What Global Overview is Excited About for E-Commerce in 2025
In 2024, brands achieved significant growth and experienced numerous breakthroughs on Amazon:
According to EMARKETER, Amazon's global retail e-commerce sales are projected to reach $767.62 billion by the end of 2024, reflecting a 9.4% increase from the previous year.
Amazon launched Prime Video ads in late January 2024, yielding remarkable success. This ad format is reaching 115 million monthly U.S. Prime Video viewers and, according to Morgan Stanley, is estimated to generate $3.3 billion in sales in its first year.
In 2023, Amazon unveiled several new features at Accelerate and unBoxed, including Amazon Publisher Cloud, automated supply chain solutions, sustainable practices, and more, empowering brands to elevate their business performance as they headed into 2024.
Even more impressive, 2025 is expected to surpass 2024’s success, with Amazon’s global retail e-commerce sales projected to grow 8.9% year over year. To help brands capitalize on this anticipated growth, GO leaders have curated a list of innovative solutions and key strategies they believe will drive the most impact for brands next year. Let’s explore their insights.
Leveraging Video Placements
“We anticipate a growing need for brands to develop video assets for Amazon in 2025. This means investing time and energy in things like Sponsored Brand Video, videos for brand stores and detail pages, and upper-funnel video tactics like Online Video, Streaming TV, and Prime Video ads. With Amazon’s extensive and expanding range of video opportunities, it’s critical for brands to embrace these tools to effectively communicate their brand identity and story in the new year.” – Claire Magruder, Director, GO Studio
GO has always championed the power of sight, sound, and motion, and 2025 presents more video opportunities than ever – especially with the expansion of Prime Video ads, as highlighted by EMARKETER. We encourage brands to capitalize on these advancements next year and craft eye-catching, beautiful videos that align with their branding and resonate with shoppers at key moments in the consumer journey.
Want to learn about how our agency approaches video development and analysis through a Sponsored Brand Video A/B test? Check out this case study.
The Democratization of Advertising Capabilities
“Amazon is offering more opportunities for smaller advertisers to make an impact, like Sponsored TV, which delivers video advertisements on the biggest screen in a person’s home at efficient CPMs. These advertisers can also measure the performance of their sight, sound, and motion activities throughout the shopping journey with Amazon Marketing Cloud, typically seeing that incorporating video leads to higher purchase rates, increased new-to-brand rates, and lower acquisition costs.” – Doree Wendling, Vice President of Marketing
And smaller advertisers aren’t just being brought into the fold with Sponsored TV but through Sponsored Ads measurement solutions previously unavailable to them. Here’s more from Doree Wendling, GO’s Vice President of Marketing, on this topic:
“I’m thrilled that Amazon Marketing Cloud (AMC) is now available for Sponsored Ads campaigns! With AMC, brands can now target precise audience segments for Sponsored Display, including lookalike audiences, ad engagers, cart abandoners, and keyword searchers who haven’t interacted with their brand. They can also boost Sponsored Product and Sponsored Brand bids for high-value audiences, like new-to-brand keyword searchers or Streaming TV viewers. These expanded capabilities extend the power of AMC to a much broader group of advertisers, helping them better measure the impact of their Sponsored Ads and reach highly relevant shoppers to achieve their goals.” – Doree Wendling, Vice President of Marketing
Amazon’s expanded access to its ad tools provides smaller brands with a valuable opportunity to strengthen their e-commerce presence in 2025. While these new capabilities can feel overwhelming at first, taking a gradual approach—starting small and scaling up—has the potential to deliver significant benefits.
Interested in seeing how GO helped a brand implement a “Crawl, Walk, Run” approach to adopt a wide array of new ad tools and strategies to drive impactful growth? Explore this case study.
Synergies Between Retailers
“Our team is gearing up to take a more active role in Walmart advertising in 2025, using the Trade Desk and Walmart’s onsite display to drive traffic and sales for our clients. We’ve recently received more requests from clients to take on their Walmart advertising because Walmart is experiencing strong growth, and we’re excited to be a part of this. The results we have seen from Amazon’s Omnichannel Reporting this year have highlighted that advertising on one platform can drive performance across others. We believe that managing both Walmart and Amazon advertising together will create a symbiotic relationship with campaigns boosting results on both platforms.”– Dana Swygard, Director of Programmatic and STV Advertising
GO recommends that brands test non-Amazon advertising strategies in 2025. Amazon offers a wide variety of ad types that can reach broad audiences across the path to purchase, and incorporating ads from other retailers can help brands build upon that reach and extend it even further. And, as demonstrated by Amazon’s Omnichannel Reporting, advertising on one platform can positively impact performance across other retailers where a brand is present.
Curious to see Omnichannel Metrics data that proves on-Amazon advertising benefits off-Amazon performance? Take a look at this case study.
The Growing Force of Artificial Intelligence
“I’m most excited about the continued integration of Artificial Intelligence (AI) into Amazon's ecosystem. AI is transforming the way brands operate — powering smarter inventory management, automating content creation, and delivering real-time analytics that help build stronger connections with audiences. We’re already seeing these ideas in action with Amazon’s recent launch of tools such as AI Creative Studio and Audio Generator. Plus, Amazon Ads’ integration with AWS SageMaker, a machine learning service, has shown promising results, driving a 34% increase in return on ad spend through the Amazon DSP.” – Kathryn Armson, Director of Digital Advertising and Product Management Performance
By embracing AI-driven solutions, brands can refine their Amazon strategies and uncover new growth opportunities in the new year. At GO, we pair this cutting-edge technology with our team’s strategic proficiency. While AI enhances efficiency, our people ensure the strategies being implemented align with each client’s unique goals. This balance between tech innovation and human oversight is what truly drives impactful results.
For more about how GO views the relationship between tech and our people, click here.
Expanding Data Access
“A big opportunity for brands in 2025 is new technologies that enhance efficiency. The Selling Partner API is a prime example, especially for Seller Central brands, as it provides programmatic access to a comprehensive metric dictionary and a variety of reports. This allows brands to efficiently pull data aligned with their specific goals. The API information I find particularly impactful includes detailed shipment data, insights into fees, and invoice retrieval for tracking payments and streamlining accounting.” – Tessa Blumenthal, Sr. Director of Operations
The Selling Partner API is one of many powerful data tools we encourage brands to leverage in the new year. Amazon provides a wealth of performance insights through Vendor Central and Seller Central dashboards, ad consoles, Amazon Marketing Cloud, Omnichannel Metrics, and more. These resources equip brands with the data needed to make informed strategic decisions, so don’t miss the chance to use them to elevate your 2025 strategies!
Interested in an example of how GO employs Amazon insights to optimize performance? Learn how we used real-time data to make strategic pivots in this case study.
Need help capitalizing on all these opportunities in 2025?
Let our team assist you. We’re not only skilled at implementing these new tools and processes, but we’re also excited about their potential to elevate your brand. Schedule a call with us today, and let’s work together to drive your brand’s growth for this upcoming year.