Amazon unBoxed 2025: Smarter, simpler, more connected advertising

Amazon Ads’ annual unBoxed event took place in Nashville this week, drawing together leaders from across the advertising ecosystem. The event spotlighted new advancements and product launches designed to make advertising on Amazon more intelligent, streamlined, and personalized than ever before. Below, we break down the most important themes and innovations from the event, along with our perspective on what they mean for brands.

Introducing Flywheel’s Return on Consumer Dashboard

For years, brands have relied on metrics like ROAS to gauge performance, but these figures rarely tell the whole story - especially when it comes to understanding long-term consumer value. The Return on Consumer Dashboard was designed to address this gap. It offers a clear visualization of every stage in the Amazon shopper journey, helping brands benchmark their performance, identify friction points, and take focused action to drive growth.

With health scores, competitive benchmarks, and forward-looking forecasts, the dashboard moves beyond static reporting. It empowers brands to prioritize investments, build stronger consumer loyalty, and pursue sustainable growth with greater confidence.

Gabe Fishbein, VP of Product took to the Connections Stage for a Lightning Talk at the event to show a packed room the power of understanding your unique funnel progression, how those insights translate to driving true long-term value, and how brands can optimize to increase their total Return on Consumer.

Read more about our Return on Consumer Dashboard here. Want to see it in action? Click here.

AI: smarter, simpler, accessible advertising throughout the funnel

Artificial intelligence took center stage at unBoxed 2025, with Amazon launching a suite of tools aimed at making advertising more accessible and efficient. While these innovations open new possibilities - especially for smaller or resource-constrained teams - they also highlight the evolving relationship between automation and strategic partnership.

Amazon’s AI-driven tools are designed for speed and self-service, removing barriers for campaign setup and data analysis. For larger or more complex brands, these tools are most effective when complemented by human expertise. At Flywheel, we see Amazon’s AI innovations as an accelerant to our hands-on approach and proprietary technology, helping us drive efficiency while layering in strategic context and advanced retail understanding.

Notable product launches:

• Ads Agent: Amazon’s new Ads Agent brings conversational AI to campaign setup and optimization. Brands can use natural language prompts to launch campaigns, adjust settings, and access AMC insights without needing technical expertise. This tool lowers barriers and accelerates routine tasks, making advanced advertising more accessible.

• AMC Skills for Ads Agent: The new AMC skills give Ads Agent users direct access to deep, actionable measurement insights - no SQL expertise needed. This lets teams tap into Amazon Marketing Cloud data for more informed decisions, but the real impact comes when Flywheel’s experts translate these insights into holistic, cross-channel audience strategies.

• Sponsored Prompts: These new AI-powered prompts for Sponsored Products and Sponsored Brands anticipate and address consumer questions across Amazon’s touchpoints, including product detail pages. By surfacing relevant information at key moments, brands can engage shoppers earlier and help guide them toward confident purchase decisions.

Full funnel advertising: new opportunities and advanced measurement

Amazon continues to build on its full funnel capabilities, offering more ways for brands to connect with consumers at every stage and measure the impact of their efforts. Investments in upper-funnel channels and partnerships, streaming TV, and robust measurement tools are helping brands move beyond siloed campaigns and toward unified, accountable marketing that drives real business results.

Notable product launch:

• Full Funnel Campaigns: Enabled through the Ads Agent, this campaign type leverages AI to unify the planning, activation, and ongoing optimization of campaigns across the entire funnel. It’s designed to streamline the path from awareness to conversion, building on last year’s innovations in reach and measurement.

• Complete TV: Complete TV brings together Amazon’s publisher ecosystem to simplify streaming TV buying and measurement. By consolidating activation, optimization, and reporting into a single platform, advertisers can achieve broader reach, more precise targeting, and clearer insights into what’s driving performance.

• Sponsored Products Video: Sponsored Products Video is a new interactive ad format that lets brands showcase up to five product features through short videos within existing Sponsored Products campaigns. Shoppers see video thumbnails tailored to their search and browsing, making it easier to explore key features before clicking to the product detail page. Advertisers can upload videos and manage placements directly in Campaign Manager, with flexible bid adjustments for video ad placements.

Simple time savings: unifying platforms for efficiency

One of the less flashy, but highly practical, updates from unBoxed was Amazon’s continued push for operational simplicity. By unifying the Ads Console and DSP, campaign setup, reporting, and billing are now managed from a single interface. This streamlines workflows and reduces friction, allowing teams to focus more energy on strategy and creativity.

Notable product launch:

• Campaign Manager: The new Campaign Manager provides a unified experience for managing both Ads Console and Amazon DSP campaigns. This consolidation simplifies execution, analysis, and optimization at scale, making it easier for brands and agencies to act quickly and efficiently.

Event highlights

Product keynote: Fender’s Debut guitar series success story

At the opening keynote at unBoxed, leaders from Amazon took a break from the product announcements to recognize industry-leading work, including a case study between Fender and Flywheel, where the collaboration led to a 44% year over year growth of their Debut series of guitars. Read more here.

Partner keynote: Flywheel, Liquid I.V., and Tinuiti discuss continued Prime Day dominance

During the partner keynote, Tanner Elton, VP of US Ad Sales at Amazon, took the stage with Aaron Jones, CDO at Liquid I.V., Mike Feldman, SVP Commerce at Flywheel, and Diana DiGuido, CCO at Tinuiti, to discuss cross-partner collaboration and how Liquid I.V. has achieved breakthrough Prime Day success in back to back years.

Looking ahead

The innovations announced at unBoxed 2025 point toward a future where AI and automation enhance - not replace - the strategic work and scalability of building consumer-centric media plans. Whether it’s harnessing new tools for efficiency or leveraging deeper measurement for better planning, the most successful teams will be those that combine technological advances with human insight.

If you’re interested in exploring how these updates can advance your media strategy or want to learn more about our proprietary solutions - let's connect.

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