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By Joe Shelerud · September 8, 2025 · Curated by George's Blog
Amazon Ads is reshaping how impressions are distributed.
Over the past few months, we’ve observed (and heard from you) that Amazon’s algorithm is favoring Auto campaigns more heavily.
We ran an analysis looking at changes in share of impressions rather than absolute volume, since client mixes shift month to month. The dataset: 16 billion Sponsored Products impressions.
The trend started late Q2, when Auto campaigns gained about 7% impression share. Broad match is also climbing, while Exact and Phrase are losing share.
Why does this matter? Amazon is leaning more on its own relevancy signals, not just your keyword lists. The algorithm decides when ads should show - even when the shopper doesn’t type your exact term.
What to do:
- Track impression share by match type. It’s just as important as ACOS or ROAS.
This is the first in a series of posts - stay tuned.