unBoxed 2025: Simplifying advertising through innovation

Today marks the start of unBoxed 2025, our annual conference where we announce products and introduce our customers to solutions available to help drive business results. We look forward to unBoxed each year as it’s an integral touchpoint to meet existing and future customers and listen to their feedback.

The evolution of Amazon Ads

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 Products listings has evolved into full-funnel advertising where advertisers can engage with relevant audiences throughout their customers’ shopping and entertainment journeys.

A lot has changed even over the past year. Prime Video ads are now live in 16 countries. Our direct integrations with premium streaming TV publishers have greatly expanded to include Netflix, and audio publishers including Spotify, SiriusXM Media, and iHeartMedia. We've also established strategic relationships with key industry players to extend our audience precision and reach capabilities. This includes an integration with Roku as well as partnerships with LiveRamp, Samsung, and LG. The Amazon Ads authenticated graph now connects advertisers to 90% of all U.S. households deterministically. Today, Amazon Ads is the only service where U.S. advertisers have access to all premium streaming TV and audio all in one place.

We also launched Complete TV—enabling advertisers to efficiently manage and optimize their streaming TV investments across Prime Video and all premium streaming publishers while incorporating linear TV data so that advertisers can plan and deliver streaming TV campaigns more effectively. And we have made Brand+ and Performance+ even smarter—using predictive AI to deliver ads with precision that reach customers likely to convert over time, while achieving awareness goals.

Introducing our next chapter: AI that works for you

We're at a pivotal moment in advertising. By combining advanced AI with our unparalleled supply from publishers and trillions of first-party signals, we're reimagining how businesses connect with audiences. The future of advertising is innovative solutions that streamline processes and create efficiencies to deliver greater performance and value for brands. During unBoxed, we're unveiling many new AI-powered solutions. Specifically, I’d like to highlight a few announcements that we’re particularly excited to introduce to advertisers:

• Campaign Manager: To make advertising on Amazon Ads easier, we’re unifying the Ads Console and Amazon DSP into a single media buying tool. Advertisers of all sizes can now manage campaigns across the full-funnel through one global entry point, making ad buying and campaign implementation faster and more accessible.
• Ads Agent: To unlock new levels of advertising efficiency and performance, our Ads Agent tool actions at the direction of advertisers to drastically boost productivity. Ads Agent is accessible in a conversational, chat window on certain pages throughout Amazon Ads.
• Create and optimize campaigns at scale – Streamline operations for digital media campaigns. Upload a custom media plan and let Ads Agent create your campaign structure and ad groups for you. Or, optimize your campaigns at scale using only natural language.
• Campaign targeting – Efficiently reach relevant audiences at scale using Ads Agent’s intelligent recommendations. Ads Agent reviews thousands of audience segments to recommend the most relevant Amazon audience segments and keywords for your campaign. Simply review, refine, and apply.
• Accelerate Amazon Marketing Cloud (AMC) insights – Leverage Ads Agent’s deep AMC and SQL skills to streamline the path from business question to actionable insight. Ads Agent helps you build complex audience and analytics SQL queries using natural language and provides real-time user guidance to simplify analysis.
• Creative Agent: In September, we announced an agentic AI tool in Creative Studio that enhances human capabilities, allowing advertisers to be limitless in their creativity and ad possibilities. Today, we’re reintroducing this tool as "Creative Agent" and announcing it can now create streaming TV ads.
• Full-Funnel Campaigns: Our first AI-powered full-funnel campaign type, this agentic AI tool makes full-funnel advertising simple to launch and manage, across multiple channels and formats on Amazon and beyond. Instead of creating and managing multiple campaigns and ad products individually, the tool will recommend a set-up that is tailored to the brand’s best opportunities to reach new customers and drive long-term sales across Sponsored Products, Sponsored Brands, display ads, and streaming TV.