Amazon unveiled a range of new advertising capabilities at its annual UnBoxed conference, focusing on AI-powered tools, enhanced demand-side platform features, and expanded reach. The company introduced an AI creative studio that allows advertisers to generate innovative content from a single product photo or asset. This content can be used across Amazon’s platforms, including amazon.com, Prime Video, and Twitch.
Amazon also launched a new audio generator that creates 30-second audio ads, available in beta to all U.S. advertisers via Amazon DSP. The demand-side platform received updates to simplify campaign management. A consolidated display line-item feature reduces campaign setup time by 75% in early tests.
The platform provides machine learning-driven insights and recommendations to help advertisers adjust their campaigns. Amazon DSP’s AI-powered, automated optimization capability, Performance+, includes these enhancements. Amazon plans to introduce a campaign management hub in 2025.
New AI tools for advertisers
New features include frequency cap controls, which help advertisers manage duplicate ad impressions, potentially saving up to 26% of their campaign budgets and increasing reach by up to 21%. High-value audience and optimal frequency analysis solutions will be available through Amazon Marketing Cloud.
The new ads data manager allows advertisers to integrate first-party data from providers like Salesforce, facilitating campaign deployment, measurement, and optimization. Amazon also introduced a fully managed service for new product campaigns, enabling brands to advertise effectively across Amazon’s properties and other publishers. Starting in 2025, Amazon will expand ads on Prime Video to Brazil, India, Japan, the Netherlands, and New Zealand.
Prime Video ads are available in several countries, including the U.S., U.K., and Canada. Amazon’s UnBoxed is a platform to highlight its latest advancements and how they can benefit advertisers. The enhancements to Amazon’s ad services are expected to attract more advertisers, optimizing their media investments through better insights, tools, and platform capabilities.
To meet marketers’ multichannel campaign measurement needs, Amazon Ads will start testing multi-touch attribution later this year, with a full rollout planned for 2025. The new capabilities introduced at UnBoxed demonstrate Amazon’s commitment to providing advanced tools and insights that help advertisers maximize their campaign performance and reach.
