Amazon Unboxed 2025: AI Becomes the Engine of Amazon Ads
Amazon Unboxed 2025 made one thing clear. AI is now the engine of Amazon Ads. Nearly every announcement focused on agentic AI, automation, and unifying workflows to make advertising faster, smarter, and more accessible for brands.
Top highlights:
- Creative Agent: End-to-end AI creative development with ideation, editing, and asset generation all in one place. A big win for agile creative testing.
- New Campaign Manager: A unified platform for Sponsored Ads + DSP. Expect smoother full-funnel planning and optimization.
- Ads Agent: Natural-language solution to surface campaigns based on the specifics of your request and access to AMC insights and audience building.
- AI Targeting Recommendations: Smarter audience discovery through auto-generated targeting based on campaign inputs.
- Sponsored Products Video: Rich content video now available in the highest-converting ad format on Amazon. A long time overdue but very welcome.
- AI-Powered Prompts: Interactive Sponsored Ads that surface tailored product info right when shoppers need it.
Amazon is creating a fully AI-driven advertising ecosystem where creative, targeting, measurement, and optimization are increasingly automated. The brands that will win are those that embrace rapid experimentation, strong catalogue data, and AI-assisted workflows.
Unboxed 2025 wasn’t just a product update, it was a turning point. Amazon Ads is becoming smarter, more integrated, and more accessible than ever, and the opportunity for brands has never been bigger.
