Author: John Timmerman
CEO @ Good Monster
Conversion & retention problem-solvers.
Author name
Amazon Ads Hidden Gems: Trends to Watch for in Marketplace Domination
Look, we are in a new era.
Every month, several new brands flood the marketplace, increasing ad costs. Customers are becoming desensitized, which makes conversions harder.
The truth is that Amazon isn’t just a marketplace anymore; it’s a battlefield. And right now, the winning brands are playing by a different set of rules.
Let’s be real…
Treating Amazon Ads like Facebook in 2018 won't cut it anymore, there is more to it than just pumping more money into PPC campaigns and hoping for a lower ACoS.
But don't worry, I’ve worked with some of the best eCommerce minds over the last five years, and I can tell you exactly what your competitors haven’t figured out yet.
Here’s what the top brands are doing differently:
- Owning their off-Amazon traffic – Brands like HexClad and True Classic are driving external traffic to Amazon, boosting their rankings and trigger Amazon’s algorithm to reward them with cheaper CPCs.
- Mastering creative assets – Static images don’t cut it anymore. Brands investing in high-converting video ads and dynamic A+ content are seeing 20-30% higher conversions.
- Leveraging Amazon Brand-Tailored Audiences – The brands winning in 2025 are using Amazon’s new customer segmentation tools to retarget past buyers.
- Capitalizing on influencer marketing within Amazon – Ever heard of the Amazon Influencer Program? Brands like Olaplex are quietly partnering with micro-influencers who create storefronts, giving them access to new buyers without breaking the bank on PPC.
10 Hidden Amazon Advertising Strategies You Need to Implement (Now)

1. Drive External Traffic for Algorithmic Boost
- Amazon loves it when you bring them new shoppers. Google Ads, TikTok influencers, and email campaigns sending traffic to Amazon often result in better organic rankings.
2. Use Amazon’s DSP Retargeting
- If you’re not leveraging Amazon’s DSP (Demand-Side Platform), you’re missing out on retargeting high-intent buyers across the entire web.
3. Make Sponsored Brand Video Ads

- Video ads on Amazon convert 30-40% better than static image ads. Yet most brands still aren’t investing in them.
4. Master Amazon Marketing Cloud (AMC)
- Amazon is giving brands more data than ever before. AMC lets you track full-funnel performance and see which touchpoints are driving actual conversions.
5. Deploy Custom Storefront Landing Pages

