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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.
 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.