Amazon unBoxed 2025: the AI-powered evolution of advertising on Amazon

The 2025 edition of Amazon unBoxed, held in Nashville, revealed the direction Amazon Ads is taking in the world of commerce media. This is no longer about incremental updates - Amazon is redefining how brands plan, create, and measure their advertising strategies.

Three major trends define this new phase:

1. Convergence between upper and lower funnel, with unified full-funnel management;
2. AI as infrastructure, not just a feature;
3. Simplification and scale across global operations.

For brands selling on Amazon - and for partners like Witailer - this shift means moving from fragmented management to an integrated, data-driven ecosystem, where artificial intelligence handles complexity while people focus on strategy.

Campaign Manager: one command center for Sponsored Ads and DSP

One of the most significant announcements is Campaign Manager, a new interface that unifies the management of Sponsored Ads and Amazon DSP. For the first time, advertisers can plan, manage, and measure search, display, and video campaigns in one place.

The platform integrates predictive machine learning, advanced reporting, and cross-funnel analytics, with up to six years of historical data and fifteen months of daily insights. It provides a consolidated view of how each format contributes to business results, breaking down the old divide between awareness and conversion.

Campaign Manager simplifies operations and enables optimization based on real customer behavior. It helps advertisers understand the full path to purchase and measure the impact of every media touchpoint on performance.

Full-Funnel Campaigns: connecting display, video, and TV

Amazon also unveiled Full-Funnel Campaigns, a new campaign type that activates display, video, and streaming TV formats within a single workflow. AI dynamically manages creative, targeting, and budget allocation, optimizing performance in real time based on user behavior.

This means a single campaign can adapt to every stage of the customer journey, from first exposure to purchase. Full-Funnel Campaigns reduce complexity and allow multiple objectives to be managed within one streamlined process, marking a clear step toward more efficient and integrated advertising.

Creative Agent: AI accelerating content production

Within Creative Studio, Amazon introduced Creative Agent, an AI tool that generates videos and TV spots directly from an ASIN or product URL. The system combines product data, category trends, and shopping insights to produce on-brand creative assets, ready to be activated within Amazon Ads.

This dramatically reduces production time, from weeks to just hours. The goal isn’t to replace creativity, but to enhance it: marketing teams can focus on strategy and storytelling while AI manages execution.

Creative Agent empowers brands to test multiple creative variations, analyze what works, and iterate faster. Those who combine speed with brand consistency will gain a clear advantage in campaign time-to-market.

Ads Agent: targeting and insights through natural language

Another key innovation is Ads Agent, an AI copilot designed to simplify targeting and campaign setup. Advertisers can ask the system in natural language to identify relevant audiences (e.g., “customers interested in eco-friendly household products”) and receive keyword and segment suggestions, with full transparency on the reasoning behind them.

Integrated with Amazon Marketing Cloud (AMC), Ads Agent also automates complex queries and insight generation, making advanced data analysis accessible to non-technical users.

With Ads Agent, planning becomes more intuitive and data-driven. Brands can test hypotheses, understand audience segments more deeply, and refine targeting strategies with a level of precision once reserved for advanced analytics teams.

Sponsored Products Video: video enters the search results

The new Sponsored Products Video format brings video directly into Amazon search results. Shoppers can now watch product demos, feature comparisons, and key messages without leaving the search page - right at the moment of purchase consideration.

This transforms search into a visual and informative experience, strengthening the role of video as a conversion driver, not just an awareness tool. The challenge for brands will be to create short, focused videos that address customers’ real questions and directly support purchase decisions.

Sponsored Products and Brand Prompts: advertising becomes conversational

Among the most groundbreaking updates is the integration of conversational AI (Rufus) into Sponsored Ads. With Sponsored Products and Brand Prompts, brands can respond to customer questions in real time through automatically generated messages aligned with their product data.

This new “dialogue-based” advertising model blurs the line between promotion and assistance. Customers receive relevant answers, while brands build trust and visibility at key decision-making moments.

This innovation demands precise, up-to-date product content. Brands must ensure their descriptions, FAQs, and storytelling are accurate so that generated responses reflect brand values and messaging.

Sponsored Brands Reserve Share of Voice: controlling visibility

Amazon also announced Sponsored Brands Reserve Share of Voice, a feature that lets brands pre-book top-of-search placements for their branded keywords. Based on a fixed-price model, it guarantees continuous visibility during high-competition periods like promotions or product launches.

This feature brings Amazon Ads closer to traditional retail and TV planning models, where reserving premium placements allows more strategic control over brand exposure. Reserve Share of Voice is a powerful lever to secure consistent visibility and strengthen brand awareness throughout the customer journey.

Unified Reporting and AMC Skills: measuring more intelligently

Measurement is another major focus. Amazon introduced Unified Reporting, a new interface consolidating data from Sponsored Ads, DSP, and Streaming TV in one environment, providing a full, cross-channel view of performance.

In parallel, AMC Skills introduce generative AI capabilities within Amazon Marketing Cloud, enabling complex queries and insights to be created using natural language. This makes advanced measurement more accessible and faster, closing the gap between analysis and action.

With unified and integrated data, brands can evaluate campaign performance more accurately and understand the contribution of each media channel. The true value lies not in automation itself, but in how insights are translated into strategic decisions.

What this means for brands

Amazon unBoxed 2025 marks a turning point: AI is now the core engine of advertising, changing how brands plan, create, and measure campaigns.
These innovations amplify human intelligence rather than replace it. Brands will benefit from more automation, insight, and speed, but will also need clearer strategies and more defined objectives.

Success will depend not on having access to tools, but on knowing how to interpret and orchestrate them within a coherent long-term brand vision. AI can optimize tactics, but not replace vision. It takes strategic direction to connect data with decisions and integrate Amazon’s ecosystem with other marketing and retail channels.

In this new landscape, value comes from transforming technology into competitive advantage, using speed for agility and measurement for smarter decisions. That’s the real challenge for the future of retail media: not who has the most tools, but who uses them best.

To help navigate this transformation, Witailer works alongside brands to turn Amazon’s innovations into tangible results, integrating AI tools into media planning, performance measurement, and cross-marketplace strategies.

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Contact us to learn how to apply the Amazon unBoxed 2025 updates to your advertising strategy!