Amazon Ads unBoxed 2025: Full-Funnel, Relevant, and Measurable

At unBoxed 2025 in Nashville, Amazon Ads’  product announcements delivered on the hype, including AI-powered tools that simplify campaign management, accelerate creative production, personalize at scale, and prove measurable impact.

Amazon’s new advertising innovations are powerful, and they work even better when connected to the full customer journey, which is omnichannel by nature. Shoppers research on Google, discover on TikTok, compare on Walmart, watch videos, visit websites, and buy on Amazon. The real opportunity lies in orchestrating these insights across every touchpoint where your customers engage and transact.

That’s where Skai’s omnichannel platform, powered by Celeste AI, amplifies Amazon’s innovations into enterprise-wide competitive advantages. By connecting Amazon’s intelligence to the broader commerce media ecosystem, Skai helps brands unlock the answers that drive growth: What’s truly incremental? Where are we winning share? Where should the next dollar go to maximize impact?

Amazon Ads innovation announcements spanned three critical themes at unBoxed 2025.

Here’s how Skai amplifies each one.

Campaign management announcements

Advertisers want full-funnel advertising. What they get is fragmented tools, disconnected data, and optimization theater. Teams toggle between interfaces, manually stitch together reports, and struggle to prove which investments drive incremental growth versus redistribute existing demand.

Amazon’s unBoxed announcements collapse these barriers by embedding AI at every layer: campaign management, creative production, execution, and streaming TV. The goal is making sophisticated full-funnel advertising accessible to any advertiser, as long as they stay within Amazon’s ecosystem.

Key Takeaways

• The funnel is collapsing. Upper- and lower-funnel tactics are merging into single intelligence systems. Brands that still separate awareness from conversion are losing to competitors who connect every touchpoint.
• AI is replacing manual optimization. The complexity of omnichannel commerce has outpaced human capacity. Automation now delivers both efficiency and precision that manual planning cannot match.
• Complexity is killing growth. The brands winning are unifying tools into fewer, better ones. Simplification at scale beats complicated fragmentation every time.
• Streaming TV is becoming performance media. Viewership is now measurable and shoppable, linking CTV exposure to retail outcomes and turning awareness into action.

Campaign Manager unifies Amazon’s ad products across your omnichannel strategy

unBoxed announcement: Amazon’s unified workspace combines Sponsored Ads and Amazon DSP into a single AI-powered experience with predictive machine learning, smart search, guidance cards, and consolidated reporting spanning 15 months of daily insights and six years of monthly data.

Maximizing impact with Skai: Campaign Manager transforms daily workflows by consolidating dozens of manual steps into a single intelligent command center. It replaces fragmented navigation with streamlined automation, freeing teams to spend less time toggling and more time optimizing. Skai extends this efficiency beyond Amazon, connecting those same insights across Google, Meta, Walmart, Target, and the full retail media portfolio. Together, that unification reveals where spend is most effective and which investments drive new customers rather than just shifting demand between touchpoints.

Celeste AI makes it operational. Ask Where is my next dollar most efficient? in natural language and get answers synthesized across every channel, campaign, and data stream.

Creative Agent accelerates production, Skai amplifies performance

unBoxed announcement: Amazon’s agentic AI tool within Creative Studio creates campaign-ready TV and video ads from ASINs or product URLs in hours, using Amazon’s retail insights and conversational collaboration. This eliminates the weeks-long wait for professional creative assets.

Maximizing impact with Skai: Creative Agent’s rapid asset generation becomes even more powerful when paired with Skai’s Creative Center for data-informed storytelling. By combining Amazon’s retail insights with cross-channel performance intelligence, creative decisions become audience-specific and grounded in real behaviors. The workflow: generate with Creative Agent, refine through Skai’s Creative Center, then monitor which narratives resonate and convert on Amazon versus Target, Prime Video versus YouTube.

Skai’s Creative Intelligence turns creative output into measurable performance across your full media mix. Meanwhile, Celeste handles the heavy lifting of commerce analysis and strategic planning, freeing up more time to focus on high-impact creative work through Amazon’s latest features.

Full-Funnel Campaigns power Amazon and your complete omnichannel journey

unBoxed announcement: Amazon’s new AI-powered campaign type activates across display, video, and streaming TV in a single workflow, dynamically optimizing creative, targeting, and budgets for new-to-brand discovery and sales impact.

Maximizing impact with Skai: Amazon’s Full-Funnel Campaigns deliver exceptional performance, and Skai extends that power across your entire customer journey through AI-enabled orchestration. Instead of managing multiple campaigns across channels manually, automation now connects creative, targeting, and optimization in one continuous workflow. A shopper’s path spans multiple touchpoints and Skai links Amazon’s full-funnel capabilities with your broader omnichannel strategy to ensure cohesive experiences across Prime Video and Hulu, Amazon DSP and The Trade Desk, Amazon search, and Google.

