Amazon Advertising Trends for 2025: Insights from Amazon Leaders
As digital advertising continues to evolve, 2025 is set to bring significant shifts driven by AI, shifting consumer habits, and new media consumption patterns. Streaming platforms are at the forefront of these transformations, leveraging their massive entertainment and retail ecosystem to provide brands with innovative solutions for engaging their audiences. Amazon advertising is the leader when it comes to streaming or retail.
This year, Amazon’s advertising leadership team has shared their vision for the year ahead, outlining key trends that will shape digital marketing. From AI-powered personalization to ad-supported streaming, let’s dive into five crucial advertising trends for 2025 and expert insights from Amazon executives.
AI will enhance advertising and consumer purchase journey
Artificial intelligence is becoming central in advertising, streamlining processes, enhancing personalization, and driving better engagement. AI-powered tools allow brands to deliver more relevant messaging while improving efficiency and cost-effectiveness.
“The future of programmatic, full-funnel media buying will be defined by the transformative power of AI. By leveraging advanced machine learning algorithms to uncover granular insights, optimize media allocation, and drive real-time decisioning, advertisers can precisely navigate the complexities of the modern media ecosystem.”
Kelly MacLean, VP of Amazon DSP
Consumers are also embracing AI in their shopping experiences. Research shows that AI-assisted search adoption in the past year has outpaced voice search adoption over the last decade. Moreover, 56% of online shoppers are comfortable using AI-powered tools to make purchasing decisions. Brands that leverage AI for personalized recommendations, price comparisons, and tailored promotions will have an advantage in capturing consumer attention and loyalty.
Ad-supported streaming will expand further
Streaming services increasingly incorporate ad-supported tiers, making Connected TV (CTV) an essential advertising channel. Amazon Prime Video’s move to include ads is part of this growing trend, offering brands access to millions of engaged viewers.
“In 2025, we’ll continue to scale our video advertising solutions and expand regionally into Brazil, India, Japan, the Netherlands, and New Zealand. Deal-based programmatic activation on Amazon DSP will allow brands to connect with global audiences through premium content, live sports, and fan-favorite series.”
Krishan Bhatia, VP of Global Video Advertising
Streaming consumption continues to rise, with consumers watching an average of 34 more minutes of streaming content per day than they did a decade ago. Advertisers should prioritize CTV strategies to maximize reach and brand awareness as more people opt for ad-supported streaming.
Short-form and long-form content will compete for attention
While short form content remains a dominant force in digital marketing, longform content is making a strong comeback. Platforms like Twitch, which traditionally cater to long-form content, are developing shorter formats to engage mobile audiences. Meanwhile, podcasts and livestreams continue to gain popularity among Millennial and Gen Z consumers.
Amazon Ads’ research shows that nearly half of long-form content consumers perceive it as higher quality and more educational than short-form videos.
“For brands, a full-funnel approach means balancing short-form content for quick engagement with long-form formats that build deeper customer connections.”
Claire Paull, VP of Ads Marketing
Community-driven engagement plays a key role in content consumption on platforms like Twitch. Twitch viewers are 86% more likely than average to seek content for community and connection. Brands must integrate both content formats into their marketing strategies to effectively engage different audience segments.
Trustworthiness will be the baseline for influencer marketing
Consumers have become increasingly selective about the influencers they trust. Authenticity and credibility are more critical than promotional discounts or deals regarding influencer marketing effectiveness. Gen Z consumers, in particular, are highly engaged with influencer content, with nearly half reporting they have purchased a product based on an influencer’s recommendation in the past month.
“Amazon offers brands unique opportunities to connect with customers throughout their home and daily routines. We develop deep insights and delightful experiences that seamlessly integrate into customer journeys, from seeing an Amazon package arrive on a Ring doorbell to watching Fire TV for hours each day.”
Charlotte Maines, Director of Fire TV, points out how Amazon’s ecosystem fosters authentic brand storytelling.
To maximize influencer marketing success, brands should focus on partnerships that align with their values and resonate with their audience. Platforms like Amazon Live offer opportunities for brands to engage in shoppable influencer campaigns that merge entertainment with e-commerce.
Inflation will shape new consumer spending habits
Economic concerns continue to impact consumer spending, making value-driven messaging more critical than ever. In 2024, one in three consumers reported cutting back on spending due to rising costs. In grocery shopping alone, price considerations have surpassed quality and taste as the top purchase drivers.
However, consumer confidence is beginning to improve. Since 2021, financial optimism has increased by 10% globally. While discounts and free shipping incentives remain influential, their impact has slightly diminished as spending habits normalize.
“AI-generated video will unlock new storytelling possibilities while reducing production time and costs. Advertisers can create compelling content that resonates with budget-conscious shoppers while maintaining creative quality.”
Jay Richman, VP of CreativeX, highlights how brands can address these economic shifts.
Brands should demonstrate value, offer price transparency, and craft marketing messages that align with evolving financial mindsets. Flexible pricing options, loyalty programs, and personalized deals can help brands maintain strong customer relationships.
Cut to the chase
As we enter 2025, Amazon Advertising is positioning itself as a key player in shaping the future of digital marketing. With AI-powered advertising solutions, ad-supported streaming growth, and evolving influencer marketing strategies, brands must stay agile and leverage Amazon’s vast ecosystem to reach consumers effectively.
