At the 2025 unBoxed conference, Amazon Ads introduced new AI-powered tools for advertisers. The company introduced an all-in-one Campaign Manager, AI ad creation tools, and a conversational Ads Agent.

Amazon brings its ad tools together in one platform

One of the new features is the unified Campaign Manager, which combines Amazon’s advertising console and demand-side platform (DSP) into a single platform. Previously, advertisers had to use different systems to manage their Sponsored Ads and Amazon DSP campaigns. With this new setup, they can run all their campaigns from one dashboard.

According to the company, the Campaign Manager lets advertisers run Sponsored Ads and Amazon DSP campaigns together in one place instead of using separate systems. Kelly MacLean, Amazon Ads’ Vice President of Engineering, Science & Product, said the new platform “brings together sponsored ads and multimedia solutions with Amazon DSP into a single ad platform solution.”

Amazon says advertisers can now plan, buy, and measure all their campaigns together instead of switching between tools. Reports and insights are also kept in one central hub, using standardized metrics across ad products. The tool is currently in beta for select advertisers and partners, with a wider rollout planned later this year across multiple regions.

Creative Agent uses AI to generate ad content

Amazon also announced Creative Agent, an AI tool that enables advertisers to create ad content such as display, video, and audio assets. The company said the tool can review a brand’s store, product pages, and website to identify key selling points, then use that information to generate ad ideas and variations.

Creative Agent was first introduced in September as part of Amazon’s Creative Studio. It is now available in the Amazon Ads console for advertisers in the United States. The tool can create Streaming TV and Sponsored TV ads, and Amazon says it will soon expand to include more creative options.

Amazon’s Ads Agent

Another feature introduced at the event is Ads Agent, an AI assistant for advertisers to plan and build campaigns using a chat interface. According to the company, instead of moving between multiple pages or spreadsheets, marketers can upload their media plans, ask questions, and let the AI set up campaigns, ad groups, and budgets.

The tool also connects with Amazon Marketing Cloud (AMC) to provide insights. It can turn requests into ready-made reports, which removes the need for users to write data queries themselves. The feature is available to anyone with access to Amazon Marketing Cloud.

Full-funnel Campaigns for ad management

Amazon also introduced Full-funnel Campaigns, a feature that helps advertisers set up and manage ads across multiple formats at once. Instead of creating separate campaigns for Sponsored Products, Sponsored Brands, or Streaming TV, advertisers can use Full-funnel Campaigns to get recommendations on how to reach customers across all channels.

Once the campaign goes live, Amazon says the system automatically adjusts budgets, audiences, and tactics based on performance data. This allows advertisers to manage all parts of their marketing funnel in one coordinated setup.

A continued push into AI-driven advertising

Amazon’s third-quarter 2025 results showed advertising services revenue rose to $18 billion, up about 24 percent year-on-year. CEO Andy Jassy said the company is seeing “strong momentum and growth across Amazon as AI drives meaningful improvements in every corner of our business.”

This shows that Amazon’s ad business is increasingly shaped by its AI investments. The new tools fit into this broader strategy, aiming to give advertisers multiple AI-powered ways to manage their campaigns.

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