Liran Hirschkorn x Helium10: 2025 Digital Marketing Trends and Brand Launch Strategies for Amazon Sellers

On a recent episode of the Serious Sellers Podcast by Helium10, Liran Hirschkorn and Bradley Sutton dropped serious knowledge about what it takes to win in digital marketing in 2025. From Amazon’s Rufus AI to the viral power of TikTok and the advanced targeting capabilities of Amazon Marketing Cloud (AMC), they broke down the strategies brands need to stay ahead. With Amazon’s policies changing and competition fiercer than ever, finding the right balance between profitability and growth is a must. If you’re ready to learn how to launch your brand and crush your digital marketing goals this year, keep reading.

3 Major Digital Marketing Trends for 2025

1. Personalized AI Experiences on Amazon

What’s New: Amazon’s Rufus AI tool is transforming how products appear in search results. Unlike traditional algorithms, Rufus uses shopper behavior to personalize search results, offering customers tailored product suggestions.

Why It Matters: When shoppers see products that match their habits and preferences, conversion rates increase. Brands that align their product listings with common customer queries are more likely to appear in these personalized results.

How to Adapt:

• Regularly test your listings by asking Rufus relevant questions.
• Update product descriptions and bullet points to directly address common customer concerns.
• Ensure your listings are optimized to answer the questions Rufus might surface, boosting both visibility and credibility.

If you want to learn how to optimize your listings for Rufus AI, check out our playbook here.

2. Data-Driven Advertising Strategies with Amazon Marketing Cloud (AMC)

The Strategy: Amazon Marketing Cloud (AMC) offers advanced analytics and allows brands to create lookalike audiences—targeting new customers who resemble your best current buyers.

Why Use It: This tool helps brands focus their ad spend on high-potential audiences, leading to better ad performance and a higher return on investment. For example, if your best customers frequently purchase health products, AMC can find new customers with similar buying habits.

Steps to Implement:

• Create lookalike audiences using AMC’s advanced analytics.
• Increase bids specifically for these audiences to improve ad visibility.
• Monitor performance and adjust bidding strategies to maintain high conversion rates.

3. Expanding Beyond Amazon with External Ad Placement

What’s Changing: Amazon now allows brands to run ads on external retail sites, such as iHerb.com, using its familiar ad console. This expansion helps brands reach new audiences while sticking with Amazon’s proven advertising tools.

Key Benefits:

• Access new customers on non-Amazon sites while maintaining streamlined ad management.
• Use existing Amazon ad strategies to boost visibility on other platforms.
• Extend your brand’s reach without reinventing your advertising approach.

How to Get Started:

• Evaluate your performance on Amazon to identify which products may thrive on external sites.
• Develop targeted ad campaigns for these new channels using the same data-driven insights.
• Test and refine your approach to maximize sales through multi-channel advertising.

How to Approach Digital Marketing in 2025

1. Focus on Profitability

Why It Matters: Amazon’s increased fees and rising advertising costs are putting pressure on brands to prioritize profitability over sheer growth. The focus should shift to maintaining healthy margins while still driving sales.

Strategies to Implement:

• Monitor Your Margins: Regularly analyze your profit margins to avoid eroding your bottom line.
• Refine Product Listings: Use Amazon’s AI tools like Rufus to optimize listings for higher conversions without having to overspend on ads.
• Reduce Wasteful Spending: Identify underperforming ads and cut back to avoid unnecessary costs.

2. Optimize Ad Spend Using AMC

The Challenge: One major issue in digital marketing is ad cannibalization, where your paid ads steal sales from your organic listings, ultimately reducing your return on investment.

The Solution: Amazon Marketing Cloud (AMC) offers new features to combat this problem by providing deeper insights into how ads affect the customer journey. You can use this data to:

• Identify Overlapping Ads: See where your paid and organic efforts intersect and adjust bids accordingly.
• Boost Organic Sales: Fine-tune your strategy to let organic listings take precedence where they perform well.
• Improve Ad Efficiency: Use lookalike audiences to focus ad spend on high-potential shoppers only.

3. Test Multi-Channel Strategies

The Opportunity: Combining Amazon’s robust PPC platform with influencer marketing on high-traffic social channels like TikTok can significantly broaden your brand’s reach.

