Managing Ads with a Strategic Partner: Expert Advice on Amazon Advertising

In a year defined by Amazon’s leap toward AI-powered advertising, brands are facing an ecosystem that’s more complex, more interconnected, and more full-funnel than ever before. In this edition of Ask Our Experts, Tiffany Evans, our Senior Director of Marketing, shares how our teams translate Amazon’s evolving tools into meaningful outcomes, grounding innovation in incrementality, customer understanding, and measurable growth.

As an Advanced Partner in Amazon’s Partner Network, how does Buy Box Experts translate that level of accreditation into elevated ad performance and strategic value for brand partners?

As Senior Director of Marketing for Spreetail and Buy Box Experts, I see our Advanced Partner status in Amazon’s Partner Network less as a badge and more as a mandate. At BBE we believe it’s our responsibility to stay at the forefront of Amazon’s latest releases, continuously pushing strategy forward and helping our clients scale faster and smarter as new capabilities emerge. We do this by operationalizing Amazon’s tools, SQP, Brand Analytics, POE, AMC, and DSP in a predictive stack. By unifying those signals around each brand’s definition of incrementality, we diagnose where ads are moving the needle and reinvest budget into the audiences, queries, and categories that compound growth.

With Amazon Ads doubling down on AI and data-driven innovation, how is your team evolving its ad strategies to stay ahead and drive meaningful, scalable growth for clients?

Amazon’s push toward AI as infrastructure aligns with how our team already works. As tools like Campaign Manager, Full-Funnel Campaigns, Ads Agent, and Creative Agent evolve, we pair them with Predictive Commerce principles, like AMC modeling, DSP pacing, SQP trend analysis, and multi-signal intent modeling. The goal is simple: use data-driven automation to surface the right audiences and creative faster, then apply human judgment to sequence messaging, manage risk, and scale only what proves incremental.

As incrementality becomes central to success on Amazon, what signals or metrics best reveal an ad’s true contribution within the broader marketing mix?

Incrementality, to me, is about understanding the spectrum of impact, not just whether a campaign “worked.” We look at TACoS to see if paid media is lifting total sales, NTB rates to confirm audience expansion, and repeat purchase to validate loyalty. Layer in organic rank shifts, market share from Brand Analytics, and AMC-based path-to-purchase patterns, and you can distinguish genuine incremental growth from cannibalization disguised as high performance advertising efforts.

Amazon is pushing for full-funnel, AI-optimized campaign structures. What practical steps should sellers and agencies take to build campaigns that connect awareness to conversion more effectively?  

Building full-funnel, AI-optimized campaigns starts with understanding the customer and their full purchasing journey. Using tools like SQP, POE, and Sponsored Display’s Audience Insights to spot pre-intent signals, then connect them to AMC-modeled segments and DSP for sequencing. Full-Funnel Campaigns and Complete TV help tie awareness video to lower-funnel activation, while Unified Reporting and AMC attribution close the loop so every creative test, audience, and keyword is judged on its role in the total journey.

Amazon emphasized that the future of advertising combines human expertise with AI intelligence. How does the Buy Box Experts team balance automation with the human strategy to create a unique impact?

Amazon’s vision of human expertise plus AI intelligence mirrors how we operate. AI should empower strategy, not replace it. We lean on agents, predictive modeling, and automated pacing to handle the heavy lifting, but our teams interpret the context like brand positioning, customer journey nuances, and incrementality goals. That balance lets us move faster without losing control, ensuring each automated decision is grounded in a brand-aligned, customer-centric narrative rather than pure efficiency.

As ad technology continues to evolve, what practices and metrics do you believe are most important for ensuring transparency, trust, and measurable impact on performance and efficiency?

As ad tech evolves, transparency starts with a unified view of performance along with detailed communication to ensure understanding and alignment on strategy. Tools like Unified Reporting, TACoS, NTB, and AMC-based attribution help us see the full picture across Sponsored Ads and DSP, not just isolated ROAS. We prioritize clear incrementality definitions, automated alerts, and repeatable SQL-driven segment refreshes, so brands know exactly what each campaign contributes. Trust is built when insights, optimizations, and outcomes are all traceable back to shared data.

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