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Transforming Digital Advertising: Key Announcements from CES 2025

Amazon Ads introduces impressive technological innovations to enhance digital advertising

The 2025 Consumer Electronics Shows (CES) in Las Vegas introduced groundbreaking technological innovations that will transform digital advertising. Amazon Ads announced three major updates designed to expand data access, enhance targeting, and simplify actionable insights, overall empowering brands to better connect with their audiences.

Here’s what you need to know.

1. Amazon Marketing Cloud (AMC) Expands Data Access

AMC now offers advertisers to access up to 5 years of historical purchase data, a significant increase from the previous 13-month limit.

This extended data window provides a complete overview of long-term trends, enabling brands to understand customer behaviors and seasonal patterns more effectively. With the extended data, businesses can make more informed decisions, adapting their strategies to the evolving market.

Key Benefits:

  • Analyze purchasing behaviors across years to identify opportunities for targeted marketing strategies
  • Leverage historical purchasing trends to align new product launches with customer needs
  • Compare long-term performance with competitors to uncover growth opportunities

2. Launch of Amazon Retail Ad Service

Amazon introduced its Retail Ad Service, a cloud-based solution enabling online retailers to display sponsored product ads directly on their websites and mobile apps.

This service allows retailers of all sizes to access Amazon’s advanced advertising tools. By providing this service, retailers can unlock new revenue streams while enhancing the shopping experience for their customers.

Key Benefits:

  • Deliver personalized ads using Amazon’s advanced machine learning trained on extensive shopping signals
  • Connect easily with Amazon’s advertiser network and streamline campaign management
  • Use AWS-powered data to collaborate securely and maintain trust

(Amazon Retail Ad Service is currently launching in the US)

3. AI-Powered SQL Query Builder in AMC

Amazon Marketing Cloud introduced an AI-driven SQL query builder that simplifies data extraction for advertisers, and therefore reduces technical barriers to get actionable insights.

The AI-powered query builder makes data analysis accessible to users without advanced technical skills, simplifying data-driven decision-making. Also, businesses can obtain insights more quickly, enhancing agility in marketing strategies and developing a competitive advantage.

Key Benefits:

  • Unlock the full potential of data for better marketing performances
  • Easily extract insights to adapt campaigns in real-time

(The AI-Powered SQL Builder will be available for all AMC customers in early 2025)

In summary, Amazon Ads’ announcements at CES 2025 provide brands with the technologies needed to better connect with their audiences. From extended data lookback access and advanced retail ad solutions to intuitive AI-powered tools, these updates set new standards for digital advertising.

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