Amazon unveils AI driven tools at unBoxed 2025 to simplify advertising
New Seller Central update highlights agentic AI, upgraded Sponsored ads and richer video formats for brands and shoppers
Amazon has announced a major wave of advertising upgrades from its Amazon Ads unBoxed 2025 event, aimed at making campaign setup and optimisation faster and easier for brands of all sizes. In an update posted on Seller Central, the company highlighted new AI powered agents and enhancements to Sponsored Brands and Sponsored Products that promise more efficient ad operations for sellers, and more relevant, informative ads for shoppers.
The changes reflect Amazon’s wider push to turn its advertising console into a single, AI supported command centre. Instead of manually stitching together campaign planning, targeting and creative work across multiple tools, advertisers are being encouraged to rely on a new generation of “agentic” AI helpers that automate many routine steps while keeping strategy and final approvals in human hands.
AI agents promise simpler ad management
At the core of the announcement is a revamped Campaign Manager. This updated interface is designed to act as one entry point for campaigns across the full marketing funnel, including Sponsored ads and Amazon DSP. The goal is to give sellers a clearer view of how their ads are performing from awareness to purchase, and to cut down the time spent jumping between different dashboards.
Alongside this, Amazon introduced Ads Agent, an AI assistant that focuses on targeting and media planning. Ads Agent can analyse thousands of audience segments and signals, then recommend the most relevant Amazon audience groups and keywords for a campaign. Advertisers can review, refine and apply these recommendations, potentially saving hours of manual work that would otherwise be spent on building and testing long lists of audiences and search terms.
For sellers who use Amazon DSP or run more advanced campaigns, Ads Agent also aims to help with budget allocation and cross channel planning. Early commentary from advertising experts suggests that this kind of AI driven targeting could be particularly useful in a future with fewer third party cookies, where first party data and smarter audience modelling become more important.
Also Read: Amazon Announces 2026 Fee Changes for Sellers: What You Need to Know
Creative Agent brings no cost TV and video ad production
Creative Agent is another key highlight from unBoxed 2025. Described as an agentic AI creative partner, it can now generate high quality ad assets across formats, including streaming TV ads and Sponsored TV placements, at no additional production cost. The system uses information from a brand’s product detail pages, A plus Content, reviews and store pages to understand the tone and key selling points, then creates image, video and script concepts that advertisers can edit and approve.
For Amazon sellers, especially small and medium sized brands, the promise is simple. Instead of hiring agencies or spending weeks producing video assets, they can brief Creative Agent, choose from multiple variations and get ready to launch campaigns much faster. For shoppers, this should translate into more polished, relevant ads that explain the product clearly rather than generic or poorly made creatives.
Upgrades to Sponsored Brands and Sponsored Products
Beyond the new AI agents, Amazon is also upgrading some of its most popular ad formats.
Sponsored Brands reserve share of voice is a new option that lets advertisers pre purchase top of search placements for their own branded keywords at a fixed upfront price. In practice, this can help brand owners secure a predictable presence when customers search for their brand name, rather than competing in constantly changing auctions every single day. For sellers, this can be a way to protect branded search traffic and plan budgets more confidently during peak periods like Prime events and the holiday season.
Sponsored Products video is also evolving. The new interactive video format allows advertisers to showcase multiple product features in one placement. Sellers can upload between one and five feature videos per product, and add short explanatory text for each feature. For example, a single Sponsored Products video could highlight different angles, usage scenarios or key benefits, giving shoppers a mini demo directly in their search results or product feeds.
For shoppers, these upgrades mean richer information without having to click through many pages. For sellers, they offer more ways to communicate value in a crowded marketplace where first page visibility is critical.
What this means for Amazon sellers
For sellers who manage their own advertising, the unBoxed 2025 announcements point to a clear direction. Amazon wants advertisers to rely more on AI to handle repetitive work, while humans focus on business goals, creative decisions and brand positioning.
In practical terms, sellers can:
1. Use the updated Campaign Manager as a single hub to view and adjust Sponsored ads and DSP campaigns across the funnel.
2. Test Ads Agent recommendations for audience segments and keywords, especially for new product launches or when entering new markets.
3. Experiment with Creative Agent for streaming TV and video ads, treating it as a low cost way to run brand awareness campaigns that were previously too expensive.
4. Consider Sponsored Brands reserve share of voice to secure top of search for important branded queries, particularly during major sale events.
