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Sponsored Ads Strategies That Stand Out In 2025

June 18, 2025

Amerge team building the blueprint for every brand to succeed with Amazon.

At Amerge, Sponsored Ads are one of the key pillars of how we help brands grow on Amazon. As we move through 2025, the advertising landscape has become increasingly competitive, complex, and data-driven — but with the right strategy, it also offers more opportunity than ever before.

In this article, we share a behind-the-scenes look at how our Sponsored Ads team is unlocking real value for our clients—whether it’s through market-specific campaign design, next-level targeting, or full-funnel measurement strategies powered by tools like AMC. 


Staying ahead of the curve


Amerge employee Jan Palecska leverages Amazon insights like AMC & AMS to drive sustainable growth through a holistic, customer-focused ad strategy.

“The beauty of Amazon Sponsored Ads lies in its constant evolution, and at Amerge, we thrive on staying ahead of the curve. This continuous momentum has pushed us to adopt a more holistic approach to success. Instead of solely focusing on advertising profitability, we’ve integrated our strategies to drive overall incremental growth for our clients. We’re now deeply involved in understanding the entire customer journey, leveraging insights from across the Amazon ecosystem – including AMC and AMS – to inform our advertising decisions and ultimately contribute to sustainable growth for our clients.

From data-driven decision making to building cutting-edge management tools and embracing emerging opportunities like Sponsored TV, Amerge is committed to staying ahead in Amazon Ads. We’re enthusiastic about how combining our human touch with the power of machine learning allows us to create a distinct advantage and drive exceptional value for our clients in this increasingly competitive environment.”


Jan Palecska, Sponsored Ads Team Manager at Amerge


Level up your ad game: The latest Sponsored Ads product updates are here


🔹Reach and Inspire with Sponsored TV: Streamlined Ads for Every Brand

Sponsored TV is a self-service ad solution that empowers brands of all sizes to connect with audiences through streaming TV — right on the biggest screen at home. Backed by billions of first-party shopping and viewing signals, it helps brands reach the right viewers at the right moment on platforms like Prime Video, Twitch, and more.

Advertisers can engage audiences as they enjoy their favorite content across both Amazon’s own services and third-party platforms like Bloomberg and Crackle via Amazon Publisher Direct. With interactive, retail-ready ad formats and no minimum spend or upfront fees, Sponsored TV makes it easy to launch and manage impactful campaigns with Amazon Ads.


showcasing the options for impactful campaigns with Amazon Ads

🔹Turn Insights into Action: AMC Audiences Now in Sponsored Ads

Amazon Marketing Cloud (AMC) audiences are available to Sponsored Ads campaigns now! Advertisers using AMC can build custom audiences for their Sponsored Ads, including rule-based and lookalike audiences. These can be applied to Sponsored Display targeting or used to apply bid boosts in Sponsored Products and Sponsored Brands. This enhancement enables advertisers to act on AMC insights and engage shoppers at the most relevant moments in their journey.

With this launch, advertisers can now activate AMC insights across Sponsored Ads, not just Amazon DSP. This allows them to create tailored audiences using signals from Sponsored Ads, Amazon DSP, Amazon Insights (beta), and their own data. By applying these audiences to targeting and bidding strategies, advertisers can increase ad relevance, expand reach, and reengage key shoppers. The result: more effective full-funnel strategies that guide customers from awareness to conversion.


Amerge explains targeting options - custom audiences for Sponsored Ads for Amazon

🔹Mastering Amazon Bidding: Scheduled Bid Rules Now Include Holidays and Key Events

Amazon offers advanced bidding features to help advertisers optimize performance and capture demand more effectively. Rule-based bidding automatically adjusts bids based on a defined performance goal, such as ROAS, increasing or decreasing bids to align with your marketing strategy—though outcomes aren’t guaranteed.

Complementing this, scheduled bid rules for Sponsored Products campaigns allow you to plan bid increases for specific hours, days, or date ranges. What is new however, is the option to choose from pre-defined holidays and key events like Black Friday. Together, these tools help you capitalize on high-traffic moments and drive greater visibility and sales.


Scheduling options including holidays and key events

From Auto to Manual: How to Easily Retarget Winning Keywords in Amazon Ads

​Amazon’s ‘Add as targets to existing ad group’ feature streamlines the process of incorporating high-performing customer search terms into your Sponsored Products campaigns. This tool allows advertisers to select specific search terms and directly add them as targeted keywords or products within existing ad groups, eliminating the need for manual data handling. You can choose the match type and set bids for these new targets, and also have the option to negate selected keywords or product targets to prevent duplicate targeting.

This feature can be used for transitioning successful search terms from automatic to manual campaigns, enabling more precise targeting and efficient budget allocation. By leveraging this tool, advertisers can enhance their campaign performance by focusing on search terms that have already demonstrated strong engagement.


