Episode Number:

46

October 13, 2025

In this episode of The eCom Growth Show, Danan Coleman chats with Vince Montero, founder and CEO of Evinced Digital, about the evolution of Amazon advertising and what sellers must know heading into 2025.

With over 20 years of digital marketing experience and nearly a decade deep in the Amazon ecosystem, Vince unpacks Amazon’s newest ad updates, the power of AMC, and why every seller must rethink their PPC and audience strategy to stay competitive.

Meet Vince Montero: The PPC Evangelist Turned Educator

Vince Montero has been in digital marketing for over two decades and has specialized in Amazon Advertising since 2017.

As the former Head of Product for Helium 10’s Adtomic, Vince led the platform’s development and trained thousands of sellers through webinars, podcasts, and his popular TACoS Tuesday series. Today, he runs Evinced Digital, helping brands master Amazon PPC and DSP through data-backed strategies.

He’s also been featured on the Amazon Ads Blog, spoken at Amazon-led panels, and continues to consult for leading ad tech tools.

From Simple Ads to Complex Ecosystems

When Vince started in 2017, Amazon ads were simple—limited to sponsored product placements. Since then, the platform has evolved into a full ecosystem featuring sponsored brands, display ads, DSP, and AI-powered targeting.

While early sellers could rely on organic visibility and brand recognition, new sellers today must invest in ads from day one to gain traction. PPC is now the foundation—not the bonus.

Lesson Learned: Paid visibility has become the baseline for Amazon success. Sellers ignoring PPC risk becoming invisible.

Amazon’s 2025 Shift: What Sellers Must Know

One of the biggest announcements from Amazon Accelerate 2024 was the wider rollout of Amazon Marketing Cloud (AMC) to all sellers in North America.

AMC gives sellers access to deep audience insights—from purchase intent and life events to browsing and shopping patterns.

Sellers can now create custom audience segments simply by describing who they want to reach—no coding or data background required. This democratizes access to what was once an enterprise-level tool.

What This Means: Sellers who embrace AMC early will gain a major competitive edge in 2025 by targeting audiences more precisely than ever before.

AI-Powered Advertising: Smarter, Not Harder

AI is reshaping Amazon advertising beyond data analysis. Recently, Amazon rolled out an AI video generator that automatically creates short product videos using images and A+ content from your listing.

Combined with prebuilt audience templates like “high-intent purchasers” and “new-to-brand shoppers,” sellers can launch campaigns faster while improving precision.

Pro Tip: Use AI tools for efficiency—but keep your human creativity in the loop to maintain brand authenticity.

Why Sellers Shouldn’t Outsource Too Early

One of Vince’s strongest messages: don’t outsource your ads until you understand them yourself. He suggests:

  • Learning campaign basics before hiring an agency.
  • Trying tools like Adtomic or similar PPC platforms to understand your data.
  • Avoiding agencies that charge based on ad spend rather than performance.
Core Message: Learn enough to speak the language. Understanding PPC yourself helps you choose better partners and prevents costly mistakes.

What’s Next for Amazon Sellers

Heading into 2025, sellers should expect:

  • More automation in campaign creation and optimization.
  • Smarter audience segmentation via AMC and DSP.
  • Higher competition as established brands leverage years of performance data.
Strategic Insight: The future belongs to sellers who can blend automation with brand strategy—using AI to scale, not to replace creativity.

Connect with Vince Montero

Final Thoughts

Amazon’s advertising landscape is changing faster than ever. What once was a simple ad platform has evolved into a multi-layered ecosystem powered by AI, data, and human insight. Sellers who take the time to understand these shifts will be the ones positioned for long-term success.

Instead of fearing automation, Vince encourages sellers to see it as an opportunity—a way to scale smarter, not just faster. By combining data-driven tools with genuine brand strategy, you can build campaigns that resonate beyond the buy box.

In an era where algorithms and audiences evolve daily, adaptability isn’t optional—it’s your greatest advantage.

Stay tuned for more episodes of The eCom Growth Show, where we decode the trends, tools, and tactics shaping the future of eCommerce.