Amazon Advertising & Seller Updates: What’s Changing in April 2025?

April 2025 was another month of fast-moving updates for Amazon sellers and advertisers. Whether you’re scaling your business through new marketplaces, optimizing your ad campaigns, or refining your fulfillment strategy, these updates bring new tools and efficiencies to help you stay ahead.

For advertisers, Amazon DSP has made it easier than ever to create new deals with Prime Video, Twitch, and Freevee, while Sponsored Ads continue expanding into new markets. On the seller side, bulk listing improvements, new Vine enrollment flexibility, and updated order handling capacity settings are just a few of the key enhancements aimed at making selling on Amazon more efficient.

We’ll break down the most important updates, why they matter, and how you can leverage them for your business.

April 2025 Amazon Advertising Updates

April was another month of fast-moving changes for Amazon advertisers, from smarter campaign optimizations to greater measurement capabilities and more bidding flexibility. These updates are designed to help advertisers drive incremental sales, scale smarter campaigns, and unlock deeper insights.

Let’s break down what changed, why it matters, and how you can apply it to your business.

Amazon Advertising Updates 1: Sponsored Display Campaigns Now Optimize for Conversions

As of April 4, 2025, Amazon is updating the optimization logic for all Sponsored Display Reach and Page Visit campaigns, aligning them with Conversion-optimized campaigns. With this change, existing campaigns will automatically benefit from Amazon’s machine learning models focused on driving conversions and incremental sales.

Why it matters:

Previously, advertisers had to choose between Reach, Page Visits, or Conversions as their campaign goals. Now, even campaigns that weren’t originally set to optimize for Conversions will use Amazon’s performance-driven algorithms, boosting outcomes like ROAS and ACoS without any additional manual configuration.

What this means for you:

Expect to see stronger performance across campaigns previously optimized for Reach or Page Visits. You can now drive mid-funnel traffic while also improving lower-funnel sales outcomes — all within the same campaign.

Available in: North America, South America, Europe, the Middle East, Africa, and Asia Pacific

Who can use it: All Sponsored Display advertisers with active Reach or Page Visit campaigns

Where to access: Advertising Console | Amazon Ads API

Amazon Advertising Updates 2: Smarter, Simpler Bidding with Amazon DSP Bid Adjustments

Advertisers can now apply flexible bid adjustments within a single line item in Amazon DSP, supporting both basic and complex custom bidding strategies. New reporting capabilities for bid adjustments are now available via the Reporting API, with console-based reporting coming soon.

You can now fine-tune Amazon’s automation with your own strategy. Bid smarter without building complex campaign structures and gain better control over how and when your ads win impressions.

Why it matters:

Amazon DSP bid adjustments allow you to influence bidding based on your own business logic, like time of day, audience segment, or contextual performance. This reduces the need for workarounds like duplicating line items, streamlining campaign setup, and enabling precision bidding at scale.

Case in point:

Coty, a global beauty brand, used bid adjustments to improve ROAS by 28% and new-to-brand ROAS by 36%, showing how real-time customization can drive measurable impact.

Available in: Global rollout including US, Canada, EU5, Japan, India, and more

Who can use it: Self-service advertisers on Amazon DSP

Where can you access it: Amazon DSP Console | Bid Adjustments API | Reporting API

Amazon Advertising Update 3: Amazon Brand Lift Expands to Japan

As of April 30, 2025, advertisers in Japan can now measure the brand impact of their upper and mid-funnel campaigns using Amazon Brand Lift. This feature is essentially Amazon’s native survey-based measurement solution.

Why does this matter?

Amazon Brand Lift helps advertisers understand how their campaigns influence awareness, perception, and intent. This is especially important for brands investing in DSP campaigns aimed at long-term brand equity, not just immediate conversions.

If you’re running awareness or consideration campaigns in Japan, you now have access to real-time insights across six brand objectives, helping you fine-tune messaging, creative, and media allocation.

