Amazon Advertising is no longer a black box. But the rules have changed. 2025 is not the place for standard campaigns with target-ACoS optimization and off-the-shelf automation. Brands that want to win need a new setup with clear logic, high granularity, and a real focus on profitability.
As a specialized Amazon agency, we see this shift every day. The brands that grow are those who treat PPC as a system, not a set of isolated campaigns.
ACoS Is Dead. Long Live Contribution Margin.
Target ACoS used to be the ultimate KPI. Today, it often blocks growth. Why? Because it does not reflect actual profitability. Campaigns that are strictly optimized for ACoS leave potential market share gains on the table.
A better metric? Marginal contribution margin. The real question is: what does the next order actually earn me?
Example: A keyword runs at 20% ACoS. Solid. But if you push it, you could generate 10x more revenue at 25% ACoS. Still profitable, but held back by ACoS-first optimization.
Campaign Structure: From Setup to System
Many sellers still think in terms of individual campaigns. But Amazon PPC in 2025 demands a clear system.
Campaigns must be modular:
- By match type
- By search intent
- By product lifecycle stage
- By profitability tier
You do not need a campaign structure. You need a control system. This architecture enables more granular decisions, better scalability, and a real answer to the question: which keywords are driving my growth?
Segmentation Decides Profitability
Campaigns that lump all products, margins, funnel stages, and search intents together simply do not work anymore. The most successful brands in 2025 segment with extreme granularity in both SEO and PPC.
Examples of effective segmentation:
- New customer acquisition vs. existing customer retargeting
- High-relevance keywords vs. generic keywords
- Keyword peaks vs. long-tail fillers
This is the only way to scale in a controlled manner without sacrificing profitability.
Bid Automation Needs Human Intelligence
PPC tools are powerful, but they need context. Many agencies rely on automation tools entirely without questioning the underlying logic. The result: reactive budgets, no real strategy.
Our take at PCOStudio: Tools are instruments, not strategies. We use automation only where it makes sense, with clear rules, manual interventions, and strategic oversight.
The Goal Is Not the Click. It Is Market Share.
Campaigns must be built to capture market share, not just generate clicks. To do that, you need to understand the entire A9 funnel:
- How visible am I?
- How many relevant keywords do I cover?
- How well do my hero products perform in visibility?
- What is my share of shelf?
If you are not dominating on these questions, you will not gain market share. Period.
Conclusion: 2025 Belongs to Brands With a System
Anyone still focused purely on ACoS and letting campaigns run on autopilot will fall behind. 2025 rewards brands that work granularly, think in systems, and build structures instead of setups.
If you do not just want to keep up but actually dominate on Amazon, talk to us.
Questions about your Amazon strategy?
We manage brands with over €300 million+ in sales on Amazon. Let's talk.
