What to Know from Amazon unBoxed 2024: AI, Data and Creative Innovations

Three updates to Amazon’s real-time measurement and analytics suite.

Gone are the days of waiting until the end of a campaign to understand what worked. Amazon’s advancements in measurement and analytics allow advertisers to adjust their strategies in real-time, maximizing ROI and optimizing performance on the fly.

1. Multi-Touch Attribution (beta). Tracks how multiple ad touchpoints influence conversions, including behavioral experiments, offering real-time insights so that mid-campaign adjustments can be made for better results. 

2. Conversion Path Reporting (beta). Identifies the key customer journeys and reveals how ads work together to drive conversions over a 30-day window, helping brands craft more targeted and effective campaigns. 

3. Long-Term Sales (beta). Allows brands to measure the impact of upper-funnel ads over 12 months, offering insights into how early impressions influence long-term sales growth. Also, this beta will help advertisers estimate yearly campaign impact on a brands sales across ad types.  

Three creative solutions to make content creation more accessible.

A major theme of this year’s event was the rise of AI in making creativity more accessible, powerful, and scalable for brands of all sizes. 

1. AI Creative Studio (beta). A centralized platform that brings together AI tools to help create and iterate thousands of ads effortlessly. Everyone, from beginners to seasoned professionals, can now access AI-generated images and videos, produce top-tier content and store it all in one place. 

2. Video Generator (beta). A free, AI-powered tool that simplifies video production, making ad-ready content more accessible to brands with limited time or resources. Video marketing is now faster, easier and more approachable for everyone. 

3. Audio Generator. This allows advertisers using Amazon DSP to create high-quality, interactive audio ads in minutes. Voice commands like, “Alexa, add to cart” make these ads dynamic and engaging, helping capture new customers and drive conversions.

Three innovative ad solutions to expand reach and drive results.

Amazon continues to expand possibilities for advertisers with new ad formats that enable brands to reach a wider, more targetable audience across premium channels, all without breaking the bank.

1. Sponsored TV. This self-service solution makes streaming TV ads accessible to brands of all sizes, with no minimum spend required. Now within reach for everyone, these ads deliver a 58% higher conversion rate compared to traditional TV ads when paired with Sponsored Ads (Amazon). 

2. Audience Bidding Controls. Combine Amazon Marketing Cloud data with your Sponsored Ads campaigns to unlock new potential. Leverage AMC insights to craft targeted audiences and adjust bids for Sponsored Products and Sponsored Brands, boosting visibility, measurability and driving more sales.

3. Prime Video Interactive Ad Solutions (beta). These interactive ads on Prime Video allow viewers to engage directly with brands, add items to their cart, or learn more about products without disrupting the viewing experience. According to Amazon, these ads can double brand favorability and increase purchases by 36%. 

Six updates to Amazon DSP and AMC for more efficient campaigns. 

Amazon’s updates to its Demand-Side Platform (DSP) and Amazon Marketing Cloud (AMC) reflect a focus on efficiency, control and making advanced tools accessible to all advertisers. 

1. Amazon DSP Ad Relevance. Target audiences without relying on ad IDs by leveraging Amazon’s proprietary signals and AWS-powered AI. This update helps future-proof campaigns as privacy regulations evolve. 

2. Amazon DSP Performance+. AI-driven campaigns designed to maximize ROI for specific conversion goals. Automation reduces manual effort, delivering better results with less hassle. 

3. Amazon Marketing Cloud for Sponsored Ads. Brands working with an Amazon Partner and running Sponsored Ads can now access AMC insights without needing DSP. Using AMC Audiences, brands can better target customers throughout their shopping journey, tailoring ad bids to specific segments for higher conversion rates. 

4. AMC Solutions. A suite of tools designed to generate insights from Amazon Marketing Cloud data and take swift action on those insights. It’s user-friendly, requiring no SQL knowledge or advanced analytics skills.

5. Ads Data Manager (beta). A tool to streamline first-party data management across Amazon Ads products. Brands can control their data, enabling more effective, privacy-safe ad strategies. 

6. AMC Audience with Publisher Data (beta). Leverage publishers’ first-party data to target audiences across platforms like iOS and Firefox, which are traditionally harder to reach. No ad IDs required, just smarter targeting. 

Amazon’s innovations are bridging the gap between creativity and efficiency for advertisers.

Amazon’s suite of new tools–whether it’s AI-powered creative studios, interactive video, or advanced measurement–delivers a blend of efficiency, accessibility, and creative freedom for advertisers. This means a greater control over campaigns, with the flexibility to experiment, measure, and refine campaigns.

From streamlining ad creation to offering real-time insights, these updates open doors for advertisers and brands of all sizes to test, learn, and engage their audiences more effectively. With more advanced creative options and data-driven insights, advertisers can fine-tune their campaigns to achieve both short-term gains and long-term growth. 

Wrapping up Amazon unBoxed 2024 and what’s next for Amazon ads. 

In sum, Amazon unBoxed 2024 brought a wealth of new innovations that will shape how brands reach and resonate with their audiences. As we move into 2025, it’s clear that those who embrace AI-driven, interactive, and data-rich tools will have a significant advantage in building meaningful connections and driving real results. 

A new era of Amazon Ads is here, and it’s more accessible, flexible and powerful than before. Our team is ready to guide brands through these updates and ensure they get the most out of Amazon’s latest innovations. From exploring AI-powered creativity to optimizing campaigns with real-time analytics, let’s connect and start driving success today.