The Kapoq team recently attended Amazon unBoxed 2025 in Nashville, Tennessee! Our team was able to connect in-person with each other and our clients at our happy hour. Besides the fun we had, we also learned a lot about what Amazon has in store for the next year, from expanded data to AI video creation.
Our team is breaking down their takeaways from Amazon unBoxed 2025, and sharing what it means for you as a Seller!
Scalable Ads
Amazon continues to democratize access to full-funnel advertising by giving even small business sellers the opportunity to scale all the way to coveted placements, such as Thursday Night Football. These large-scale ad types used to be accessible only to the largest brands spending the most money.
Amazon continues to make all ad types and placements available self-serve to all advertisers. It doesn’t mean that every brand should be trying to run ads during Thursday Night Football, but it’s a clear indication of Amazon’s focus and what they are investing in—giving all businesses the chance for large-scale campaigns.
Amazon as Sole Ad Partner
Amazon also focused heavily on the expansive reach of their ad network, positioning themselves as the only partner most brands will need. Thanks to Amazon Publisher Direct via Amazon DSP, advertisers can promote their products across thousands of third-party sites.
It’s been reported that due to recent publisher deals with Amazon, YouTube is one of the only, if not the only, publisher that Amazon cannot directly access via their ad network.
Artificial Intelligence
Similar to announcements made at Walmart’s Marketplace Seller Summit, Amazon also pushed AI features heavily, including their AI Creative Studio, AI Reporting, and more AI Agents for ads to complement the Seller Assistant released at Amazon Accelerate.
Amazon’s Creative Agent is especially impactful for brands, as it allows sellers to create high-quality video and photo content to advertise their products without a dedicated creative team. This is a great option for brands looking to scale their advertising and experiment with new ad types on a shoestring budget.
However, it’s important to note that AI tools continue to be met with skepticism from sellers and the audience at large. In some of our team members’ personal testing, they’ve found the AI tools to still not be quite up to par, especially for creative video production.
Video Expansion
Video was another main focus at Unboxed, with many of the keynotes referencing video’s growth. But the big news came when Amazon announced the introduction of a new ad type called Sponsored Product videos. This ad type will show interactive videos on the search results page, giving unprecedented insight into products before shoppers ever click to the Product Detail Page.
Brands are encouraged to ramp up their use of Sponsored Brand video as Amazon awards more placements for this ad type. And this placement is performing well in early testing — Amazon also noted that this new ad type saw a “9% uplift in click-through rate (CTR) compared to campaigns without video, and CTR jumped by 8x for the 20% of shoppers who watched Sponsored Products videos for longer than 5 seconds.”
More Data Available
Amazon Marketing Cloud has nearly doubled their advertising traffic lookback window — expanding from 13 months to 25 months.
Now, advertisers can compare data from two years ago, giving more insight than ever before within AMC. Having this visibility into 25 months of past data can offer better comparisons for tentpole days like Prime Day or Cyber Weekend.
Additionally, Amazon also revamped their Amazon Ads reporting experience! This is huge news for brands who sell across multiple marketplaces and accounts, since this update allows you to “combine data across ad products, accounts, countries, and supply & targeting combinations” with their new report builder.
Sellers can now also access the past 15 months of daily and weekly data, and the past 6 years of monthly and yearly data. With this new level of granularity, you’ll be able to have more insight into your Amazon Ads account than ever before within the Amazon console.
If your brand is looking to optimize for 2026, it’s time to upgrade your software. Sign up today for your free demo of Kapoq and see the difference it could make to your profitability and bottom line!
