Search | LinkedIn
By Destaney Wishon · October 7, 2025 · Curated by George's Blog
Ooof. Thoughts on this SERP?
Amazon is obviously no longer just keyword-driven.
The new search results page is proof that Amazon is leaning further into contextual and behavioral signals, not just the words someone types in the box.
This means:
🔶 Search is becoming personalized.
What I see vs. what you see may look very different depending on history, category habits, and brand interactions.
🔶 Brands can’t rely on keyword bidding alone.
Traditional “rank higher on top terms” strategy is being disrupted.
(Though the top of the page is still heavily ad driven)
🔶 Creative, media, and brand awareness matter more than ever.
If Amazon is rewarding engagement and brand strength, then your video, DSP, and off-platform media are now directly influencing visibility in search.
For brands, the takeaway is clear:
🔑 Don’t think of search as a silo.
🔑 Connect awareness media with retail media measurement (AMC, DSP).
🔑 Build for incrementality, not just keyword capture.
The digital shelf is evolving. If you’re still playing by yesterday’s keyword rules, you’re already behind.