Insights from Amazon Ads Unboxed 2024

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Leading up to Amazon’s annual unBoxed, Ari Paparo had Brian Tomasette and Neal Richter on the Marketecture pod. Coming outta the heels of their big week in ATX, we sat down with the team to discuss the latest and greatest coming out of unBoxed! 

What were the biggest announcements or surprises from Amazon unBoxed this week that marketers should know about?

Last week at unBoxed, we unveiled some game-changing adtech solutions, all designed to supercharge full-funnel performance, optimization, and measurement. By tapping into deep insights, these tools empower brands to launch new products with precision and make smarter use of their first-party data. AI took center stage too, with exciting expansions to our generative AI tools, making it easier than ever to create captivating content across images, video, and audio. Plus, we rolled out cutting-edge AI-powered innovations and advanced targeting options, giving advertisers even more ways to drive impact.

Can you walk us through the key updates released at unBoxed and explain how they enhance Amazon's advertising tools and platforms?

First, the Amazon DSP UI overhaul. It’s almost unrecognizable from a year ago—more intuitive, more powerful, and built to help advertisers focus on strategic activities. The new interface offers streamlined workflows for faster campaign creation, powerful optimization tools for scalable adjustments, and enhanced analytics for smarter, data-driven insights.

We also introduced Performance+ tactics, a game-changer for targeting and campaign optimization. Powered by advertiser-provided signals and predictive AI, it automates custom audience building, campaign setup, and KPI optimization for lower-funnel goals like conversions and customer acquisition. The results speak for themselves: a 51% average improvement in customer acquisition costs. Now in open beta, Performance+ has expanded to include remarketing and retention strategies, all with a streamlined workflow that gets campaigns live in as few as four clicks, offering flexible controls and complete transparency.

In your recent podcast with Ari, you discussed the evolving landscape of digital advertising. How do the updates from unBoxed align with those trends?

The updates from unBoxed are directly in line with the trends we discussed in the podcast with Ari, particularly around AI/automation, simplicity, and consolidation. There's an undeniable growing demand for smarter tools that automate complex tasks while keeping advertisers in control. Features like Performance+ tactics use AI to optimize campaigns at scale, allowing advertisers to focus on strategy while automation handles the heavy lifting.

On the simplicity and efficiency side, the revamped Amazon DSP UI and new no-code AMC solutions streamline campaign creation and analytics, making it easier for advertisers of all sizes to gain insights and take action quickly. Lastly, with the consolidation of supply buys, we’ve made Amazon a one-stop shop by combining Amazon-owned inventory like Prime Video with extensive third-party supply, allowing advertisers to manage everything in one place while accessing high-quality placements across the web. These updates not only reflect current trends but position advertisers to stay ahead in the evolving landscape.

What were some of the highlights from your time in Austin during the unBoxed event, both professionally and personally?

A standout moment was leading the "Unlock Brand Potential with Amazon DSP" session and panel alongside my old friends from PMG. We explored how brands across various industries are leveraging AI in advertising to achieve lasting growth, moving beyond traditional KPIs by tapping into first-hand customer insights. It was a great opportunity to share how our new DSP tools are helping brands unlock even more potential.

On a personal note, the Unboxed Afterdark concert with Miranda Lambert, set against the Austin skyline, was such a highlight. It felt like a private show with all our clients and partners there, making it an absolutely unforgettable night!

Based on feedback from the advertising community, how are these updates being received, and what are your plans to address any concerns or suggestions?

The reception to Amazon DSP’s updates has been incredibly positive, and a lot of that comes down to our unwavering commitment to putting advertisers' needs first. At the core of our growth is relevance—it’s what connects customers with brands in meaningful ways. We've designed our entire system around this concept, ensuring that every feature we introduce helps advertisers deliver more relevant and impactful ads.

Of course, we're listening closely to feedback, and while advertisers are loving the AI-driven ad relevance and performance boosts, we're also hearing requests for even more control and simplification. We're actively working to address those suggestions by giving advertisers deeper insights and more customization options, all while keeping the system simple and intuitive. Ultimately, our focus remains on making the connections between brands and customers as effective and seamless as possible.

What’s next for 2025? What should we be excited about? Will we see you at CES?

Absolutely, you’ll see our execs at CES, and we’re excited about what’s ahead for 2025. Our focus will be on continuing to build solutions that harness Amazon’s unique signals, allowing advertisers to create campaigns that go beyond just driving conversions—they’ll build lasting brand loyalty by aligning more closely with customer intent.

In 2025, efficiency will continue to be key, so we’ll continue developing technology that works smarter, not harder, helping advertisers streamline processes and maximize their impact. 

About Amazon Ads

Amazon Ads empowers brands of all sizes to connect with their customers at every stage of the purchasing journey. With solutions across retail, display, video, audio, and more, Amazon Ads offers marketers the tools to reach millions of engaged shoppers both on and off Amazon. From creative storytelling to data-driven performance, Amazon Ads helps brands amplify their presence and drive results in the world of digital advertising.