At this year’s Amazon annual unBoxed conference in the US, the global tech giant revealed it will simplify processes for advertisers to utilise its massive database of consumer data.
Its new unified Campaign Manager collapses the Amazon DSP and the Ads Console into a single buying tool. It has also rolled out agentic AI tools that can generate creative, build campaigns, recommended targeting, and write complex Amazon Marketing Cloud queries using natural language.
By combining AI with the global giant’s supply from publishers and first-party signals, Amazon said it will simplify and enhance how businesses connect with audiences.
The announcements aim to make full-funnel advertising on Amazon simpler to plan, execute and measure, regardless of a brand’s size or internal expertise. It’s designed to give marketers a consolidated view of how their campaigns perform across the funnel.
The new Campaign Manager allows advertisers of all sizes to manage campaigns through one global entry point, making ad buying and campaign implementation faster and more accessible. In practice, the unified Campaign Manager brings search advertising and programmatic buying into one workflow.
An agenetic mode called Full-Funnel Campaigns can set up and adjust multi-format campaigns across Sponsored Products, Sponsored Brands, display and streaming TV from a single prompt. Ads Agent interprets media plans, builds campaign structures, recommends budgets and surfaces AMC insights. Creative Agent generates or scales video and display assets that fit Amazon’s retail and streaming environments.
Amazon’s Ads Agent
Ads Agent in Amazon Marketing Cloud (AMC) streamlines the path from business question to actionable insight. It helps advertisers build complex audience and analytics SQL queries using natural language and provides real-time user guidance to simplify analysis.
Advertisers already using Sponsored Ads can continue to run Sponsored Products, Sponsored Brands and video, audio and display formats in Campaign Manager without added fees. The DSP, however, still carries its existing minimum spend requirements.
The conference also saw commitments to simplifying operations in other areas, with a single global account now available for advertisers with a centralised login, eliminating account switching, unifying billing, and one workspace to manage all campaigns.
“We have always believed in the power of technology to reimagine what’s possible in advertising—for brands of all sizes, for publishers, and ultimately for consumers. We began nearly two decades ago with a simple premise—helping customers discover products they love. What started as Sponsored Product listings has evolved into full funnel advertising where advertisers can engage with relevant audiences throughout their customers’ shopping and entertainment journeys,” said Kelly MacLean, Amazon Ads VP of engineering, science and product.
“A lot has changed even over the past year. Prime Video ads are now live in 16 countries, and we announced today that the service now has an average monthly ad-supported reach of more than 315 million viewers globally. Our direct integrations with premium streaming TV publishers have greatly expanded to include Disney’s streaming portfolio, Netflix, and audio publishers including Spotify. With access to thousands of additional third-party publishers including Paramount+, Foxtel, Kayo Sports and more we’re able to provide advertisers with significant reach across the open web. With Amazon Ads, advertisers have extensive access to premium streaming TV and audio all in one place.
McLean said Complete TV will enable advertisers to efficiently manage and optimise their streaming TV investments across Prime Video and other streaming publishers, while incorporating linear TV data so that advertisers can plan and deliver streaming TV campaigns more effectively.
