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 Product 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 Disney’s streaming portfolio, Netflix, and audio publishers including Spotify. With access to thousands of additional third-party, we’re able to provide advertisers with significant reach across the open web. With Amazon Ads, advertisers have extensive access to premium streaming TV and audio all in one place.
We also 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 new AI-powered solutions. Specifically, I’d like to highlight a few announcements that we’re particularly excited to introduce to advertisers in India:
• Campaign Manager: To make advertising on Amazon Ads easier, we’re unifying the Ads Console and Amazon DSP into a single ad platform. 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. Campaign Manager creates a single operational command center where businesses can manage all their campaigns through intuitive AI-powered workflows, reducing campaign set up while delivering better performance through automated optimization. By unifying the Amazon Ads Console and Amazon DSP, advertisers can expect:
- Simplified Operations: Single global account with centralized login eliminates account switching, unified billing consolidates invoicing, and one workspace manages all campaigns.
- Smarter Decisions: AI-powered features including Smart Search to identify opportunities in real-time, Guidance Cards for one-click optimizations, and real-time intelligence across the full-funnel.
- Unified Visibility: Consolidated KPIs surface performance metrics across all campaigns, enabling holistic view of advertising investment and faster optimization decisions.
- Enhanced Efficiency: Streamlined workflows reduce campaign build times by 67%, while AI guidance replaces manual guesswork with data-driven recommendations.
• Ads Agent in Amazon Marketing Cloud: Ads Agent in Amazon Marketing Cloud (AMC) streamlines 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. This includes helping you discover relevant use cases, such as which ‘no-code’ audience template best fits your upcoming campaign, understand how to best use AMC signals to conduct meaningful analysis, and generate optimal analytics SQL queries to accelerate your measurement. For example, you can ask Ads Agent to “write a query to identify the top ASINs at driving new-to-brand customers acquisition over the last year, ranked by sales volume” to maximize analytics capabilities without coding expertise.
• Video Generator: AI-powered Video Generator democratizes access to high-quality video advertising for businesses of all sizes. This creative tool is now available in India at no cost, enabling advertisers to create sophisticated videos in less than five minutes. Advertisers who previously lacked resources for video production can now showcase products in action and convert still images into engaging motion content with just a single click. Video Generator leverages existing product pages and Amazon audience insights to craft multi-scene videos with smooth transitions and background music, while its intelligent summarization capabilities extract key clips from existing videos for optimized ad formats. The technology has shown remarkable growth in the US, with more than 4x increase in campaigns submitted using Video Generator in Q3 2025 compared to Q2 2025. Notably, more than 60% of products promoted through this tool had never been advertised before on Sponsored Brand video, demonstrating how Video Generator is opening video advertising to new advertisers.
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