What’s New: Amazon Ads unBoxed 2024

unBoxed is Amazon Ads’ annual event specifically designed to highlight their innovation. 

The 2024 unBoxed event brought Amazon Ads leaders, industry partners, and major brands to Austin, TX in mid-October for three days of advertising rollouts, industry updates, and… country music. 

While Amazon Accelerate, another massive event held annually in September, is geared toward all aspects of selling on Amazon, unBoxed is all about advertising solutions. This event acts as a guideline for those in the advertising space to map out their development road map and identify key priorities for the next year.

Similar to year’s past – Day One of unBoxed featured over a dozen major announcements. Meanwhile, Day Two highlighted entertainment and brand insights.

Here’s a high-level look at the new solutions, capabilities, and features announced by Amazon Ads at unBoxed 2024:

Full-funnel Solutions

• AMC for Sponsored Ads Advertisers: Since Amazon Marketing Cloud was launched, running Amazon DSP was a pre-requisite. Amazon has now expanded eligibility to advertisers only running Sponsored Ads via their partners. More info. 
• New Product Campaigns: A managed service solution to quickly introduce new products to consumers in the critical first 90-days after launch. A tailored media plan to kickstart a successful launch. More info.
• Audience Bid Boosting for Sponsored Products & Sponsored Brands: Advertisers can now adjust their bids by audience signals. Brands can automatically increase their bids by different cohorts of audiences. More info.
• Multi-Touch Attribution: Powered by hundreds of thousands of controls trials. MTA allows you to see how your upper funnel and mid funnel tactics contribute to conversions. More info.

Amazon DSP & Ad Tech

• New Amazon DSP Experience: Designed to help create and optimize campaigns more efficiently. This new DSP experience allows for faster campaign creation, better optimization, and more insights: More info.
• Ads Data Manager: Use any integrated partners and import data from wherever you store it. More info. 
• Ad Relevance: Rolled it out earlier this year, allowing relevant ads independent of ad ids. Improves addressability and lowers CPMs. More info.
• Performance +: Ad Relevance powers Performance+ and Performance+ Tactics, will now allow advertisers to automatically create line items based on prospecting, remarketing, and retention. More info. 

Prime Video & Streaming TV

• The Glitch on Twitch: New gaming activation. Brands cans live natively in video games.
• Prime Video Interactive Ads: Now available across more inventory. More info. 

Insights & Reporting

• Optimal Frequency AMC Solution: Intuitive visualizations that you can configure in the AMC console on your own. No code needed. Helps you answer one of the biggest questions in marketing – how many ads does it take for a customer to reach conversion? More info.
• MTA: Mentioned above. Will show the relative contribution of each touch point to your sales.
• Conversion Path Reporting: The most popular insight report in AMC, now available to everyone. More info. 
• Long-Term Sales Insight: Helps you understand the value of NTB shoppers beyond immediate sales. Tells you the 12-month purchases associated with each marketing stage. More info.

AI

• Audio Generator: Create engaging audio ads across all Alexa-enabled devices. You can select your own voice and tone and background noise.  More info.
• AI Creative Studio: All in one solution. You’ll be able to generate, refine, and publish images and videos back to your creative assets space in the Amazon Ads Console, all within one experience.  More info.

Didn’t make it to the event this year? Don’t worry – you’ll have another chance in 2025. Mark your calendars for unBoxed in Nashville, November 10-12!