Amazon Unboxed 2024: Essential Takeaways for Every Digital Marketer

The Amazon Unboxed 2024 took place this year in Austin and showcased new innovations that will transform the advertising landscape. With expanded reach, enhanced targeting, and new AI tools, advertisers can now better connect with audiences across platforms.

Here’s what you might have missed:

Prime Video Ads Expanding to New Regions

In 2025, Amazon will extend Prime Video Ads to Brazil, India, Japan, the Netherlands, and New Zealand. This allows brands to reach new audiences and integrate campaigns across Prime Video, Twitch, Freevee, and Fire TV Channels.

Advantage: Brands can seamlessly expand their reach into new regions and platforms.

Some other important takeaways:

AI Creative Studio

Launching first in the US, the AI Creative Studio will facilitate the process of creating image and video ads, offering inspiration and customization options. Additionally, for a smooth integration, it will be connected to Amazon Ads’ asset library.

Advantage: Brands can quickly produce high-quality, professional ads regardless of skill level.

AI Audio Generator

Starting in the US, Amazon’s Audio Generator enables advertisers to create 30-second interactive and engaging audio ads. This feature will also include calls to action on Alexa-enabled devices, e.g. “Alexa, add to cart…”

Advantage: Advertisers can engage listeners on Alexa with interactive, voice-driven ads in a time-efficient manner.

Amazon DSP Makeover

The DSP makeover introduces new insights cards, machine learning recommendations, frequency cap controls, and Performance+ enhancements which include 2 new strategies: remarketing and retention.

Advantage: Advertisers can track performance more effectively and prevent wasted ad spend.

AMC’s Simplified Advertising Solution

With AMC, advertisers can now adjust their sponsored ads bids for audiences that have completed a specific action (e.g. visited their website, seen their ads, etc.).

Advantage: Access to high-value audiences and access to further optimization opportunities.

AMC is now available to all Amazon Partners

Amazon DSP registration is no longer a prerequisite to use AMC, so all partners can access insights such as: new-to-brand audiences, incremental reach, keyword performance, etc.

Advantage: Partners of all sizes can leverage the rich and granular signals to derive insights.

Increase in Sponsored Ads bids

Advertisers can compile lists of AMC audiences and set custom bids for each to help drive discovery and conversions.

Advantage: Advertisers can try to capture more engagement and conversions from relevant audience groups and track their performance via the new AMC sponsored_ads_traffic table.

Full Funnel Advertising for New Products

Starting in the US, Amazon’s new solution helps brands launch products from awareness to purchase, within the first 90 days. Using Amazon’s retail data and measurement tools, brands can optimize performance across the customer journey.

Advantage: Brands can ensure their product launches are targeted and optimized for maximum impact.

Multi-Interaction Attribution Model

Starting in the US, Amazon has introduced a multi-touch attribution model that gives credit to ads throughout the customer journey, not just the last interaction, helping advertisers allocate budgets more effectively.

Advantage: Brands can evaluate the full impact of their campaigns and make smarter budget decisions.

AMC Audiences & Amazon Publisher Cloud Integration

Advertisers can now use AMC audience insights in accordance with first-party data from Amazon Publisher Cloud (APC) to identify inventory and publisher signals to improve campaign targeting.

Advantage: This integration helps advertisers identify valuable signals, and create more customized and relevant ads; improving customers’ experiences.

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