help building a routine then gets that answer. - Labeled as ads. These answers are clearly marked as Sponsored. What this means for you: More shoppers now ask AI instead of typing keywords, and this is a way to make sure your products are explained correctly. It's worth collecting the questions customers ask most, along with your best answers, before launch. Read more about the Branded Conversations update here   4. Review Requests ads Review Requests (November 2026) A new ad format that asks recent buyers to rate your product. - Who sees it. Ads reach verified buyers who recently purchased your product, on busy pages like the Amazon homepage. - One tap. Customers can leave a star rating in one tap, then add text, photos or video if they want. - Early results. Amazon says products in early testing got around three times as many ratings and reviews each week. What this means for you: This matters most for new launches, where a low review count often holds back conversion. It gives you a direct way to ask buyers for ratings through Amazon's own system. Read more about the Review Requests ads update here   5. Also from unBoxed - Tools for AI agents. MCP Server Lite lets AI agents work with Amazon Ads without loading the full toolset. The AMC Expert Tool turns a plain-language question into an AMC SQL query, which makes AMC far easier to use without SQL skills. Source - Sponsored Services. A new ad format that connects shoppers with local service pros like plumbers and movers, shown on product, order confirmation and tracking pages. It's live in the US for eligible Yelp advertisers and doesn't affect most product brands. Source - Announced earlier. Amazon also featured Campaign Intelligence, Auto-optimization and Ads Data Manager, which we covered in our Accelerate 2026 digest. It also featured the ChatGPT Ads pilot for select US advertisers using Amazon DSP, which was announced on September 10. Source   6. Final thoughts Almost everything at unBoxed comes back to one change. Amazon wants you to manage advertising by talking to an AI agent rather than clicking through campaign settings, and the new campaign types hand more decisions to Amazon's AI. That will save time, but it also means less visibility into why the system makes the choices it does. Brands that set clear goals, test carefully and keep checking results on their own will get the most out of it. Not sure which of these updates are worth acting on for your account? Book a free audit and we'll go through it with you.   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