ان باکسڈ 2025: نیش ول میں نہیں؟

ان باکسڈ 2025: نیش ول میں نہیں؟

NEWSunBoxed 2025: Not in Nashville? Catch up on the biggest innovations and announcementsNovember 11, 2025unBoxed 2025From Amazon Ads unBoxed, our annual conference where we showcase ad solutions that help businesses of all sizes connect with customers at every stage of their journey. This article features content announced at this year's event.With announcements at the ready, a focus on the future, and innovation abound, unBoxed 2025 kicked off on November 11 with a slate of full-funnel innovations, delivered from the opening keynote stage in Nashville. Demonstrating the Amazon Ads commitment to simplifying full-funnel advertising while expanding capabilities for businesses of all sizes, Amazon Ads leaders hit the stage with a lineup of products and announcements that showcase how Amazon Ads is leveraging AI to simplify access, expand signals, and unify a seamless advertising experience that works for everyone—from global brands to small businesses.Amazon Ads Senior Vice President Paul Kotas opened the keynote by welcoming everyone to the event and teasing the exciting innovations coming out of unBoxed 2025, noting, "We’re building on last year’s improvements and taking further steps toward our goal of making it simple to run effective full-funnel advertising."With powerful reach, AI-driven innovation, and premium entertainment offerings, let's dive into the big themes from the opening keynote from unBoxed 2025.Amazon Ads Senior Vice President Paul Kotas opens up unBoxed 2025AI that drives efficiencyAmazon Ads Vice President of Engineering, Science & Product Kelly MacLean led the deep dive portion of the keynote, highlighting the products and innovations pushing Amazon Ads forward. The new unified Campaign Manager brings together Amazon's advertising console and Amazon DSP into a single ad platform, eliminating the need for separate accounts and manual metric compilation. “We are making measurement and optimization easier with campaign insights housed in a centralized reporting hub with standardized metrics and insights across products and accounts including extended historical data,” MacLean explained. “This makes it even easier to use our full-funnel measurement solutions that include long-term sales return on ad spend that are helping Amazon DSP advertisers see results.” Amazon Ads Vice President of Engineering, Science & Product Kelly MacLean debuts new product offerings at unBoxed 2025The simplified experience features format-based buying with clear product names and streamlined navigation across programmatic media and sponsored ads. With AI-powered search capabilities, advertisers can now quickly identify and act on campaign insights, resulting in 67% faster campaign launches and significantly reduced daily management time.1Building on the success of Creative Studio, Amazon also introduced Creative Agent, an AI-powered creative partner that aims to revolutionize advertising content creation. The tool goes beyond simple content generation by analyzing Brand Stores, product pages, and websites to identify unique selling propositions. Creative Agent then autonomously generates ideas and leverages image, video, and audio tools to bring concepts to life across display and audio channels. The solution is expanding to include streaming TV video creative capabilities, enabling brands to produce high-quality TV spots in days, rather than weeks or months.MacLean also unveiled Ads Agent—an AI-powered advertising tool that transforms campaign management and optimization. As MacLean emphasized, this isn't just about automation—it's about augmenting human expertise with AI that understands the nuances of advertising strategy, transforming how advertisers work and drive results. Ads Agent pre-drafts audience strategies based on campaign settings and helps users maximize Amazon Marketing Cloud's analytics capabilities through intuitive, natural-language queries.Of course, advertisers have full-funnel planning top of mind heading into the coming year. That’s why Amazon Ads is launching Full-funnel Campaigns—a tool created to make full-funnel advertising simple to launch and manage. Instead of managing several individual ad campaigns, Full-funnel Campaigns will recommend a set-up personalized to the brand’s best opportunities to reach new customers and drive long-term sales across Sponsored Products, Sponsored Brands, display ads, and streaming TV. Once a campaign is live, Full-funnel Campaigns continuously adjusts budgets, audiences, and tactics using Amazon insights across formats to optimize holistically to drive performance over time.And finally, Amazon Ads highlighted Authenticated Graph—the ability to extend audience recognition across all the channels available for customers to advertise through. By connecting with key industry players, Amazon Ads is working to understand and recognize audiences at unprecedented scale, connecting the dots across multiple channels. With Authenticated Graph, Amazon Ads can now connect advertisers to 90% of all US households, giving customers