Overview

Amazon’s UnBoxed 2025 event introduced a suite of advertising upgrades that give brands the ability to secure guaranteed top‑of‑search slots, automate campaign mechanics with artificial intelligence, and showcase up to five short product videos on each detail page. The changes target sellers who rely on Sponsored Brands and video ads, pushing them toward higher‑priced premium placements while lowering the technical effort needed to run large‑scale campaigns.

Key Points

• Reserved Share of Voice — Brands can now pre‑pay for exclusive placement of their branded keywords at the very top of search results, bypassing the traditional auction process.
• AI‑Driven Bid Management — An automated engine evaluates performance data and adjusts bids in real time, reducing manual oversight for campaigns with dozens of keywords.
• AI Creative Generator — Machine‑learning models produce ad copy, headline variations, and image suggestions, enabling sellers without design teams to launch polished ads quickly.
• Multi‑Video Feature Slots — Listings may host between one and five short videos, each highlighting a distinct product attribute or use case, expanding the existing video ad inventory.
• Higher Budget Expectations — The premium nature of reserved placements and the broader adoption of AI tools suggest that advertisers should anticipate increased spend to maintain visibility on key branded terms.

How Reserved Share of Voice Works

1. Keyword Reservation Request — Advertisers select a branded keyword (e.g., “Acme Noise‑Cancelling Headphones”) and submit a reservation request through the Sponsored Brands console. Amazon then locks the top‑of‑search slot for the requested term for the chosen reservation period.
2. Pricing Confirmation — Amazon provides a fixed price quote based on historical search volume and competitive demand for the keyword. For example, a brand with 15,000 monthly searches for its model name might receive a monthly rate of $2,500 for guaranteed placement.
3. Placement Activation — Once payment is confirmed, the reserved ad appears in the premium position for the entire reservation window, regardless of competing bids from other sellers. The ad remains static until the reservation expires or the brand opts to modify the keyword list.