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By Destaney Wishon · November 10, 2025 · Curated by George's Blog

unBoxed is right around the corner 🎉

Which means we’re about to be flooded with shiny new features, tools, and “game-changing” updates.

That’s fantastic if your foundation is strong, but for many brands, it’s also a lot of noise.

Before you get caught up in the hype, here are the non-negotiable fundamentals every advertiser needs locked down first ⬇️

🔶 Segment smarter.

Most brands stop at “branded,” “category,” and “auto” campaigns, and that’s not enough. Even the best software can’t fix a bad foundation. Budget distribution happens at the keyword level, so your structure HAS to give you control down to this level at the minimum.

💡 Pro Tip: We segment every ASIN by Branded, Conquesting, Defensive, Visibility, and Efficiency...you'll find a guide in the comments.

🔶 Know your category benchmark.

Up 12% YOY? Sounds great right?

But if your category is up 20%, you’re moving down the page.

💡 Pro Tip: Use Insights & Planning to compare your CVR and traffic to category averages. Then use SQP to pinpoint issues.

🔶 Don’t neglect bid management and keyword research.

Bidding and keyword strategy still make or break performance.

Audiences, automation, and AI can amplify your results, but they can’t save you from sloppy bid logic or poor keyword segmentation.

💡 Pro Tip: Layer pre-built AMC audiences into Bid Adjustments. We’ve seen conversion rates double (and RoAS rise in parallel). No SQL degree required.

🔶 Level up your creative.

A review moat or low price isn’t enough anymore. Great brands use top-of-search video, enhanced A+ content, and strong Store design to get a competitive edge.

💡 Pro Tip: Limited creative budget? Amazon Creative Studio Agentic Partner helps with the heavy lifting.

🔶 Use AMC intelligently.

If you’re not ready for full AMC analytics, start with Audiences at the very least.

The catch? They're hard to scale. We don’t recommend applying audiences to every campaign; it limits your traffic potential. Instead, identify the audiences where you’re most likely to convert and double down there.

💡 Pro Tip: Start with pre-built audiences before custom SQL. The BTR Media team has a full breakdown + podcast on this, if you are interested, let me know in the comments.

✨ Bottom line: unBoxed will unveil plenty of new tools, but the brands that win next week (and next quarter) are the ones who’ve mastered the basics first.

📘 Full BTR Guide: “Amazon Advertising Campaign cheat sheet” — linked in comments.

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