Amazon unBoxed 2025 set the new standard for advertising innovation—demonstrating how AI-powered simplicity, unified systems, and immersive new formats are transforming the way brands connect with customers across every step of the journey. This year’s event united global advertisers and partners to unveil a more accessible and intelligent future for campaign planning and execution, creative production, and measurement.
Three Key Themes:
- Unified, Full-Funnel Advertising: Amazon demonstrated how upper-funnel awareness and lower-funnel conversion now operate together in a single, connected ecosystem—making planning and measurement seamless. Now using single Amazon Ads intelligence systems (expected to roll out fully by the end of the year), teams can plan and measure efficiently across the entire purchase journey.
- AI-Driven Personalization and Efficiency: A central theme during unBoxed was around the development and proliferation of AdsAgent. Amazon’s new AI agent simplifies how to plan, launch, and optimize campaigns to replace manual optimization, generate audiences, accelerate creative production, and enable precision at scale moving Artificial Intelligence from feature to foundation.
- Democratizing Advanced Tools & Expanding Ad formats: By merging sophisticated ad capabilities into simplified interfaces and expanding awareness ad units like Streaming TV, Amazon is no longer just a performance media channel. Opening access to brand-building and performance-driving solutions is being directly linked to measurable retail outcomes, compressing the funnel and driving measurable performance impact.
The most powerful takeaway from unBoxed 2025 was about reducing complexity. Amazon is collapsing barriers between media types, data silos, and creative production—placing AI at the core of every process.
The result: faster decisions, fewer steps, and smarter campaigns. Learn about more top innovations and announcements in further detail below:
Full-Funnel Campaigns: A new campaign type powered by AI that uses signals from media exposure through to purchase to define targeting, placements, and even generate creative across multiple channels.
Impact: Designed to further unify upper and lower funnel strategies helping advertisers optimize their entire investment across the funnel
Unified Campaign Manager: A centralized platform that unites cross-format media buying (DSP and Sponsored Ads), powered by predictive machine learning, smarter search, and consolidated reporting across a wide data window.
Impact: These changes streamline campaign launches, making them 67% faster and reducing everyday manual work for advertisers
Complete TV Solution: A new campaign type for efficiently managing and optimizing streaming TV investments across publishers while maximizing upfront commitment delivery. Amazon DSP is the only place brands can control for reach and frequency across every Premium STV Publisher and measure impact via AMC.
Impact: Brands can drive the most effective results and reaching their target audience at the frequency desired across all STV by eliminating wasted impressions
Authenticated Graph Audience Solution & Premium Publisher Expansion: expansion of Authenticated Graph alongside new premium streaming publishers such as Disney Streaming, Netflix, Spotify, iHeartMedia and more, connects advertisers to 90% of U.S. households, synchronizing audience recognition across all AMZ owned and operated properties and partner channels for robust, privacy-compliant targeting.
Impact: More access to premium audiences and households that can connect back to purchase behavior via AMC
AMC Upgrades: With a new 25-month vs 13-month ad traffic lookback window provides AMC customers a more comprehensive year-over-year analysis and historical performance insights. This extension alongside conversational AI query audience building through AdsAgent allows Amazon Marketing Cloud to make sophisticated analytics and measurement possible without SQL or intensive data science resources.
Impact: Smarter, simpler ways to extract insights from the AMC platform with a greater wealth of Amazon historical purchase data will be especially valuable for optimization towards NTB and LTV
Prime Video Sports Expansion, AMC integration and Live Bidding: Blake Griffin joined Head of Live Sports and Video Sales Amazon Ads Danielle Carney to help highlight the exciting new NBA season, currently underway and being streamed for the first time on Prime Video. Prime Sports coverage now includes exclusive partnerships with the NFL, NBA, WNBA, NASCAR, and other major leagues, making Amazon the premier destination for live sports. Prime Video viewership signals will also now be available within AMC. The integration introduces content engagement data from Prime Video into AMC’s analytics platform, marking a technical advancement in how advertisers access streaming viewership information.
Impact: Advertisers can reach more households via premium inventory and combine Prime Video viewership patterns with existing Amazon Marketing Cloud signals. Audience segmentation based on streaming consumption provides strategies that reflect entertainment preferences alongside shopping behaviors. Non-endemic advertisers can now get in the game and analyze overlap between their customer segments and Prime Video viewers, providing insights into potential audience reach across expansive premium streaming inventory
Location Based Intel & Insights: Amazon’s local capabilities are now more readily available and introduced across Prime Video and within AMC. Advertisers can uncover and act on regional growth opportunities using Amazon’s first-party retail signals via AMZ Purchase Behavior. Geographic Insights and Activation (GIA) is Amazon’s first-party retail insights and geographic signals interface. Through an intuitive map, advertisers can visualize their brand’s performance against category benchmarks across different regions. With one click, they can automatically adjust bids to reach customers in areas of opportunity, such as regions with low brand penetration. Additionally, Location-based interactive video ads on Prime Video now enables advertisers to tailor their national TV commercials with location-specific content, such as local pricing, nearest dealership information, or local agent details
Impact: These features allow advertisers to transform a commercial into thousands of variants based on zip codes or tens of variations based on states without creating multiple creative assets. Advertisers can customize both messaging and clickthrough URLs for their ads through the Amazon DSP Video template. By leveraging these insights, brands can pinpoint high-potential geographic areas and optimize their campaigns accordingly, for example to reach new-to-brand customers
Creative Agent: Generative AI enhances both the volume and quality of creative. Advertisers can transform product pages or sketches into campaign-ready video, audio, or display ads—expanding quickly into premium spaces like streaming TV.
Impact: Brands are now able to create professional-grade ad delivery in days rather than weeks
Breakthrough Ad Formats:
- Sponsored Products Video (SP-video): Brings video storytelling right to high-intent commerce placements, enabling demonstration and comparison directly in the shopping flow.
- Sponsored Prompts: Conversational ad features powered by AI can answer questions or surface shopping suggestions in real time, personalizing every touchpoint. (84% of shoppers purchase brands they didn’t previously know).
- SB Reserved SOV: A new option within Sponsored Brands to reserve the top-of-search (TOS) placement for your branded keywords, enabling a fixed up-front price, increasing likelihood of your brands appearing at the top-of-search position.
- Homepage Hero: A Fractional SOV package including audience targeting. This flexibility in both SOV percentages and targeting helps hit objectives while maximizing the impact of premium homepage investment.
- Sponsored Display Enhancements: New creative templates and placements extend brand storytelling beyond the product page to new surfaces both on and off Amazon.
- Sponsored Brands Collections: An ad type that showcases up to three products in a single, customizable format that serves on the search results page. This format helps increase visibility, clicks, conversions, build brand awareness, and guide shoppers to discover and shop a wider range of your products.
- Additional New Ad Formats also include: Brand PDP Takeover, Product Spotlight and Brand Showcase
Expanded Unified API Ecosystem: The launch of the Amazon Ads MCP Server and a unified API empowers partners to build their own AI agents and automation tools for brands, with a new intelligence dashboard for deeper insights.
Impact: One unified API means greater efficiencies in setting up data automation tools and dashboards with third party providers such as Horizon Commerce -enabling faster, more informed decisions and stronger competitive advantage
These advancements and announcements were more than just feature releases—they represent a shift toward AI-powered orchestration, connected measurement, and creative democratization that define what’s next in digital advertising further Amazon as a full-funnel partner vs performance.
Learn more about Horizon Commerce capabilities or book a NEON demo to see how our platform helps advertisers operationalize AI for full-funnel performance driving incrementality.