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By Kamaljit Singh · September 22, 2025 · Curated by George's Blog
Amazon just dropped new ad formats.
And 99% of you are gonna SLEEP on them.
While you're crying about iOS updates & attribution windows, smart brands are dominating with the new retail media tools that dropped last month.
You know what pisses me off?
⤷ Everyone's complaining about the changes instead of ADAPTING to them.
"Oh no, new reporting dashboards are confusing."
"I don't understand the new campaign types."
"These targeting features are too complex."
GOOD.
That means there's opportunity for people who DO figure it out.
Here's what my team is seeing right now:
The brands winning BIG are treating every platform update like Christmas morning.
❏ New Sponsored Display formats?
TESTING DAY ONE.
❏ Updated targeting options?
DEPLOYED IMMEDIATELY.
❏ Fresh creative specs?
OPTIMIZED OVERNIGHT.
You wanna know the REAL secret?
Speed beats perfection in retail media.
The first brands to master new ad formats get 6-8 weeks of reduced competition while everyone else is "figuring it out."
Our playbook for EVERY platform update:
✳️ Day 1: Download. Test. Break stuff.
✳️ Day 2-7: Analyze what works. Double down.
✳️ Week 2: Scale the winners. Kill the losers.
✳️ Week 3-4: Optimize while competition is still sleeping.
You know what separates WINNERS from complainers?
🟩 Winners see change as opportunity.
🟥 Complainers see change as obstacles.
Amazon didn't update their ad platform to make your life harder.
They did it to make BETTER ads possible.
Use the new tools or watch your competitors eat your lunch.
Your choice.