Overview

In early 2023 Amazon introduced a suite of changes to its pay‑per‑click (PPC) platform that reshape how sellers build and optimize campaigns. The updates add new ad formats, AI‑driven keyword suggestions, a conversion‑focused scoring metric, integrated brand analytics, and flexible budgeting tools. Sellers who continue to rely on legacy tactics risk losing visibility and efficiency, making it essential to adopt the new capabilities promptly.

Key Points

• Expanded ad inventory — Sponsored Brands Video and enhanced Sponsored Display placements now appear by default alongside traditional Sponsored Products, opening extra real‑estate on product detail pages.
• AI‑powered keyword and audience suggestions — Amazon’s machine‑learning engine continuously proposes long‑tail keywords and audience segments based on the latest search trends.
• Purchase‑Intent Score — A 0‑to‑100 rating combines click‑through and purchase data to predict the likelihood that a shopper will convert after seeing an ad.
• Embedded brand‑analytics view — Trend, market‑share, and seasonal data are displayed directly inside the PPC dashboard, eliminating the need to toggle between separate reporting tools.
• Dynamic budget and bid controls — Sellers can set day‑parting bids and auto‑adjusting daily budgets that respond to real‑time performance signals.

How the New PPC Features Work

1. Sponsored Brands Video setup — In the campaign manager, choose “Sponsored Brands Video,” upload a 15‑ to 30‑second product video, and assign a keyword list; for example, a kitchen‑tool brand launched a short demo video that surfaced for “professional stand mixer” searches and lifted its click‑through rate by roughly 20 %.

2. AI keyword recommendation activation — Within the “Keyword Research” tab, Amazon’s algorithm surfaces newly trending long‑tail terms observed over the past 30 days; a stainless‑steel cookware seller added the suggestion “rust‑free frying‑pan set” and saw impressions climb 15 % within a week.