ANavigator Weekly Amazon Digest — Week 34

This week’s Amazon updates center on where your ad spend can now show up, and who’s watching for it. Amazon expanded off-Amazon ad placements while cracking down hard on fake ad networks gaming the system, and DSP inventory keeps expanding into new territory like Netflix.

📌 Contents

1. The Amazon Ads Deny List Most Brands Still Aren’t Using
2. Amazon Ads and HUMAN Security Block Over 10 Trillion Fraudulent Bid Requests
3. Amazon DSP Brings First-Party Audiences to Netflix Inventory
4. Amazon Opens Sub Same Day Warehouse Space to Bidding for 3P Sellers
5. Amazon Ads Manager Account API Goes Generally Available
6. Amazon DSP Adds Inventory Groups to Audio Ad Groups
7. Amazon Brand Store Adds a Personalized Recommendations Popup

1. The Amazon Ads Deny List Most Brands Still Aren’t Using

The deny list is a feature inside Amazon Ads that most brands have never opened, and this month gives a clear reason to change that. Since August 10, Sponsored Products ads have been running outside Amazon by default, through creators in the Amazon Influencer Program who feature products in their reviews and buying guides, at the same bids, budgets, and cost-per-click model advertisers already use inside Amazon. That spend shows up as ordinary Sponsored Products spend in standard reports, and the only place it appears separately is the placement report, under a single row labeled “Off Amazon.”

The deny list, found under Administration, Account access and settings, lets advertisers upload a CSV to block specific websites, including their own domain, mobile apps, or individual creators by the tag ID in their promo URL. The block applies across all active Sponsored Products and Sponsored Display campaigns and takes effect within about 15 minutes. Blocking a brand’s own website is one of the more overlooked uses of this tool, since paying cost-per-click for traffic a brand already owns doesn’t hold up. The practical implication is simple: pull the placement report and check what’s been running under “Off Amazon” since August 10, then decide what belongs on the deny list.

Read more here by Mansour Norouzi

2. Amazon Ads and HUMAN Security Block Over 10 Trillion Fraudulent Bid Requests

Amazon Ads reported blocking more than 10 trillion bid requests before they ever reached a live campaign, targeting what’s known as made-for-advertising inventory, sites built purely to generate ad impressions rather than to be read by actual visitors. Generative AI has made these sites cheap and fast to produce, complete with realistic-looking author bios, privacy pages, and clean templates that mimic legitimate publishers.

Working with HUMAN Security, Amazon mapped one such network and found a consistent pattern: the same owner listed in ads.txt files, the same payment setup, the same templates, and AI-generated profile photos on every author page. Bid requests tied to this single network grew four times over six months. For advertisers, the risk is that campaign metrics can look completely normal, with CPMs in range and impressions and clicks coming in, while the audience behind those numbers carries almost no purchase intent, meaning the spend never turns into sales. Brand safety checks that used to stop at “what site is this ad running on” now need to extend to who built the site and where its traffic actually originates.

Read more here by Oleksandr Kovalov

3. Amazon DSP Brings First-Party Audiences to Netflix Inventory

Amazon DSP advertisers can now apply Amazon’s first-party audience data directly to Netflix inventory, extending the same shopping, purchase, and streaming signals that make Amazon DSP targeting effective into a new premium video environment. This gives advertisers a way to reach Netflix’s audience without building a separate targeting strategy from scratch, since the underlying data comes from the same source advertisers already use inside Amazon. Deep Media, an advanced Amazon partner, is positioning itself to help independent agencies and brands of any size navigate this expanded inventory as it becomes available. The practical implication is that DSP budgets built around Amazon’s own signals now have a new premium placement option to test, without needing a new data or measurement setup.

Read more here by Luke Burr

4. Amazon Opens Sub Same Day Warehouse Space to Bidding for 3P Sellers

Amazon is now inviting third-party sellers to bid for warehouse space inside its Sub Same Day network, a fulfillment model that places inventory physically closer to customers to support delivery windows of two to five hours. Amazon states that this faster delivery is typically associated with about a 12% average increase in sales, based on its own data. Unlike standard FBA placement, this program introduces a bidding component, meaning sellers now need to decide how much warehouse proximity is worth relative to the fulfillment costs they’re already paying. The practical implication is that sellers evaluating Sub Same Day will need a bidding strategy, not just a fulfillment decision, weighing the cost of the bid against the expected lift in conversion from faster delivery.

Read more here by Jon Derkits

5. Amazon Ads Manager Account API Goes Generally Available

Amazon Ads has moved its Manager Account API out of closed beta and made it generally available to any advertiser or agency with an approved Login with Amazon client. Manager accounts are the structure agencies and advertisers use to link and control multiple ad accounts from a single dashboard, and until now, every setup step for that structure had to be completed manually inside the Amazon Ads UI. Three endpoints now cover the core workflow: creating manager accounts in bulk through a single batch request instead of one at a time, searching for accounts by customer ID or account ID with paginated results, and updating business details like name, address, and phone number without logging into the dashboard. For agencies managing a large number of ad accounts, this turns a manual, repetitive setup process into something that can be automated end to end.

Read more here by Oleksandr Kovalov

6. Amazon DSP Adds Inventory Groups to Audio Ad Groups

Inventory groups, which let advertisers bundle multiple deals into a single reusable unit, previously worked only for display and video, so audio deals had to be added to ad groups one at a time, and any campaign update meant redoing that work manually. Amazon DSP has now extended inventory groups to audio, so advertisers can bundle multiple deals, whether their own negotiated deals or Amazon’s curated packages, into one group and apply it to an audio ad group in a few clicks. Updating the group later carries the change through automatically to every ad group using it, removing the need to update each one individually. For teams managing audio at scale, this closes a gap that made audio setup noticeably more repetitive than display or video.

Read more here by Vita Kozachuk

7. Amazon Brand Store Adds a Personalized Recommendations Popup

Amazon has added a new module to Brand Stores that surfaces recommended brands directly to shoppers browsing a storefront, a change from the Brand Store’s historical role as a closed environment built around a single brand. The recommendations shown don’t consistently match the category or product type of the store a shopper is browsing, suggesting the underlying logic draws more on a shopper’s own search and browsing history than on strict product relevance. That creates a new consideration for sellers: a storefront that once kept a shopper’s attention can now actively surface a competing brand before they finish browsing. The practical implication is that traffic routing may need to change based on search intent: sending high-intent product searches to a PDP or custom landing page, broad category terms to a curated subpage within the store, and branded searches with no direct product match to the store’s home page, since each destination carries different exposure to this new module.

Read more here by Destaney Wishon

That’s Week 34. A tool most brands ignore, large-scale ad fraud blocking, and new DSP inventory are all live changes worth checking against your own account this week. Subscribe to the ANavigator blog to get next week’s digest as soon as it’s published.

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Author: Oleksandr Kovalov
Role: Founder & CEO @ ANavigator

— The ANavigator Team