Amazon rebuilds its ad machine for the mass market

Amazon is remaking the center of its ads business. 

What began as sponsored product placements tied closely to its retail marketplace has grown into a full-scale media network spanning streaming TV, audio, display and third-party publisher inventory. Now, the company is reorganizing how advertisers access and operate across that ecosystem. 

At this year’s unBoxed conference, Amazon introduced a unified Campaign Manager that collapses the Amazon DSP and the Ads Console into a single buying tool. It also rolled out agentic AI tools that can generate creative, build campaigns, recommend targeting and write complex Amazon Marketing Cloud queries using natural language. 

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