Amazon Ads recently introduced a series of cutting-edge tools and platform updates aimed at streamlining advertising campaigns and enhancing advertiser capabilities. The announcements were made at Amazon’s annual UnBoxed conference, where the retail media giant showcased how its latest features could help advertisers improve efficiency, reduce costs, and expand reach across various digital channels.
AI-Powered Creative Studio and Enhanced DSP
One of the most significant reveals was an all-new experience for the Amazon Demand-side Platform (DSP), which now features a revamped user interface designed to simplify the process of campaign creation. According to early tests, the platform’s consolidated display line-item feature can reduce campaign setup time by up to 75%. This change, along with new machine learning-driven insights, aims to help advertisers fine-tune their campaigns with ease.
Amazon also introduced a self-service generative AI creative studio, enabling advertisers to generate high-quality creative assets using a single product photo or page. The studio offers tools for image, video, and now audio ad creation, with the latest addition being a 30-second audio generator that helps complement campaigns at no extra cost. The AI creative studio is available in beta for select U.S. advertisers, with plans to expand its capabilities further.
Data-Driven Campaign Optimization
Another major announcement was the ads data manager, which allows advertisers to integrate first-party data from partners like Salesforce directly into Amazon DSP and Amazon Marketing Cloud (AMC). This integration is designed to improve campaign measurement and optimization, ensuring more effective use of ad spend. Additionally, Amazon is enhancing its Performance+ feature, a DSP optimization tool powered by AI, to offer even greater control and efficiency.
Advertisers now have access to new features such as frequency cap controls, which were shown to reduce duplicate impressions and optimize reach. In tests, companies saved up to 26% of their budgets while achieving a 21% increase in incremental reach. Omnicom Media Group’s Chief Activation Officer, Megan Pagliuca, highlighted that these capabilities exceed those of other DSPs, giving Amazon a competitive edge.
Expanding Multichannel Reach and Prime Video Ads
As part of its broader strategy, Amazon Ads is expanding Prime Video ads to new markets, including Brazil, India, Japan, the Netherlands, and New Zealand by 2025. These ads are currently available in multiple regions, including the U.S., U.K., Canada, and several European countries. This move aims to increase advertisers’ reach on Prime Video, supporting multichannel campaigns that integrate with other Amazon platforms like Twitch and amazon.com.
Future Outlook and New Product Campaigns
Amazon Ads is also rolling out a fully-managed service for new product campaigns, helping brands introduce products across Amazon properties and external publishers. This service, which promotes products throughout the entire consumer journey, aligns with Amazon’s goal of offering full-funnel advertising solutions. Amazon plans to test multi-touch attribution later this year, with a full rollout expected by 2025, to provide advertisers with better insights into multichannel campaign performance.
The continued focus on AI-driven enhancements and integrated ad solutions signals Amazon’s ambition to lead in the retail media space. By bringing together data, creative, and full-funnel insights, Amazon aims to equip advertisers with the tools they need to optimize campaigns and effectively engage with their target audiences.
These new features, announced at UnBoxed, underscore Amazon’s efforts to maintain its leadership in the ad space and appeal to advertisers looking for streamlined, tech-driven solutions that boost return on investment.