October 27, 2025 Amazon/Meta Ads Updates · Authors Allies ROUNDTABLE

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October 27, 2025 Amazon/Meta Ads Updates

I take classes with this gentleman and he posted this update today. I thought it may be helpful for you all to see.

I have this as a google doc and will put the link as well in the comments in case you want to keep a copy. A bit long but if you're interested, it's worth a read.

Author Marketing Insiders Community October 2025

Matthew J Holmes

Amazon's A10 Algorithm

Amazon doesn't care as much about internal ads anymore. They're now rewarding external traffic.

Translation: Facebook ads, BookBub Ads, your email list – anything that brings people TO Amazon from the outside world now gets you better visibility than Amazon ads alone.

The old "burst sale" strategy? Dead. Amazon put an end to it because they got sick of people gaming the system with BookBub Featured Deals, being "bestseller" for 47 minutes and category hopping.

Now they want sustained sales from external sources. Which means your email list just became more valuable. And Facebook Ads are more important than ever for your Amazon visibility.

Meta's Andromeda Update

Meanwhile, Facebook completely rewrote how their algorithm serves ads, because they were having major problems with Ad retrieval - meaning that there were too many ads for the previous algorithm to cope with, and it was struggling to put the right ads in front of the right people.

The short version: creative diversity is everything now.

Those generic hooks we used to use? ("Love Fantasy...") They don't work anymore. Facebook wants DIFFERENT ads. Different concepts, different formats, different hooks.

Not just three versions of the same ad with different opening lines. Actually different ads.

And they want you to load up your campaigns with MORE ads, not fewer. The old "6 ads per ad set" recommendation? Gone.

Some advertisers are running 50+ ads in a single ad set now.

The algorithm does the targeting for you. At the ad level. Which means your job is to feed it variety and let it figure out who sees what.

If you're still trying to outsmart the algorithm by manually tweaking budgets between ad sets? Stop. You're fighting a losing battle.

What I'm seeing in the group

Some of you are already experiencing this stuff firsthand:

The KDP/Amazon downtime last week definitely caused some panic. But it wasn't just you – it was everyone.

Lots of people are leaning more into Amazon ads because Facebook has been buggy. Fair. But don't abandon Facebook entirely. With these algorithm changes, external traffic is MORE valuable than it was before.

And yes, the campaign budget optimization issues are real. Facebook's not distributing budget across ad sets like it used to. Which is another reason to simplify your structure and let the algorithm do its thing.

One quick thing on DCTs

I know some of you love Dynamic Creative Testing. If it's working for you? Great. Keep testing.

But remember: the algorithm wants diversity. So even with DCTs, make sure you're feeding it genuinely different creative elements, not just minor variations.

Bottom line:

These changes aren't temporary bugs. They're the new normal.

Amazon wants external traffic. Facebook wants creative diversity.

Your email list matters more than ever. Your ability to create varied, engaging ads matters more than ever.

And chasing short-term ranking spikes matters less than building sustainable, consistent sales.

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