What’s Altering in Could 2025?

Working Amazon Adverts at present is much less about media shopping for and extra about managing complexity. Between fragmented purchaser journeys, B2B vs. B2C focusing on mismatches, and restricted information visibility, marketing campaign managers are sometimes flying blind regardless of rising spend.

You’re probably losing impressions on the unsuitable customers, bidding blind with out lifecycle information, or lacking market enlargement alternatives just because your instruments don’t discuss to your objectives. Worse? 

Many sellers nonetheless function as if Amazon promoting is static, whereas Amazon continues to evolve at an aggressive tempo. Particularly, layering in unimaginable precision instruments that the majority advertisers don’t even understand exist.

Could 2025 marks a pivotal shift. Amazon rolled out sharper segmentation, deeper buy insights, and smarter automation giving manufacturers extra surgical management throughout Sponsored Merchandise, Manufacturers, AMC, and even logistics. In the end, these updates may help you progress from managing campaigns to scaling outcomes.

Let’s break them down.

Amazon Promoting Updates: Could 2025

Amazon Adverts in Could had been all about precision. 

Whether or not you’re focusing on high-value enterprise patrons, attempting to win over new prospects, or making each advert greenback work tougher, this month offered marketing campaign managers higher management the place it issues most. 

With Smarter segmentation, deeper buy insights, and extra versatile bidding instruments, Amazon launched upgrades that may assist entrepreneurs shift from managing campaigns to actively steering development.

Let’s break it down:

1. Attain Solely Enterprise Consumers with Amazon Enterprise Unique Sponsored Product Campaigns

On Could fifth, 2025, Amazon rolled out considered one of its most centered instruments for B2B advertisers: Amazon Enterprise unique campaigns.

For the primary time, you may run Sponsored Merchandise campaigns that seem solely on the Amazon Enterprise retailer (excluding common retail placements and off-Amazon websites). 

It’s a devoted lane for reaching high-intent enterprise patrons with higher management over how and the place your advertisements seem.

With this replace, you may:

• Set a B2B-specific funds
• Use B2B-relevant key phrases
• Promote choose ASINs for enterprise customers
• Tweak bids and techniques to optimize completely for organizational patrons

Right here’s why this issues:

• It’s necessary to notice that enterprise customers are 3x extra more likely to buy after viewing a product web page,
• This function can guarantee 50% decrease return charges, and
• You possibly can anticipate 80% extra models per order in comparison with B2C customers.

The place it’s reside

• United States, Canada, Mexico, Germany, Spain, France, Italy, UK, India, Japan

Who will get entry

• Eligible sellers, distributors, companies, companions, and authors. (Should you don’t see the choice, ask your account supervisor to enroll you.)

The place to run it

It is a clear, strategic option to cease losing B2B advert {dollars} on B2C impressions and get all the way down to enterprise. This function is finest for B2B-focused sellers, bulk suppliers, and workplace product manufacturers. 

2. Sponsored Manufacturers Now Helps Bid Boosting for New-to-Model Customers

The struggle for consideration simply bought just a little extra precision-guided. On Could sixth 2025, Amazon is introducing a new-to-brand (NTB) viewers for Sponsored Manufacturers campaigns, letting you increase bids particularly for customers who haven’t purchased out of your model previously 12 months.

Whether or not you’re organising a brand new marketing campaign or modifying an current one, you’ll now see:

• A Bid Changes tab to use bid boosts on the viewers degree
• Clear efficiency insights to trace how NTB customers are changing
• A smoother option to scale acquisition campaigns inside Sponsored Manufacturers

And it’s extremely efficient. Advertisers who elevated their bids by 100%+ noticed 2x extra NTB orders than those that didn’t. This function is finest for manufacturers centered on buyer acquisition and market enlargement. 

The place it’s reside:

• U.S., Canada, Mexico, Brazil, main EU markets, Saudi Arabia, UAE, Egypt, Australia, India, Japan, Singapore

Who will get entry

• All Sponsored Manufacturers advertisers

Progress isn’t nearly ROAS anymore. As of late, it’s particularly about who you’re buying. NTB focusing on enables you to prioritize high quality over clicks.

3. Amazon Advertising Cloud Provides 5-Yr Retail Buy Knowledge (Sure, 5)

Amazon Advertising Cloud simply bought a severe improve. On Could 23, 2025, Amazon rolled out the Amazon Retail Purchases dataset, giving advertisers entry to 5 full years of detailed retail buy historical past, up from the earlier 13-month restrict.

A part of the AMC Paid Options suite (with a 60-day free trial, then $500/month for measurement), this dataset unlocks deeper insights into buyer conduct, enables you to mannequin lifetime worth with extra accuracy, and helps you construct smarter, high-impact audiences.

So what’s within the dataset?

• Merchandise-level order information throughout 5 years
• Instruments to construct lifetime worth fashions
• The power to outline “upgrade-ready” audiences
• Enhanced new-to-brand measurements
• Wealthy buyer journey insights throughout seasons, classes, and replenishment cycles

For {custom} audiences: It’s free.

For measurement and superior analytics, you’ll have to subscribe.

