Amazon Ads Merges Buying Formats and Expands AI's Role
Amazon has renamed its advertising platform to Amazon Ads Agent and launched Full-Funnel Campaigns, combining sponsored ads, display, video, and streaming TV in a single campaign.
Amazon has renamed its unified advertising platform to Amazon Ads Agent. The company announced this on September 29 at its flagship unBoxed conference in San Francisco, California.
The key announcement is the launch of Full-Funnel Campaigns. The new product combines sponsored ads, display, video, and streaming TV within a single campaign. In this way, Amazon is eliminating traditional buying "silos": previously, media and retail formats were purchased separately, but now they are available in a single interface.
The move strengthens Amazon's position in the retail media market, where the company already commands a dominant share of ad budgets. Observers on Madison Avenue had expected a new push from Amazon to capture adjacent ad budgets — and the unBoxed presentation confirmed this trajectory. The role of artificial intelligence in media decision-making within the Amazon Ads ecosystem is growing notably.
The market, however, urges caution. Regulators in several jurisdictions continue to raise objections to Amazon's auction practices regarding its media operations. Analysts advise advertisers to critically evaluate the company's claims and not to accept them unconditionally.
What this means for advertisers:
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A single buying point. Full-Funnel Campaigns make it possible to run sponsored ads, display, video, and streaming TV advertising from a single campaign.
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A new platform brand. The former unified solution is now being developed under the name Amazon Ads Agent.
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AI at the center. Algorithms are gaining greater weight in allocating media budgets within the platform.
The regulatory backdrop. Ongoing authorities' objections to auction practices remain a risk factor for Amazon's advertising ecosystem.
The unBoxed conference is taking place in San Francisco this week and traditionally serves as the venue for the advertising division's biggest product announcements.
Original: ftc.gov
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