- Instead of sending traffic to a generic PDP (Product Detail Page), create a custom storefront landing page to control the narrative and increase conversion rates.
6. Optimize for the Post-Purchase Experience
- Brands are using Amazon’s ‘Manage Your Customer Engagement’ (MYCE) feature to turn first-time buyers into repeat customers through strategic follow-up email campaigns. Read this to learn more about e-mail marketing.
7. Tap into Amazon Live & Influencer Programs
- Live shopping is booming in Asia, and Amazon is pushing it in the U.S. Get your products featured on Amazon Live to boost visibility and trust.
8. Bid on High-Intent Keywords
- Focus on long-tail, high-intent searches like “best protein powder for weight loss” instead of just “protein powder”.
9. Dominate with Brand Tailored Audiences
- Amazon’s newest segmentation tool lets you retarget past customers and increase LTV without spending more on acquisition.
10. Leverage Amazon Posts for Free Traffic
- Think of Amazon Posts as Instagram within Amazon. The brands posting engaging content multiple times per week are seeing 20-50% increases in organic visibility.
Having said that, I need to address the people who say that Amazon Ads are becoming too expensive, or that brands should focus on DTC instead.
I get it. And I don’t fully disagree.
But here’s the thing - Amazon isn’t going anywhere.
And if you’re running a brand and NOT optimizing for Amazon’s latest advertising tools, you’re leaving money on the table.
The brands that are adapting are the ones that will dominate the next five years.
Here is what I know
I’ve helped plenty of brands uncover millions in missed Amazon revenue by fine-tuning their ad strategies.
One client in the supplement space increased their sales by 47% over 3 months just by adding external traffic and optimizing their video ads. Another apparel brand slashed its TACoS by 25% through DSP retargeting.
This stuff works.
The people who get ahead of these trends early will eat up market share while everyone else complains about rising CPCs.
And there is more…Amazon is quietly prioritizing brands that invest in external traffic.
I’ve seen first-hand how sending traffic from Google or TikTok ads gives brands better organic rankings, cheaper CPCs, and a leg up on competitors stuck in the old way of doing things.
It even has a name – the Halo Effect, or the TikTok Effect.
Why You Need to Act Now
Every month you wait is a month where your competitors pull further ahead. Amazon isn’t slowing down, and neither should you.
My playbook is already out. The tools are ready. The only question is:
Are you going to be one of the brands that adapts and dominates—or one that complains about how Amazon is “too competitive” while losing market share?
What’s stopping you from implementing even one of these strategies this month?
About the author:
John Timmerman
CEO at Good Monster
With over 12 years of experience in marketing strategy, leadership, brand building, digital marketing, and performance marketing, I have the skills and knowledge to create and execute effective campaigns that drive traffic, conversions, and revenue.
 Ignoring email marketing in 2025 is like pouring water into a bucket full of holes. You can keep filling it up with expensive paid ads and flashy campaigns, but most of that revenue potential is leaking right out of the bottom. Every brand owner, private equity firm, and family office wants to scale revenue efficiently. But here’s the harsh truth: while you’re chasing CAC reductions and ROAS improvements, your existing audience is sitting there—ready to buy—getting ignored. That’s not just a mistake. It’s a financial crime against your own brand.
TikTok Isn’t About Ads—It’s About Attention. Here’s How to Get It. Most brands fail at TikTok. Here’s a gut punch for brand marketing leaders: You’ve got the budget, the vision, and a team ready to “crush it” on TikTok. You launch your first campaign, armed with trends and hashtags, expecting a tidal wave of engagement. Instead, you get a puddle. Meanwhile, a scrappy competitor—selling the same stuff—blows past you with a $0 budget, a messy iPhone video, and 2 million views. How does that feel? Here’s why you’re stuck: You’re marketing on TikTok like it’s Instagram. TikTok is a different beast. It doesn’t reward polish; it rewards personality. It doesn’t care about your brand guidelines; it cares about your ability to vibe with its audience. If your strategy is too safe, too corporate, or too self-serving, TikTok will eat you alive. TikTok isn’t a channel; it’s a cultural phenomenon. Most marketing leaders misunderstand TikTok’s DNA. They treat it as another box to check in the marketing mix. “Let’s post a few clips and throw some ad spend at it.” Big mistake. TikTok isn’t about being present—it’s about belonging. It’s where brands stop acting like brands. Take this scenario: L’Oréal’s CeraVe , a skincare brand, went viral not because of a big-budget campaign but because TikTok skincare influencers, like Hyram, casually hyped their products in raw, authentic videos. No glamor shots—just real reviews. CeraVe leaned into this by resharing user content and amplifying real customer stories. Result? They captured a new, younger audience and became a cult favorite.
How Ryan Reynolds, The Rock, Reese Witherspoon, and MrBeast are Building the Future of Mega-Brands Once upon a time, massive corporations dictated the rules of marketing. Now? Creators are running the game. The biggest media brands of the next decade won’t be faceless corporations or billion-dollar ad campaigns. They’ll be people. Ryan Reynolds, The Rock (Dwayne Johnson), and Reese Witherspoon have built empires on their personalities. But the real game-changer? MrBeast—a non-celebrity who has built a business empire purely from content. Let’s break down why this model is the future. Case Study #1: Ryan Reynolds – The King of Monetized Attention From Actor to Business Mogul Ryan Reynolds figured out somethin g that Coca-Cola still hasn’t: People follow people, not brands. So what did he do? He built a media ecosystem around himself and tied it into his business empire. 🔥 What He Owns & Runs: Aviation Gin → Sold to Diageo for $600M+ Mint Mobile → Sold to T-Mobile for $1.35B Maximum Effort (Marketing Agency) → Genius storytelling powerhouse Wrexham AFC (Co-owner) → Turned a failing soccer team into a global brand Deadpool & Hollywood → His acting career fuels his business machine 💡 How it Works: Ryan creates viral content → ties it to his companies → turns engagement into cash. Example: His Aviation Gin ad mocked the disastrous Peloton commercial. The result? Millions of dollars in earned media for free. He’s built a machine where hi s personality markets his companies. Case Study #2: The Rock – A One-Man Global Enterprise Dwayne Johnson isn’t just a movie star. He’s a billion-dollar brand. 🔥 What He Owns & Runs: Seven Bucks Productions → His media company behind "Jumanji," "Hobbs & Shaw," and more Zoa Energy → His energy drink, now competing with Monster & Red Bull Teremana Tequila → The fastest-growing tequila brand, valued at $3B+ Under Armour "Project Rock" → A full fitness apparel empire 💡 How it Works: Every movie, every workout, every Instagram post is part of a larger sales funnel. Example: When he promotes a workout, he’s not just motivating—he’s pushing Zoa Energy & Under Armour. Everything ties into his personal brand. He’s a walking Super Bowl ad that never turns off. Case Study #3: Reese Witherspoon – The Media Queen Built an empire by betting on storytelling. 🔥 What She Owns & Runs: Hello Sunshine (Media Company) → Sold for $900M Reese’s Book Club → Turns books into blockbusters (like "Big Little Lies") Draper James → A clothing & lifestyle brand fueled by her personality 💡 How it Works: She controls the content pipeline from book recommendations → Hollywood deals → streaming hits. Example: She recommended "Big Little Lies" in her book club, produced the TV show, starred in it, and made millions. She’s vertically integrated content & commerce. Now, Enter MrBeast – The First Non-Celebrity to Do the Same Jimmy Donaldson (MrBeast) started with zero fame, zero Hollywood connections. Now? He’s outpacing every major celebrity brand. 🔥 What He Owns & Runs: MrBeast YouTube → The biggest channel on the planet Feastables → A candy company doing $100M+ in revenue Beast Burger → A restaurant brand with thousands of locations Beast Philanthropy → A charity arm that gets insane engagement 💡 How it Works: U ses YouTube as the distribution channel Monetizes attention through merch, brands, and businesses Sells physical products at insane scale Example: One video giving away an island → Gets 100M+ views → Sells millions in Feastables & Beast Burger. His model is 100% creator-first, not reliant on Hollywood, TV, or traditional media. Why This is the Future Every major company will either become a media company or partner with creators who already own attention. Here’s why creator-led brands are winning: ✅ They Own Distribution: No middleman. Direct audience access. ✅ They Monetize Faster: No need for paid ads when content sells the product. ✅ They Are Story-Driven: People trust faces, not faceless corporations. ✅ They Scale with Content: Every post is a potential billion-dollar business funnel. What’s Next? This is just the beginning. The next generation of billion-dollar companies will be built by creators, not corporations. Companies like Nike, Apple, and Coca-Cola? They've been partnering with creators and celebs for ever (Think Michael Jordna and the Jordan brand). 🚀 The Playbook for the Future: Start by owning an audience. Monetize with products that fit that audience. Scale with content, storytelling, and distribution. The era of corporate-first brands is ending. The age of creator-first brands is here. Welcome to the future.