Amazon’s Unboxed 2024 event brought in a wave of powerful updates—from the AI-driven Creative Studio to advanced tools in Amazon Marketing Cloud. These changes are set to redefine how brands advertise. Their mission is clear: Democratize ad tech so that businesses of all sizes can tap into cutting-edge automation and insights. At Incrementum Digital, we know how to make these tools work for you. In this blog post, we break down what’s new, why these changes are a big deal, what you can do to leverage them, and how we can help. Let’s dive in.
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1. Sponsored TV Ads Expansion with Expert DSP Management
What’s New: Amazon is expanding Sponsored TV Ads into 5 new countries in 2025, namely Brazil, India, Japan, The Netherlands and New Zealand. Also, Prime Video is becoming the exclusive global home for NBA League Pass. This means advertisers can now connect with millions of highly engaged Prime Video viewers and sports fans worldwide, opening up massive opportunities for global reach and targeted exposure.
Why This Is a Big Deal: With millions of viewers streaming on Prime Video, brands now have the chance to get in front of a diverse, global audience that’s actively engaged in premium content. The exclusive NBA League Pass partnership is especially powerful—advertisers can now reach dedicated sports fans, offering more targeted ad placements during some of the most-watched content. It’s a huge opportunity to elevate brand visibility across untapped international markets.
What You Can Do: This is your chance to tap into the growing streaming TV ad space. To make the most of this opportunity, focus on optimizing your ad placements across Amazon’s streaming services. Align your ads with high-traffic events like NBA games to capture the attention of a passionate, engaged audience. By using data-driven insights, you can ensure your ad spend is reaching the right viewers, in the right markets, at the right time.
How We Can Help: If you’re unsure where to start, our DSP team can handle the heavy lifting for you. We’ll help you fine-tune your ad placements, create strategic media plans, and make sure you’re getting the most out of Amazon’s expanded Sponsored TV Ads, so you can focus on growing your brand. See our DSP services.
2. The New Amazon DSP is Streamlined for Efficiency
What’s New: Amazon has reimagined its DSP platform, featuring a sleek, intuitive interface that simplifies campaign setup by up to 75%. The addition of AI-powered insights and smart frequency controls helps advertisers save budget by reducing duplicate impressions.
Why This Is a Big Deal: Faster campaign setup means more time to focus on strategy, and smart frequency controls can help brands cut unnecessary ad spend, improving overall ROI. AI insights also make it easier to adjust campaigns on the fly.
What You Can Do: The revamped Amazon DSP interface allows you to set up campaignsThe revamped Amazon DSP interface allows you to set up campaigns 75% faster by streamlining workflows with consolidated display line-items. Use AI-driven insights from Insight Cards to make real-time adjustments, optimizing bids, targeting, and creatives on the fly. Take advantage of smart frequency controls to reduce budget waste—cutting down on duplicate impressions by up to 26%—so your ads reach a broader audience more efficiently.
How We Can Help: Our DSP team can help you navigate the new features, set up efficient campaigns, and utilize smart frequency controls to reduce costs. We know how to make the most out of Amazon DSP’s new capabilities to boost your campaign performance.
3. New Product Launch Campaigns
What’s New: Amazon has also introduced fully managed product launch campaigns aimed at driving product discovery in the critical first 90 days. These campaigns span multiple platforms—Prime Video, Amazon Music, Sponsored Ads—ensuring your product stays visible wherever your customers are.
Why This Is a Big Deal: The first 90 days of a product launch are crucial for gaining momentum and building brand recognition. With Amazon’s cross-channel approach, you can ensure consistent messaging across platforms, capturing attention and nurturing customer interest as they move through the funnel. This strategy helps build awareness and trust, leading to faster conversions and long-term customer engagement.
What You Can Do: To make the most of this new feature, it’s important to design a full-funnel strategy that delivers consistent messaging across all of Amazon’s platforms. Think about how you can align your product messaging on Prime Video, Amazon Music, and Sponsored Ads to create a seamless customer journey, from awareness to conversion. During those first 90 days, focus on boosting product visibility while driving customer education and engagement.
