Returning from Nashville for Amazon UnBoxed 2025, our CEO Andrew Banks shared the major shifts defining the future of Amazon Ads.
Amazon unBoxed 2025 was much more than just another product showcase – it was where Amazon unveiled its vision for the future of advertising – and it’s a future powered by AI, unified data and full-funnel automation.
In his reflections from the event (read in full here), our CEO Andrew Banks described it as “a fundamental shift in how advertising on Amazon, and across digital commerce, will work”, identifying 3 defining themes:
- The convergence of brand and performance, with awareness and conversion becoming one connected system.
- AI as the foundation of advertising, with an infrastructure based on automation.
- And Simplification as sophistication, with success built on clarity and integration over complexity.
What stood out
Andrew’s piece highlights how fast Amazon is now driving towards a connected, AI-powered advertising ecosystem – with 6 launches showing just how deep that shift runs:
Campaign Manager
At last! Sponsored Ads and DSP now sit within a single console.
With one workspace, one data view and one optimisation engine, it’s a major step in unifying awareness and conversion performance.
Creative Agent
AI-generated video and TV assets built in hours, not weeks?
It’s more than efficiency – it’s a faster learning loop that will reward strategic clarity and distinctive brand storytelling.
Full-Funnel Campaigns
Launching next year, these will run across display, video and streaming TV from a single setup.
Amazon’s AI will handle targeting and allocation, leaving brands to define the strategic north star – whether that’s growth, profitability or market share.
Ads Agent
Natural-language campaign control, where marketers can type questions or requests directly – a sign of the coming shift from planner and operator to strategist and director, and one where the right questions will matter.
Sponsored Video, Collections and Rufus Prompts
The line between advertising and shopping is fading further and faster as ads become part of the customer journey itself – a move from persuasion to participation.
Unified Reporting and AMC enhancements
Another first, with unified dashboards and natural language analytics coming to Amazon Marketing Cloud, bringing a more complete view of performance and attribution across Amazon Ads – but still one that needs combining with insights from brands’ owned data.
Find Andrew’s in-depth, expert take here
The AI/ Human Line
Amazon is betting on AI to manage the complexity humans can’t – which is smart.
But, as Andrew says, “AI will optimise campaigns. Humans must decide what to optimise for.”
We think the winners will be those brands who pair the benefits of these new automations with their own strong, strategic judgement and data, using AI as a partner to think better, not less.
What should you do now?
A quick checklist – now’s the time to:
- Review your advertising structure, planning full-funnel, not format-first.
- Define your commercial north stars based on strategy and scenarios.
- Make sure you can feed AI creative tools with strong brand stories, not generic assets.
- Work on connecting Amazon data with your CRM and retail analytics for 360 degree visibility.
- Upskill your teams for strategy and interpretation, not just execution.
The Bottom Line
The future of Amazon Ads is connected, conversational and creative at scale.
And brands that embrace AI as an enabler – balanced with disciplined, data-led strategy?
They’re the ones poised to lead a new era of ecommerce media.
Want to make sense of Amazon’s next wave of advertising change?
Our award-winning Ads specialists can help you translate innovation into commercial impact, and place your brand ahead of the curve. Get in touch today to learn more.