Analyst(s): Olivier Blanchard
Publication Date: December 1, 2025
Amazon Ads AI dominated unBoxed 2025 with updates to Campaign Manager, Ads Agent, Creative Agent, and full-funnel campaigns, bringing AI-driven planning, creative production, and unified media buying into a single ecosystem.
What is Covered in this Article:
- Amazon introduced major Amazon Ads AI updates at unBoxed 2025, including new capabilities in Campaign Manager, Ads Agent, Creative Agent, and full-funnel campaigns.
- The unified Campaign Manager brings sponsored ads and Amazon DSP into a single interface with AI-powered search and faster workflow execution.
- Ads Agent automates campaign setup, targeting, pacing adjustments, and AMC analytics using natural-language guidance.
- Creative Agent expands to generate streaming TV ads and build complete ad concepts, scripts, and visual assets.
- Full-funnel campaigns use Amazon Ads AI to automate cross-channel planning and optimization across sponsored ads, display, and streaming TV.
The News: At unBoxed 2025, Amazon rolled out a unified Campaign Manager that brings the Ads Console and Amazon DSP into one place. The new setup utilizes AI to help users navigate the platform more easily, maintain consistent reporting, and expedite activation. Amazon also showcased new agent-like tools, including Ads Agent, Creative Agent, and full-funnel campaigns, all built on Amazon Ads AI to make planning, creation, and optimization feel more straightforward.
Over two days of keynotes, Amazon walked through updates around streaming TV reach, partnerships with major publishers, and improved tools for measuring performance across both linear and streaming. The company also announced upgrades to Brand+ and Performance+ along with expanded options for partners through the broader Partner Network.
Is Amazon Ads AI Becoming the New Center of the Advertising Stack?
Analyst Take: Amazon Ads made Amazon Ads AI the centerpiece of this year’s unBoxed event, using it to tie systems together, automate the tasks that usually eat up time, and make it easier for advertisers to plan and run campaigns across the full funnel. Most of the news pointed to a bigger push toward efficiency, with AI helping improve measurement, creative development, and campaign orchestration. Throughout the event, Amazon kept returning to the idea of scale: broader reach, more supply integrations, and stronger access to first-party signals across shopping, entertainment, and the wider web.
A more unified and efficient buying environment
Amazon introduced a single Campaign Manager that merges sponsored ads with Amazon DSP, cutting down on platform switching and removing the need for separate accounts or manually stitched-together reports. The system includes format-based buying, standardized reporting, and AI-powered search features aimed at speeding up setup. Amazon said advertisers can launch campaigns 67% faster and spend less time on everyday management thanks to the streamlined workflow.
The platform pulls in extended historical data and centralizes insights to support full-funnel measurement. Altogether, this unified setup puts Amazon Ads AI at the center of making media buying and analytics smoother across channels.
Automation that reshapes planning and optimization
Ads Agent was introduced as the main engine for planning, targeting, and optimization, taking over steps that once required several tools or deeper technical know-how. It can now outline audience strategies, suggest targeting segments, and even write SQL queries through natural language prompts, showing Amazon’s push to speed up insights. It also manages routine work like adjusting pacing, pausing weaker campaigns, and building campaign structures based on uploaded media plans.
These features work across Amazon Marketing Cloud and Amazon DSP, giving advertisers a more connected workflow from analytics to activation. Altogether, the updates show Amazon Ads AI stepping in to cut down manual work and help teams run campaigns at a larger scale.
Creative development capabilities expanded through AI
Amazon also added some impressive new features to Creative Agent to support streaming TV ads, building on its earlier work across display, images, audio, and video. The tool can be used to review brand stores, product pages, and websites to surface key selling points and make recommendations, but the most impressive feature set is that it can leverage AI to produce concepts, scripts, visuals, and multi-scene videos.
Demos showed how simple inputs and prompts can be used to generate lifestyle images, ad variations, compelling audio, and even TV-quality content in a fraction of the time that it used to take agencies and creatives to produce. The tool is extremely impressive, and while it does not entirely eliminate the need for ad and creative agencies – particularly for advertisers operating outside of the Amazon ad ecosystem – it felt potent enough to send shivers down the spines of every creative not already using AI to accelerate workflows and produce ads.
Advertisers can also use Creative Agent to adapt existing ads into new formats and niche markets, or add seasonal updates, simply with a few small conversational prompts.
By pulling all of this into one workflow, Amazon Ads AI is speeding up creative production and helping teams cut down on scattered tasks for customers. While everything I saw at the event was impressive in its own right, Creative Agent was the one toolkit that blew me away.
Full-funnel capabilities strengthened through signals and streaming reach
Full-funnel campaigns apply AI to coordinate Sponsored Products, Sponsored Brands, display ads, and streaming TV, suggesting setups built around a brand’s best long-term sales opportunities. Once running, Amazon continually shifts budgets, audiences, and tactics based on insights across formats to lift performance. The company emphasized the scale behind these tools, including an Authenticated Graph that links advertisers to 90% of U.S. households. Amazon also shared results from streaming TV integrations, noting 1.4x higher incremental reach, 45% higher detail page view rates, and 26% stronger purchase rates from consolidated campaigns. These examples highlight how Amazon Ads AI is being used across targeting, measurement, and cross-channel execution.
What to Watch:
- Adoption of unified Campaign Manager across advertiser segments
- Performance impact of Ads Agent automation at scale
- Full-funnel campaigns’ ability to drive long-term sales
- Expansion of publisher integrations and authenticated reach
- Effectiveness of measurement using AMC and third-party vendors
See the complete press release on the announcements from unBoxed 2025 on the Amazon Ads website.
Disclosure: Futurum is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of Futurum as a whole.
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Author Information
Olivier Blanchard is Research Director, Intelligent Devices. He covers edge semiconductors and intelligent AI-capable devices for Futurum. In addition to having co-authored several books about digital transformation and AI with Futurum Group CEO Daniel Newman, Blanchard brings considerable experience demystifying new and emerging technologies, advising clients on how best to future-proof their organizations, and helping maximize the positive impacts of technology disruption while mitigating their potentially negative effects. Follow his extended analysis on X and LinkedIn.
