2025 Amazon China Seller Conference: Amazon Ads showcases innovations and announcements

Following the momentum of unBoxed 2025, Amazon Ads advanced its global product expansion at one of the largest and most influential cross-border e-commerce events of the year—the 2025 Amazon Global Selling China Seller Conference. The event gathered sellers, brands, and partners to explore how Amazon can support their global expansion.

Amazon Ads introduced new tools, opportunities, and practices, including its latest product innovations and hands-on resources, to help Chinese sellers build global brands more easily and efficiently.

Ludovic de Valon presents new tools from Amazon Ads

New tools: Bringing ads innovations to life

A keynote on stage during the event, delivered by Ludovic (Ludo) de Valon, Director of Product and SMB Marketing at Amazon Ads, introduced the latest innovations, with a focus on AI-powered innovation and simplification.

During the session, Amazon Ads brought this vision to life by walking sellers through an end-to-end workflow. At the planning and execution stage, Ads Agent was introduced as an AI agent that simplifies how advertisers plan, launch, and optimize campaigns. Amazon Ads also introduced Creative Agent as an AI-powered creative partner that analyzes Brand Stores and product pages to identify selling propositions and generate professional-quality, on-brand assets across formats. To make each campaign more relevant in the moments that matter, Sponsored Products prompts and Sponsored Brands prompts use first-party signals to surface more relevant product and brand information at key decision moments. The unified Campaign Manager brings buying across sponsored ads and programmatic media into a single experience, while the new Sponsored Products video format gives shoppers a more in-depth, self-driven look at product features. Together, these innovations bring to life Amazon Ads dual priorities of AI-powered innovation and simplification, with a clear focus on helping sellers build brands globally.

Beyond the keynote, the Ads Innovation Hub served as the physical epicenter for product discovery. Built for seller needs, the Hub gave Chinese sellers a comprehensive view of Amazon Ads latest innovations through live demonstrations, guided walkthroughs, and one-on-one expert consultations that translated product capabilities into clear, actionable use cases. A standout moment was the first-ever public showcase of Creative Agent. What made this demonstration particularly compelling was its use of real creatives submitted by attending sellers. By watching their own assets transform into multiple on-brand variations across formats, attendees experienced firsthand how the keynote’s AI-driven creative vision turned into tangible value—making the potential of AI-powered creative production immediately real and actionable.

New opportunities: Turning insights into expansion paths

The new opportunities approach focused on helping sellers translate insights into clearer pathways for global growth. In breakout sessions, Amazon Ads introduced the new Category-Specific Insights Reports, using category-level signals, competitive benchmarks, and performance indicators to show where demand is emerging and how sellers can capture it.

Inside the Ads Innovation Hub, these insights were organized into a structured Global Expansion Journey across 21 marketplaces and 20 categories that helped sellers assess new marketplaces and guide their decisions around marketplace entry, creative localization, and full-funnel planning. Alongside these insights, the journey included key findings, solution guides, and case studies to highlight how full-funnel advertising supports sustained growth across marketplaces.

Amazon Ads leaders Lucy Guo, Miao Xu, and Lucia Ying present new opportunities, new tools, and new practices for sellers.

New practices: Hands-on learning for scalable growth

The new practices focused on helping sellers apply hands-on skills to use Amazon Ads solutions in real-world scenarios. Amazon Ads hosted hands-on workshops that helped sellers use new tools, interpret insights, and build creative for marketplace-specific needs. An interactive screen organized around the ASIN lifecycle offered tailored advertising recommendations by category and marketplace, while the Amazon Ads Mobile Learning Hub provided structured courses and in-person Q&A led by seller instructors. These sessions gave sellers actionable skills they could use right away to build global brands more efficiently and intelligently.

Conclusion

By bringing together new tools, new opportunities, and new practices, the 2025 Amazon Global Selling China Seller Conference offered cross-border sellers a clear path to put Amazon Ads latest innovations into practice. As de Valon noted during the keynote, “we’re both simplifying the advertiser experience and leveraging generative AI to help you build your brand smartly and efficiently.” This vision came to life across every element of the event—from the keynote stage to immersive product demonstrations to hands-on workshops. Each touchpoint was designed to turn new tools and insights into practical action.

Through this comprehensive experience, Amazon Ads helped Chinese sellers build the confidence and capabilities to evaluate new marketplaces, leverage AI-driven solutions, and create agile, marketplace-ready advertising. With Amazon Ads, those capabilities become real momentum—helping sellers build brands globally, easier and smarter.