The news: Amazon announced a breadth of AI-powered ad options on Day 1 of its annual Unboxed event designed to simplify campaign creation and deployment.

• Campaign Manager, a platform that combines Amazon’s Ads Console and DSP solutions into a single solution, lets advertisers manage full-funnel campaigns in one place.
• Ads Agent, an AI-powered advertising assistant, handles hundreds of campaigns across accounts based on advertiser instructions in a conversational interface.
• Creative Agent is an AI-powered rebrand of Amazon’s Creative Studio that can develop streaming TV ads. Creative Agent lets advertisers identify selling propositions, generate ideas, and use AI tools to create material based on ad concepts.
• Full-funnel campaigns, an agentic AI tool, simplifies full-funnel advertising to create and run multichannel campaigns—starting at the top of the funnel with streaming TV and audio, reinforcing messages across display and online video on Amazon and the open internet, and completing conversions on the brand’s site or in sponsored Amazon ads.
• Location-based interactive video ads expand Amazon’s efforts to build advertising opportunities on Prime Video through innovative, efficient formats that reach audiences with relevant campaigns.

Amazon’s strategy: Amazon wants to strengthen its offerings to match its ad competitors Meta and Google, and it’s doing so through a multi-pronged approach centered on AI: Incorporating ads in its AI assistant Rufus, keeping users within its ecosystem, and building agentic tools for brands.

• Amazon is testing shoppable bidding ads in its AI assistant, Rufus, to match evolving search behaviors—a feature that benefits greatly from Amazon’s closed-loop shopping ecosystem and massive customer base.
• The company is simultaneously blocking external genAI assistants from crawling its website to keep product discovery and monetization within its ecosystem.
• Amazon also recently unveiled an agentic AI tool with a conversational interface that lets brands brainstorm ideas, generate storyboards, and produce video and display ads—a feature its newest resources build on.