In 2026, CPG brands win on Amazon with sharp retail basics, strong creative, and better use of new ad tools.
Amazon changed a lot in 2024 and 2025.
They are pushing one connected ad system with more AI, better data, and full-funnel reporting. Amazon Ads+2Digiday+2
This guide walks through what is new and what actually works now.
It is written for CPG founders, marketers, and e-commerce teams.
What Changed on Amazon for CPG by 2026
One Campaign Manager for All Amazon Ads
Amazon rolled out a unified Campaign Manager.
It combines the old ads console and Amazon DSP into one buying platform. Amazon Ads+1
You can now plan display, search, and streaming from one place.
Reporting is cleaner, and cross-channel views are easier.
AI Support Inside the Ad Platform
Amazon added AI helpers that build campaigns, suggest targeting, and even write Marketing Cloud queries using plain language. Digiday+1
They also released an AI creative assistant.
It generates and edits images, video, and scripts directly inside the console. The Wall Street Journal
This does not replace strategy.
It just removes slow manual tasks for busy CPG teams.
Amazon Marketing Cloud for More Brands
Amazon Marketing Cloud used to be for bigger players.
Now more advertisers can access it through a simpler, low code interface. Marketing Dive
The lookback window expanded from 13 to 25 months. Amazon Ads+1
That lets brands study long paths to purchase and repeat behavior.
For CPG, this matters a lot.
You can finally see how streaming, search, and display combine over time.
Sponsored TV and Streaming Reach
Sponsored TV became a core retail media tool.
It offers self-serve streaming ads with no minimum spend.
Amazon then expanded Sponsored TV to markets like Canada, Mexico, Brazil, and the UK. Amazon Ads+1
For CPG brands, this means full-funnel reach.
You can run streaming ads and link directly to Amazon detail pages.
Retail Media and First-Party Data
Retail media keeps growing for CPG.
Amazon and other networks lean hard on first-party data and AI bidding. bluewheelmedia.com+1
For you, this means better targeting, but also more competition.
Creative and retail basics now matter even more.
The Three Pillars of Winning on Amazon in 2026
Think in three simple pillars:
- Product pages that convert
- Retail readiness and availability
- A full-funnel media and measurement system
Miss one pillar and the others underperform.
Pillar One – Product Pages That Actually Convert
Images, Video, and A+ That Tell the Story
Strong hero images are still step one.
Use clean pack shots, clear flavors, and secondary images that show real usage moments.
Amazon’s own guides stress good visual balance.
They push high quality images, clear specs, and comparison charts. Amazon Selling+2Jungle Scout+2
In 2026, video is not optional for most CPG.
Amazon explains how product videos and Premium A+ modules deepen understanding and reduce hesitation. Amazon Selling+1
For CPG, focus your visuals on:
- What it tastes like or feels like
- When and where people use it
- Size, portions, and key ingredients
Copy That Answers Real Shopper Questions
Use short bullets that hit:
- Flavor or variant
- Key benefits in plain language
- Dietary notes or claims
- Pack size and servings
Use the Brand Story section to explain who you are.
Keep it tight and real, not fluffy.
Scan the Q&A sections on top competing listings.
Answer those same worries directly in your copy.
Compliance and Claims for CPG
Watch health and legal claims, especially for supplements and functional foods.
Stay aligned with FDA and local rules.
Do not rely on AI text tools for claim language alone.
Have legal or regulatory teams review sensitive lines.
Pillar Two – Retail Readiness and Availability
Inventory, Lead Times, and Seasonality
You cannot win if you stock out.
Amazon’s ranking system rewards items that stay in stock and ship fast.
Map demand by week, not by month.
Plan for spikes from ads, PR, and social trends.
For CPG, watch:
- Heat waves for drinks and ice cream
- Holidays for gifting and entertaining
- Back-to-school and game days
Price, Buy Box, and Profit
Winning the Buy Box stays critical.
Price, shipping, and seller performance still drive that.
Build an allowed price range with your finance team.
Do not undercut your own retail partners without a plan.
Watch net margin after ads and trade funds.
If you chase volume without profit, the flywheel breaks.
Reviews and Subscriptions
Steady review flow signals health.
A sudden drop in reviews can hurt ranking and trust.
Use legitimate follow-up requests, never fake reviews.
Report bad actor behavior through proper Amazon channels.
If your product fits, build Subscribe & Save.
For CPG, repeat rate is often the real growth engine.
Pillar Three – Media and Measurement That Work Together
Sponsored Products as the Base Layer
Sponsored Products still carry the main load.
They catch shoppers close to purchase.
Use both auto and manual campaigns.
Mine search term reports for real shopper language.
Split campaigns by intent:
- Branded search
- Category and generic terms
- Competitor terms
This structure gives cleaner data and better control.
Sponsored Brands and Stores for CPG
Sponsored Brands help frame your brand story.
Use them to drive traffic into your Store and key ranges.
Amazon gives strong guidance on Stores and A+ layouts.
