Amazon's unBoxed 2025 conference on November 11-12 in Nashville introduced three AI tools that remove technical barriers for advertisers: a unified Campaign Manager that merges DSP and Sponsored Ads into one dashboard, Creative Agent that generates streaming TV ads from product pages, and Ads Agent that translates conversational requests into SQL queries for Amazon Marketing Cloud. The Campaign Manager alone delivers 67% faster campaign launches compared to the previous split-platform workflow.
The 3 Tools Every Amazon Advertiser Needs to Know
Campaign Manager merged the Amazon DSP and Ads Console into a single interface on November 11. Before this latest amazon ads news, running a Sponsored Products campaign meant logging into Ads Console, while programmatic display required a separate DSP login with different navigation, reporting, and billing.
The unified interface includes AI-powered search that surfaces optimization opportunities ("campaigns with ROAS >4 in last 30 days"), one billing system instead of reconciling separate invoices, and format-based navigation replacing technical product names.
Kelly MacLean, VP of Amazon Ads, explained: "Advertisers of all sizes can now manage campaigns across the full-funnel through one global entry point, making ad buying and campaign implementation faster and more accessible."
If you're managing 50+ campaigns this eliminates exporting reports from two platforms, manually matching campaign IDs in spreadsheets, and switching contexts every time you adjust both search and display tactics.
Creative Agent: From Product Page to Streaming TV Ad
Creative Agent analyzes your Brand Store, product pages, and website to identify selling points, then generates display, video, and now streaming TV ads through a conversational interface. The tool launched in September for display/video, and this amazon ads news from unBoxed 2025 added TV capabilities.
You describe what you need ("15-second Prime Video ad for our wireless earbuds highlighting noise cancellation"), and Creative Agent scans product detail pages for feature specs, identifies differentiators based on review mentions, generates multiple video concepts with voiceover and music, and produces assets sized for Prime Video, Fire TV, and third-party streaming.
According to Amazon's data on Video Generator (the predecessor tool):
- 4x increase in campaigns using AI video generation in Q3 2025 vs Q2 2025
- 60% of products promoted had never used video advertising before
- 9% higher CTR for Sponsored Products campaigns with video vs without
This addresses the $3K-$15K production cost issue that kept smaller brands out of TV advertising. Testing 10 different value propositions for the same product no longer requires agency retainers.
Ads Agent: SQL Queries in Plain English
Ads Agent solves the Amazon Marketing Cloud problem: AMC provides deep cross-channel attribution (like "which streaming TV audiences later bought on Amazon?"), but requires SQL queries most marketers don't write.
Now you type: "Show me top 10 products driving new-to-brand purchases in Q4, ranked by sales volume."
Ads Agent writes the SQL, runs it, and explains results in a summary. If you're tracking incrementality and attribution across retail media networks, this solves the data analyst dependency for AMC insights.
Beyond AMC, Ads Agent handles campaign creation from media plans (upload a spreadsheet with budget allocations, it builds campaigns/ad groups/targeting), bulk optimizations ("pause all campaigns with ROAS below 2 across 200 ad groups"), and audience recommendations (reviews thousands of segments to suggest relevant options for DSP campaigns).
If you're managing large account structures, instead of manually adjusting pacing across 100 campaigns based on performance thresholds, you describe the rule once and Ads Agent executes it.
How to Get Started with Amazon's New Tools
All three tools are available now in the unified Amazon Ads console for qualifying advertisers in North America, South America, Europe, Middle East, and Asia Pacific.
Campaign Manager: Automatic redirect when you log into Amazon Ads, existing campaigns migrate automatically. Your historical data carries over.
Creative Agent: Available in Creative Studio and the main console when building new campaigns. Look for the "Creative Agent" option in the creative asset section.
Ads Agent: Accessible on AMC pages and DSP campaign management. You'll see a chat interface in the bottom right corner when it's available on your account.
What This Means for Different Budgets
If you're spending $1K-$5K monthly, you get enterprise tools without agency fees. Creative Agent lets you test TV ads during peak shopping seasons without upfront production costs. Campaign Manager unifies the interface, but DSP still has minimum spend requirements, you can't access programmatic inventory with a $500 budget.