Available in: US, UK, Canada, Germany, France, and now Japan

Who can use it: Self-service and managed service advertisers

Where can you access it: Amazon DSP, Amazon Ads API

Amazon Seller Updates 

Amazon continues to roll out features and clarifications designed to help sellers launch smarter, protect their brands, and scale more effectively. Whether you’re introducing a new product, managing reviews, or fighting counterfeits, this month’s updates focus on improving visibility, trust, and operational control.

Here are the key seller updates from April 2025, why they matter, and how to make the most of them.

Amazon Seller Updates 1: Launch New Products Faster with the New Selection Success Guide

Amazon has introduced the New Selection Success guide, a comprehensive playbook designed to help you sell the first 10 units of your new product more efficiently. It’s especially useful if you’re preparing for an upcoming launch or looking to accelerate the adoption of recently added catalog items.

What’s inside the guide?

• How to get more visibility on your listings
• Tips for creating content that converts browsers into buyers
• Strategies for earning quality reviews
• How to leverage incentives and programs to boost conversions

Why it matters:

The first 10 units can make or break a product’s momentum. This guide consolidates best practices and Amazon-supported tools into one actionable resource, giving new products a better shot at ranking, converting, and scaling quickly.

Where to access it: Available to all sellers through the New Selection program resources in Seller Central.

Amazon Seller Updates 2: Updated Clarification on Vine Review Aggregation and Limits

Amazon has clarified how Vine reviews are aggregated and limited, particularly when merging ASINs. Reviews are aggregated only at the parent ASIN level, not per variation.

Key clarifications:

Review aggregation occurs at the parent level, so all enrolled variations should ideally be grouped together.

When merging two or more parent ASINs, only the highest Vine review tier will be retained, not a sum of all of it.

Review retention is based on enrollment tier:

• Top tier (11–30 units) = Retain up to 30 reviews
• Middle tier (3–10 units) = Retain up to 10 reviews
• Free tier (1–2 units) = Retain up to 2 reviews

Why it matters: Strategic merging and enrollment planning can prevent loss of valuable Vine reviews. Sellers need to avoid assuming that review counts will stack across merged ASINs, which could otherwise impact product credibility and conversion.

Pro tip: Plan ASIN mergers in advance based on Vine tiers and make sure related variations are enrolled together to retain as many reviews as possible.

Amazon Seller Updates 3: AI-Driven Brand Protection: New Report Highlights Amazon’s Progress

Amazon released its latest Brand Protection Report, detailing how AI investments and legal actions are stopping fraud, fake listings, and counterfeit products before they reach customers or harm seller brands. Full details are available through Amazon’s Brand Protection resources in Seller Central.

Key 2024 outcomes included in the report:

• Over $1B invested in brand protection, with dedicated ML scientists, software developers, and investigators.

• 15 million+ counterfeit units seized and destroyed—preventing downstream retail circulation.

• 99% of infringing listings were blocked before brand owners needed to act, thanks to proactive AI controls.

• 24,000+ bad actors pursued legally through the Counterfeit Crimes Unit, active since 2020.

• 2.5 B+ product units verified as genuine via Transparency, now used by 88,000 brands globally.

Why it matters:

Amazon is demonstrating measurable progress in fighting abuse, fraud, and counterfeit sales using real-world AI applications. For sellers, this means stronger brand protection, fewer hijacked listings, and greater trust from customers.

Final Thoughts

As Amazon continues to evolve, sellers and advertisers who adapt quickly will always stay ahead. April’s updates reflect a clear focus on automation, data-led decisions, and expanding global reach.

Whether you’re using AI-powered bulk listings, exploring new ad strategies in international markets, or streamlining fulfillment, these changes are built to drive efficiency and growth.

Now’s the time to review what’s new, test what’s relevant, and refine your strategy. If you’ve already started using any of these updates, we’d love to hear how they’re working for you. With Prime Day and Q4 not far off, staying proactive will keep you ahead in a fast-moving marketplace.

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