More critically, Skai identifies true incrementality. Which investments capture new customers versus cannibalize existing demand? Where are competitors gaining share from other retailers? Pairing Celeste with Skai’s AI-based optimization ensures that automation aligns with outcomes so you can see real growth across your entire business, not isolated gains.

Complete TV streamlines streaming (Skai delivers incremental lift)

unBoxed announcement: Amazon’s Complete TV streamlines the order experience, unifying Streaming TV investments across publishers with upfront delivery guarantees combined with AI-driven optimization. It automates setup, maximizes KPI performance, and provides cross-publisher insights for smarter, more efficient TV buying at scale.

Maximizing impact with Skai: Complete TV simplifies streaming activation within Amazon’s ecosystem. Skai creates a centralized hub for activation, reporting, and creative management across all streaming channels, not just Amazon publishers. Skai’s support for Amazon DSP and expanding integrations with additional publishers enables true full-funnel activation—from search ads to streaming..

Celeste will analyze performance across publishers, identifying incremental reach, audience overlap, and optimal investment mix to drive measurable growth and efficiency. You don’t just buy streaming TV more efficiently. You will soon prove which streaming investments deliver genuine business lift versus reach you already had.

Personalization announcements

Generic ads get ignored. Shoppers scroll past anything that doesn’t immediately feel relevant. In a marketplace where attention is the scarcest resource, personalization separates conversion from invisibility.

Amazon’s unBoxed personalization announcements bring AI-powered relevance at scale: more intelligent targeting that finds audiences faster, video formats that let products tell stories, and conversational AI that answers shopper questions in real time. The intent is clear: Make every ad interaction feel tailored using Amazon’s first-party data advantage.

Key Takeaways

• Relevance now defines ROI. In fragmented attention economies, personalization separates winners from noise. Brands that don’t personalize at scale are already losing share to those that do.
• Video and conversational AI reshape discovery. Shoppers expect immersive, intelligent experiences. Static product images and text aren’t enough anymore. Consumers want interaction that mirrors human conversation and learning.
• AI targeting is precision at scale. Brands can finally connect intent, content, and context in real time, meeting audiences exactly where they are in their journey without manual guesswork.

Ads Agent finds Amazon audiences and powers omnichannel targeting with precision and prediction

unBoxed announcement: Amazon’s AI-powered targeting assistant suggests relevant audience segments and keywords using natural language inputs and campaign intent, with complete transparency into why each recommendation was made.

Maximizing impact with Skai: Ads Agent’s Amazon audience recommendations allow precision to meet prediction when enriched with cross-channel intelligence. Layer Skai’s search term analysis and audience insights on to Amazon’s targeting recommendations and you gain predictive intelligence grounded in behavior across retailers, not just Amazon shopping patterns.

Celeste synthesizes omnichannel signals, helping you merge Amazon’s audience intent data with insights from Google, social, and other retail media. The result: Smarter targeting strategies that work across your entire media ecosystem.

Sponsored Products Video delivers creative accountability across your complete video strategy

unBoxed announcement: Amazon’s new video ad format within Sponsored Products lets shoppers explore features, compare products, and click through directly to detail pages. This brings visual storytelling into performance advertising placements.

Maximizing impact with Skai: Amazon Ads’ video innovation pairs perfectly with Skai’s cross-channel measurement capabilities to deliver creative accountability. Skai ties video storytelling directly to sales impact, proving the value of engagement beyond clicks or views. Which video content drives Amazon sales versus Target? Which features resonate more with Sponsored Products than with social video ads? 

Celeste connects engagement and conversion data, transforming video from an awareness tactic into a performance driver across your entire media mix.

Sponsored Prompts create commerce dialogue with measurable impact

unBoxed announcement: Amazon’s AI conversational ad extensions, powered by Rufus, automatically answer product questions and highlight differentiators in real time within ad placements using Amazon’s first-party product data.

Maximizing impact with Skai: As conversational formats expand beyond Amazon, Skai helps you connect prompt-level insights with product performance across retailers to create commerce dialogue with measurable impact. Which questions drive conversion? Which product attributes matter most to different customer segments? By analyzing product-level data across your entire catalog, Celeste surfaces what customers care about most. That intelligence feeds into better messaging, sharper audience targeting, and more intelligent product positioning across every ad you run.

Performance and measurement announcements

Advertising without measurement is just expensive hope. CMOs don’t have patience for dashboards full of impressions and engagement rates. They need proof that media spend drives revenue growth. In an era of tightening budgets and rising accountability, every dollar must justify its existence.

