Amazon unBoxed: What Easier Advertising Means for Profitable Growth
By Jo Soylev
E-commerce & Amazon Expert, Nudge
Amazon’s unBoxed announcements point towards a significant change in how brands manage advertising. Campaign planning, creative production, budget allocation and performance analysis are becoming more connected, with AI taking on more of the day to day work.
For growing ecommerce brands, that could free up valuable time and make more sophisticated advertising accessible to smaller teams. It also puts greater weight on the objectives, information and commercial boundaries guiding those tools.
The expanded conversational experience within Amazon Ads Agent is a good example. Advertisers can use natural language to plan media, explore performance and manage campaigns. Its closed beta includes eligible UK advertisers, although access and capabilities vary.
Amazon is making it easier than ever to spend advertising money, but that doesn’t necessarily mean brands will make more money. AI can optimise campaigns and improve advertising performance, while a better return on ad spend doesn’t always mean better profitability. Margins, pricing, stock levels and the wider costs of running a business all matter.
This is where Nudge can add value, helping brands look beyond advertising metrics to understand which products and opportunities can deliver profitable growth. A recommendation to increase spend needs to be considered in that wider context. If availability is already tight, generating more demand could create a problem elsewhere in the business.
Full Funnel Campaigns takes that connection further, bringing sponsored ads, display, video and streaming TV into one coordinated campaign. Currently in US open beta, it allows advertisers to provide strategic inputs while Amazon’s AI manages much of the execution.
For brands that have concentrated on sponsored ads, this could open up new ways to reach customers earlier in their buying journey. Before expanding, though, they need to establish what a worthwhile result looks like: which products can support the investment, how much they can afford to spend acquiring a customer, and how they will assess the return.
Amazon’s measurement developments deserve attention here too. Long Term Sales estimates sales impact over 12 months, while Accumulated Sales helps validate those estimates against actual sales over time. That broader view can inform investment decisions, provided brands understand the difference between estimated future sales, revenue already generated and the profit retained.
Branded Conversations brings another change, this time to product discovery. Planned for the US in January 2027, it will draw on catalogues and brand supplied content to help shoppers compare products and find the right fit through Alexa for Shopping.
This reflects a broader shift towards AI assisted product discovery alongside traditional keyword based search. Keywords will still matter, but brands increasingly need product content that answers customer questions, clearly explains differences between products and helps AI understand what makes each product relevant.
For listing optimisation, that means paying closer attention to the accuracy and usefulness of the information provided. Can your content explain who each product suits, how it should be used and which products work together? Those answers become increasingly valuable as shopping becomes more conversational.
Across these developments, the opportunity is substantial. Brands can spend less time navigating advertising tools and more time improving the decisions behind them, connecting advertising with product content, pricing, stock and performance across Amazon and Shopify.
As execution becomes easier, brands have more room to focus on where growth is worth pursuing, whether they are ready to support it, and what it will contribute to the business.
Decode the why. Drive the buy.
For growing ecommerce brands, that could free up valuable time and make more sophisticated advertising accessible to smaller teams. It also puts greater weight on the objectives, information and commercial boundaries guiding those tools.
The expanded conversational experience within Amazon Ads Agent is a good example. Advertisers can use natural language to plan media, explore performance and manage campaigns. Its closed beta includes eligible UK advertisers, although access and capabilities vary.
Amazon is making it easier than ever to spend advertising money, but that doesn’t necessarily mean brands will make more money. AI can optimise campaigns and improve advertising performance, while a better return on ad spend doesn’t always mean better profitability. Margins, pricing, stock levels and the wider costs of running a business all matter.
This is where Nudge can add value, helping brands look beyond advertising metrics to understand which products and opportunities can deliver profitable growth. A recommendation to increase spend needs to be considered in that wider context. If availability is already tight, generating more demand could create a problem elsewhere in the business.
Full Funnel Campaigns takes that connection further, bringing sponsored ads, display, video and streaming TV into one coordinated campaign. Currently in US open beta, it allows advertisers to provide strategic inputs while Amazon’s AI manages much of the execution.
For brands that have concentrated on sponsored ads, this could open up new ways to reach customers earlier in their buying journey. Before expanding, though, they need to establish what a worthwhile result looks like: which products can support the investment, how much they can afford to spend acquiring a customer, and how they will assess the return.
Amazon’s measurement developments deserve attention here too. Long Term Sales estimates sales impact over 12 months, while Accumulated Sales helps validate those estimates against actual sales over time. That broader view can inform investment decisions, provided brands understand the difference between estimated future sales, revenue already generated and the profit retained.
Branded Conversations brings another change, this time to product discovery. Planned for the US in January 2027, it will draw on catalogues and brand supplied content to help shoppers compare products and find the right fit through Alexa for Shopping.
This reflects a broader shift towards AI assisted product discovery alongside traditional keyword based search. Keywords will still matter, but brands increasingly need product content that answers customer questions, clearly explains differences between products and helps AI understand what makes each product relevant.
For listing optimisation, that means paying closer attention to the accuracy and usefulness of the information provided. Can your content explain who each product suits, how it should be used and which products work together? Those answers become increasingly valuable as shopping becomes more conversational.
Across these developments, the opportunity is substantial. Brands can spend less time navigating advertising tools and more time improving the decisions behind them, connecting advertising with product content, pricing, stock and performance across Amazon and Shopify.
As execution becomes easier, brands have more room to focus on where growth is worth pursuing, whether they are ready to support it, and what it will contribute to the business.
Decode the why. Drive the buy.