Overview
- Amazon introduced Campaign Manager, collapsing the DSP and Ads Console into a single buying tool with unified setup and reporting across search, display, and streaming.
- Agentic AI tools—Creative Agent, Ads Agent, and Full-Funnel Campaigns—let marketers use natural-language prompts to research audiences, generate video and display assets, build campaigns, and surface AMC insights.
- Amazon’s buying reach now spans major third-party streamers, with integrations covering Netflix, Paramount, Fox, NBCUniversal, Disney, and Roku, and programmatic access to Netflix’s Ads Plan reported in September.
- Sponsored Ads continue without added fees inside the unified workflow, while DSP minimums remain, building on earlier moves that lowered DSP thresholds via resellers and widened access to Amazon Marketing Cloud.
- Executives pitch the shift as democratization that reduces operational barriers and pushes agencies toward strategy and creative, as Amazon Ads reports strong momentum with $47 billion year-to-date and 24% quarterly growth.