Amazon Ads’ unBoxed 2025 announcements address the measurement imperative: AI-powered analytics simplifying complex queries, unified reporting consolidating fragmented data streams, and tools delivering deeper transparency and richer data..

Key Takeaways

• Performance is the universal language of accountability. Every advertising dollar must prove its contribution to growth. Brands that can’t demonstrate clear ROI are losing budget to channels that can.
• Data integration drives business impact. The real value isn’t just measurement. It’s connecting retail media, search, and offsite insights into a single source of truth.
• AI-driven analytics unlock incrementality. Predictive intelligence transforms data into foresight, helping marketers plan smarter, not just report faster.

Ad Agent Skills for AMC makes clean room data actionable

unBoxed announcement: Amazon’s enhanced query and insight capabilities in Amazon Marketing Cloud simplify deep-dive analysis and automate advanced measurement use cases using conversational AI. This makes sophisticated clean room analytics accessible without SQL expertise or data science teams. AMC now includes Prime Video viewership signals in open beta, allowing advertisers to analyze content engagement patterns across streaming for their customers. The lookback window has expanded from 13 to 25 months, enabling comprehensive year-over-year analysis.

Maximizing impact with Skai: AMC shows you Amazon customer journeys. Skai makes AMC data actionable across the full customer journey, now inclusive of Prime Video. Combine AMC insights with Skai’s cross-retailer analytics, and you build more targeted, high-value audiences based on actual purchase behavior across multiple retailers, not just Amazon patterns. This links retail performance to upper-funnel investment, revealing which streaming and video tactics drive downstream conversion.

Looking ahead to 2026, Celeste will interpret AMC outputs in plain language, connect them to external performance data, and help teams act decisively. With longer lookbacks, Celeste will surface past trends and emerging patterns to guide smarter planning, so AMC data becomes an actionable strategy instead of siloed insights trapped in a clean room.

Unified Reporting consolidates Amazon 

unBoxed announcement: Amazon’s consolidated cross-campaign analytics merge Sponsored Ads, DSP, and streaming metrics into one customizable dashboard with 15 months of daily reporting and six years of monthly insights.

Maximizing impact with Skai: Amazon’s unified reporting shows performance across Amazon ad types. Skai’s unified platform shows performance across all retailers, all channels, and all publishers. Consolidate Amazon’s unified reporting with cross-retailer, cross-channel outcomes, enabling you to compare and optimize spend holistically. Amazon versus Walmart. Search versus social. On-site versus off-site.

Celeste contextualizes Amazon performance against other retailers, media platforms, and categories in real time, helping you see what’s truly incremental, not just what’s optimizing well within Amazon while competitors capture share elsewhere.

Skai proves incrementality (not just Amazon efficiency)

unBoxed announcement: Amazon’s Performance+ and Brand+ campaigns are now even smarter with enhanced AI models for precise targeting, new consideration tactics reaching customers at critical decision points, creative optimization directly in the workflow, and retargeting capabilities for users who engaged with Sponsored Products. These improvements make automated campaign types more sophisticated within Amazon’s ecosystem. But the fundamental question remains: which investments drive genuine growth versus redistributing existing demand?

Maximizing impact with Skai: Skai translates Amazon’s new intelligence capabilities into measurable sales lift across your entire business, ensuring every dollar moves the business forward. Through Skai’s incrementality models and predictive analytics, Skai identifies which investments genuinely expand the customer base versus merely shift purchase timing or retailer preference.

In addition to incrementality metrics, use Skai’s Incrementality Insights to layer Amazon Ads data with contextual signals—like keyword trends, price, and rating impact—to gain the full picture of what’s driving true growth and where to invest next.

In 2026, Celeste will help marketers reallocate spend proactively based on incrementality signals and predictive foresight, maximizing profit and proving value continuously. You don’t just report performance. You predict it, optimize for it, and prove it to the CFO with business outcomes that matter.

Conclusion: Orchestration amplifies optimization

Amazon’s unBoxed 2025 announcements represent significant progress in making advertising more intelligent and efficient within Amazon’s ecosystem. These innovations are exciting because they become even more powerful when connected to your complete customer journey. The brands winning in commerce media aren’t just optimizing within individual platforms, they’re orchestrating across all of them. They’re not asking, “How do we improve our Amazon ROAS?” They’re asking, “Where is our next customer coming from, and how do we reach them profitably across every channel where they shop?”

Skai’s Retail Media solutions enable marketers to plan, activate, and measure campaigns across 200+ retailers, including Amazon, Walmart, Target, and Instacart as part of a broader commerce media strategy. AI-powered pacing, product intelligence, and keyword tools help teams meet shoppers across the journey and tie spend to sales with confidence.

Ready to see how omnichannel intelligence amplifies your Amazon performance? Schedule a quick demo.

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