5. Upgrade Sponsored Products campaigns with the new video format, ensuring each feature video is short, clear and focused on real customer questions.
Sellers should also pay attention to eligibility conditions. Many of these tools are designed for registered brand owners, vendors and agencies who already use Amazon’s advertising console. Checking access within Seller Central and reading the detailed help pages will be an important first step before building new campaigns.
Why shoppers may notice a difference
Although the unBoxed 2025 update is mainly aimed at advertisers, shoppers on Amazon may notice some changes over the coming months. Sponsored placements could become more relevant and less repetitive as Ads Agent optimises targeting. Product videos may explain features in more detail, reducing guesswork and returns. Streaming TV viewers may also see more tailored ads that reflect what they are interested in, rather than broad, untargeted commercials.
At the same time, the use of Amazon’s first party data and stronger creative tools raises the bar for responsible advertising. Brands will need to ensure that AI generated content remains accurate, respectful and aligned with Amazon’s policies, especially as automated systems speed up production.
How to learn more and get started
In its Seller Central announcement, Amazon directs advertisers to a detailed recap titled “unBoxed 2025: Catch up on the biggest innovations and announcements”. That article and related help pages provide step by step guidance on how to find the new tools, what they cost, and which markets they are available in.
Sellers who want to make the most of these updates can start by:
1. Reviewing their current ad structure and deciding where AI agents could save the most time.
2. Running controlled tests with Ads Agent and Creative Agent, comparing results against manually managed campaigns.
3. Planning creative assets and messaging that will work across Sponsored Products video, Sponsored Brands and streaming TV placements.
The “Simplify advertising” update from unBoxed 2025 marks an important step in Amazon’s shift toward AI first advertising tools. By combining a unified Campaign Manager with intelligent agents like Ads Agent and Creative Agent, and by upgrading Sponsored Brands and Sponsored Products formats, Amazon is promising sellers a more streamlined path from planning to launch.
For Amazon sellers, the message from Seller Central is clear. Those who quickly adapt to these AI powered tools and richer ad formats can cut manual workload, reach more precise audiences and present their products in stronger, more engaging ways. For shoppers, the result should be ads that feel more helpful and better aligned with what they are already looking for, whether on the Amazon site, in apps or on streaming TV.
Also Read: Amazon extends return window for holiday purchases until January 31
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing agents to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their day-today business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.
By ChannelMAX Staff Writer
Nov-2025#14
Amazon has announced a major wave of advertising upgrades from its Amazon Ads unBoxed 2025 event, aimed at making campaign setup and optimisation faster and easier for brands of all sizes. In an update posted on Seller Central, the company highlighted new AI powered agents and enhancements to Sponsored Brands and Sponsored Products that promise more efficient ad operations for sellers, and more relevant, informative ads for shoppers.
The changes reflect Amazon’s wider push to turn its advertising console into a single, AI supported command centre. Instead of manually stitching together campaign planning, targeting and creative work across multiple tools, advertisers are being encouraged to rely on a new generation of “agentic” AI helpers that automate many routine steps while keeping strategy and final approvals in human hands.
AI agents promise simpler ad management
At the core of the announcement is a revamped Campaign Manager. This updated interface is designed to act as one entry point for campaigns across the full marketing funnel, including Sponsored ads and Amazon DSP. The goal is to give sellers a clearer view of how their ads are performing from awareness to purchase, and to cut down the time spent jumping between different dashboards.
Alongside this, Amazon introduced Ads Agent, an AI assistant that focuses on targeting and media planning. Ads Agent can analyse thousands of audience segments and signals, then recommend the most relevant Amazon audience groups and keywords for a campaign. Advertisers can review, refine and apply these recommendations, potentially saving hours of manual work that would otherwise be spent on building and testing long lists of audiences and search terms.
For sellers who use Amazon DSP or run more advanced campaigns, Ads Agent also aims to help with budget allocation and cross channel planning. Early commentary from advertising experts suggests that this kind of AI driven targeting could be particularly useful in a future with fewer third party cookies, where first party data and smarter audience modelling become more important.
Also Read: Amazon Announces 2026 Fee Changes for Sellers: What You Need to Know
Creative Agent brings no cost TV and video ad production
Creative Agent is another key highlight from unBoxed 2025. Described as an agentic AI creative partner, it can now generate high quality ad assets across formats, including streaming TV ads and Sponsored TV placements, at no additional production cost. The system uses information from a brand’s product detail pages, A plus Content, reviews and store pages to understand the tone and key selling points, then creates image, video and script concepts that advertisers can edit and approve.
