Amazon Ads unBoxed 2025 highlights reveal new AI-powered tools like Ads Agent and Creative Agent, designed to simplify campaign management and streamline ad creation.
Amazon is quietly transforming into an advertising-first platform. In Q2 2025, ad revenue climbed to $15.69 billion, representing the highest share of total revenue in the company’s history.
As Amazon leans heavily into this growth, they are releasing massive updates to how sellers manage traffic. We analyzed the top Amazon Ads unBoxed 2025 highlights to show you exactly how these changes impact your business strategy.
Amazon Unveils Vision for Unified Advertising Future
Amazon Ads"The future of advertising lies not in choosing between technology and human expertise, but in harnessing both to create more effective, efficient, and authentic connections between brands and customers."
The advertising industry currently stands at a pivotal moment as brands face an increasingly complex landscape of channels and technologies. Thousands of industry leaders gathered in Nashville from November 11–12 for unBoxed 2025 to address these critical challenges and showcase the future of marketing.
According to the unBoxed Recap from Amazon Advertising, the event unveiled a comprehensive roadmap focused on unified solutions. This vision emphasizes how artificial intelligence will amplify human creativity rather than replace it, allowing sophisticated campaign management to become elegantly simple.
The conference displayed a cohesive suite of tools powered by AI and strategic partnerships designed to solve pressing industry issues. These innovations aim to ensure full-funnel advertising scales seamlessly for businesses of every size.
Key pillars of this evolutionary roadmap include:
- Unified Access with streamlined entry to premium inventory across different media channels.
- Intelligent Automation with Advanced tools that enhance human expertise and decision-making.
- Democratized Creativity with New solutions that level the playing field for brands globally.
Unified Campaign Manager Streamlines Operations
Amazon Ads kicked off unBoxed 2025 with a major announcement that fundamentally changes how sellers manage their ad spend. Senior Vice President Paul Kotas opened the event by revealing the new Unified Campaign Manager, a platform designed to merge the Amazon Advertising Console and Amazon DSP into a single interface.
This consolidation eliminates the need for separate accounts and manual metric compilation, addressing a long-standing friction point for advertisers. Vice President of Engineering, Science & Product Kelly MacLean explained that the centralized hub now houses standardized metrics and extended historical data across all products.
According to Amazon Ads unBoxed 2025 highlights, this update offers several immediate benefits for sellers:
- Simplified Operations – You can now manage Sponsored Ads and DSP campaigns in one place, removing the need to jump between fragmented tools.
- Smart Search – AI-powered guidance cards and search functions reduce repetitive tasks, with early testing showing a 26% reduction in bid-optimization workflow time.
- Unified Visibility – A consolidated KPI bar and cross-product views provide a clear picture of performance across the entire funnel.
- Strategic Focus – Features like multi-account management and a universal “+” campaign button allow teams to focus on growth strategies rather than manual processes.
Market experts are already calling this a “game-changer” for efficiency. As noted by María López de Garayo, Head of E-Retail at Cosmo5, this shift allows advertisers to avoid manual workflows and gain total visibility with intelligent layers that help teams focus on strategy instead of process.
Ads Agent Automates Manual Campaign Workflows
Amazon introduced Ads Agent at unBoxed 2025 to directly address the operational bottlenecks that slow down campaign management. Unlike other AI tools that focus on writing creative copy, this agent functions as a specialized operator designed to handle heavy data processing and manual setup tasks.
John Aspinall, Chief Evangelist at Trellis, explained that this tool effectively eliminates the tedious workflow of translating complex media plans into live campaigns. Advertisers can now upload a comprehensive Excel file, and the agent automatically constructs the entire campaign structure and necessary ad groups.
Beyond setup, the tool accepts direct commands to manage live performance without requiring manual navigation through the dashboard. Users can simply instruct the agent to pause campaigns with low returns or adjust budget pacing to ensure spending targets are met by a specific deadline.
Perhaps the most significant update is how Ads Agent unlocks the Amazon Marketing Cloud (AMC) for non-technical users. It translates plain English questions into complex SQL queries, removing the coding barrier that previously prevented many brands from utilizing deep data insights.
Key capabilities of the Ads Agent include:
- Automated Builds – Instantly converts media plans from Excel files into fully structured DSP campaigns.
- Natural Language Control – Executes operational commands, such as pausing specific campaigns or adjusting pacing, based on simple text instructions.
- Democratized Data – Translates questions like “show me purchase rates for specific viewers” into functional SQL code for AMC analysis.
- Audience Creation – Builds complex audiences based on user behavior, such as viewers who saw an ad multiple times without purchasing.
Creative Agent Automates Video Production
Amazon is democratizing high-end ad production with the expansion of its Creative Agent. Chris Kelly, Senior Reporter at Marketing Dive, notes that this AI tool now allows brands to generate streaming TV ads quickly and at no additional cost.
This capability removes financial barriers, enabling sellers to produce premium video content without expensive production teams. The tool accelerates the shift in digital advertising by allowing rapid iteration of creative assets.
Katharine Johnson, Marketplace Growth Partner at Envision Horizons, noted in a recent update that this tool significantly simplifies building customizable assets across formats ranging from keyword-tailored imagery to AI-generated video. She emphasized that the ability to quickly iterate on hooks and test multiple variants could be a game changer for brands lacking extensive creative resources.
Reserve Share of Voice Introduces Fixed-Price Advertising
Amazon Ads Vice President Muthu Muthukrishnan introduced “Reserve Share of Voice,” a strategic shift that allows brands to bypass the standard auction for specific placements. This feature enables advertisers to pre-purchase top-of-search visibility for branded keywords at a fixed, upfront price.
According to Luis Rijo’s report in PPC Land, this capability moves Amazon toward a predictable inventory buying model similar to traditional display advertising. The system requires brands to validate their keywords through the Brand Registry, ensuring that generic terms like “smartphone” are excluded from this reservation model.
Advertising specialist Alexander Swade notes that while this offers stability, the feature guarantees placement “most of the time” rather than providing a 100% impression share. Sellers must also weigh the financial risk, as the fixed price relies on historical data and does not adjust down if branded search volume suddenly drops.
Muthukrishnan also highlighted other shopping innovations, including Sponsored Brands collections that display related products in a unified catalog format. The update further includes Sponsored Products video, giving shoppers an interactive, deep-dive look at product features directly within the search results.
Sponsored Products Video Brings a Visual Edge
One of the most significant Amazon Ads unBoxed 2025 highlights is the update to Sponsored Products Video. This new format allows advertisers to upload up to five unique videos per ASIN, enabling shoppers to toggle through feature-specific clips directly in the search results.
Michael Waters of Intentwise notes that this shift forces brands to visually demonstrate their competitive edge early in the funnel. Rather than relying on a single image, sellers must now use video to highlight differentiators like portability or design before a customer even clicks.
For a deeper dive into this strategy, our Amazon agency‘s founder and CEO Steven Pope explained Sponsored Products Video in this video:
Steven Pope, Founder of My Amazon Guy"Amazon's run out of space for ads, so they're creating a new format, sponsored video, and placing it in a new location where sponsored products currently show up."
