With Amazon’s dominance in retail media growing, brands need to stay ahead of the curve. But what are the key innovations shaping the space – and how can brands use them to drive better results? Here are our top 3, handpicked by our CEO, Andrew Banks…
Clean Rooms: The Future of Attribution
Amazon’s Clean Rooms are a real game-changer for Amazon brands, offering the power to step way beyond last-click attribution to dig deep into a multi-touch view of the customer journey.
By allowing brands to compare their own first-party data with Amazon’s shopping, streaming and browsing data, these secure environments offer the kind of deep insight that brands have hankered after for years – and all without exposing raw customer information.
Why do we think this matters? Because ours is now a multi-touch world.
With Clean Rooms, instead of just seeing the final sale, brands can track how their ads have influenced buyers across touchpoints ranging from video ads to Sponsored Display.
The takeaway? If you’re serious about precision targeting and data-driven ad strategies, learning how to leverage Clean Rooms (and getting comfortable with SQL) is non-negotiable.
Generative AI: Amazon’s next Big Bet
Amazon is integrating AI across retail media, making it easier for brands to auto-generate creative assets that are beautifully tailored both to different customer segments and seasonal trends.
For brands, this means faster content creation, more personalised ads and greater efficiency in campaign management – although, as we’ve said before, the key to success here is to blend machine learning with human oversight; not complete reliance on AI output.
The takeaway? Now’s the time to embrace what tech can do to help streamline and supercharge your creative processes – just be mindful of the limitations of artificial intelligence.
Maintaining a personal touch while maximising all the benefits will keep your brand above the competition.
The Evolution of Metrics: Life beyond ROAS & ACOS
Amazon Ads is introducing deeper measurement tools, shifting the focus from traditional performance metrics like ACOS and ROAS to insights like video view duration and cross-channel engagement.
With an ever-richer mix of data points, brands will be able to optimise their campaigns with pinpoint accuracy, using more granular data for smarter management and stronger ROI and leveraging new performance indicators to fine-tune campaigns with incredible precision.
The takeaway? Going forwards, staying ahead on Amazon will depend on your brand adapting its measurement strategies to incorporate this expanded toolkit.
The Bottom Line
Retail media is evolving fast, and Clean Rooms, AI-driven automation and deeper performance metrics are shaping the next era of Amazon advertising – with more control and more data on the table to help brands create smarter strategies.
Need an expert hand with your Amazon retail media strategy? We won the prestigious Amazon Partner Awards for EMEA and are at the forefront of Amazon Advertising.
Our team is on hand to help your brand to success through 2025 and beyond – click here to chat.