Recently, I sat down with Brent Zahradnik from AMZ Pathfinder to talk about what’s really working in Amazon Ads in 2025. Brent's been running an Amazon Ads agency since 2015 and manages millions per month in ad spend — so when he talks, I listen.
Whether you're already running ads or thinking of dipping your toes in, there’s a goldmine of insights in our chat. But since I know not everyone will sit through a 45-minute video, I’ve broken down the most important takeaways for you here.
The #1 Mistake Most Sellers Make
The biggest misconception Brent sees?
Sellers thinking ads will immediately boost sales.
They won’t.
Ads are for increasing visibility and traffic. Converting that traffic requires:
A great product listing.
Ongoing ad optimisation.
And a broader strategy that includes pricing, positioning, and customer reviews.
Brent made it crystal clear: even the best ad campaign can't save a poor listing. Fix the foundation first.
The 3 Most Important Parts of an Amazon Listing
According to Brent, these are the most critical areas to focus on in your product listings:
1. The Title
Heavily weighted by Amazon’s A9 algorithm. Stuff it with relevant keywords, but do it naturally.
2. The First Two Images
Your main image is your ad creative, especially for Sponsored Product ads. It needs to pop, and ideally be optimised for mobile (most buyers are shopping there).
Your second image (the “index” image) should build on the first and communicate more product benefits.
3. Backend Listing Fields
Brent recommends filling in every possible backend attribute. This helps Amazon’s new AI tool, Rufus, surface your product in more searches and answer customer queries intelligently.
You’re now optimising for:
SEO.
Human buyers.
Amazon AI.
Fun times.
Beginner Campaigns: What to Run First
If you’re new to Amazon Ads, Brent's advice is to skip the guesswork and start with manual keyword targeting.
Use tools like:
Brand Analytics (free if you’re brand registered).
Helium 10.
Amazon Search Expander (Brent’s personal favourite).
Don’t bother with shotgun-style automatic campaigns. Instead, build a small, focused Sponsored Products campaign targeting keywords and competitor ASINs where you’ve got a real shot at converting.
Don’t Advertise Every SKU
This was one of Brent’s strongest takes and I agree.
Too many sellers waste money advertising every colour, size, or version of a product.
You don’t need to run ads for the pink extra-small T-shirt. Focus on:
High-converting variations.
Products with reviews and good organic rank.
Listings that are already working.
You can always expand later. Start by building on your winners.
The 4 Main Amazon Ad Types (And When to Use Each)
Here’s a quick cheat sheet Brent shared:
1. Sponsored Products
65–85% of spend. Bread and butter PPC. Target keywords and product ASINs.
2. Sponsored Brands
10–20% of spend. Good for branding, storytelling, and video. More flexible creatives.
3. Sponsored Display
Think of this like simplified Meta or Google Display. Useful for contextual and audience-based targeting.
4. Sponsored TV
New in 2025. Brent’s using it with clients who have bigger budgets and want broad brand exposure on Fire TV and Prime Video.
Structure Your Campaigns Like a Pro
Avoid these common beginner mistakes:
Advertising your entire catalogue.
Dumping 1,000 keywords into a single ad group.
Mixing match types (broad, phrase, exact) in one campaign.
Poor naming conventions that make analysis impossible.
Instead, break campaigns out by:
Match type.
Targeting type (keyword vs. product).
Budget.
Objective (awareness vs. conversions).
This makes optimisation a thousand times easier.
Tools Brent Recommends
These are some of the tools Brent uses daily:
Amazon Search Expander: See keyword variations and volumes right in the search bar.
DP Search Preview: Shows category rank, BSR, and sales insight on listings.
Keepa: Tracks product sales rank, review growth, and pricing history.
Helium 10 (Cerebro): Uncovers competitor keywords, cost per click, and sales per keyword.
Scaling: How to Move Beyond Basics
Once you’ve got traction, here’s how Brent recommends scaling:
1. Competitor Targeting (a.k.a. Conquesting)
Run ads against your competitors’ brand names and product pages. If your product is better (more reviews, cheaper, or higher quality), you can legally siphon their traffic.
2. Brand Defence
Run Sponsored Products and Sponsored Brands ads on your own listings to stop competitors doing the same to you.
3. Page Domination
Target your top-performing keywords with a “full-court press”: Sponsored Products, Sponsored Brands, and Sponsored Display all showing up on the same search results page.
Yes, sometimes it won’t be profitable short-term. But it’s about visibility, presence, and long-term organic rank.
Keyword Targeting vs. Product Targeting
Use both.
Keyword targeting is essential for reaching intent-based traffic.
Product targeting lets you shadow your competitors around Amazon and show up on their listings.
Brent’s team runs both in nearly every account.
How to Actually Optimise for ACoS
Brent’s formula:
Great product (obviously).
Smart campaign structure.
Routine bid optimisation using either software or a solid process.
Clear understanding of your conversion rates by category.
He shared that conversion rates can range from 2% in apparel to 27%+ in niche, high-ticket categories. So don’t just benchmark yourself against others, benchmark against your own data over time.
Should You Use Google Ads to Drive Traffic to Amazon?
Short answer: yes, but be strategic.
Brent suggests:
Only use Google Ads to target Amazon-intent keywords (e.g. "buy [product] Amazon").
Set up Amazon's Brand Referral Bonus to get up to 10% of your fees refunded.
Monitor not just direct ROAS, but whether external traffic boosts organic rank on Amazon.
Big Trends for 2025
Here’s where Amazon Ads is heading, according to Brent:
Creative is everything: You now have options like video, multiple images, and creative testing inside Sponsored Brands.
AI is creeping in: Campaign setups and bidding strategies are becoming automated. Think of it like Performance Max for Amazon.
Branding matters more: Amazon wants real brands with real presence. Expect more features that support “brand story” over “product listing”.
Conclusion
In 2025, success with Amazon Ads is about much more than just launching campaigns. It requires:
A compelling product listing with smart SEO, eye-catching images, and full backend data
A structured, focused campaign strategy that builds on your winnersSmart use of tools to uncover competitor data and optimise performance
A blend of brand defence, competitor conquesting, and external traffic for long-term growth
Whether you’re just starting or looking to scale, Brent’s advice gives you a clear roadmap to run smarter, leaner, and more profitable Amazon Ads campaigns.
P.S. If you need professional help from a team of veteran Amazon Ads pros, you can find Brent and his team over at AMZPathfinder.com.