At unBoxed London in February, Amazon Ads released two AI-powered tools that can help advertisers whatever their sophistication and size to access Amazon audiences.
Creative Agent is an agentic AI tool that enables UK advertisers to easily create professional-quality ads for campaigns using Amazon’s extensive retail insights. Acting like a creative partner and strategist, it helps advertisers of all sizes produce polished ads in just hours at no additional cost, unlocking the same creative edge once reserved for the biggest brands.
Using natural language prompts, advertisers can conduct product and audience research, brainstorm ideas, develop creative concepts in storyboard format, and produce compelling video and display ads that will resonate with customers.
Amazon Ads also showcased Ads Agent, an AI assistant with an expanding set of skills that enables advertisers to use plain-English requests to carry out complex advertising tasks. Ads Agent is currently available to UK advertisers in Amazon Marketing Cloud (AMC), Amazon’s clean room technology for measuring and optimising campaigns, where it makes analysing campaigns and building audiences faster.
Advertisers can ask straightforward business questions in plain English to build audience segments and receive actionable insights without writing complex SQL queries from scratch or navigating technical documentation. This enables faster insights and unlocks AMC’s full capabilities. The tool also recommends audiences for upcoming campaigns and provides guidance on which advertising signals and analysis will deliver more meaningful outcomes.
Amazon Ads also showcased several shopping innovations that could offer seamless, branded shopping journeys at key moments in the customer journey. With one in five Amazon searches including a brand name, Sponsored Brands Reserve Share of Voice helps brands maintain consistent visibility when shoppers are actively looking for them.
Brands can pre-purchase top-of-search placements for branded keywords at a fixed upfront price, ensuring visibility at crucial shopping moments. Early pilots with advertisers drove +143% click-attributed sales.
Sponsored Brand collections, which will be available soon in the UK, enable brands to display a range of related products making it easier for customers to engage. Powered by AI, it curates the best product combinations for shoppers who can browse styles, compare colours and features, and make decisions in a single ad experience. Beta tests showed that AI-powered Sponsored Brand collections expanded discovery and drove 2.5x more unique products purchased compared to manually curated collections.