For Amazon sellers, especially small and medium sized brands, the promise is simple. Instead of hiring agencies or spending weeks producing video assets, they can brief Creative Agent, choose from multiple variations and get ready to launch campaigns much faster. For shoppers, this should translate into more polished, relevant ads that explain the product clearly rather than generic or poorly made creatives.
Upgrades to Sponsored Brands and Sponsored Products
Beyond the new AI agents, Amazon is also upgrading some of its most popular ad formats.
Sponsored Brands reserve share of voice is a new option that lets advertisers pre purchase top of search placements for their own branded keywords at a fixed upfront price. In practice, this can help brand owners secure a predictable presence when customers search for their brand name, rather than competing in constantly changing auctions every single day. For sellers, this can be a way to protect branded search traffic and plan budgets more confidently during peak periods like Prime events and the holiday season.
Sponsored Products video is also evolving. The new interactive video format allows advertisers to showcase multiple product features in one placement. Sellers can upload between one and five feature videos per product, and add short explanatory text for each feature. For example, a single Sponsored Products video could highlight different angles, usage scenarios or key benefits, giving shoppers a mini demo directly in their search results or product feeds.
For shoppers, these upgrades mean richer information without having to click through many pages. For sellers, they offer more ways to communicate value in a crowded marketplace where first page visibility is critical.
What this means for Amazon sellers
For sellers who manage their own advertising, the unBoxed 2025 announcements point to a clear direction. Amazon wants advertisers to rely more on AI to handle repetitive work, while humans focus on business goals, creative decisions and brand positioning.
In practical terms, sellers can:
1. Use the updated Campaign Manager as a single hub to view and adjust Sponsored ads and DSP campaigns across the funnel.
2. Test Ads Agent recommendations for audience segments and keywords, especially for new product launches or when entering new markets.
3. Experiment with Creative Agent for streaming TV and video ads, treating it as a low cost way to run brand awareness campaigns that were previously too expensive.
4. Consider Sponsored Brands reserve share of voice to secure top of search for important branded queries, particularly during major sale events.
5. Upgrade Sponsored Products campaigns with the new video format, ensuring each feature video is short, clear and focused on real customer questions.
Sellers should also pay attention to eligibility conditions. Many of these tools are designed for registered brand owners, vendors and agencies who already use Amazon’s advertising console. Checking access within Seller Central and reading the detailed help pages will be an important first step before building new campaigns.
Why shoppers may notice a difference
Although the unBoxed 2025 update is mainly aimed at advertisers, shoppers on Amazon may notice some changes over the coming months. Sponsored placements could become more relevant and less repetitive as Ads Agent optimises targeting. Product videos may explain features in more detail, reducing guesswork and returns. Streaming TV viewers may also see more tailored ads that reflect what they are interested in, rather than broad, untargeted commercials.
At the same time, the use of Amazon’s first party data and stronger creative tools raises the bar for responsible advertising. Brands will need to ensure that AI generated content remains accurate, respectful and aligned with Amazon’s policies, especially as automated systems speed up production.
How to learn more and get started
In its Seller Central announcement, Amazon directs advertisers to a detailed recap titled “unBoxed 2025: Catch up on the biggest innovations and announcements”. That article and related help pages provide step by step guidance on how to find the new tools, what they cost, and which markets they are available in.
Sellers who want to make the most of these updates can start by:
1. Reviewing their current ad structure and deciding where AI agents could save the most time.
2. Running controlled tests with Ads Agent and Creative Agent, comparing results against manually managed campaigns.
3. Planning creative assets and messaging that will work across Sponsored Products video, Sponsored Brands and streaming TV placements.
The “Simplify advertising” update from unBoxed 2025 marks an important step in Amazon’s shift toward AI first advertising tools. By combining a unified Campaign Manager with intelligent agents like Ads Agent and Creative Agent, and by upgrading Sponsored Brands and Sponsored Products formats, Amazon is promising sellers a more streamlined path from planning to launch.
For Amazon sellers, the message from Seller Central is clear. Those who quickly adapt to these AI powered tools and richer ad formats can cut manual workload, reach more precise audiences and present their products in stronger, more engaging ways. For shoppers, the result should be ads that feel more helpful and better aligned with what they are already looking for, whether on the Amazon site, in apps or on streaming TV.
Also Read: Amazon extends return window for holiday purchases until January 31
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing agents to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their day-today business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.