In this episode of The Ad Project, Joe and Maarja discuss the latest Amazon Ads algorithm changes shaking up Sponsored Products

Key takeaways:

• Auto campaigns now account for nearly 40% of impressions, with broad match also climbing.
• Exact match still drives the highest conversion rates (>20%), but its share is shrinking.
• CPCs are rising on broad (+20% YoY) while auto remains cheapest.
• Amazon is weighting “Loose Match” and “Substitutes” more heavily within auto targeting.
• Advertisers should balance discovery and efficiency: run auto/broad with strong negatives, harvest winners into exact/phrase, and monitor impression share shifts.

Adapt your strategy now—the balance between efficiency engines (exact) and discovery engines (auto/broad) is the new reality of Amazon Ads.

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