Why This Works: TikTok’s algorithm excels at product discovery, allowing brands to tap into viral trends and create demand through engaging content. When paired with targeted Amazon ads, this creates a strong sales funnel:

• Generate Interest on TikTok: Use influencers to showcase your products and drive brand awareness.
• Capture Sales on Amazon: Direct interested audiences to your Amazon listings using targeted ads.
• Build a Feedback Loop: Analyze performance on both platforms to refine strategies and improve results.

Winning Strategies to Launch a Brand in 2025

1. The Power of Influencer Marketing

Why It Works: Influencer marketing, especially on platforms like TikTok, offers unmatched potential for brand visibility and sales. Unlike traditional marketplaces such as Walmart, TikTok allows brands to generate demand through viral, engaging content.

Real-World Example: On the Serious Sellers Podcast, Liran highlighted the story of a seller who shifted from Amazon to TikTok and saw 80-90% of their business come from TikTok-driven demand. This shift was driven by TikTok’s ability to promote visually appealing products to highly targeted audiences.

How to Implement:

• Identify the Right Influencers: Focus on those who align with your brand’s niche and target demographic.
• Create Engaging, Shareable Content: Showcase your product’s unique features in a way that resonates with the platform’s audience.
• Drive Traffic to Amazon: Use influencer campaigns to generate branded searches and improve your product’s visibility on Amazon.

2. Using Amazon Marketing Cloud (AMC) for Audience Targeting

The Strategy: AMC offers advanced tools to create lookalike audiences, allowing brands to target ads at potential customers who share characteristics with their best existing buyers. This method boosts ad efficiency and improves conversion rates by focusing on high-propensity buyers.

Benefits of Lookalike Audiences:

• Higher ROI on Ad Spend: Target ads where they’re most likely to convert.
• Enhanced Customer Targeting: Identify shoppers with similar buying behaviors to your top customers.
• Data-Driven Decisions: Use AMC’s analytics to refine ad strategies over time.

Action Steps:

• Create lookalike audiences based on your highest-spending or most loyal customers.
• Increase bids for these targeted segments to enhance visibility.
• Monitor campaign performance and adjust strategies to maintain effectiveness.

3. Amazon Creator Connections: Low-Risk, High-Reward Influencer Marketing

What It Is: Amazon Creator Connections is a commission-based influencer program that allows brands to partner with influencers without upfront costs. Instead, influencers earn a percentage of sales they generate, making this a low-risk option for brand promotion.

Why It’s Effective:

• No Upfront Investment: Pay only when you make sales.
• Leverage Influencer Reach: Tap into audiences you might not reach through traditional ads.
• Boost Brand Credibility: Influencer endorsements can drive trust and social proof.

How to Get Started:

• Sign up for Creator Connections through your Amazon Seller Central account.
• Set a competitive commission rate to attract quality influencers.
• Provide influencers with creative assets and key messaging to ensure brand alignment.

How to Get Your Brand Noticed in 2025

1. Creative Content is King

Why It Matters: High-quality visuals and engaging videos are essential, particularly on content-driven platforms like TikTok. The platform’s algorithm favors dynamic and creative content, helping products go viral and reach massive audiences.

Best Practices:

• Focus on Storytelling: Showcase your product in real-life scenarios or through problem-solving demonstrations.
• Prioritize Video Quality: Clear, professional videos with strong lighting and audio make a big difference.
• Adapt for Platform: Short, snappy videos with immediate hooks work best on TikTok, while Amazon videos should highlight key product features and benefits.

Pro Tip: Regularly test different types of content (e.g., product demos, user-generated content, tutorials) to see what resonates most with your target audience.

2. Build a Strong Brand Identity

The Frameworks to Use: To solidify your brand’s positioning, apply the 7 Ps of Marketing and the 5 Cs framework:

• 7 Ps of Marketing: Product, Price, Place, Promotion, People, Process, Physical Evidence.
• 5 Cs Framework: Company, Customers, Competitors, Collaborators, Context.

