Plenty of marketers walked out of this year’s UnBoxed conference feeling like Amazon had quietly redrawn the map of digital advertising. The company’s move to bundle its sponsored ads, DSP features and new AI agents into one seamless platform created a sense that the walls between channels might finally start to crumble. Some attendees even joked that they could retire half their spreadsheets after seeing the demos.

Curiously, the biggest reaction came not from the glossy TV announcements, but from the full-funnel automation tools Amazon previewed. Ads Agent, the new AI backbone, promises to plan, optimize and adjust campaigns across formats using Amazon’s enormous first-party graph. That graph, which the company claims touches 90% of U.S. households, effectively gives the AI a crowded room of signals to work with. If it performs as pitched, it could make campaign planning feel almost—well—frictionless.

Another storyline gaining traction was Amazon’s escalating push in streaming. With Prime Video now reporting over 315 million monthly ad-supported viewers, brands feel the platform has crossed a threshold from “optional” to “mandatory.” The company’s Inventory Hub and Complete TV tool appear designed to soothe buyer frustration by merging linear and streaming performance into a single view, something TV teams have begged for.

A few analysts, though, caution that execution will define whether this becomes a genuine industry shift or just another dazzling announcement cycle. Even Amazon admits programmatic streaming still faces fragmentation. Still, early case studies from Lay’s and SharkNinja hint that Amazon’s blend of authenticated reach and frequency control could become a template others imitate.

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