Amazon’s annual unBoxed 2025 is bringing together thousands of advertisers, brands, and agencies to explore the future of retail media, innovation, and customer connection. The event is underscoring a clear message: commerce is evolving faster than ever, with data, measurement, and AI-driven optimization leading the way.
From new agents to reports, this year’s announcements showcased how brands can connect more effectively with shoppers across every stage of the journey.
In this recap, we’ll break down the top announcements from Amazon unBoxed and what they mean for your retail media strategy and helping you make smarter, faster decisions in an increasingly changing ecosystem.
AI as the New Infrastructure
Amazon’s 2025 roadmap centers on three key themes: full-funnel alignment, personalization, and measurable performance.
The launch of Campaign Manager signals Amazon’s intent to unify advertising operations. By integrating Sponsored Ads and DSP into a single system, Amazon is creating a unified command center for campaign management and reporting. This kind of integration reflects the direction the entire retail media industry is heading, with advertisers seeking one source of truth, one workflow, and one set of insights across all their channels.
Another highlight, Creative Agent, brings generative AI into the creative process. The agent can turn product information and brand assets into ready-to-launch ads within hours. This democratizes creative production, enabling greater agility in testing and iteration. At Pacvue, we view this as a powerful step toward performance-driven storytelling, where creative insights directly inform bidding and budget strategies to deliver better results.
The introduction of Full-Funnel Campaigns, a new AI-powered campaign type, takes that idea one step further. These campaigns are designed to unify upper and lower funnel strategies by automating creative, targeting, optimization, and measurement all into a single campaign. The campaigns learn continuously, adjusting creative and targeting based on real-time results. Pacvue has already seen the power of this approach through predictive modeling and automated pacing, helping advertisers optimize their investments across awareness, conversion, and retention objectives.
Connecting Media and Commerce
Amazon Ads announcements went beyond campaign tools. The debut of Complete TV shows how streaming video is becoming a core part of the commerce ecosystem. This feature allows advertisers to plan, buy, and measure streaming investments alongside other ad types. The separation between brand marketing and retail performance continues to dissolve. Video is no longer just an awareness tool; it is now an integral part of a measurable commerce strategy.
The introduction of Ads Agent, Amazon’s generative AI for campaign setup, targeting, and analytics, reflects a broader movement toward assistive intelligence. Advertisers will soon be able to query data, explore insights, and activate audiences using conversational prompts. This evolution mirrors what we have seen in our own platform development, as Pacvue utilizes AI to surface recommendations and automate optimizations across multiple retailers in real-time.
Amazon also unveiled Unified Reporting, a single analytics suite combining Sponsored Ads and DSP data. While this release may sound technical, it represents a fundamental shift. Advertisers can now evaluate total performance, new-to-brand metrics, and return on ad spend across the full funnel.
The Strategic Shift Ahead
The takeaway from Unboxed 2025 is clear: retail media is evolving into a connected, intelligent ecosystem where creativity, media, and commerce operate as one. Artificial intelligence is not just accelerating workflows; it is redefining how advertisers plan and evaluate success.
For advertisers, this evolution presents both opportunities and responsibilities. The technology will handle more of the heavy lifting, but success will still depend on the strategy behind it. Teams that align automation with clear business goals will gain speed, insight, and efficiency without losing control.
Pacvue’s perspective is that AI should empower strategy, not replace it. Automation delivers its greatest value when it is grounded in context, guided by data, and connected to outcomes that matter. The future of advertising belongs to those who combine human intelligence with machine precision to create meaningful results.
Bringing It All Together
Amazon’s vision for AI-driven advertising validates where the industry has been heading. Retail media will remain complex. However, smarter systems and unified data can help manage this complexity.
Artificial intelligence will continue to shape the next decade of commerce. What will set leaders apart is not their access to technology, but their ability to use it to build smarter strategies, stronger connections, and measurable growth.
Learn more about Pacvue’s capabilities or book a demo to see how our platform helps advertisers operationalize AI for full-funnel performance.
