Amazon enhances advertiser capabilities with AI, DSP, and new insights

Amazon continues to improve its advertising tools by offering new features for marketers that will help them reach consumers more effectively and increase sales. Thanks to its ability to accompany users at every stage of the purchasing journey, the company strengthens its position in the retail media space.

Amazon DSP Update: Simplifying Campaigns and Automation

One of the key updates is the new interface for the DSP (Demand-Side Platform), which significantly simplifies the campaign creation process. Testing has shown that the new consolidated ad creation feature reduces setup time by 75%. This allows advertisers to launch campaigns more efficiently with fewer steps.

In addition, the platform will begin providing insights and recommendations based on machine learning, helping advertisers better optimize their campaigns. In the future, Amazon plans to launch a new campaign management hub in 2025.

Frequency Control: Budget Savings and Increased Reach

Another important update is the new frequency control feature. With this tool, advertisers can avoid ad duplication, saving up to 26% of their budget and increasing reach by 21%. This innovation has already received positive feedback from early users and holds advantages over other DSPs on the market.

New Data Manager: Integration with Salesforce and AI Optimization

Amazon also introduced a new data manager, which allows integrating data from third-party providers like Salesforce and using it in Amazon DSP and Amazon Marketing Cloud (AMC). This will give advertisers new opportunities for campaign optimization, measurement, and management.

Additionally, Amazon is improving its AI-powered tool, Performance+, which automatically optimizes advertising campaigns for better results.

Audio Ad Generator: New Opportunities for Advertisers

Following the successful launch of the video generator in September, Amazon is introducing a new tool for creating audio ads. It allows advertisers to generate 30-second audio ads at no additional cost. This tool is already available in beta for advertisers in the U.S. and will become part of Amazon’s AI creative studio.

Full Control Over New Products: Campaign Launches and Multichannel Measurement

Amazon Ads also announced the launch of a new service for advertisers that allows them to manage new product campaigns. This service helps brands reach consumers multiple times before a purchase, significantly increasing campaign effectiveness.

To assess multichannel campaigns, Amazon plans to test a new multi-touch attribution model, which will be fully implemented by 2025.

Expanding Prime Video Ads to New Markets

Another important update is the expansion of Prime Video ads to new markets. In 2025, ads will be available in Brazil, India, Japan, the Netherlands, and New Zealand. This will give advertisers the ability to reach an even wider audience through Amazon’s popular platform.

Expert Conclusions: How to Leverage New Opportunities for Business Growth

The updates to Amazon’s DSP platform, new AI-driven tools, and expanded audio and video ad capabilities open up significant opportunities for businesses. Proper utilization of these features can greatly enhance the effectiveness of advertising campaigns and help reach a broader audience.

Our digital marketing experts can help you set up advertising campaigns on Amazon using the latest tools and analytics to achieve the best results. We offer a comprehensive approach to optimizing your campaigns to reduce costs and increase conversions.

Contact us to set up Amazon advertising – we’ll help you maximize the returns on every advertising dollar spent!

This article available in Ukrainian.