broad, deterministic reach.Entertainment, across all channelsAmazon Ads Head of Live Sports and Video Sales Danielle Carney and Head of US Agency and Global Twitch Revenue and Experiences Sarah Iooss opened the entertainment segment, highlighting Amazon’s growing reach.Echoing the growing reach numbers shared by Paul Kotas earlier in the keynote, Carney remarked on the growth Prime Video has seen in the past few years, emphasizing the new global ad-supported reach of over 315 million, with an average monthly ad-supported reach of more than 130 million viewers in the US.2Head of US Agency and Global Twitch Revenue and Experiences Sarah Iooss highlighted Amazon’s growing reachBlake Griffin also joined Carney to help highlight the exciting new NBA season, currently underway and being streamed for the first time on Prime Video. Prime Sports coverage expanded significantly in 2025, including exclusive partnerships with the NFL, NBA, WNBA, NASCAR, and other major leagues, making Amazon the premier destination for live sports.Head of Live Sports and Video Sales Amazon Ads Danielle Carney shares the unBoxed stage with Blake GriffinFamiliar strategies, reimaginedAmazon Ads Vice President of Sponsored Products and Brands Muthu Muthukrishnan took to the stage afterward to discuss several shopping innovations offered by Amazon Ads, including Sponsored Brands reserve share of voice, Sponsored Brands collections, and Sponsored Products video. The first allows brands to pre-purchase a top-of-search placement for branded keywords at a fixed upfront price, while Sponsored Brands collections enables brands to display related products from across their catalog in a shopper-friendly format.Amazon Ads Vice President of Sponsored Products and Brands Muthu Muthukrishnan details new innovations at unBoxed 2025“What once took multiple searches now is a seamless, branded shopping journey—making discovery easier,” Muthukrishnan explains. “What’s even more powerful? The activation is just as seamless for advertisers.”These features help brands capture high-intent moments and create more engaging shopping experiences. He also unveiled Sponsored Products video, giving brands a solution that provides shoppers an in-depth look at products, helping them to have a self-driven look at the features that matter most to them.Amazon Ads Vice President of Global Marketing Claire Paull closes the opening keynoteAmazon Ads Vice President of Global Marketing Claire Paull concluded the keynote, acknowledging that in this ever-evolving era, advertisers need solutions that help them to unify the ways they’re buying media, simplify the process for doing so, and innovate their advertising at scale. “In a world of disjointed data and complicated tools, we're harnessing agentic AI to simplify and transform how you target, optimize, and measure impact so that nothing is out of reach,” she said. “And in a world that demands both speed and precision, we're using AI to enable smarter, faster campaigns across multiple channels and formats—with the control and transparency you deserve.”Highlights from the partner keynoteExcellence in advertising isn't measured by innovation alone—it's defined by the partners who deliver impressive results for advertisers around the clock. As day one of unBoxed 2025 drew to a close, Amazon Ads shifted the spotlight to the agencies and technology providers redefining what's possible in modern advertising through strategic collaboration and measurable impact.The afternoon explored how partners serve as strategic advisors shaping product innovation, how collaborative campaigns deliver exceptional results that challenge industry benchmarks, and how award-winning excellence demonstrates the transformative power of unified expertise. Mark Eamer, Vice President of Global SMB and Partner Sales, opened by showcasing hands-on examples of these achievements from partners in action.Partners as strategic innovatorsEamer showcased success stories that illustrate partners' role as strategic advertising advisors. BODi's collaboration with Acadia achieved an impressive 80% new-to-brand purchase rate through video-first campaigns and Amazon Marketing Cloud (AMC). Blue Diamond Growers partnered with Spark Foundry and Pacvue to combat a declining almond category, using advanced brand analytics and Keyword Level Share of Voice reporting to reallocate budget from low-growth terms like "almonds" to emerging keywords like "snack nuts" and "specialty flour"—resulting in a 30% share increase in key categories. Alan Moss, Vice President of Global Ad Sales closes the partner keynote at unBoxed 2025Smartly delivered the most innovative approach, working with Univision's ViX streaming service to use their generative AI platform for seamlessly converting top-performing social and display assets into Connected TV (CTV)-ready creative, delivering nearly three million impressions and hundreds of sign-ups. Partner insights and experience directly shape Amazon Ads innovations through a comprehensive suite of new tools that simplify advertising effectiveness. Campaign Manager unifies the advertising