1. Sponsored Products Video

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Amazon is expanding video formats into Sponsored Products, allowing brands to showcase their products through short, engaging videos directly in shopping results.

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Key points:

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  • Video ads can now be used on Sponsored Products placements.
  • Helps demonstrate product features visually at the point of purchase.
  • Designed to increase engagement and improve conversion performance.
  • Advertisers can upload several short feature videos for each product to highlight different benefits.

2. AI Prompts for Sponsored Products and Sponsored Brands

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Amazon has launched AI-powered prompts for Sponsored Products and Sponsored Brands. These interactive prompts act like a virtual product expert, automatically surfacing relevant details when shoppers ask questions or engage with the ad.

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Key points:

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  • Uses product detail pages, brand stores, and campaign data to personalise messaging.
  • Can answer shopper queries such as “Why choose this brand?” with AI generated explanations.
  • Sponsored Products and Sponsored Brands campaigns will be automatically enrolled in prompts for free without any additional setup required.

3. Unified Campaign Manager for Sponsored Ads and DSP

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Amazon is rolling out a revamped Campaign Manager that brings Sponsored Ads and DSP together into one unified platform.

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Key points:

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  • A single interface for planning, launching, and reporting across all Amazon Ads products.
  • Streamlined workflows and simpler navigation.
  • Improved visibility across the full funnel, from awareness through to purchase.
  • Enables more cohesive, cross-channel strategy and optimisation.

What this means

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Taken together, these updates show that Amazon is raising the bar for advertising effectiveness. Brands now have access to richer creative formats, AI-powered personalisation that responds to real shopper intent, and a unified campaign environment that simplifies management across the full advertising funnel. Standard Sponsored Products ads alone may no longer be enough to stay competitive. Adopting these new tools can help your brand stand out in search results, deliver more relevant experiences with less manual effort, and make smarter, data-driven optimisation decisions.

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Brands that fail to embrace these capabilities risk being left behind as the platform increasingly rewards more sophisticated, engaging campaigns.

Conclusion

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Unboxed 2025 highlights Amazon’s clear move towards richer creative formats and AI-driven tools designed to accelerate shoppers’ purchase decisions. As these features roll out, advertisers should review campaign structure, product detail pages, brand store, and video assets to ensure your brand is well positioned to stay competitive.

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For guidance on preparing for these updates or evaluating your current Amazon advertising strategy, get in touch with Ayko’s Marketplace experts here.