October 26, 2023

Amazon Ads New Features Announced at unBoxed

During the two-day event, Amazon Ads dropped 21 new releases.

unBoxed is the Amazon Ads conference of the year. It’s a conference dedicated to the advertising side of the retail giant and they use it as an opportunity to rollout new features, updates, and garner excitement for what’s on the horizon. They dropped 21 (!!!) releases during this year’s event. Read on to get a snapshot of some of the bigger announcements. But if you want all the nitty gritty details, you can find them here

Prime Video commanded a large part of the Day One keynote. Pictured here are Alan Moss, VP of Global Ad Sales with Amazon Ads, Jay Marine, VP Global Head of Sports with Prime Video, and Vernon Sanders, Head of Television Amazon MGM Studios with Prime Video

Sponsored tv

This is a whole new ad type that will help brands of all sizes connect with audiences via streaming TV content. Here’s what you need to know:

  • Self-service solution for brands that sell on Amazon in the U.S.
  • No minimum spend requirements – Ads stream on Amazon Freevee, Twitch, and third-party streaming TV services through Fire TV apps.
  • You can create these streaming TV campaigns through the ads console or using the Amazon Ads API. 
  • The audiences will be very similar to SD so brands can cross utilize audiences. 
Ruslana Zbagerska, VP, Technology and Product Development at Amazon Ads announces the launch of Sponsored TV.

Generative AI for Sponsored Brands creatives

According to the announcement, 7/10 users that abandoned their ad creation process did so because they were struggling with creative. This beta uses generative models and an advertiser’s product information to create unique brand-themed product images in seconds. 

Amazon DSP & Goal-based Bidding

This feature that enables advertisers to set specific performance targets for their campaigns allows Amazon DSP to dynamically optimize their bids in real-time, ensuring maximum delivery while meeting the specified performance goals. 

Cross-channel Planner

Cross-channel Planner is part of a new media planning suite in Amazon DSP that provides holistic insights and performance related to audiences and supply, across both Amazon and third-party sites and apps. Advertisers can forecast relevant reach by channel or determine where to de-duplicate reach based on campaign performance over the last 12 months, and then allocate campaign budgets to drive the desired business outcomes.

Amazon Publisher Cloud 

It’s the first clean room solution enabling publishers to analyze their signals with Amazon Ads data, optimizing deals for reach and enabling streamlined activation in Amazon DSP. 

Events Manager

With Amazon DSP Events Manager advertisers can create predictive audiences, measure performance, and automate optimizations using their first-party conversions and other types of event signals. Events Manager will soon feed into AMC where advertisers can use new AMC Template Analytics to easily run analyses for core marketing metrics such as cross-media reach, impression frequency, and path to conversion. 

New to Brand Metrics

The New-to-Brand metrics suite helps advertisers understand, reach, and optimize their campaigns towards new customers. With the addition of New-to-Brand Consideration metrics, advertisers can now see – by campaign – how many customers saw their ad and visited the brand’s product page or added one of its products to their cart in the last 12 months. 


Of course, this list is not exhaustive – but these are a few updates we are excited to explore. If you want to dive deeper into some of these updates, or hear from the team leaders behind the announcements, checkout The Ad Project episode recorded live at unBoxed with five Amazon Ads leaders.

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