How We Can Help: You can also partner with us to create targeted media plans and craft creative strategies that ensure your product launch hits the right audience at the right time—maximizing your chances of success during this critical phase. See our Amazon advertising services.
4. Tap into AMC’s No-Code Capabilities for Advanced Insights
What’s New: Amazon Marketing Cloud (AMC) now offers self-serve, no-code tools that make it easier for brands to access deep insights and analytics. This means advertisers can explore audience behavior, performance metrics, and campaign data without needing a dedicated data science team.
Why This Is a Big Deal: With AMC’s no-code capabilities, brands of all sizes can now tap into advanced audience insights and analytics that were previously out of reach. This opens up new opportunities to understand customer behavior, refine targeting, and optimize ad spend based on real data. By removing the technical barriers, AMC makes it easier for marketers to make informed decisions and quickly adapt their strategies.
What You Can Do: Use AMC’s no-code tools to analyze purchase frequency, browsing patterns, and engagement. Build custom audience segments based on these insights, focusing on high-value customers with strong purchase intent. Refine your targeting strategies by adjusting bids for retargeting ads or tweaking creatives based on what drives engagement. Then prioritize segments that convert best to optimize your ad spend and maximize ROI across all channels.
How We Can Help: AMC’s no-code tools put data at your fingertips, but the real power lies in knowing what to do with it. Our DSP team can help you cut through the noise and turn those insights into strategic actions that drive results and boost ROI.
5. Interoperability and Enhanced Data Management
What’s New: Ads Data Manager allows seamless integration of first-party data across Amazon’s ecosystem, making it easier to connect and utilize data for targeting and optimization. Through Amazon Publisher Cloud (APC), advertisers can now send enriched audience signals to premium publishers, opening up new opportunities for customized campaigns.
Why This Is a Big Deal: Smooth data integration through Ads Data Manager allows you to combine first-party data with Amazon’s insights, leading to more precise targeting and a better understanding of your customers. This means your ads can be tailored more effectively, improving performance and making your advertising budget work harder. Additionally, collaborating with top publishers via Amazon Publisher Cloud (APC) extends your reach to high-quality, premium audiences, ensuring your campaigns connect with the right users across multiple platforms, not just on Amazon.
What You Can Do: Utilize Ads Data Manager to seamlessly integrate your first-party data with Amazon’s advertising ecosystem, enhancing your ability to create accurate and effective audience segments. This integration helps you deliver more targeted ads, driving better engagement and conversions. Leverage APC to build cross-platform campaigns that can connect with users on top websites, apps, and streaming services, giving you the flexibility to reach engaged, high-intent audiences wherever they are.
How We Can Help: Navigating data integration can be complex, but our team ensures your first-party data is set up to flow smoothly across Amazon’s ecosystem, maximizing its impact. We go beyond basic setup by analyzing your data to identify key audience segments and using APC to craft tailored, cross-platform campaigns. Our approach ensures your ads aren’t just well-targeted—they’re strategically placed to reach premium audiences across multiple channels, enhancing your campaign’s performance and extending your reach.
6. Generative AI for Ad Creatives
What’s New: Amazon has introduced a suite of Generative AI-powered tools to streamline ad creation, including the AI Creative Studio, Video Generator, and Audio Generator. These tools make it easy to quickly produce high-quality content tailored to various formats and platforms.
Why This Is a Big Deal: Creating engaging ads can be time-consuming, but these new tools change the game. The AI Creative Studio offers a centralized platform where brands can design, edit, and iterate on their ads using intuitive AI controls. The Video Generator and Audio Generator make it simple to create polished video and audio ads in minutes, enabling brands to quickly test and adapt content across Amazon’s ecosystem. This means faster iterations, more dynamic campaigns, and a chance to stay ahead of trends without long production times.
What You Can Do:
Use these AI tools to speed up your ad production while maintaining high creative standards. With the ability to generate multiple versions of ads, you can quickly test what resonates best with your audience, optimize in real-time, and stay ahead of trends. It’s a chance to reduce production time and free up your team to focus on strategic planning instead of just execution.
How We Can Help: While these tools are great for cranking out content quickly, there’s a downside: market saturation. As more brands lean on AI for their ads, customers could start to experience “ad fatigue,” where repetitive patterns and overly similar styles cause them to tune out. When people can tell it’s AI-generated, it risks coming off as generic, and audiences might scroll right past.