They highlight clear structure, mobile design, and easy navigation. Amazon Selling+1
Treat your Store like a mini DTC site.
Show ranges, use recipes, and group by need state.
Sponsored Display and Retargeting
Sponsored Display lets you retarget product viewers and category shoppers.
This is powerful for CPG, where baskets are impulsive.
Use it to:
- Bring back viewers who did not purchase
- Cross-sell flavors or pack sizes
- Protect your pages from rivals
Streaming and Sponsored TV for Upper Funnel
Sponsored TV and other streaming formats now sit inside Amazon Ads. Amazon Ads+3Amazon Ads+3intentwise.com+3
They help you reach new households on big screens.
Then retail aware formats send people straight to your products.
For CPG, use streaming when:
- You launch new lines
- You enter new regions
- You support big retail pushes
Tie streaming to retail media and Amazon Marketing Cloud.
You want to see which ads actually drive baskets.
Search Strategy for CPG Brands in 2026
Build Keyword Sets Around Real Missions
Group keywords by shopper missions, not just volumes:
- “Healthy snack for kids”
- “Low sugar iced tea”
- “High protein breakfast on the go”
Use Amazon’s search term data and third-party tools.
Mix exact, phrase, and broad match to learn faster.
Protect Branded Search First
Own your brand terms with high share of voice.
If you do not, someone else will.
Then expand into category and problem terms.
Use clean ads, clear offers, and strong visuals.
Balance Auto and Manual Campaigns
Auto campaigns still discover new terms.
Manual campaigns let you control bids and copy.
Move good terms from auto into manual groups.
Cut bad terms or cap bids tightly.
Creative That Wins on Amazon Now
Use AI, Then Refine With Human Judgment
Amazon’s new AI tools can suggest creative and copy. Digiday+1
They are useful for drafts, not final work.
Have humans check:
- Claims
- Tone
- Brand voice
- Category fit
Use AI to test more variations quickly.
Use human review to keep quality high.
Focus on First Three Assets
Most shoppers only see:
- Hero image
- Title
- First part of bullets
Nail those three assets first.
Everything else supports them.
Your hero image should read clearly on mobile.
Avoid clutter and unclear props.
Test Hooks That Match CPG Behaviors
Good hooks for CPG often lean on:
- Taste and texture
- Ease and speed
- Health or lifestyle fit
- Social proof or awards
Run structured tests on titles, main images, and A+ layouts.
Read the results in Marketing Stream or AMC where possible. Eva Commerce+1
Using Amazon Marketing Cloud for CPG Decisions
H3: Key Questions AMC Can Answer
AMC now has a longer lookback window and wider access. Amazon Ads+1
You can answer questions like:
- How many touches before a shopper buys?
- Which channels start most journeys?
- Which ads help repeat purchases?
- How does streaming affect branded search?
These answers shape budgets, creative, and promo plans.
Simple Starter Views for CPG Teams
You do not need complex SQL on day one.
Start with basic templates or partner dashboards.
Look at:
- New to brand share
- Cross-category purchase patterns
- Time between first and second purchase
Use these insights to adjust pack sizes and bundles.
CPG products often need the right pack, not just more spend.
Launching a New CPG Product on Amazon in 2026
Pre-Launch Setup
Before launch, have this ready:
- Final product pages
- A+ content and Store updates
- Enough inventory for the first 60–90 days
- Clear pricing and promo rules
Line up social, PR, and creator content that points to Amazon.
You want a clear first push, not a soft open.
The First 30 Days
Your goal in month one is simple.
Prove demand and build conversion history.
Focus on:
- Sponsored Products across branded and category terms
- Strong offers like coupons or bundles
- Solid review flow within Amazon rules
Watch stock daily.
A stockout during early momentum hurts future ranking.
Months Two and Three
Now start streaming and broader upper-funnel tests.
You want new audiences and repeat buyers.
Use AMC and standard reports for early readouts.
Shift spend into segments that bring repeat purchases or larger baskets.
If repeat is weak, review taste claims, pack size, and shelf presence.
Sometimes the product, not the media, needs work.
Common Mistakes CPG Brands Make on Amazon
- Launching with half-finished product pages
- Leaving A+ content blank or generic
- Running only auto campaigns forever
- Ignoring Buy Box control
- Treating Amazon as “just another channel”
- Copying DTC creative without retail edits
- Measuring only ROAS, ignoring repeat behavior
Each mistake slows the flywheel.
Fixing even one can shift your trajectory.
How to Prepare Your CPG Team for 2026
Train your team on the new Campaign Manager and AI tools. Amazon Ads+2Digiday+2
Give them clear guardrails for creative and claims.
Invest in at least light AMC access.
You need cross-channel views as retail media matures. Amazon Ads+1
Most important, align sales, finance, and marketing.
Amazon success now touches every part of the P&L.
If your team feels stretched, work with a CPG-focused Amazon partner.
The process is complex, but patterns are repeatable.
