The Amazon Ads ecosystem just saw its biggest upgrade of the year. During the November 2025 unBoxed event, Amazon revealed a set of new tools that push the platform toward an AI-driven, unified, and strategically controllable advertising environment.
Below is a full breakdown of the new updates released in the past month — what’s new, why it matters, and how advertisers should adapt.
1. Campaign Manager (Beta): Amazon’s Unified Advertising Workspace
Amazon introduced the new Campaign Manager, a single workspace combining Sponsored Ads, Amazon DSP, reporting, and optimization — all with AI built in.
Key new capabilities:
- AI Smart Search – Find campaigns, insights, and optimization suggestions instantly.
- Guidance Cards – AI-generated tips based on performance patterns.
- Universal Create Button – Launch SP, SB, SD, or DSP from one place.
- Cross-channel reporting – View funnel performance more holistically.
Early testers saw a 26% reduction in workflow time for common bid adjustments.
2. Ads Agent: The AI That Executes Campaign Actions for You
One of the biggest releases: Ads Agent, an AI assistant that can adjust bids, create campaigns, pull data, build AMC queries, and more through simple natural language instructions.
What Ads Agent can do:
- Pause or activate campaigns based on your rules
- Create DSP or Sponsored Ads campaigns
- Suggest audiences for DSP
- Generate SQL for AMC
- Find performance bottlenecks across accounts
Examples of real prompts:
"Pause all campaigns with ROAS under 2 in the past 14 days."
"Find the top-performing mid-funnel audiences for my bestselling ASINs."
Ads Agent is currently available in AMC and DSP, with Sponsored Ads support coming soon.
3. Sponsored Products Interactive Video
Amazon released one of the most impactful Sponsored Products updates in years: interactive feature videos.
What’s new:
- Upload 1–5 feature videos per ASIN
- Each video gets its own description
- Shoppers see up to 3 clickable video thumbnails
- Bid adjustments available for video visibility
Performance from Amazon’s tests:
- +9% CTR overall
- 8× CTR for shoppers who watch more than 5 seconds
This is now a high-leverage asset for improving conversion rates and organic signals.
4. Sponsored Brands Reserve Share of Voice
Amazon released a new strategic tool: Reserve Share of Voice for Sponsored Brands — allowing brands to reserve top-of-search placements for their own branded keywords at a fixed price.
What it offers:
- Guaranteed top-of-search placement
- Predictable fixed pricing
- Creative flexibility (video, headline, store spotlight)
- Protection against competitor conquesting
Amazon’s testing results:
- Top-of-search share increased from 62% to 99%
- CTR and sales both significantly improved
This tool is especially important for brands with high-value branded search terms.
Strategic Implications for Advertisers
1. Efficiency increases dramatically
With Ads Agent + Campaign Manager, one operator can do the work that previously required a full team.
2. Creative quality matters more
Interactive SP videos will create a performance gap between brands with good creative and those without.
3. Brand protection becomes easier
Reserve Share of Voice gives brands predictable control over their own terms.
4. Full-funnel management is finally realistic
The unified Campaign Manager aligns Sponsored Ads, DSP, and AMC into one operational flow.
5. Agencies must adapt quickly
Agencies that adopt these tools will outperform those relying on manual workflows.
Conclusion
Amazon Ads has entered a new phase — one driven by AI efficiency, unified management, and stronger brand control. These November 2025 updates aren’t just improvements; they fundamentally shift how advertisers will run campaigns moving into 2026.
The brands and agencies that move early will benefit the most.
