Amazon Unifies Its Ad Platforms and Leverages AI

Amazon Ads is going through a vast change. At its unBoxed 2025 conference last week, the company announced a new Campaign Manager that combines its Ads Console (for Sponsored Products, Brands, and Display) with its demand-side platform (DSP). This move, powered by AI tools, aims to make managing campaigns easier, save time, and allow businesses of all sizes to run full-funnel advertising.

A Single, AI-Powered Hub

The new Campaign Manager lets advertisers manage everything in one place- product ads, video, display, audio, and even TV- without switching between dashboards. This isn’t just a design update; Amazon says campaigns can now launch 67% faster, with less daily management thanks to AI features like smart search, guidance cards, and cross-product views.

AI Tools to Help Advertisers

Amazon has introduced several AI “agents” to make advertising simpler and smarter:

• Ads Agent: A chat-based AI that can set up campaigns, suggest audience segments, adjust budgets, and even create analytics queries – all in plain language.
• Creative Agent: This AI can generate creative content like images, videos, and audio based on your product pages and brand store – helping even small businesses produce professional-looking ads.
• Full-Funnel Campaigns: AI helps run campaigns across all ad formats, automatically adjusting targeting, bids, and budgets for the best results.

These AI tools don’t replace humans; they assist them, giving SMEs control while making campaigns easier to manage.

Why This Matters for Australian SMEs

For Australian small and medium businesses advertising on Amazon, these changes are very helpful:

1. Save Time
   AI handles many campaign tasks, freeing owners to focus on products, inventory, or customer service.
2. Run Full-Funnel Ads Easily
   Even small teams can now create advanced campaigns without needing large budgets or marketing staff.
3. Better Creative at Lower Cost
   AI-generated content can look professional, even without hiring an agency.
4. Simpler Analytics
   Ads Agent can create analytics queries in plain language, so SMEs don’t need data experts to understand results.

Amazon’s ad business is growing fast in Australia:

• In 2023, Amazon’s Australian ad revenue rose 50% to A$153.36 million.
• Globally, Amazon’s ad revenue hit US$17.3 billion in late 2024, up 18% year-over-year.
• Local agencies are increasingly using Amazon DSP, which is now integrated with commerce data for smarter campaigns.

Things to Keep in Mind

• Learning Curve: SMEs will still need to learn how to guide AI systems effectively.
• Budget Risks: Automation makes it easy to launch campaigns, but without careful monitoring, costs could rise.
• Data Needs: Full-funnel campaigns rely on data. SMEs with limited first-party data will need to rely on Amazon’s signals carefully.

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