Why it issues:

• Beforehand, AMC solely gave you 13 months of sign. With 5 years of historical past, your methods can lastly mirror actual buy cycles, particularly in case you promote seasonal, high-ticket, or repeat-use merchandise.

The place is it reside?

• Measurement use: U.S., Canada, Japan, Australia, UK, Germany, France, Italy, Spain
• Viewers use: U.S., Canada, Japan, Australia

Who will get entry?

• AMC prospects with selling-linked advert accounts (Vendor Central or Vendor Central)

This function is ideal for Analysts, data-driven advertisers, and types promoting sturdy/replenishable items. In the end, it’s for advertisers who suppose by way of cohorts, not campaigns. 

4. Sponsored Adverts & Shops Launch in Eire

Eire simply grew to become much more attention-grabbing for advertisers. As of Could 28, 2025, Amazon.ie, now helps Sponsored Merchandise, Sponsored Manufacturers, and Shops. This basically allows sellers and distributors entry to a brand-new viewers in Western Europe.

It’s particularly helpful for manufacturers already working within the UK or seeking to increase throughout the EU. Now you can:

• Launch Sponsored Product campaigns immediately on Amazon.ie

• Construct out custom-branded Shops for deeper engagement

• Use Sponsored Manufacturers video to face out in search

• Goal by key phrase, product, or curiosity. Similar to you do elsewhere.

Eire could also be small in inhabitants, nevertheless it’s strategically positioned—and underserved. For a lot of manufacturers, this rollout opens up a wholly new pocket of ROI with little or no raise.

The place it’s reside:

Who will get entry?

The place to run it?

Eire could also be small in inhabitants, nevertheless it’s strategic for EU development and for a lot of manufacturers, this unlocks a complete new layer of promoting ROI.

Amazon Vendor Updates: Could 2025 

Amazon has gone all out in Could with new instruments launches, coverage shifts, and optimization ideas to assist prep your account for Q3 and This fall.

Between compliance migrations and adjustments to purchaser communication, Could’s updates are much less about bells and whistles and extra about foundational readability. Consider it as Amazon tightening the screws so that you don’t come free when volumes spike later within the yr.

Now, right here’s an inventory of what’s altering and methods to use it to your benefit:

Amazon Vendor Replace 1: Compliance now lives in Account Well being

Should you’ve been bouncing between dashboards to handle product or meals security compliance, that’s about to get simpler. Effectively, finally.

On Could twenty ninth, Amazon formally started migrating all product and meals security necessities to the Account Well being dashboard, phasing out the separate Handle Your Compliance web page.

What this implies:

• You’ll now view violations, submit documentation, and enchantment enforcement actions in a single place.

• Want lab testing or certifications? You’ll additionally have the ability to handle that from the identical dashboard. There’s no have to chase exterior workflows.

Transition interval: In the course of the migration (anticipated to wrap by July), you’ll have to test each dashboards to remain absolutely compliant. Amazon plans to roll out tutorials and assist guides as soon as the change is in full impact.

Amazon Vendor Replace 2: Tighter Messaging Guidelines: No Extra [Important] Topic Strains

Amazon has quietly rolled again your capability to flag purchaser messages as “[Important]”. This modification, which was rolled out in mid-Could, impacts how (and when) you may attain opted-out prospects.

The replace tightens up Purchaser-Vendor Messaging to guard purchaser inbox preferences. 

Right here’s what modified:

• The topic line flag “[Important]” has been eliminated.

• You possibly can now not override opt-out settings until the message is immediately associated to fulfilling the order.

What does this imply precisely?

Your solely path via is utility. That means, in case your message is crucial to the order, it will get delivered. If not, it will get filtered.

What nonetheless works:

Use Amazon’s message templates. These templates:

• Auto-flag messages as necessary when vital

• Embrace order particulars robotically

• Translate into the customer’s most popular language

We suggest you get reacquainted with what qualifies as essential comms. Examine Amazon’s Communication Pointers.

Amazon Vendor Replace 3: Following the most recent A+ Content material finest practices = higher conversion science

Should you’ve been phoning it in along with your A+ Content material, it time to up your recreation. Amazon simply launched a brand new wave of A+ Content material finest practices and tied them on to gross sales raise metrics.

Some highlights price transforming your listings for:

• Storytelling wins. Present your product in motion. Context outperforms muddle. Suppose: life-style photographs with a story, not flat lay inventory pictures.

• Shoppable comparability tables at all times are inclined to drive larger AOV. Prospects use them to match variations and purchase multiple.

• Textual content issues greater than you suppose. Alt-text for each picture. Textual content over image-embedded blurbs. Descriptive, helpful phrases—not filler.

• Keep away from reusing creatives. Duplicate life-style pictures throughout ASINs dilute perceived worth. Use the A+ generative AI instrument to refresh your creatives with out burning your funds.

Right here’s a tip from the trenches: In case your ASIN is exhibiting indicators of advert fatigue or declining conversion, test your A+ visuals. Chances are high, it’s time for an general. You possibly can at all times attain out to our itemizing optimization specialists for an audit. 