How to Easily Retarget Winning Keywords in Amazon Ads

🔹New at Amerge: Introducing Our Self-Developed ASIN Registry

We’re excited to announce the launch of our self-developed ASIN Registry, now the central database for all advertised products managed by us. Built to enhance efficiency and performance, this internal tool enables more accurate campaign optimizations and allows Account Managers to respond to customer inquiries faster and with greater precision.

The ASIN Registry offers a detailed, unified overview of key metrics of each ASIN including best seller rank, category, product price, availability, advertising eligibility, margin percentage, and many more. With this data at our fingertips, we can make better-informed decisions and act quickly to maximize performance and profitability.


Sponsored Team highlights


Explore strategic takeaways from real-world success stories led by our Sponsored Ads Account Managers. Whether it’s driving new-to-brand customer growth, scaling total sales through incremental growth, launching Sponsored Ads in new markets, or continuously optimizing for performance — our team brings data-led expertise to every stage of the funnel.


Driving Global Growth with Adobe


Peterson Njagi talking about Driving Global Growth with Adobe

“Over the past few months, our Adobe-sponsored ads campaigns across EMEA and Australia have delivered impressive results, generating strong ROAS and driving consistent brand growth. We’ve seen a steady increase in new-to-brand customers month-over-month, highlighting the incremental impact on total sales. Thanks to this success, the client has entrusted us to expand campaign management to new markets, including Saudi Arabia and the UAE—already launching in April. This is a clear testament to how effective planning, optimization, and smart strategies can accelerate brand success on Amazon.”

Peterson Njagi, Sponsored Ads Account Manager 


Achieving revenue growth with a balanced, data-led Sponsored Ads strategy for Mammut


Barbora Buriankova talks about Achieving revenue growth with a balanced, data-led Sponsored Ads strategy for Mammut

“In September 2024, we began working on Mammut’s advertising strategy in Germany with the goal of increasing total sales through incremental growth, while maintaining cost-efficiency. This involved limiting spend on defensive strategy and finding the right balance between monthly investment and the number of advertised products.

Within just a few weeks, Mammut saw a total monthly revenue surge—achieving over 3x growth compared to previous months. This uplift wasn’t solely driven by ad spend; the strategic mix of organic and paid sales ensured that organic performance continued to contribute a significant share of total revenue.

Even in higher investment periods, campaign efficiency remained strong, and total unit sales reached new highs—highlighting the impact of strategic targeting and budget allocation.

Through a data-led approach and a solid brand foundation, we managed to successfully scale performance while keeping costs under control and preserving long-term organic momentum.”

Barbora Buriankova, Sponsored Ads Account Manager


Decoding Beauty category on Amazon for e.l.f. Cosmetics


Dominika Langerova is Decoding Beauty category on Amazon for e.l.f. Cosmetics

“We took over Sponsored Ads management for e.l.f. Cosmetics in the UK and Germany, and launched Sponsored Ads from scratch in Italy. Our strategy was focused on shifting from traditional ROAS to driving total sales and true incrementality across all markets. In the UK, our relaunch efforts resulted in a 100% increase in impressions within the first month, significantly boosting visibility. Coupled with a 20% improvement in CPC efficiency, we saw a marked uptick in engagement, conversions, and, ultimately, total sales. In Germany, we moved away from a defence-heavy strategy, reducing CPC by 31%, while driving consistent incremental sales.

In Italy, where no previous campaigns existed, we quickly established a solid foundation with strong early results, including notable uplifts in both engagement and sales from the outset. Our approach involved expanding product coverage, dynamically optimizing bids, and reallocating budgets to high-impact areas, resulting in significant performance gains across all three markets. By employing adaptive bidding strategies and real-time budget optimization, we were able to fuel sustainable growth, setting the stage for long-term, high-performance campaigns across Europe.”

Dominika Langerova, Sponsored Ads Team Lead


High-impact, data-driven Sponsored Ads strategy for Beko


Anna Zererova talks about High-impact, data-driven Sponsored Ads strategy for Beko

“Throughout the past year, our strategic focus on Sponsored Ads has been centered around achieving awareness, focusing on incrementality and performance objectives. 

By utilizing all campaign types with a 63% of Ad spend focused towards non-branded and competitor strategies, we have seen a notable growth. CTR increased by 20% , cost per purchase reduced by 44% and Ads ROAS increased by 20% across key product categories from January to December 2024. 

These results highlight the effectiveness of our ongoing campaign and strategy optimization, driven by in-depth data insights and an adaptive approach to market trends.”

Anna Zererova, Sponsored Ads Account Manager at Amerge


Looking to scale your growth with Sponsored Ads? Get in touch with our team at hello@amerge.com  or fill out our contact form — we’re here to help.

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