console and Amazon DSP into a single media buying tool, while Ads Agent provides conversational AI that creates and optimizes campaigns at scale, offers intelligent targeting recommendations, and accelerates AMC insights through natural language queries. The single ad platform also features Creative Agent for limitless ad creativity across streaming TV formats, Full-Funnel Campaigns that recommend tailored setups across multiple channels, and Sponsored Products video for in-depth product demonstrations within Amazon Brand Stores. Additionally, the Amazon Ads MCP Server enables partners to build AI agents that support customer innovation through natural language prompts, while configurable Amazon Marketing Stream subscriptions and unified API structure provide enhanced efficiency. This collaborative approach fuels the Partner Network's explosive growth, expanding to over 3,300 partner companies—a 32% increase since the last unBoxed. Amazon Ads accelerates this momentum by transforming the Partner Network into a comprehensive, self-serve toolkit launching in early 2026. The vision: an intuitive, one-stop portal featuring a new intelligence dashboard with insights at both aggregate and individual advertiser levels, an enhanced lead generation system, and expanded partner enablement resources formalized in a new tiering and benefits structure. Global Director of Growth Sales Nidhi Ghai and Vice President of US Ad Sales Tanner Elton brought theory into practice by joining customers on stage to discuss how collaboration between brands and multiple Amazon Ads partners drives results. The team from Estée Lauder and their partners Skai and Decoded by Monks shared insights from the brand's "Game Day, Your Way" campaign, highlighting their success advertising against Thursday Night Football. Meanwhile, Liquid I.V., Flywheel, and Tinuiti discussed their 360-degree approach to Prime Day. Global Director of Growth Sales Nidhi Ghai joins representatives from Estée Lauder and their partners Skai and Decoded by Monks to discuss their campaignThese conversations demonstrated multi-partner collaboration's power, showing how brands leverage different expertise areas—from creative strategy to data analytics to campaign optimization—to achieve breakthrough results across the full customer journey.Vice President of US Ad Sales Tanner Elton dives deep with a panel from Liquid I.V., Flywheel, and TinuitiCelebrating award-winning excellenceAlan Moss, Vice President of Global Ad Sales, closed the day by celebrating the outstanding achievements recognized at the 2025 Amazon Ads Partner Awards ceremony. The winners exemplified innovation across every aspect of advertising, from full-funnel mastery to boundary-pushing creative storytelling. Mindshare transformed a convenient British snack into a gaming community phenomenon with their award-winning "Slurp & Conquer Quest" for Pot Noodle on Twitch, creating a custom "Slurp" emote that became central to gaming celebrations and delivered a 15% increase in monthly retail sales. Xnurta elevated newcomer Wuffes into a top 10 pet supplement category leader through a full-funnel strategy powered by AMC insights, combining video, display, and remarketing efforts to achieve an extraordinary 164% revenue growth. Amerge showcased data-driven optimization's power through their strategic work with e.l.f. Cosmetics, using AMC to analyze over 600 product listings and redefine media mix efficiency across multiple countries. The results spoke volumes: 106% sales growth in Germany, 54% growth in the UK, and achievement of the #1 mass cosmetics position in the UK market.Mark Eamer, Vice President of Global SMB and Partner Sales highlights the growth of the Partner Network at unBoxed 2025Looking toward the future, togetherDrawing from the day's demonstrations of partnership excellence, Moss offered his perspective on the industry's trajectory. "Someone recently asked me what keeps me up at night in this industry," Moss shared with the audience. "My answer? Trying to stay on top of how fast everything is changing in advertising. But that's also what excites me." For Amazon Ads, partners remain the top business priority. The magic happens when strengths unite: brands contribute deep customer understanding, partners deliver groundbreaking solutions and technical expertise, and Amazon Ads provides scale, signals, and technology. Together, they make full-funnel advertising at scale possible. "The future of advertising is being written by the people in this room," Moss declared. "And if what we've seen today is any indication, that future is incredibly bright."AI-powered creativityThe advertising world stands at an inflection point. As artificial intelligence (AI) reshapes how brands connect with consumers, the question isn't whether AI will transform marketing—it's how quickly marketers can harness its power while maintaining the human creativity that drives authentic connections. Day two of unBoxed 2025 tackled this challenge head-on, bringing together industry leaders, cutting-edge technology, and live demonstrations to showcase a future where