How to Implement:

• Define Your Brand’s Purpose: Be clear about what your brand stands for and what makes it unique.
• Consistency is Key: Ensure your brand voice, visuals, and messaging are uniform across all channels, from Amazon listings to social media.
• Engage with Your Audience: Build relationships through comments, reviews, and social media interactions to strengthen brand loyalty.

3. Use Data Insights to Enhance Visibility

Why It Works: Data-driven insights are crucial for understanding the customer journey and optimizing your ad strategies. Tools like Amazon Marketing Cloud (AMC) provide in-depth analytics to fine-tune your approach.

How to Use AMC Effectively:

• Map the Customer Journey: Identify which ad types (e.g., sponsored products, sponsored brands) drive the most conversions.
• Target High-Potential Audiences: Use AMC to create lookalike audiences and enhance ad efficiency.
• Refine Ad Strategies: Analyze which parts of the purchase funnel need improvement and adjust your campaigns accordingly.

Example:
If data shows that most conversions come from video ads, allocate more budget to that ad type and experiment with different video formats.

2025 Digital Marketing Tools and Features

1. Brand-Tailored Promotions

What They Are: Brand-tailored promotions on Amazon allow sellers to create custom deals and offers that directly target specific customer segments. These promotions can include discounts, coupons, and bundle deals designed to attract new customers or increase repeat purchases.

Why They Work:

• Boosts Conversion Rates: Tailored promotions make your offers more appealing to potential buyers.
• Enhances Brand Loyalty: Special deals for returning customers can help improve brand retention.
• Improves Search Visibility: Discounted products often get a boost in search rankings, increasing organic visibility.

How to Implement:

• Identify Key Customer Segments: Use Amazon Marketing Cloud (AMC) to analyze your top-performing audiences.
• Create Strategic Promotions: Launch limited-time offers that align with major shopping events or seasonal trends.
• Measure Performance: Track the impact of promotions on both sales and organic search performance.

2. B2B Opportunities with Amazon Ads

The Opportunity: Amazon now offers the ability to increase bids specifically for business-to-business (B2B) customers. This is particularly valuable for brands with products that appeal to professional buyers or organizations.

Why You Should Care:

• Capture New Market Segments: Businesses often buy in bulk, leading to higher order values.
• Higher Bids, Better Placement: By boosting your bids for B2B audiences, you can increase your visibility in business-specific search results.
• Gain Competitive Advantage: Many brands focus only on B2C, leaving a gap in the B2B market that you can fill.

How to Make It Happen:

• Analyze Your Sales Data: Use AMC to see if business customers are already purchasing your products.
• Set Custom Bids: Increase bids for B2B audiences to improve your ad’s reach in this lucrative segment.
• Monitor Conversion Rates: Track the performance of B2B-targeted ads to ensure they’re delivering higher value.

3. Monitor and Avoid Ad Cannibalization

The Challenge: Ad cannibalization occurs when your paid ads overshadow organic sales, leading to wasted ad spend and reduced profitability. In 2025, brands need to maintain a balance between paid and organic sales to optimize overall performance.

How to Prevent It:

• Use AMC’s Advanced Analytics: Identify where your ads are competing with your organic listings.
• Adjust Bids Strategically: Lower bids on ads where your organic rankings are strong.
• Focus on Incremental Growth: Aim to use ads to drive new sales rather than shifting sales from organic to paid.

Pro Tip:
Regularly review your advertising data to spot trends. If your organic sales drop when ads are active, it might be time to reallocate your ad budget.

How to Maximize Your Brand’s Performance in 2025

Digital marketing in 2025 is all about smart targeting, advanced analytics, and strategic multi-channel approaches. Using tools like Amazon’s Rufus and Amazon Marketing Cloud (AMC), expanding your reach through external ad platforms, and leveraging influencer marketing on TikTok can make a real impact. Focusing on profitability, optimizing ad spend, and exploring B2B opportunities will help improve your bottom line.

Want to see how your brand can perform better on Amazon? At Incrementum Digital, we offer a free audit of your Amazon account. Our experts will identify quick wins, improve your ad strategy, and help you get more out of every marketing dollar.

Get your free Amazon brand audit today, and walk away with fresh insights into how you can boost sales, reduce wasted ad spend, and drive real growth on Amazon.

Want the full Serious Sellers Podcast episode? Watch it here: