Amazon Ads Just Leveled-Up — 8x CTR Jump Shocks Top Brands

Welcome to our weekly newsletter, Hunter's Insights!

In this special edition, we bring you essential Amazon updates and industry insights to keep you ahead in the fast-paced world of e-commerce:

🎥 Amazon Introduces Sponsored Products Video Campaigns

🔎 Amazon’s Rufus Becomes Multimodal — Visual Search Is Here

👁️‍🗨️ New Amazon Ads Metric: Brand Store Page Views (BSPV)

🆕 Amazon Ads Adds Negative Keywords to ASIN Targeting Ad Groups

🤖 Amazon Launches “Ads Agent” — The End of Manual Campaign Setup

📊 Amazon Launches Custom Event Reporting in Seller Central

🔏 Amazon Adds New “Certifications & Credentials” Section for B2B Sellers

🎥 Amazon Introduces Sponsored Products Video Campaigns

Amazon has introduced a new advertising format, Sponsored Products Video (SPV), that allows advertisers to showcase product features through short, targeted videos directly within Sponsored Products campaigns.

Key updates:

• Multiple Feature Videos: Advertisers can upload 1 to 5 short videos for each product, with descriptive text that highlights unique features.

• Smart Relevance Matching: Shoppers will see up to three video thumbnails based on their search queries and browsing behavior.

• Seamless Setup: SPV can be integrated into existing Sponsored Products campaigns, with specific bid adjustments available for video placements.

• Performance Boost: Early results indicate a 9% increase in click-through rates (CTR), and an 8× higher CTR among shoppers who watched the videos for more than five seconds.

This new format incorporates storytelling into Sponsored Products, helping brands achieve deeper engagement, improve click-through rates, and stand out in an increasingly competitive search environment.

🔎 Amazon’s Rufus Becomes Multimodal — Visual Search Is Here

Amazon’s AI shopping assistant, Rufus, has made a significant advancement: you can now upload or take a photo directly within the app. Rufus will identify every product in the image and then find exact or visually similar items on Amazon to add to your cart.

Here’s how it works:

• Image or camera input: serves as the search query.

• Visual reasoning: detects objects, materials, and relationships between items.

• Cart creation: automatically compiles matching products, variants, and quantities.

Why it matters:

• Search has evolved beyond just text—Rufus now interprets both visuals and keywords.

• Results are context-aware, understanding style, texture, proportion, and placement.

• You can create a complete shopping list in seconds from just one image.

Rufus is now officially multimodal—capable of thinking, seeing, and shopping. This marks a new era of AI-powered discovery, where search results are displayed visually rather than typed.

👁️‍🗨️ New Amazon Ads Metric: Brand Store Page Views (BSPV)

Amazon has introduced a new metric for Sponsored Brands campaigns called Brand Store Page Views (BSPV), which has been available in Campaign Manager and via the API since September 15, 2025.

Key points:

• Tracks post-click engagement: BSPV measures how many pages shoppers view in your Brand Store after clicking on your Sponsored Brands ads.

• Goes beyond CTR and ROAS: This metric helps measure true brand discovery rather than just tracking surface-level clicks.

• Connects ad spend to brand interaction: It reveals how effectively campaigns guide shoppers deeper into your brand experience.

• Global rollout: BSPV is available across major regions, including North America, Europe, MENA, and APAC.

This small but powerful metric bridges the gap between performance and brand storytelling, helping advertisers understand not just who clicked, but who stayed to explore.

🆕 Amazon Ads Adds Negative Keywords to ASIN Targeting Ad Groups

Amazon has quietly rolled out a long-awaited update to its advertising platform, allowing advertisers to add negative keywords directly within ASIN Targeting ad groups. This small but significant change gives sellers much greater control over where their ads are displayed.

Key points:

• ASIN Targeting ads now function like keyword ads: They have increasingly appeared in keyword-based placements, rather than being limited to product detail pages only.

• Previously limited controls: Advertisers could only negate ASINs, which required the use of campaign-level negative keywords, reducing flexibility.

• New flexibility unlocked: Negative keywords can now be added directly within ASIN Targeting ad groups, allowing for more precise filtering.

• Improved optimization: This update helps prevent wasteful spending on irrelevant keyword matches while maintaining the ASIN targeting structure.

This long-overdue feature bridges the gap between product and keyword targeting, finally providing advertisers with the granular control they have been seeking.

🤖 Amazon Launches “Ads Agent” — The End of Manual Campaign Setup

Amazon has introduced Ads Agent, an AI tool designed to automate ad campaign setup and management, focusing on operational aspects rather than just ad copy.

Key Features:

• Automated Campaign Creation: Upload your media plan, and Ads Agent creates complete campaigns in Amazon DSP, eliminating manual copying from spreadsheets.

• Voice Commands: Use commands like “pause campaigns with ROAS under 2” or “adjust pacing on STV campaigns to meet the budget,” and the Ads Agent executes them instantly.

• AMC Integration: Converts plain English into SQL queries for Amazon Marketing Cloud, enabling advertisers to gain insights without coding. For example, you can query purchase rates or build audience segments based on ad interactions.

Ads Agent prioritizes automation and efficiency over creative flair. By removing repetitive tasks and technical barriers, Amazon is transforming media team operations. The real challenge lies in execution, not strategy.

📊 Amazon Launches Custom Event Reporting in Seller Central

Amazon has introduced Custom Analytics Reports in Seller Central, providing sellers with an easier way to monitor their performance during major events like Prime Day and Prime Big Deal Days (PBDD) without the need for manual data exports.

Key Updates:

• Quick Access: Available under Reports → Custom Analytics → Prime Day, enabling immediate year-over-year performance comparisons.

• Deeper Insights: View essential metrics such as total revenue, units sold, and average selling price (ASP) all in one dashboard.

• Better Decision-Making: This tool simplifies the tracking of seasonal spikes, campaign impacts, and promotional ROI.

This update streamlines event analysis, making it faster, clearer, and more actionable—helping sellers transform their Prime Day results into strategic insights rather than just spreadsheets.

🔏 Amazon Adds New “Certifications & Credentials” Section for B2B Sellers

Amazon has recently introduced a significant new feature in Seller Central: a dedicated “Certifications & Credentials” hub under the B2B menu. This hub is designed to help sellers stand out to business buyers and enhance visibility in Amazon Business searches.

Key Updates:

• Stand Out to B2B Buyers: Sellers can display certifications or diversity credentials to differentiate themselves from non-certified sellers.

• Increase Visibility: Certified sellers are more likely to appear in search results for specific criteria, such as being small, diverse, or ISO-certified.

• Meet Sourcing Goals: Large buyers often prioritize certified suppliers for sustainability and social responsibility targets.

• Automatic Credential Grants: SME status will be automatically granted if your company meets Amazon's criteria (fewer than 250 employees, under €50 million in turnover, or a balance sheet under €43 million).

If your automatic credential deactivates, you can manually upload credentials to maintain eligibility and visibility. Verified credentials now enhance discoverability, trust, and buyer confidence on Amazon Business.

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