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By Joe Shelerud · September 11, 2025 · Curated by George's Blog
Why is Amazon Ads making these shifts to their algo?
Advertisers bid on keywords. But Amazon has access to a much larger dataset:
- Shopper browsing history
- Purchase behavior
- Contextual signals
By driving more traffic to Auto and Broad, Amazon can layer in these signals, deciding when ads should show based on predicted conversion likelihood, not just the typed keyword.
The result: ads that feel more relevant to shoppers and become more efficient over time for advertisers. It’s the same playbook Google and Meta have run - automation built on top of intent signals.
Have you noticed traffic changes to your Auto/Broad campaigns? Keep an eye on your Targeting Tab in the Ad Console to help spot and track shifts.