"At this year's unBoxed conference, Amazon introduced a unified Campaign Manager that collapses the Amazon DSP and the Ads Console into a single buying tool. It also rolled out agentic AI tools that can generate creative, build campaigns, recommend targeting and write complex Amazon Marketing Cloud queries using natural language. Together, the changes are meant to make full-funnel advertising on Amazon simpler to plan, execute and measure regardless of a brand's size or internal expertise."
"In practice, the unified Campaign Manager brings search advertising and programmatic buying into one workflow. An genetic mode called Full-Funnel Campaigns can set up and adjust muti-format campaigns across Sponsored Products, Sponsored Brands, display and streaming TV from a single prompt. Ads Agent interprets media plans, builds campaign structures, recommends budgets and surfaces AMC insights. Creative Agent generates or scales video and display assets that fit Amazon's retail and streaming environments."
Amazon consolidated its advertising ecosystem by launching a unified Campaign Manager that merges the Amazon DSP and Ads Console into a single buying tool. Agentic AI tools can generate creative assets, build campaigns, recommend targeting, and translate natural-language prompts into Amazon Marketing Cloud queries. A Full-Funnel Campaigns mode can set up and optimize multi-format campaigns across Sponsored Products, Sponsored Brands, display, and streaming TV from one prompt. Ads Agent interprets media plans, constructs campaign structures, recommends budgets, and surfaces AMC insights. Creative Agent produces or scales video and display assets tailored to retail and streaming environments. The DSP commercial terms remain separate from Sponsored Ads.
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