Overview

Amazon Advertising announced a comprehensive redesign of its Campaign Manager that merges Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP into a single, AI‑enhanced interface. Unveiled at the Unboxed 2025 conference, the new platform promises faster campaign creation, unified reporting, and automated optimization. Sellers who juggle multiple ad products should care because the change eliminates the need to switch between separate tools and introduces intelligent suggestions that can lift performance with less manual effort.

Key Points

• All Ad Types in One Dashboard — Performance metrics for Sponsored Products, Brands, Display, video, audio, and DSP now appear side‑by‑side, letting advertisers compare click‑through rates, ACOS and ROAS across formats without exporting separate reports.
• Plain‑English Query Capability — Users can type natural language requests such as “show campaigns with a decline in CTR over the last 14 days,” and the system instantly filters results, removing the reliance on nested menus and Boolean filters.
• AI‑Driven Optimization Alerts — The engine continuously scans the entire portfolio and surfaces actionable recommendations, for example suggesting a 15 % bid increase on a high‑selling ASIN during Prime Day hours.
• Seamless Multi‑Account Switching — Agencies managing dozens of brands can flip between client accounts with a single click, preserving open tabs and draft settings, which reduces login friction and context loss.
• Unified Campaign Launcher — A single “Create Campaign” button now supports any ad format; a seller can launch a Sponsored Products campaign and, in the same workflow, add a complementary DSP video line item without leaving the page.
• Global Rollout Across 30+ Markets — The updated manager is being activated in North America, Europe, the Middle East, and APAC, with beta access for select advertisers and a full release slated for late 2025.

How the New Campaign Manager Works

1. Unified Data View — When an advertiser opens the manager, a consolidated dashboard displays key performance indicators (KPIs) for every active campaign, regardless of format. For instance, a seller can see that Sponsored Products generated 3,200 clicks while a DSP video ad contributed 1,500 conversions, all on the same screen.