Amazon Vendor Replace 4: Streamlined Cargo Administration with Enhanced Ship to Amazon Workflow

Amazon has upgraded the Ship to Amazon workflow with two key adjustments designed to cut back friction and enhance value management throughout cargo creation:

1) Actual-Time Eligibility for Optimized Splits

As you create home or worldwide shipments, the system will now point out whether or not your cargo qualifies for Amazon-optimized splits. Visibility contains necessities for particular person models, case packs, and pallet templates. This improve will now enable for higher planning and compliance.

2) Upfront Price Transparency

Step 2 now reveals estimated inbound prices, together with FBA placement service charges and transport estimates by way of Partnered Provider Program (PCP) or SEND. These are comparison-only estimates and carry no obligation until you proceed with PCP.

Moreover, for home shipments, the system auto-compares small parcel vs. less-than-truckload charges and preselects the lower-cost choice. In the end, this helps you keep away from guide guesswork and enhance logistics effectivity.

It’s necessary to notice that charges proven might differ from what non-PCP carriers cost. Use this workflow as a strategic benchmark, not a last quote.

Amazon Vendor Replace 5: New Management Over Auto-Replenishment with AWD Threshold Settings

As of Could 2025. now you can outline minimal and most stock thresholds for FBA replenishment immediately via Amazon Warehousing & Distribution (AWD). This offers you precision management over how a lot inventory flows into FBA, aligned with gross sales patterns and money movement priorities.

As soon as thresholds are set per SKU, AWD auto-initiates replenishment shipments to keep up inventory ranges, contemplating each on-hand and in-transit stock.

That is notably helpful for:

• Regular-moving ASINs
• Seasonal SKUs requiring strategic buffers
• Launch-phase stock management
• Purchase with Prime-enabled gadgets
• Excessive-value or signature merchandise

Warning: It’s necessary to notice that SKUs with minimal thresholds set turn into ineligible for storage payment waivers for 90 days. You’re taking full possession of stock planning and related FBA prices.

To replace thresholds:

Go to Stock > Warehousing and Distribution (AWD) → View or Transfer stock → Choose SKUs → Set thresholds underneath FBA replenishment.

Amazon Vendor Replace 6: New Payment Adjustment Logic for Provider Cargo Measurement Discrepancies

From June twelfth 2025, Amazon will challenge payment changes based mostly on discrepancies between the load and dimensions you submit throughout cargo creation and the precise measurements recorded by the partnered provider. 

What does this? Effectively:

• Overstated measurements will lead to a credit score
• Understated measurements will lead to a cost

You’ll be notified of those variations inside the Inbound Efficiency dashboard, the place you may overview particular discrepancies underneath the “Inaccurate transportation weight/dims” defect class.

This modification encourages extra correct prep and labeling from the beginning, decreasing future disputes and enhancing value accuracy at scale.

Amazon Vendor Replace 7: Coverage Updates to Vendor Fulfilled Prime and Premium Transport

As of June twenty ninth 2025, Amazon will tighten the eligibility standards and efficiency requirements for Vendor Fulfilled Prime (SFP) and Premium Transport to make sure these applications persistently ship the Prime-level expertise patrons anticipate.

Key adjustments embrace:

• Revised enrollment and eligibility standards for SFP

• Up to date efficiency metrics for Premium Transport

• OTDR (On-Time Supply Charge) safety for sellers utilizing Transport Settings Automation and OTDR-Protected labels by way of Amazon Purchase Transport or Veeqo

Even in case you’re not utilizing these instruments, Amazon might exempt OTDR penalties throughout wide-scale disruption occasions that have an effect on a area.

This replace improves equity whereas making certain vendor efficiency aligns with evolving purchaser expectations. For sellers who prioritize quick, dependable achievement with out outsourcing to FBA, understanding and aligning with these requirements might be essential to retain program advantages.

Amazon Vendor Replace 7: AI-Powered Model Title Generator Now Accessible

Amazon has launched a free AI-based model title generator to assist you with model constructing from day one. This instrument basically generates title options tailor-made to your product class, viewers, and model positioning. Most significantly, there may be rationale behind every title.

• It additionally performs a fundamental trademark screening utilizing USPTO data, serving to you pre-filter choices earlier than investing time in IP safety.

• As soon as you choose a reputation, you may join with vetted suppliers by way of Amazon’s IP Accelerator to safe your trademark effectively.

Whereas the instrument is a robust place to begin, at all times seek the advice of a trademark lawyer earlier than finalizing a model title.

To attempt it: Head to Create a model title in Vendor Central.

Ultimate Ideas

Amazon did extra that merely launch a few new options in Could 2025, they’ve empowered sellers to turn into extra strategic course. Amazon is rewarding advertisers and sellers who function with precision, suppose in cohorts, and deal with advert {dollars} as strategic levers, not blunt devices.

Whether or not it’s focusing on solely enterprise patrons, scaling new-to-brand acquisition, or mapping 5 years of buy cycles—your aggressive benefit now lies in who you goal, how typically, and with what degree of perception.

That is Amazon signaling that the period of “set-it-and-forget-it” is over. The winners? Those that construct techniques, not simply campaigns.

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