At $10K-$100K monthly, this is Amazon's target segment. You can run full-funnel campaigns (awareness through purchase) without hiring specialists, test streaming TV creative weekly, and get attribution insights without a data team. As one industry analyst noted, "It's a shift from focusing on larger brands and enterprise clients to really making the ad platform accessible to all sellers of every size."
If you're spending $500K+ monthly, the efficiency gains matter most. If your team spends 40 hours weekly adjusting bids across 1,000+ campaigns, Ads Agent's natural language bulk optimizations could cut that to 10 hours. The tools consolidate workflows that previously required multiple specialists.
When to Actually Use These Tools
Campaign Manager: Use it if you run both Sponsored Ads and DSP (or want to start DSP), manage 10+ campaigns with frequent optimizations, or want AI-surfaced insights instead of manual hunting. Skip if you only run basic Sponsored Products.
Creative Agent: Use it to test multiple creative variations without production costs, launch on Prime Video/streaming TV for the first time, or iterate weekly on ad creative. Skip if you have an in-house creative team producing brand-specific assets.
Ads Agent: Use it to access AMC insights without SQL knowledge, manage campaign pacing at scale, or build audience segments faster. Skip if you're satisfied with basic campaign reports and don't need cross-channel attribution.
Common Questions About Amazon Ads News From unBoxed 2025
Does Campaign Manager cost extra?
No. Advertisers already using Sponsored Ads can access Campaign Manager at no additional cost. However, DSP inventory still requires meeting minimum spend thresholds, the unified interface doesn't change commercial terms.
Can Creative Agent match strict brand guidelines?
Creative Agent is designed for rapid testing and iteration, not pixel-perfect brand compliance. It works well for generating multiple variations quickly or launching new formats without production delays. Brands with strict visual identity requirements should treat it as a starting point.
Does Ads Agent make decisions automatically?
No. Ads Agent recommends actions based on your prompts,, you review and approve before execution. When you ask it to "pause campaigns with ROAS below 2," it shows the full list for confirmation. It drafts decisions; you make them.
What if I don't sell products on Amazon?
These tools work for non-endemic advertisers using Amazon DSP to reach audiences on third-party sites and streaming services. Campaign Manager and Ads Agent function for brands advertising through Amazon's network regardless of retail presence.
How does this compare to Google's AI tools?
Google launched Ads Advisor and Analytics Advisor in December 2025 with similar conversational interfaces. The key difference: Amazon's tools connect directly to purchase data from its retail ecosystem, while Google's focus on search intent. Amazon shows "this ad drove 342 purchases"; Google shows "this ad drove clicks from hiking boot searchers."
Can I still use third-party reporting tools?
Yes. Amazon introduced a unified API structure for partners. Most major advertising platforms are updating integrations to work with Campaign Manager. Check with your specific tool about timeline, many data consolidation platforms continue supporting Amazon Ads through updated connectors.
Does this work for both Seller Central and Vendor Central?
Yes. Campaign Manager, Creative Agent, and Ads Agent are available for registered sellers, vendors, and managed-service advertisers. If you currently run Sponsored Products or Sponsored Brands, you have access.
Why Amazon Rebuilt Its Ad Platform
Amazon's Q3 2025 advertising revenue hit $18 billion, up 24% year-over-year. The company isn't struggling for growth. So why rebuild the entire interface?
McKinsey data shows $1.1 billion in equity investment flowed into agentic AI in 2024, with job postings increasing 985% year-over-year. Every major ad platform is racing to integrate AI agents before competitors do.
Jay Richman, VP of product and technology at Amazon Ads, explained: "The opportunity we see is by reducing complexity and effort to create ads, including ones that can run on television for brands of all sizes, we have the opportunity to dramatically increase the overall marketplace."
The strategy mirrors Amazon's retail playbook: make sophisticated tools accessible to everyone, increase active advertisers, let the flywheel accelerate. More advertisers using DSP drives incremental spend across streaming inventory, which improves optimization signals, which drives better performance, which leads to reinvestment.
For advertisers, this amazon ads news means access to capabilities that were enterprise-only six months ago. Whether that's worth relearning navigation depends on how much manual work currently eats your time, and whether you're comfortable letting AI draft your first streaming TV campaign.
