Amazon unBoxed 2025: Key Takeaways for eCommerce Brands

Amazon Ads unBoxed 2025 (Nov 11–12) brought advertisers, agencies, and partners together in Nashville for two days of announcements, demos, and strategic insights. Now recognized as one of Amazon’s most influential annual gatherings, unBoxed continues to set the tone for where retail media is heading, spotlighting new tools that make advertising more efficient, measurable, and creative.

This year, the direction was clear: AI-driven ad workflows, simplified platform management, and easier access to advanced measurement will shape how brands connect with customers across Amazon’s ecosystem in 2026. From creative generation to unified ad consoles to expanded attribution, the updates showcased Amazon’s push to remove friction and help brands operate with more speed and clarity.

Blue Wheel attended unBoxed keynotes, technical deep dives, and product demo sessions on the ground. We bring you the key takeaways from the event and what they mean for performance-focused brands.

Creative Agent: Scalable Creative Intelligence for Every Brand

Creative development remains one of the biggest obstacles for brands running ads, in terms of time and budgeting. Amazon’s new Creative Agent tackles these challenges by using AI to interpret a brand’s identity, product assortment, and value props, then recommending strategic creative directions based on that understanding.

By analyzing inputs such as a Brand Store, product detail pages (PDPs), and a brand’s DTC website, Creative Agent can generate:

• Messaging and positioning recommendations
• Storyboards and creative concepts
• Image, audio, and video assets

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This advanced feature can create entirely new content or refine existing assets, allowing brands to produce polished, channel-ready creative without additional production costs. It unlocks more opportunities to tailor content to specific audiences, formats, and moments in the shopper journey.

What It Means for Brands:

Creative Agent acts like a built-in creative strategist, helping teams move faster, stay on-message, and scale high-quality creative across touchpoints, which can ultimately improve both efficiency and performance.

Updates to Ad Console: Ads Agent, Unified Platform, and New Ad Types

UnBoxed 2025 featured several updates that simplify campaign workflows and expand how advertisers can show up across Amazon.

Ads Agent

Amazon introduced an AI-powered Ads Agent within the console that helps teams:

• Generate natural-language performance summaries
• Uncover insights automatically
• Run SQL-based AMC analysis without writing queries

This tool makes data exploration more accessible and accelerates decision-making for both technical and non-technical teams.

Unified Ad Console (Campaign Manager)

A major platform shift was the announcement that Amazon is merging Search and DSP into Campaign Manager, a single unified ad console. This integration brings planning, activation, optimization, and reporting into one environment, giving advertisers:

• Centralized reporting
• Consistent metrics
• Cross-channel visibility
• AI-powered search and insights capabilities

The result: fewer operational hurdles and a more holistic approach to Amazon media investment.

New Sponsored Ads Formats

Amazon also introduced new Sponsored Ads capabilities designed to strengthen visibility and improve search performance:

• Sponsored Brands Reserve Share of Voice: Brands can secure top-of-search placements for priority branded queries at a fixed cost, offering predictability during peak periods.

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• Sponsored Brands Collections: Amazon uses AI to assemble the strongest product groupings for your campaigns.
• Sponsored Products Video: A richer, video-led placement that gives shoppers more information directly in search results.

What It Means for Brands:

These changes create a smoother, more strategic environment for campaign planning. They provide smarter ad formats, easier optimization, and stronger visibility options for your brand across the marketplace.

Amazon Marketing Cloud (AMC): Deeper Visibility & More Accessible Analytics

Amazon continues to invest heavily in Amazon Marketing Cloud (AMC), cementing it as a central tool for measuring how shoppers engage across the funnel.

Longer Lookback Windows

Advertisers now have access to significantly expanded historical windows, including:

• 5 years for video viewership, sales, and Amazon Store purchase signals
• 25 months for ad traffic insights

This unlocks the ability to examine multi-year audience trends, run more robust cohort analysis, and perform deeper incrementality measurement.

AI-Enhanced Querying

Amazon is introducing an AI-powered Ads Agent Skill for AMC that allows users to ask questions in natural language instead of writing SQL queries. Analysts can explore:

• Multi-touch attribution
• Path-to-purchase patterns
• Incrementality
• Historical audience behaviors

All with a faster, more intuitive workflow.

What It Means for Brands:

These updates make AMC more accessible to a wider range of marketers, enabling deeper insight generation and more advanced analysis without heavy technical lifting.

Conclusion

This year’s unBoxed showcased Amazon’s continued shift toward AI-led, full-funnel advertising. With advancements in creative automation, the merging of sponsored ads and Amazon DSP, and expanded AMC capabilities, brands now have more powerful tools to build efficient campaigns, understand customer behavior, and scale their presence across the Amazon ecosystem.

Beyond adopting these tools, you need to know how to apply them strategically. As the boundaries between media, commerce, and content tighten, brands that align creative, data, and media execution will be better positioned to outperform competitors.

Our main takeaway? The brands that embrace these innovations now will gain a significant advantage heading into 2026.

If you're ready to incorporate Amazon’s newest capabilities into your advertising strategy, we’re here to help. Reach out to our advertising experts today.