Overview

At the unBoxed 2025 conference Amazon unveiled a consolidated advertising suite that merges Sponsored Ads with the Demand‑Side Platform (DSP), adds AI‑driven creative generation, and introduces automated full‑funnel management. The changes are designed to cut setup time, lower production costs for video and audio ads, and let sellers run multi‑format campaigns without deep media expertise. Sellers who have been limited to basic Sponsored Products should prepare for a broader, more efficient toolkit.

Key Points

• Unified Ads Platform — Combines Sponsored Ads and DSP into a single console, promising a 67 % reduction in campaign‑launch time.
• AI Creative Studio — Generates display, audio, and streaming‑TV ads from product‑page content in a matter of hours rather than weeks.
• AI Campaign Assistant — Uses natural‑language prompts to draft audience segments, suggest bid adjustments, and answer performance queries.
• Full‑Funnel Orchestration — Continuously reallocates budget across Sponsored Products, Sponsored Brands, display, and streaming‑TV based on real‑time Amazon shopper signals.
• Reserve Share‑of‑Voice — Guarantees top‑of‑search placement for branded keywords at a fixed price, useful during high‑traffic events like Prime Day.
• Sponsored Collections & Video — New formats that showcase multiple related items in a single ad unit and embed short product videos directly within search results.

How the New Advertising Stack Works

1. Consolidated Dashboard — All campaign types appear on one screen; a seller can shift $5,000 from a Sponsored Products campaign to a programmatic display line without opening a second portal.
2. Shared Reporting Layer — Metrics such as ACOS, ROAS, and impression share are aggregated across formats, letting a brand see a single ROAS figure that includes both search and display spend.
3. AI‑Assisted Keyword & Audience Suggestion — By entering a product title, the system proposes high‑intent keywords and audience clusters; a seller launching a new winter coat campaign saw the setup time drop from three days to under twelve hours.