Why In-Platform Ads Alone Won’t Cut It in 2025

Amazon and other e-commerce platforms simplified growth for brands in the past decade. There was a time when simply running in-platform ads would boost product sales. Sellers thought that if the budget was allocated correctly, growth would be automatic. But now the scenario of 2025 is different. Competition is high, CPC is continuously increasing, and consumer behaviour has also evolved.

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Today, simply running ads within a platform is not enough. Brands will have to adopt a full-funnel growth strategy in which Amazon PPC, DSP, external traffic sources and organic optimization are all integrated together. For this reason, the role of a specialist Amazon advertising agency has become even more critical.

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In this blog, we will discuss why in-platform ads are no longer enough and what brands should do for growth in 2025.

The Shifting Landscape of Amazon Advertising

Rising Competition & Higher CPC

Amazon is now seeing saturation in every category. The number of sellers is increasing, and everyone runs ads to highlight their product listings. Result? CPC is increasing, and ROI is getting squeezed. Sellers who depend only on bidding power are losing their margins.

Changing Consumer Behaviour

Consumers of 2025 are smarter. They don’t buy a product just by seeing an ad. First, they check reviews, watch YouTube videos, and follow recommendations on social media. Meaning their buying journey has become multi-touchpoint. If brands rely only on in-platform ads, they miss out on a lot of potential customers.

Amazon’s Push for External Traffic

Amazon itself is now pushing brands to the external traffic lane. Tools like Amazon Attribution are proof of this. Brands that drive traffic to their products through social ads or Google ads are given better ranking and visibility by Amazon.

Why In-Platform Ads Alone Are Not Enough

Limited Visibility Beyond Amazon

Just being visible inside Amazon’s ecosystem is no longer enough. Not every consumer searches on Amazon all the time. They have to engage through Instagram, TikTok, Google search or influencers. That's why sellers who run only in-platform ads are cut off from a large audience base.

Dependence on a Single Channel is Risky

If you are dependent on just one platform, then a policy change, an algorithm tweak, or a CPC hike can collapse your sales. In 2024 itself, many brands have experienced that Amazon changed the ad placement structure and their ROI was halved. In 2025, this risk is even higher.

Lack of Holistic Data Insights

Amazon's in-platform ads give you only a limited data view. But brands need holistic analytics to scale—like audience insights, multi-channel attribution, and lifetime value tracking. Making strategic decisions based solely on Amazon ads data is too risky.

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What Works in 2025: A Full-Funnel Growth Strategy

Amazon PPC + DSP Integration

The Amazon PPC service is still powerful, but if you integrate it with a DSP, results go to the next level. PPC drives immediate sales, and the DSP builds awareness and retargeting. Together, they cover the entire funnel—discovery, consideration, conversion, and loyalty.

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Leveraging External Traffic Sources

External channels like Google Ads, Meta Ads, YouTube, and influencer collaborations accelerate Amazon's growth. When external traffic lands on Amazon product pages, Amazon algorithms boost that product organically.

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Optimized Storefronts & Content

Ads only convert when the landing page is strong. A+ content, SEO-friendly titles, bullet points, and crisp creatives directly increase conversion rates. Spending on ads alone without optimizing listings is like filling a leaking bucket.

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Inventory & Supply Chain Alignment

Your ad campaign will be successful only when inventory is aligned. Out-of-stock traffic from ads is wasted. In 2025, demand forecasting and smart inventory management will be an integral part of the ad strategy.

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Data-Driven Decision Making

Brands should only scale their ad spend profitably when they can clearly track ROI and CAC. Data-driven dashboards and reporting go beyond Amazon's limited tools to give a broader picture.

How Brands Can Adapt Practically

Audit Current Strategy: See if your current ads are just driving sales or also building a long-term brand.

Mix Paid and Organic: Along with the Amazon PPC service, SEO and building reviews are equally important.

Invest in DSP: Include DSP in the mix for awareness and retargeting.

Focus on External Traffic: Fix a percentage budget for Google and social ads.

Partner With Experts: Working with a specialist Amazon advertising agency gives you access to the latest tools, bidding strategies and creative optimization.

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Conclusion

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In 2025, if a brand relies solely on in-platform ads, it is limiting its growth potential. With rising CPC, changing consumer behaviour, and Amazon's own external traffic push, adopting a multi-channel, full-funnel approach is the only sustainable solution.

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At Deltamatix, we work on this philosophy. As an experienced Amazon advertising agency, we design PPC and DSP campaigns for brands that drive sales and build brand equity. Our Amazon PPC service is ROI-focused, data-driven and customized to each brand's unique goals.

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We believe that profitable growth is possible not just by running ads, but through holistic account management and cross-channel integration. If you want to scale on Amazon in 2025, we are ready to become your trusted partner.

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Let’s grow together with Deltamatix.

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