Amazon Ads has introduced a suite of new capabilities and updates to its Demand-Side Platform (DSP) and Amazon Marketing Cloud (AMC) to improve full-funnel operations, measurement, and management, offering advertisers more precise audience reach.
Amazon’s UnBoxed, like the developer conferences hosted by tech giants Meta and Apple, let the company demonstrate how its latest bells and whistles can help advertisers contact consumers and make sales. Amazon is a market leader in the developing retail media area, thanks in large part to its ability to reach consumers throughout their purchasing process.
Amazon DSP’s revamped user interface, which includes a new consolidated display line-item feature that reduced campaign setup time by 75% in early tests, promises to simplify campaign creation. Additionally, the platform will provide advertisers with new machine learning-derived insights and recommendations for adjusting their campaigns. Additionally, Amazon stated that it would launch a campaign management hub in 2025.
The Amazon DSP is launching a new user interface with simplified workflows and fewer clicks for campaign creation. Early tests show that the new unified display line-item feature cut campaign setup time by 75%.
Amazon DSP upgrades include new frequency cap controls and reporting to make frequency management easier.
Other new features include frequency cap controls. Advertisers who tested the technology saved up to 26% of their campaign budgets on duplicate impressions while achieving up to 21% more reach. The capabilities “exceed those of other DSPs,” according to Omnicom Media Group Chief Activation Officer Megan Pagliuca.
Amazon Ads is also launching an ad data manager, which will enable advertisers to combine first-party data from providers such as Salesforce and utilize it to deploy, measure, and optimize campaigns across Amazon DSP and Amazon Marketing Cloud (AMC). The platform will improve Amazon DSP’s Performance+, an AI-powered, automated optimization feature.
Amazon also expanded on its September debut of an AI-powered video ad generator by introducing a new audio generator that generates 30-second audio ads that can be used to complement other campaign materials at no additional expense. Amazon DSP makes the beta version of the tool accessible to all U.S. advertisers.
Eventually, the audio tool will be integrated into Amazon’s AI creative studio, which now combines the platform’s image and video capabilities. The studio assists advertisers in using AI to create ad creative from a single product photo, page, or asset, which can then be utilized throughout Amazon’s portfolio, including Amazon.com, Prime Video, and Twitch. The studio is currently available in beta for select U.S. advertisers and provides brands with unlimited storage space.
Additionally, Amazon Ads unveiled several brand-new features aimed at assisting advertisers with full-funnel campaign performance. The company introduced a fully managed service for new product campaigns that help advertisers reach consumers dozens of times, which is often needed before a purchase occurs, through advertisements on Amazon’s properties and other publishers.
Amazon is simultaneously launching high-value audiences and optimal frequency analysis solutions through AMC. Honest Kitchen used the latter approach to boost Amazon DSP campaign performance, allowing the CPG brand to increase impressions by 23% and Amazon.com product detail page views by 44% while keeping the budget constant. Amazon Ads will begin testing multi-touch attribution later this year, with a full rollout anticipated for 2025, to meet the requirements of marketers regarding the measurement of multichannel campaigns.
Megan Pagliuca, Chief Activation Officer at Omnicom Media Group, praised these features, stating, “Amazon DSP’s frequency management and target frequency capabilities match and exceed competitive DSPs. In particular, the frequency cap insights report is the most thought-through report we have seen among all DSPs.”
Amazon Ads is also creating an ad data manager, which will enable advertisers to safely upload signals once and then use them across Amazon DSP and AMC.
Performance+, Amazon DSP’s automated optimization feature, has received further enhancements. Performance+ automates audience relevancy and campaign optimization for lower funnel objectives by utilizing predictive AI and signals provided by advertisers.
The goal of these new advertising features is to give brands a complete view of the customer journey. New AMC solutions have no-code capabilities in an easy-to-use interface, bringing advanced analytics to brands of all sizes.
Kelly MacLean, Vice President of Amazon DSP, commented on the quickly changing digital advertising landscape.
“The digital advertising landscape is rapidly evolving, with streaming TV becoming mainstream and full-funnel, cross-channel reach and measurement taking center stage. We’re inventing ad tech that makes it easier for all advertisers to navigate this evolution with precise reach, deeper insights, and direct measurement,” he said.
Paula Despins, Vice President of Ad Measurement at Amazon Ads, emphasized the company’s mission.
“Our mission is to be the most customer-obsessed advertising service by giving all brands the measurement and data-driven, machine learning optimization capabilities they need to drive business growth through simple, easy-to-use tools.”
Amazon Ads is also making AMC’s most popular insight report, conversion path reporting, available to all advertisers through their regular campaign processes. Based on how effectively a brand’s campaign moves new-to-brand shoppers down the purchase funnel, long-term sales insights estimate the sales that the brand can anticipate generating over the next year.
In addition, in 2025, Amazon will launch ads on Prime Video in New Zealand, Brazil, India, Japan, the Netherlands, and India. Ads for Prime Video are currently available in Spain, the United States, the United Kingdom, Australia, Austria, France, Germany, Italy, Mexico, and Canada.
Amazon Ads Focuses on a Full-funnel Story, Introducing New DSP, AI, and Marketing Cloud Features
