Amazon Ads continues to roll out fresh ways for brands and sellers to connect with customers. Two standout updates are making headlines: managed ad placements on the new Alexa Homescreen and an AI-powered audience query tool. Both add exciting new options for brands wanting to improve visibility and reach the right shoppers, all with less guesswork and faster results. Here’s a look at how these new features work, what makes them useful, and what brands should know in 2025.

Ads on the New Alexa Homescreen

Amazon has launched a new kind of ad placement that lets brands show their products and messages directly on the latest Alexa Homescreen. The new Alexa devices, redesigned for modern homes, now greet users with a fresh screen when idle. This screen acts like a digital bulletin board, giving brands a chance to reach customers when they’re not actively asking Alexa questions.

This is how Alexa Homescreen Ads work. When users walk by or glance at the Alexa device—especially Echo Show models—they’ll see curated ads right on the homescreen. These aren’t pop-ups or audio interruptions. Instead, they sit in a reserved space where users’ eyes naturally go when passing by. Brands can use these placements to highlight products, special offers, or upcoming events.

Key Points:

• Visual Placement: Ads are shown as static images or simple animations. No audio or video is required, so the ads don’t break into whatever the user is doing.

• Brand Messaging: Sponsored content appears alongside Alexa’s info cards, like weather or calendar reminders.

• Full-Screen Takeover (Optional): Brands can also choose a larger ad slot that briefly covers the whole screen for key moments—great for major launches or seasonal sales.

• Managed Service: These placements run as part of Amazon’s managed ad service. That means Amazon Ads experts help set up and monitor campaigns, taking care of the heavy lifting.

Why Alexa Homescreen Ads Matter 

Alexa devices sit in kitchens, living rooms, and even bedrooms. The homescreen becomes a new touchpoint, right in the flow of a user’s day, without any extra effort required from the shopper. It’s a bit like having prime shelf space in a busy store.

Brands no longer need to wait for a shopper to search on Amazon or ask Alexa about specific products. This type of ad turns passive glance moments into brand opportunities. For sellers, it offers a way to get noticed by millions of Alexa users who might not have planned to shop.

Benefits for Brands:

• Broader Audience: Ads on Alexa Homescreen reach people even if they’re not actively shopping.

• Subtle Presence: The ads are designed to fit naturally, so users aren’t annoyed or interrupted.

• New Moments: Brands can share holiday promotions, back-to-school deals, or new launches right where people are spending their time at home.

Who Can Use It:

Right now, these ads are available through Amazon’s managed service. That means brands interested in testing Alexa Homescreen placements work with Amazon’s team to get started. Amazon provides custom support to ensure the campaign fits the brand’s goals and maximizes the new space.

AI-Powered Audience Query Generator

What’s new: Amazon has also released an AI-powered Audience Query Generator. This tool is built for brands and agencies running Sponsored Display or Sponsored Brands ads. Its main job is to help advertisers find and target the best audience for their products—without needing a team of data experts.

How the AI Audience Tool Works: Creating the perfect audience is tough. Advertisers often guess what kinds of shoppers to target or get lost in long lists of audience segments. Amazon’s new tool makes this much easier.

Here’s how it works:

• Plain English Prompts: Advertisers type in a simple statement about the audience they want (for example, “customers who shop for dog food and toys”).

• AI Suggests Audiences: The tool scans Amazon’s own first-party shopping data and suggests the best audience segments for the advertiser’s typed prompt.

• Customize Further: Advertisers can tweak or fine-tune the suggestion, or ask follow-up questions if they want to get more specific.

Key Points:

• Saves Time: No more sifting through endless data sheets or manual audience building. The AI does the heavy work in seconds.

• Solid Suggestions: The tool suggests audiences based purely on shopping behaviors, not on outside third-party trackers.

• Open to Everyone: The audience tool is built into Amazon Ads console, so any advertiser using Sponsored Display and Sponsored Brands can give it a try.

Why the AI Query Tool Matters: Targeting the right shoppers means better results and less money wasted. Before this tool, advertisers might have only scratched the surface, or missed big opportunities because audience building felt too complex. With the AI-powered tool, setting up an effective campaign is like asking a helpful expert for a suggestion—quick, simple, and based on real Amazon shopper data.

For example, maybe a brand sells gluten-free snacks. They can just ask the tool to “find people interested in gluten-free snacks,” or “shoppers who buy healthy food alternatives.” The tool pulls up the best matching Amazon shoppers, saving hours that would have been spent figuring it out by hand.

Benefits for Brands:

• No Data Guesswork: Brands don’t need to know exactly how to define their ideal audience, so both experts and beginners can get results.

• Faster Launch: Campaigns can go live quicker, since the audience planning step is much shorter.

• Built on Trust: Shopper targeting uses data from Amazon’s own platform, so privacy is respected and results are based on what people truly buy.

Who Can Use It: All advertisers with access to Sponsored Display or Sponsored Brands campaigns in the Amazon Ads console can use the new AI audience tool. No special request or setup process is needed. It’s available in English and designed for use with a simple web browser.

Why These Updates Matter This Year

Many brands want fresh ways to get in front of shoppers—not just when people type a search, but throughout their daily lives. Alexa Homescreen ads give brands new digital “real estate” right in customers’ homes. Whether someone is checking the weather, setting a timer, or just walking by the device, the ad has a chance to catch their eye.

On the other side, finding the right audience quickly remains one of the most important parts of any campaign. The new AI tool helps brands target with confidence, reduces the time spent on research, and brings the power of direct Amazon shopping data right to the advertiser’s fingertips.

Both changes help bridge the gap between discovery and purchase. By meeting shoppers where they are, and targeting based on real buying habits, brands can build stronger campaigns and see better results.

Practical Tips for Brands and Sellers

1. For Alexa Homescreen Ads:

   • Make sure creative assets are bright, easy to see, and to the point. There’s only a moment to make an impression.

   • Consider using these placements for special events or big pushes, where a broad reach matters.

   • Work with Amazon’s managed team to test different types of creative and figure out what works best.

   • Track performance carefully. Since this is a new format, expect to learn and tweak as data comes in.

2. For the AI Audience Tool:

   • Start with simple prompts describing your ideal customer.

   • Don’t be afraid to get specific—ask for niche audiences or shoppers with special interests.

   • Use audience suggestions as a base, then refine as you see which segments work. Amazon’s tool is fast, so test more options than you might with older, manual audience planners.

   • Combine this tool with existing Sponsored Display or Sponsored Brands campaigns for better targeting.

Both Alexa Homescreen ads and the AI audience tool show Amazon’s plans for a smoother, smarter ad experience for brands in 2025. These changes give more control, faster setup, and fresh space for brand messages.

Brands used to tailoring every campaign detail by hand will find relief in these simpler, more effective options. Those just starting on Amazon get a leg up thanks to new guidance and more chances for their products to stand out.

For Amazon shoppers, these tools mean more chances to spot useful offers—even when they’re just passing by an Alexa device or scrolling the site. It brings shopping and discovery closer together, building new habits that help brands and customers connect.

Ready to make the most of Amazon’s evolving ad tools? While Amazon rolls out new innovations like Alexa Homescreen placements and AI audience targeting, Autron helps sellers stay ahead. We do this by automating campaign optimization across Sponsored Products, Sponsored Display, and Sponsored Brands. Whether you’re exploring Amazon’s Ads management or looking to scale smarter with automation, Autron can help simplify the journey.