Amazon Advertising & Seller Updates: What’s Changing in February 2025?

February 2025 was another month of fast-moving updates for Amazon sellers and advertisers. Whether you’re scaling your business through new marketplaces, optimizing your ad campaigns, or refining your fulfillment strategy, these updates bring new tools and efficiencies to help you stay ahead.

For advertisers, Amazon DSP has made it easier than ever to create new deals with Prime Video, Twitch, and Freevee, while Sponsored Ads continue expanding into new markets. On the seller side, bulk listing improvements, new Vine enrollment flexibility, and updated order handling capacity settings are just a few of the key enhancements aimed at making selling on Amazon more efficient.

We’ll break down the most important updates, why they matter, and how you can leverage them for your business.

February 2025 Amazon Advertising Updates

Here’s a list of all of the advertising updates of February 2025:

Amazon Advertising Update 1: Faster, Self-Serve DSP Deals with Amazon Media

Amazon DSP advertisers can now create preferred and programmatic guaranteed deals with Amazon Media publishers (Prime Video, Twitch, Freevee) directly inside the DSP platform. 

Previously, setting up these types of deals required back-and-forth discussions with Amazon Ads reps, which slowed things down. Now, advertisers can:

• Browse available publisher deals by country with clear pricing and targeting options.
• Configure new deals instantly using Amazon’s self-service interface.
• Select targeting segments based on contextual audience data.
• Set frequency caps and budgets for programmatic guaranteed deals.
• Submit deals for approval, which are typically reviewed within minutes.

Once approved, deals can be activated on campaigns immediately.

Why It Matters

For advertisers already using DSP, this is a game-changer for speed and flexibility. There’s no more waiting on an Amazon Ads rep to get deals in place, which means:

• You can move faster on media buys, especially during critical sales periods.
• You don’t have to rely on pre-negotiated deals, giving you more control over ad spend.
• You get immediate access to Amazon-owned media, which is typically high-quality, high-engagement inventory.

This shift also signals Amazon’s larger goal — making DSP more accessible, even for advertisers who don’t have dedicated Amazon Ads account managers.

How to Use This Now?

If you’re running DSP, test:

• Contextual targeting by publisher—Prime Video vs. Twitch audiences behave very differently.
• Frequency capping strategies—overexposure can hurt brand perception.
• Budget allocation—compare direct publisher deals against standard DSP display campaigns.

Where is it Available?

North America, South America, Europe, Middle East, and Asia-Pacific.

How can you access it?

• Amazon DSP 
• Amazon Ads API

Amazon Advertising Update 2: Sponsored Ads for Authors Expands to More Markets

Amazon already launched Sponsored Products and Sponsored Brands for authors in January 2025. That update allowed authors to run ads for books the same way brands advertise products.

What’s new in February is the expansion of these ads to four additional markets: India, Mexico, Netherlands, and Japan. This means authors in these countries can now:

• Use Sponsored Products to promote individual book titles.
• Run Sponsored Brands campaigns with custom images and video ads.
• Advertise across Amazon and third-party sites, just like sellers promoting physical products.

Why It Matters

For Amazon sellers, this shift signals something bigger than just “authors can now run ads.” It shows Amazon is:

• Pushing deeper into content-driven commerce—books are just the beginning.
• Normalizing Sponsored Ads for non-physical products, which could pave the way for future expansion into digital goods, memberships, or even courses.
• Bringing more competition to the ad marketplace, which could impact CPCs in adjacent categories.

What This Means for Advanced Sellers

If you’re an author, this is a no-brainer—test ads now while costs are still relatively low in these new markets.

If you’re not an author but sell in categories where book-related ads could impact your placements, start monitoring:

• Changes in CPCs if you target book-related audiences (education, learning, self-improvement).

• Amazon’s ad placement priorities—if books are being pushed more aggressively, it might mean shifts in the overall ad ecosystem.

Where is it Available?

• North America, Europe, and now India, Mexico, Netherlands, Japan.

How can you access it?

• Advertising Console 
• Amazon Ads API

February 2025 Amazon Seller Updates

Amazon continues to refine tools that improve efficiency, expand global selling opportunities, and help sellers optimize performance. This month, there are major improvements to bulk listing uploads, new marketplace expansion insights, and increased flexibility in Vine enrollment. 

Additionally, updates like automatic order handling capacity adjustments and enhanced return tracking provide sellers with better control over logistics and account health.

If you’re looking to streamline operations, reduce costs, and maximize growth opportunities, these updates are worth paying attention to. Here’s what’s new and how you can use it to your advantage.

Amazon Seller Updates 1: Create Bulk Listings Using Your Own Template Format

Amazon now lets you create bulk listings using your own spreadsheet format in the ‘List Your Products’ page. Instead of being locked into Amazon’s standard templates like Listing Loader, you can now upload your own catalog files—whether they’re inventory management sheets you maintain or files from other Amazon marketplaces.

Just upload an Excel or TSV file, and Amazon’s AI will automatically convert your data into draft listings that match Amazon’s format. You can review and edit before submitting.

Why This Matters?

This update is huge for sellers managing large inventories across multiple marketplaces. Instead of reformatting your entire catalog to fit Amazon’s rigid templates, you can streamline the process using your existing files. This is especially useful for international sellers who list products across different Amazon stores.

How to Get Started:

• Navigate to ‘List Your Products’ in Seller Central
• Select the Spreadsheet option
• Upload your file and review the draft listings

For details, visit List Your Products in Seller Central.

