TLDR: Amazon has launched a new Ads Agent and a unified Campaign Manager, integrating Amazon DSP and Ads Console. These AI-powered tools aim to simplify campaign planning, execution, and measurement for advertisers of all sizes, enabling natural language queries, automated campaign creation, and AI-driven creative generation, significantly boosting efficiency and accessibility within its marketing cloud.
Amazon has significantly revamped its advertising ecosystem with the introduction of a unified Campaign Manager and a suite of AI-powered “Ads Agents.” Announced at the unBoxed 2025 conference, these innovations are designed to make Amazon’s marketing cloud platform more accessible and efficient for advertisers, from small businesses to large enterprises. The new Campaign Manager consolidates the Amazon DSP (Demand-Side Platform) and the Ads Console into a single, streamlined media-buying tool. This integration provides marketers with a comprehensive, end-to-end solution for campaign planning, buying, and measurement across the entire advertising funnel, from initial awareness to purchase decisions.
At the heart of this transformation are the new agentic AI capabilities. These agents are engineered to automate time-consuming tasks, offer data-driven recommendations, and simplify complex analytics through natural language interactions. Kelly MacLean, Amazon Ads Vice President of Engineering, Science and Product for DSP, emphasized the goal: “We are making measurement and optimization easier with campaign insights housed in a centralized reporting hub with standardized metrics and insights across products and accounts including extended historical data.” She added, “This makes it even easier to use our full-funnel measurement solutions that include long-term sales return on ad spend that are helping Amazon DSP advertisers see results.”
Key AI agents introduced include:
Ads Agent for AMC: This agent interprets media plans, constructs campaign structures, recommends budgets, and surfaces insights from the Amazon Marketing Cloud (AMC). It eliminates the need for SQL expertise, allowing users to query data and create audience segments using plain English.
Creative Agent: Designed to accelerate content production, this tool generates or scales video and display assets tailored for Amazon’s retail and streaming environments. It can create campaign-ready ads from ASINs or product URLs in hours, a process that previously took weeks.
Full-Funnel Campaigns: An agentic mode that enables advertisers to set up and adjust multi-format campaigns across Sponsored Products, Sponsored Brands, display, and streaming TV from a single prompt.
Early tests suggest that these automated workflows can slash campaign build times by as much as 67 percent. The system also offers real-time insights via “Smart Search” and “Guidance Cards” for one-click optimizations, further speeding up decision-making. Transparency is a core feature, allowing users to inspect, query, and fine-tune AI decisions, avoiding a “black box” approach.
Beyond the AI agents, Amazon Marketing Cloud (AMC) has received significant enhancements. It now includes Prime Video viewership signals in open beta, enabling advertisers to analyze content engagement patterns across streaming platforms. The lookback window for data analysis has also been expanded from 13 to 25 months, facilitating more comprehensive year-over-year analysis.
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This strategic move by Amazon aligns with similar efforts by other tech giants like Google, Microsoft, and Meta Platforms, who have also introduced more automated advertising systems to broaden their appeal to a wider range of companies, including smaller businesses. Kashif Zafar, CEO of agentic AI platform Xnurta, noted, “It’s a shift from focusing on those larger brands and enterprise clients to really making the ad platform accessible to all sellers of every size.” The goal is to lower historical barriers to entry for sophisticated targeting, measurement, and optimization, driving incremental ad spend across Amazon’s vast retail and streaming inventory.