For campaigns that need to build credibility, tell a unique story, or create a memorable brand presence, you need a balance. Our creative team can help you blend AI-generated content with custom, high-quality creatives that break through the noise and connect with your audience more authentically. Take a look at our creative service packages here.
7. AI-Driven Performance+
What’s New: Performance+ has expanded to include advanced features for remarketing, retention, and prospecting. By leveraging advertiser signals and predictive AI, it automates audience creation and campaign optimization, cutting customer acquisition costs by up to 51%.
Why This Is a Big Deal: Automating key tasks like audience building, bid adjustments, and campaign optimization with Performance+ means your campaigns can react quickly to shifts in customer behavior without constant manual intervention. This leads to more precise targeting, as the system leverages AI to identify and reach high-intent shoppers, optimizing bids and placements in real time. The result? You can focus on broader strategy and creative, while Performance+ ensures your ads are always working at peak efficiency, minimizing waste and maximizing ROI. It’s a smarter, faster way to keep your campaigns effective and adaptable.
What You Can Do: With Performance+, you can automate the process of building audiences based on key signals, like purchase intent and engagement, and then let the system fine-tune your ad placements across Amazon’s ecosystem. Use it to create targeted remarketing campaigns that reconnect with customers who’ve shown interest but haven’t converted yet, or build retention strategies to keep high-value segments engaged and loyal.
How We Can Help: Even with Performance+ automating many aspects of campaign management, there’s still a need for strategic oversight to truly maximize its potential. Our team ensures that Performance+ is set up to target the right audience segments, aligns with your overall marketing goals, and integrates seamlessly with other parts of your campaign strategy. We use our expertise to analyze data trends, refine audience signals, and make strategic adjustments that go beyond what the automation can do on its own. Automation is powerful, but it still needs human insight to guide it—especially when it comes to creative strategy, long-term planning, and cross-channel integration.
8. Multi-Touch Attribution and Conversion Path Reporting
What’s New: Amazon has introduced advanced multi-touch attribution and conversion path reporting to give advertisers a clearer view of how their ads perform across multiple channels. These tools go beyond traditional last-touch models, measuring the full impact of each interaction along the customer journey.
Why This Is a Big Deal: For years, brands have struggled to see the complete picture of how their campaigns drive sales. Multi-touch attribution changes that by showing how each ad—whether it’s a video, display, or sponsored product—contributes to a conversion. Conversion path reporting goes a step further, revealing the top-performing paths that lead customers from first contact to purchase. This means smarter, more strategic ad placements, with data guiding exactly where to focus your budget.
What You Can Do: Use multi-touch attribution to understand how different ads and platforms work together to drive conversions, instead of just relying on the last-click model. Combine this with conversion path reporting to pinpoint which touchpoints lead to the best results. With these insights, you can fine-tune your ad spend and allocate budget more effectively, ensuring you’re investing in the strategies that truly make an impact.
How We Can Help: Our team can design detailed attribution models to map out the entire customer journey for your brand. This can show you exactly how each ad and touchpoint contributes to conversions. By digging deep into conversion path data, we identify the most effective channels and strategies, so you can focus your budget where it drives the most impact. Our team will go beyond analyzing the data by turning it into clear, actionable strategies that streamline your ad spend and boost your ROI.
Let’s Take Your Amazon Brand to the Next Level
These nifty tools offer incredible opportunities for brands to optimize their ad strategies, boost engagement, and drive sales. But to get the most out of them, you need more than just access—you need to know how to leverage them effectively.
Our expertise in Amazon’s advertising ecosystem means we can help you unlock the full potential of these new features, from generative AI tools to advanced attribution models. Whether you’re looking to streamline your ad production, optimize your spend, or refine your targeting, we’ll craft a strategy that delivers results.
Want to see what we can do for your brand? If your monthly ad spend is $25K or more, sign up for a free Amazon brand audit. We’ll dive deep into your current campaigns, identify opportunities for growth, and show you how to make the most of Amazon’s latest tools. Book your free audit here.
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