ANavigator Weekly Amazon Digest — Week 30

This week’s Amazon updates touch nearly every part of the ecosystem: PPC automation, DSP measurement, B2B growth, and voice shopping. The biggest story is Amazon quietly testing AI-driven targeting inside manual Sponsored Products campaigns, a signal of where PPC management is heading. Here’s what changed and what it means for sellers and brands.

📌 Contents

1. Amazon Tests AI-Powered Targeting Automation in Manual Sponsored Products Campaigns
2. Amazon Rolls Out Ten New Features for Brand+ and Performance+
3. Amazon Adds Free Omnichannel Attribution to Advertising Console
4. Amazon Business Hits $60 Billion in Sales
5. Alexa+ Now Recommends and Sells Products in the UK
6. Alexa Pulls YouTube Influencer Videos Into Shopping Conversations
7. Amazon Tests Showing More Buying Choices Directly in Search Results

1. Amazon Tests AI-Powered Targeting Automation in Manual Sponsored Products Campaigns

A new “Targeting strategy” beta lets AI add up to four new keywords or product targets to manual Sponsored Products campaigns every twelve to twenty-four hours, at or below your existing bids. It also auto-pauses targets using rules like no impressions in three days or twenty-plus clicks with no conversion in fourteen days. This is opt-in for now, but it expands the auctions Amazon can monetize and turns every participating campaign into training data. The likely path is that this becomes default, then merges with the ROAS-based bidding already in console. Sellers should test it on a smaller campaign first to understand the behavior before wider rollout.

Read more here by Mansour Norouzi

2. Amazon Rolls Out Ten New Features for Brand+ and Performance+

As of July 20, Amazon began rolling out ten features across Brand+ and Performance+. Advertisers can now feed first-party audience data into Ads Data Manager as optimization input at no extra cost. Brand+ Audio is now fully available across sixteen countries, and Performance+ gets audio for the first time in beta. Brand+ STV line items can auto-select premium deals in the US, and AMG accounts get a new proposal builder. Worth reviewing which of these are already live on your account.

Read more here by Oleksandr Kovalov

3. Amazon Adds Free Omnichannel Attribution to Advertising Console

Amazon added a free measurement tool called OCM directly inside the Advertising Console, showing which specific retailers a brand’s DSP campaigns drive sales at beyond Amazon. It blends first-party Shopper Panel data with third-party signals, using exposure-based attribution. This kind of cross-retailer visibility used to require custom MMM work costing hundreds of thousands of dollars. It’s not a full MMM replacement, but it gives brands without that budget real evidence that upper-funnel Amazon media is working elsewhere. That’s useful ammunition in budget conversations with finance.

Read more here by Destaney Wishon

4. Amazon Business Hits $60 Billion in Sales

Amazon Business, Amazon’s B2B marketplace, has crossed sixty billion dollars in sales, up from thirty-five billion in 2022 and ten billion in 2018. Despite the scale, many sellers still don’t know it exists. It runs on Amazon’s existing infrastructure and catalog, layered with B2B features like payment terms, and now includes groceries. Amazon isn’t chasing every corner of B2B trade, but so little of it happens online today that there’s real room left to grow.

Read more here by Juozas Kaziukėnas

5. Alexa+ Now Recommends and Sells Products in the UK

Alexa+ has started surfacing full product recommendations in the UK, with reviews, pricing, and Add to Basket buttons pulled from a shopper’s own order history. It’s in early access now, ahead of a wider rollout across the Amazon app and browser. Early testing suggests Alexa is roughly twenty-seven percent more likely to make a personalized recommendation than Rufus is in the US. For brands selling into Europe, how you appear in these AI-generated recommendations is becoming a real variable to watch.

Read more here by Nancy Morgan

6. Alexa Pulls YouTube Influencer Videos Into Shopping Conversations

Amazon has started surfacing YouTube influencer content inside Alexa shopping conversations, triggered from a standard product page prompt. In one example involving the brand SALT & STONE, a normal chat prompt led into an Alexa conversation that included an influencer’s YouTube video. This follows Amazon’s continued push into video and is one of the clearest signs yet that influencer content could feed directly into Alexa’s shopping experience.

Read more here by Christian Rich

7. Amazon Tests Showing More Buying Choices Directly in Search Results

Amazon is testing a search experience where shoppers can view reseller offers without opening the product detail page, using “More Buying Choices” beneath the Add to Cart button. This lets shoppers compare sellers, prices, delivery dates, and ratings straight from search. It gives resellers more visibility earlier in the buying journey and pushes price competition further upstream. Brands should treat this as a reason to audit pricing consistency across resellers now.

Read more here by Will Haire

That’s a lot of Amazon news to track in one week. If you want these updates delivered every week without digging through LinkedIn yourself, subscribe to the ANavigator blog. We’ll keep breaking down what changed and what it means for your account.

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Author: Oleksandr Kovalov
Role: Founder & CEO @ ANavigator

— The ANavigator Team