Over the course of a year, Amazon's advertising business landscape has changed significantly. In Q3 2024, Amazon's ad sales growth slowed for the third consecutive quarter, and at that year's UnBoxed conference, only small-scale adjustments across ad platforms were announced. Entering 2025, however, the situation is markedly different: the company's ad business has seen accelerating revenue growth for multiple consecutive quarters,with 24% year-over-year growth in Q3 2025, bringing quarterly revenue to nearly $18 billion. At last week's UnBoxed conference in Nashville, Amazonunveiled a suite of tools and capabilitiesthat, if they deliver as promised, could transform how marketers and agencies operate.

At the heart of Amazon's appeal to advertisers are two new capabilities whose names directly reflect the simplicity and centralization the company aims to provide. The companylaunched Full-Funnel Campaigns and revamped Campaign Manager, consolidating sponsored ads and the demand-side platform into a single AI-powered advertising hub. Meanwhile, Amazon continues to strengthen its streaming TV business, showcasing how connected TV capabilities can drive marketing outcomes for advertisers.

"We're not just building tools," said Kelly MacLean, Vice President of Engineering, Science, and Product at Amazon Ads. "We're building a one-stop platform that helps you make smarter decisions and achieve better results across the entire advertising journey."

Old Problems, New Tools

Full-Funnel Campaigns, slated for launch next year, is an agentic AI tool that helps advertisers automate campaign management across sponsored ads, display ads, and streaming TV. The tool leverages Amazon's rich first-party signals and its Authenticated Graph, which the company claims reaches 90% of U.S. households.

"Full-Funnel Campaigns is the simplest way to build brand awareness, attract new customers, and drive conversions. While it's still early days, we're incredibly excited about the possibilities of combining Amazon Ads' unparalleled supply and signals with AI capabilities," said Paul Kotas, Senior Vice President of Amazon Ads.

Underpinning Full-Funnel Campaigns is Ads Agent, an AI agent that helps advertisers plan, launch, and optimize campaigns by automating time-consuming tasks such as targeting, media planning, and data analysis. AI is also at the core of Creative Agent, apreviously announced creative toolthat can now generate streaming TV ads. The revamped Campaign Manager is also AI-driven, accelerating the shift in the digital advertising landscape.

"Platforms are automating low-value execution tasks like campaign setup, bidding, and optimization, which means agencies can no longer differentiate solely on operational efficiency. The winners will be those that move upstream—into strategy, creative intelligence, cross-channel orchestration, and true measurement," said Ted Iobst, President of performance marketing agency Stellar, in emailed comments.

Amazon isn't just using AI to streamline ad creative and delivery; it's also leveraging the technology to drive marketing outcomes—something increasingly critical for marketers facing budget cuts and consumer fatigue. To that end, Amazon has improved its Brand+ and Performance+ tools with enhanced AI models and new consideration strategies.

During tax season, H&R Block combined its own data with Amazon's to create seed audiences for retargeting and optimization. The use of Brand+ and Performance+ helped bring new customers into the funnel while nudging those close to conversion to complete their purchases. MacLean said this ultimately drove a 144% lift in full-funnel conversion and a 35% improvement in customer acquisition cost.

This Isn't TV, This Is Amazon

Amazon's accelerated growth as an advertising giant goes hand in hand with the development of Prime Video as an ad-supported streaming video platform, which now competes with traditional publishers and tech giants like Netflix. At UnBoxed, Amazon announced that Prime Video's global monthly average ad-supported audience has surpassed 315 million, up from 200 million in April 2024.

Beyond boosting Prime Video, Amazon has over the past few monthsintegrated other publishers into its platform, claiming to be the only channel that lets advertisers reach all premium streaming TV and audio within a single platform. At UnBoxed, the company announced a way for advertisers to unlock this scale: allowing them to negotiate standard streaming TV deals as well as deals with premium streaming publishers within its Inventory Hub. Complete TV is apreviously announced toolthat helps advertisers plan, manage, and optimize their streaming TV investments, and it is now available to all advertisers.

"With AI-driven signals, you can easily manage and meet all your upfront commitments with publishers. You can also integrate linear TV data to get a complete view of reach across both linear and streaming TV, giving you full visibility into audience overlap," MacLean said. "You can't find this combination of intelligence, flexibility, and privacy protection anywhere else in the industry."

Amazon's push into streaming TV comes as the channel accounts for more than 44% of total TV viewing time in the U.S., surpassing broadcast and cable TV combined for the first time,according to Nielsen data. Meanwhile, streaming TV is increasingly sold programmatically, with 30% of non-YouTube streaming ads transacted programmatically and 80% of programmatic activations using biddable deals, according to data cited by Lauren Bernard, Principal Technical Product Manager at Amazon Ads, during an UnBoxed panel.

"The shift to programmatic is laying the groundwork for a world where advertisers have more flexibility, optimization levers, and control, signaling a future where streaming TV will be used to drive actual business outcomes," Bernard said, while acknowledging that positioning streaming TV as a performance channel is "somewhat broad."

"There's a reason only 30% rather than 100% of streaming TV ads are sold programmatically today. Operating in this new world is challenging, and we haven't fully solved advertisers' pain points yet," she added.

Driving Outcomes

Streaming TV still suffers from fragmentation, inefficiency, and complexity. Amazon addresses fragmentation through publisher partnerships within its DSP, with campaigns leveraging Amazon's overall streaming TV solution achieving a 1.4x lift in incremental reach, 45% higher detail page view rates, and 26% better purchase rates. Itspartnershipwith Roku and other initiatives help address inefficiency, with early tests showing that authenticated reach delivered 42% higher unique reach, 26% lower frequency per user, and three times the return on ad spend at the same budget.

To tackle the complexity of streaming TV, Amazon has built tools to help TV buyers plan, manage, and measure their investments, such as Complete TV and full-funnel measurement, which combines insights from Amazon Marketing Cloud with those from third-party providers like Nielsen, VideoAmp, Samba TV, and Circana.

A Lay's case study presented by Bernard at UnBoxed demonstrated how Amazon streaming TV can drive outcomes. By integrating Prime Video with streaming TV apps across the open internet into Amazon DSP, and leveraging Amazon Marketing Cloud and frequency management capabilities, the campaign achieved 133% higher purchase rates, 79% higher incremental reach, and a 9% brand lift. It also saved 3% of media budget through reduced platform fees.

In another case, appliance company SharkNinja partnered with Amazon to make a "big bet" around its Ninja Crispi air fryer, explained Dave Kersey, the company's Global Head of Media. SharkNinja applied authenticated reach through Amazon DSP, achieving a 30% lower cost per household reached per week and a 12% lower CPM.

"We need to be precise in the marketplace and ensure every dollar is used as efficiently as possible," Kersey said during the panel. "(These results) validate that our model of looking at the right signal layers and working with the right DSP and partners not only drives efficiency but also produces remarkable business impact."