Amazon Seller Updates 2: Upgrade Your Vine Enrollment Tier Within 30 Days

Amazon Vine, which connects your products with Amazon’s most trusted reviewers, now allows you to upgrade to a higher enrollment tier within 30 days of enrolling an ASIN. This means you can add more units for the same product to reach more reviewers without needing to re-enroll later. Moreover:

• You can upgrade, but not downgrade, after enrollment starts.
• Enrollment lasts 90 days or until all units are claimed, whichever comes first.
• Even if all units are claimed early, the 30-day upgrade window remains open.

Why This Matters?

If a product starts gaining traction and getting positive reviews early, you can quickly scale up your Vine enrollment rather than waiting for organic reviews to trickle in. This flexibility lets you adjust based on demand and review performance.

To upgrade, go to Amazon Vine in Seller Central and select Update Enrollment for your ASINs.

Amazon Seller Updates 3: Automatic Minimum Thresholds for Order Handling Capacity

Starting February 24, 2025, Amazon will automatically set a minimum order handling capacity for your account based on your average daily orders over the past 30 days. This limit adjusts weekly to reflect your actual fulfillment ability. What this means for you:

• If your order volume drops, Amazon lowers the minimum threshold.
• If you’re receiving more orders than you can handle, customers will see a longer delivery estimate instead of unrealistic shipping promises.
• You can still set a higher limit anytime in Order Handling Settings.

Why this matters?

This feature prevents sellers from overcommitting and receiving late shipment penalties. If your capacity suddenly drops (e.g., supply chain issues or staffing shortages), Amazon adjusts accordingly, reducing the risk of negative customer experiences.

Where does this apply?

• Standard and Free Economy shipping
• Not applicable to Seller Fulfilled Prime or Premium Shipping

For details, visit Modify Order Handling Capacity in Seller Central.

Amazon Seller Updates 4: Expand to Australia and the Middle East with Marketplace Product Guidance

Amazon has expanded its Marketplace Product Guidance tool to include recommendations for selling in Australia, Saudi Arabia, and the UAE. These regions join existing guidance for UK, Germany, Japan, France, Italy, and Spain.

Why This Matters:

• Get data-driven insights into which of your products have sales potential in these markets.
• Compare your ASINs with similar ones that are already selling successfully in other Amazon stores.
• Access category research to identify demand trends and expansion opportunities.

How to Access:

• Go to Marketplace Product Guidance in Seller Central.

Amazon Seller Updates 5: Lower Cross-Currency Transfer Fees with Seller Wallet

Sellers who enroll in Amazon Seller Wallet by March 21, 2025, will get a reduced cross-currency transfer fee of 0.6% for one year—saving up to $900 per $100,000 transferred.

Key Benefits:

• Convert and transfer funds to 20+ currencies at competitive rates.
• Directly pay US and Hong Kong suppliers in USD.
• Manage funds seamlessly within Seller Central.

If you regularly move money across borders, this update means lower fees and higher savings.

To enroll, visit Seller Wallet in Seller Central.

Amazon Seller Updates 6: Get Your FBA Donations Certificate for Tax Season

If you use FBA Donations to donate unsellable or excess inventory, you can now download an official donation certificate from Seller Central for tax purposes. This includes a breakdown of your donated items for the past year.

To access your certificate, visit FBA Donations Program in Seller Central.

Amazon Seller Updates 7:Consumer Search Trends & Insights Report: 2024 Year in Review

A new report based on Product Opportunity Explorer data highlights top search terms and trends from 2024.

Key Insights:

• 526% increase in searches for ‘tie dye kits’ (Fabric Decorating Accessories category).
• 762% growth in Home Decor Accents, signaling emerging demand.
• Electronics (+31%) and Health & Household (+28%) saw strong product launches.

Use this report to plan inventory and new product launches for 2025.

Download the full report from Consumer Search Trends Report in Seller Central.

Amazon Seller Updates 8: USPS Issue with Invalid or Used Shipping Labels

Due to a USPS system issue, some labels purchased through Amazon Buy Shipping and Veeqo were incorrectly marked as used or displayed invalid tracking info. Fix implemented on February 27, 2025. Here’s what you need to note:

• Account health is protected and there’s no impact on late shipment or defect rates.
• USPS label costs will be refunded by March 31, 2025.
• If an A-to-Z claim was filed due to this issue, it won’t count against your metrics.

No action required from your end. Amazon is handling this proactively.

Amazon Seller Updates 9: Track & Prevent Product Return Badges

A new Return Badge Insights feature in Voice of the Customer helps you:

• Identify ASINs that already have the Frequently Returned badge.
• See which products are at risk of getting the badge.
• View 3-month and 12-month return rate data.
• Get suggested return rate benchmarks to maintain a good reputation.

Why This Matters?

Excessive returns hurt both your profitability and visibility in search rankings. By identifying at-risk ASINs early, you can fix listing issues, clarify descriptions, or adjust product quality before customers start returning items en masse.

To access, visit Voice of the Customer in Seller Central.

Final Thoughts

As Amazon continues to evolve, sellers and advertisers who adapt quickly will always have an edge. February’s updates highlight a continued push toward automation, data-driven insights, and marketplace expansion. 

Whether you’re leveraging AI-powered bulk listings, testing new advertising strategies in international markets, or optimizing your fulfillment operations, these tools can help drive efficiency and profitability.

Stay proactive. Review the changes, experiment with new features, and keep refining your strategy. If you’re already using some of these updates, let us know how they’re working for you. March is just around the corner, and staying ahead of these shifts will keep you competitive in an ever-changing marketplace.

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