AI amplifies human ingenuity.The day revealed three transformative insights that will reshape how marketers approach their craft: how AI can serve as a creative partner, how sophisticated tools can democratize professional-grade content creation for brands of any size, and how the partnership between human imagination and AI can deliver more impactful customer connections. Carly Zipp, Global Director of Brand Marketing, opened the day with Amazon Ads mission to unify the ad buying experience across shopping, entertainment, and the web. "With agentic AI innovations like Creative Agent, we're democratizing creative excellence, giving brands of all sizes access to professional-grade content," Zipp said.The power of Creative AgentAmazon Ads VP of Creative Experiences, Jay Richman, unveiled Creative Agent as a new tool designed to act as a personal creative partner. It is a conversational agentic AI tool that concepts and executes the creative building process for entire ad campaigns and delivers professional-quality ads in just a few hours. Using AI to conduct market research on a brand and its products, Creative Agent takes those insights and turns them into unique creative concepts tailored to specific brand objectives. From there, it transforms a chosen concept into a detailed storyboard, complete with scene-level scripts and editable visuals. Creative Agent then creates multi-scene videos, generates images, animates scenes, creates voiceovers, adds music, and builds end cards—all within a single, streamlined workflow.Some advertisers will utilize this entire creative process, from brainstorming to product research to ad creation. Other advertisers will use Creative Agent to transform existing ads into new formats, like transforming a video ad into an audio ad. Some might choose to use it to update a display ad for the holidays by adding holiday décor in the background. It is designed not as an automation tool, but as a collaborator to help brands of all sizes access and produce professional-grade creative content.AI innovation in actionRichman didn’t just discuss the new tool but rather put its full potential on display for the room. Beginning with a display ad campaign for a sweater brand, Richman demonstrated how something as simple as a product shot and a hand-drawn stick figure could provide direction for the tool, prompting Creative Agent to produce a lifestyle image featuring a model wearing the sweater at a New Year’s Eve party. Taking the stress out of developing creative, Richman used the tool to format ad specifications and make edits using Creative Agent’s simple chat workflow. In a matter of minutes, Richman showed how the tool could seamlessly incorporate advertiser guidance, and produce all types of seasonal variants of the same ad.The demonstration revealed Creative Agent's versatility: creating video ads from concept brainstorm to delivery, transforming ad specifications, researching a product and developing audio ads, and producing seasonal variants of the same ad. But Richman pushed further, showcasing how the tool can now create streaming TV ads, and showcasing real-life brands that have live streaming TV campaigns running using ads made with Creative Agent."This is just the beginning of what AI can do to democratize advertising for businesses of all sizes," Richman emphasized. "As we continue building, we're committed to innovating responsibly, with you at the center."Building trust in the AI eraThe keynote concluded with a thought-provoking fireside chat between Guy Raz, host of How I Built This, and Dan Rosenthal, Head of Strategic Partnerships at Anthropic. Their conversation tackled the critical question of building trust in AI and defining the optimal human-AI collaboration.Rosenthal outlined Anthropic's mission to create reliable, interpretable, and steerable AI systems, emphasizing their strategic partnership with AWS that combines Anthropic's safety research with Amazon's unprecedented scale. He shared insights from Anthropic's "Keep Thinking" campaign, where their AI model Claude collaborated with human creatives to bring complex visions to life.As Day 2 of unBoxed 2025 ended, Amazon Ads drove home a powerful message: AI and innovation can deliver more efficient, streamlined campaigns that scale across the full funnel, for brands of every size. Tools like Creative Agent aren't just simplifying workflows—they're amplifying human creativity to unlock new opportunities for connecting with customers in responsible, impactful, and relevant ways.The future of advertising is about simplifying processes to unleash human creativity.Learn more about unBoxedSources1 Amazon Internal, US, 20252 This number represents an unduplicated average monthly active ad-supported audience across Original and licensed series and films, live sports and events, and free, ad-supported live channels on Prime Video. This reach estimate is based on Amazon internal data over 12 months (September 2024 – August 2025), with some locale-specific time-frame variations based on launch dates.

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