Amazon has introduced a suite of new capabilities for advertisers, including a revamped Demand-side Platform (DSP) and innovative AI tools, aimed at enhancing ad services and campaign performance. Announced at Amazon’s annual UnBoxed conference, these upgrades showcase the retail media giant’s commitment to expanding its advertising ecosystem, helping marketers optimize ad campaigns across its platforms.
New AI-Powered Creative Tools for Advertisers
A key highlight of the event was the launch of Amazon’s AI creative studio, designed to streamline the ad creation process. The studio allows advertisers to generate ad content from a single product photo or page, leveraging AI to create cohesive campaigns that can be used across Amazon’s ecosystem, including amazon.com, Prime Video, and Twitch. Additionally, Amazon rolled out an AI audio generator that can produce 30-second ads, which is available in beta to U.S. advertisers. These AI-driven tools are set to simplify content creation, allowing brands to expand their reach more efficiently.
Revamped Amazon DSP and Enhanced Campaign Features
Amazon’s DSP also received a significant overhaul, focusing on user experience improvements that simplify campaign creation. A consolidated display line-item feature aims to reduce setup time by 75%, while new machine learning capabilities provide insights and recommendations to optimize campaigns. These changes are part of a broader effort to attract advertisers as Amazon’s ad service revenue growth rate starts to decelerate. The company also announced plans for a new campaign management hub, scheduled to launch in 2025.
Data Integration and Campaign Optimization
Amazon Ads introduced an ads data manager, enabling advertisers to combine first-party data from providers like Salesforce with Amazon DSP and Amazon Marketing Cloud (AMC). This integration supports better campaign deployment, measurement, and optimization, enhancing Amazon DSP’s Performance+ feature. The platform also launched frequency cap controls, allowing advertisers to avoid redundant ad impressions, which could save up to 26% of campaign budgets while boosting incremental reach by 21%.
Expanding Full-Funnel Campaign Solutions
To further support advertisers, Amazon Ads has rolled out a fully-managed service that aids in launching new products across Amazon’s properties and other platforms. This service allows brands to reach consumers repeatedly, meeting the necessary frequency for successful conversions. Amazon also announced high-value audience and optimal frequency analysis solutions through AMC, which have already proven effective for brands like Honest Kitchen, driving a 23% increase in impressions and a 44% boost in product detail page views.
Prime Video Ads Expansion
Amazon is set to broaden its Prime Video ad offerings, with plans to launch in markets like Brazil, India, Japan, and others by 2025. Initially rolled out in the U.S. and select countries earlier this year, the expansion reflects Amazon’s strategy to provide advertisers with more global opportunities to reach consumers through its streaming service.
Amazon’s Vision for the Future of Advertising
With these updates, Amazon is positioning itself as a leader in the evolving landscape of retail media. The integration of AI and machine learning, along with enhanced DSP tools and expanded advertising options, aims to streamline marketing efforts and improve campaign efficiency for brands. As the company gears up for future developments, including multi-touch attribution tests later this year, Amazon continues to drive innovation that could set new standards for digital advertising.
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