When Algorithms Take the Wheel: Amazon Ads Match Type Shifts in 2025

Episode 170 of The Ad Project was recorded at Amazon Live Studios in New York City, where Joe Shelerud sat down with Destaney Wishon (BTR Media) and Jennyfer Guone (Amazon Ads) to discuss the launch of Creative Studio, announced at Amazon Accelerate.What you’ll learn in this episode:How Creative Studio streamlines ad creation from concept to final video or image asset.Why AI + Amazon retail insights help brands produce more authentic, relevant creatives.Practical use cases for small businesses, mid-market brands, agencies, and enterprises.How advertisers can accelerate speed-to-market, scale creative production, and unlock personalization.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

In this special episode, recorded live at Amazon Live’s NYC studios, Joe Shelerud sits down with Destaney Wishon of BTR Media to explore:The rapid evolution of the Amazon Ads ecosystemHow AMC unlocks new insights like path to purchase and ad type overlapWhy audience targeting + analytics are reshaping strategyPractical ways brands can prioritize AMC without feeling overwhelmedDestaney is the CEO of btr media - check her LinkedIn for updates, new features, and helpful videos!👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

In this episode of The Ad Project, Joe and Maarja discuss the latest Amazon Ads algorithm changes shaking up Sponsored ProductsKey takeaways:Auto campaigns now account for nearly 40% of impressions, with broad match also climbing.Exact match still drives the highest conversion rates (>20%), but its share is shrinking.CPCs are rising on broad (+20% YoY) while auto remains cheapest.Amazon is weighting “Loose Match” and “Substitutes” more heavily within auto targeting.Advertisers should balance discovery and efficiency: run auto/broad with strong negatives, harvest winners into exact/phrase, and monitor impression share shifts.Adapt your strategy now—the balance between efficiency engines (exact) and discovery engines (auto/broad) is the new reality of Amazon Ads.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

The holiday season keeps starting earlier and stretching longer. That means brands can’t just focus on Black Friday and Cyber Monday anymore — they need a strategy that carries through continuous deal weeks. In this episode of The Ad Project, Joe Shelerud and Maarja Hewitt walk through a 7-step Q4 checklist:Budget pacing across a longer seasonInventory planning and forecastingCreative testing with urgency messagingStrengthening full-funnel advertisingMonitoring competitors and share of voiceExpanding beyond Amazon to Walmart & TargetMeasuring and adapting with AMC👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

DSP can feel like a big leap—but it’s becoming a must-have for growth-oriented brands. In this episode, Maarja Hewitt welcomes Tony Miller, Director of Programmatic Strategy at Ad Advance, to break down what Amazon DSP actually is and how it works. You’ll learn:🔑 Key Takeaways:What makes DSP different from Sponsored AdsKey benefits like audience targeting and creative flexibilityWhen a brand is ready to layer on DSPReal success stories and recent updates (like AI tools and Disney/Roku inventory)How DSP ties in with Amazon Marketing Cloud for better attributionWhether you're DSP-curious or ready to scale, this episode lays the foundation.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

AI is changing advertising—and fast. In this episode, Joe and Maarja break down how AI is impacting the world of Amazon and retail media, from generative creative tools to AI-driven customer journeys and predictive campaign optimization. They explore what’s real, what’s hype, and what it all means for brands and marketers.🔑 Key Takeaways:Amazon’s creative tools and generative AI are speeding up campaign execution and testing.Conversational AI is changing how consumers shop, moving discovery beyond traditional search.AI is pushing retailers toward campaign automation, shifting human focus to strategy.Traffic is dropping from search engines, but AI is boosting high-intent site visits.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

In episode 164 of The Ad Project, Joe Shelerud (CEO) and Matt Wiklund (CTO) break down how to select the right KPIs for your Amazon advertising strategy—whether you’re selling high-ticket one-time purchases or repeat-consumable goods. They explore how ROAS, TACoS, new-to-brand metrics, and customer acquisition costs should flex based on your brand’s goals and product lifecycle.🔑 Key Takeaways:ROAS isn’t always the north star—context is key.TACoS is your go-to for measuring incrementality.New-to-brand ROAS and CAC matter more for consumables and repeat-purchase brands.Use LTV analysis to identify your highest-impact gateway products.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

In this episode of The Ad Project Podcast, Joe Shelerud and Maarja Hewitt break down Amazon Marketing Cloud (AMC) in the simplest terms yet. AMC has become a buzzword in the advertising world — but what is it really, and why should brands care? Joe and Maarja cover everything from what a "data clean room" actually means, to how AMC allows advertisers to unify data across Sponsored Ads, DSP, and even Streaming TV.🔑 Key Takeaways:AMC offers a full-funnel view beyond last-click attribution.New tools and AI make AMC more accessible than ever.Brands can justify upper-funnel spend with detailed customer journey data.Audience creation within AMC allows for more refined targeting and strategy.Whether you're brand new to AMC or looking to refine your data strategy, this episode is your go-to primer.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

Retail media is having a moment — and facing major growing pains. Joe and Maarja dive into why so many retailers are launching networks, how fragmentation is creating operational headaches, and what advertisers should focus on now. From privacy shifts and first-party data goldmines to the need for standardization and consolidation, they share actionable insights on navigating this evolving space. Learn how to prioritize, test, and measure smarter as retail media matures.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

Prime Day 2025 is going from 2 to 4 days—and advertisers need to be ready. In this episode, Joe Shelerud and Maarja Hewitt break down what this longer event means for budget pacing, conversion trends, and media planning. They explore performance data from past Prime Days, how the extended format could shift buyer behavior, and what strategies will help brands win this year.🔑 Key Takeaways include:Budget pacing strategies across four daysHow deal participation impacts conversion and ROASWhy Day 1 will likely still dominate in trafficPost-Prime Day opportunities for retargeting and LTV gains👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.