For established Amazon advertisers, there’s nothing more infuriating than seeing a high-performing campaign fall dark in the middle of the day—simply because the daily budget ran out. At the same time, poor-performing campaigns linger with unused ad spend. Up until now, the solution was continuous manual surveillance, adjustment, and guessing. But Amazon’s latest roll-out is set to revolutionize all of that.
In July 2025, Amazon Ads introduced a long-awaited beta capability: Auto-Budget Sharing between campaign portfolios. While it’s early days yet, the potential for advertisers—particularly those with large, complex campaign sets—is huge.
Let’s break down what’s new, what’s different, and how to optimize your ad strategy to stay ahead.
The Big Shift: What Is Auto-Budget Sharing?
Auto-Budget Sharing enables Amazon to automatically reallocate unused budget across a campaign portfolio. If a campaign is running far below budget while another is reaching its daily limit too quickly, Amazon now automatically reallocates money—providing the healthier campaign with more space to thrive.
It’s not merely an added convenience. It’s a strategic change in how Amazon is assisting advertisers in squeezing out ROI without constant manual intervention.
Before, advertisers used to manually make adjustments—stopping some campaigns, raising budgets in the middle of the day, or rearranging campaigns altogether. Amazon’s algorithm will now take care of the heavy work, optimizing for efficacy within a portfolio.
Why This Matters
This update is especially meaningful for sellers and brands who run multiple campaigns under a single portfolio. Budget limitations have long been a bottleneck to campaign scalability. Even with precise forecasting, the daily fluctuations in ad demand often meant campaigns would shut off during peak traffic hours.
With Auto-Budget Sharing, you can finally ensure your best-performing campaigns stay visible when it matters most. It minimizes the risk of wasted spend on underperformers while reducing the labor required to monitor performance minute-by-minute.
However, this doesn’t mean advertisers can now be hands-off. The key lies in how portfolios are structured. If your high- and low-performing campaigns are mixed into the same portfolio without a clear strategy, you could end up diluting performance instead of enhancing it.
Amazon’s Direction: Automation Meets Intelligence
Amazon’s move here mirrors what we’ve already seen across platforms like Google and Meta: a greater emphasis on automation and machine learning in ad spend management. But Amazon’s e-commerce-first context gives it a distinct advantage. It understands buyer intent in real-time, allowing the system to make smarter budget decisions based on what’s converting right now.
This change is one part of a broader trend in Amazon advertising toward transparency, smarter optimization tools, and performance-driven features.
Beyond Budget Sharing: Other Notable July Updates
Along with Auto-Budget Sharing, Amazon launched a few other upgrades that shouldn’t be overlooked.
The first is Custom Analytics Dashboard. For advertisers who’ve long depended on spreadsheet exports and third-party solutions to extract useful insights, this is a significant step forward. Now sellers are able to see metrics such as Net Ordered GMS, Promotion Discount %, and other advanced measures natively—without needing to manually cobble together data from disparate sources.
Yet another thrilling launch is the Sponsored TV Ads (Beta) program, now shipping to select U.S. and Canadian sellers. It ushers in a new era of brand storytelling. Although it’s premature, premium or lifestyle-led brands can now engage with consumers in a deeper, screen-centric experience. This step aligns Amazon more squarely in the wider media arena—not only in transactional advertising but in end-to-end awareness.
My Take: Structure Before Automation
Auto-Budget Sharing is definitely a powerful tool, but like any tool, it’s best used by someone who knows what she or he is doing.
If it’s been a while since you last looked over your campaign setup, now’s the time to do so.
Take a second to ask yourself these questions:
Are your campaigns organized by how well they’re performing, or just by product type?
Are you running awareness campaigns and sales campaigns in the same group?
Are your campaign groups well-named and well-defined?
Even with more of the work happening on Amazon’s end, your strategy still plays an important role.
Actually, the smarter the platform, the more crucial your strategic decisions become. It’s like specifying the destination and regulations for a driverless vehicle—you’re still in charge of determining where you are going and how you are going to get there. I’ve already started testing Auto-Budget Sharing in select portfolios with mixed seasonal and evergreen campaigns. Early results show better midday pacing and fewer dead zones in spend. That means more consistent impressions, better CPC efficiency, and stronger dayparting performance—all without lifting a finger midday.
Final Thoughts
Amazon’s July 2025 update may not have generated the noise of a Prime Day announcement or algorithm overhaul, but for active advertisers, it’s a behind-the-scenes shift that could drive serious performance gains.
It reinforces a core theme: Amazon Ads is evolving from a reactive tool into a predictive, automated system. Sellers and brands who adapt early—especially by tightening up campaign structures—will be better positioned to benefit from these changes.
Take the time now to audit your portfolios. Refine your structures. And keep an eye on how these automated tools interact with your strategy.
Because when the machine works in your favor, the results can compound quickly.
