Amazon Ads’ 2025 unBoxed event focused on one clear objective: simplifying how advertisers plan, create, and measure campaigns through agentic AI. These new tools reduce repetitive steps while preserving strategic and creative control.
Below, we unpack each announcement, explaining what it is, why it matters, when it’s available, and how advertisers and agencies can make the most of it.
Creative and Production
Creative Agent
What it is: Creative Agent is an agentic AI creative partner now in open beta within the Amazon Ads Creative Studio. It uses Amazon’s first-party retail signals—product detail pages, A+ content, customer reviews, and Brand Store data—to understand a brand’s tone and style. Advertisers can brief the agent, set campaign goals, and iterate on creative assets across image, video, and audio. Once finalized, all versions save automatically to the Creative Asset Library, ready for use in Sponsored Display, DSP, or Streaming TV.
Why it matters: It shortens production timelines and helps smaller or mid-sized brands access higher-quality creative at scale. Agencies can test more variations while maintaining brand safety and creative control.
When available: Open Beta as of November 11 2025 for advertisers and partners in the United States, with global expansion expected in 2026.
Planning and Activation
Campaign Manager
What it is: The new Campaign Manager unifies Sponsored Ads and DSP into one intelligent workspace. Advertisers can manage up to 20 accounts, access consolidated KPIs, and use Smart Search to apply filters and insights through natural-language queries. Guidance Cards deliver instant, click-to-apply recommendations, while customizable tables let teams view Sponsored Ads and DSP data together.
Why it matters: Campaign Manager eliminates platform silos, giving advertisers a single view of performance across the full funnel. The streamlined workflow reduces manual reporting and enables faster decisions.
When available: General Availability (GA) planned for December 2025, worldwide rollout.
Ads Agent
What it is: Ads Agent is a new AI assistant within campaign setup for Sponsored Ads. It analyzes objectives and briefs to recommend relevant audiences and keywords based on Amazon’s proprietary shopping, streaming, and browsing signals. Advertisers can refine recommendations, approve suggestions, and directly apply targeting in seconds—all within the campaign creation flow.
Why it matters: Ads Agent automates a time-consuming step while preserving full transparency and approval. It is especially valuable for advertisers launching new products or testing new audience segments.
When available: Open Beta for US advertisers, with broader marketplace rollout expected in 2026.
Full-Funnel Campaigns
What it is: Full-Funnel Campaigns combine awareness, consideration, and conversion into a single AI-optimized activation. The system leverages cross-channel Amazon signals—shopping, streaming, and buying behavior—to dynamically allocate spend and adjust creative across display, video, and streaming TV. Creative Agent integration allows advertisers to auto-generate or enhance assets directly within setup.
Why it matters: It removes the need for multiple campaign types to reach shoppers at different stages, allowing advertisers to manage the full journey more efficiently.
When available: Open Beta for US advertisers as of November 2025.
Measurement and Analytics
AMC Skills with Ads Agent
What it is: AMC Skills with Ads Agent is an AI layer built directly into Amazon Marketing Cloud (AMC). It translates natural-language questions into SQL queries, builds audiences, and accesses documentation through conversational prompts. Built on Amazon Bedrock, it bridges business questions—like “Which audiences purchased within 14 days of viewing an ad?”—with ready-to-run AMC queries that can be modified and executed inside the UI.
Why it matters: It reduces dependency on technical SQL expertise and accelerates audience creation, allowing agencies to focus on strategy, insight generation, and incremental measurement.
When available: Open Beta globally through the AMC interface as of November 2025.
Unified Reporting
What it is: Unified Reporting consolidates Sponsored Ads and DSP metrics into one dashboard accessible via Ads Console, Reporting API, and Amazon Marketing Stream. Advertisers can combine data dimensions like product, geography, and audience, with access to 15 months of daily data and six years of monthly history.
Why it matters: This consolidated reporting experience significantly reduces time spent on report generation from hours to minutes.
When available: Open Beta, worldwide, as of November 2025.
Formats and Shopper Experience
Sponsored Products Video (SPV)
What it is: SP Video introduces a new ad format allowing brands to showcase a single product through up to five video clips directly in search results and product pages. Built into the new Video Tab in Campaign Manager, it includes uploading, moderation, and reporting within one interface. Advertisers can optionally use AI assistance to refine feature text and descriptions.
Why it matters: It provides more engaging storytelling opportunities for products that benefit from visual demonstration, while keeping campaign setup simple.
When available: Open Beta for US advertisers in November 2025, with international availability in 2026.
Sponsored Products Prompts and Sponsored Brands Prompts
What it is: SP Prompts and SB Prompts are AI-powered conversational ad extensions that surface contextually relevant product information drawn from Amazon’s first-party data. Prompts appear across search and detail-page placements, helping shoppers understand features, reviews, and differentiators without leaving the page.
Why it matters: They function as a 24/7 virtual product expert, automatically surfacing relevant details before shoppers even ask questions.
When available: Beta feature available to all U.S. Amazon advertisers using Sponsored Products and Sponsored Brands campaigns.
How Agencies Should Approach Adoption
Set clear governance
Define human-review checkpoints for AI-generated assets, queries, and targeting suggestions.
Pilot measurement first
Begin small to test efficiency gains and validate accuracy before scaling.
Use automation as structured testing
Treat Ads Agent and Full-Funnel Campaigns as experiment accelerators. Establish performance benchmarks and pause criteria.
Maintain reporting continuity
Adopt Unified Reporting early to keep visibility consistent as Sponsored Ads and DSP data merge.
Bottom Line
Amazon’s 2025 unBoxed announcements signal a shift toward connected, AI-driven advertising. These new agentic tools allow advertisers to create faster, measure smarter, and plan holistically across the funnel. Agencies that pair automation with strategy, measurement discipline, and human oversight will gain a real competitive advantage in the next phase of retail media.