Amazon is unifying its ad ecosystem and rolling out AI agents within its Marketing Cloud to simplify campaign management and data integration. As the company nears a global US$70bn ad business, it’s making it easier for brands to move budgets across channels—from brand to demand. Local head Willie Pang said Amazon is “walking the talk” on AI, unlike rivals still in planning stages. Meanwhile, Prime Video ads now reach over 315 million viewers monthly worldwide.
Amazon Ads is taking a major leap forward, unifying its ad-buying tools under one platform — Campaign Manager — and rolling out an AI-powered assistant to simplify campaign management. Announced at its Unboxed conference in the US, the move combines the Amazon Ads Console and DSP Campaign Manager, giving advertisers a single space to plan, buy, and measure performance across the full funnel. The result? Faster builds, consolidated billing, and smarter automation — cutting campaign setup time by up to two-thirds.
Marketers should be able to ask natural language questions and get what we need, without needing that deep technical background.
— Willie Pang, GM, Amazon Ads Australia
In Australia, Amazon’s ad business is growing fast, with revenues expected to hit $360m this year. Local boss Willie Pang says the aim is simple: make it easier for advertisers to spend more efficiently and get better returns. The company’s new agentic AI bridges the gap between data and decisions, letting marketers use natural language — not code — to analyse audiences, optimise campaigns, and build reports. “We’re walking the talk on AI,” Pang said. “It’s not just about awareness; it has to turn into something practical.”
Meanwhile, Prime Video ads are proving a powerhouse, now reaching over 315 million viewers monthly across 16 countries. With integrations spanning Netflix, Disney, Spotify, and local partners like Foxtel and Kayo, Amazon is positioning itself as one of the few players capable of truly connecting the dots — across commerce, content, and AI-driven performance.
