Amazon's Unboxed 2024 conference once again shook up the world of e-commerce and digital advertising with strategic innovations that are redefining the way brands can reach their audiences. For those looking to maximize their impact on the platform, this edition was packed with groundbreaking announcements: from interactive advertising features to AI-assisted creative to a new multi-touch attribution model. Here's what every brand needs to know to take full advantage of the new opportunities on Amazon.

1. Expansion of Prime Video advertising

Amazon continues to expand the Prime Video Ads audience internationally with the addition of five new markets, including Brazil, India, Japan, the Netherlands and New Zealand. This expansion gives brands access to over 200 million monthly customers worldwide. Advertisers can now exploit the potential of "shoppable" ads, an innovation that allows users to add products to their shopping cart directly from their screen, without interrupting viewing. What's more, with exclusive rights to the NBA and WNBA from 2025, Amazon offers a new opportunity to capture a global audience of basketball enthusiasts. In Canada, Amazon has announced a "Prime Monday Night Hockey" for the 2024-2025 season. This also represents an incredible opportunity for brands to reach field hockey fans through Amazon DSP.

2. AI-assisted advertising creation

With the AI-powered Creative Studio, Amazon makes it easy for brands to create ads, even without technical skills. The studio offers tools such as the Video Generator and Interactive Audio Generator, enabling the creation of impactful, personalized content in a matter of minutes. This initiative reduces the need for design resources and enables the rapid launch of targeted, professional-quality campaigns.

3. New Amazon DSP interface

Amazon DSP has undergone a major redesign to make ad campaign management simpler and more intuitive. The new interface features a centralized home page, simplified workflows and insight maps that enable brands to make informed decisions faster. The new Performance+ tool automates audience creation and campaign optimization, aligning with prospecting, remarketing and loyalty strategies. Available in open beta, Performance+ also enables brands to extend their advertising reach outside Amazon.

"Please note that for the time being, Performance+ is only available to brands that do not sell on Amazon" - Guillaume Heuzé - CEO of Les Pitchous company

4. Enhanced insights with Amazon Marketing Cloud (AMC)

To democratize access to data, Amazon is now opening up Amazon Marketing Cloud (AMC) to all advertisers, even those without a DSP, via registered AMC partners. This increased accessibility gives brands access to more detailed insights into the customer journey. Among the new features, AMC Audiences + Amazon Publisher Cloud (APC) offers the possibility of creating more targeted campaigns by cross-referencing audience data with premium information from publishers. High-value frequency and audience analytics also help optimize targeting and ROI by adapting ad frequency.

5. Multi-touch attribution model

Amazon's multi-touch attribution model, powered by machine learning, offers a more comprehensive analysis of customer interactions across different channels (shopping, streaming, browsing). Thanks to new conversion path reporting, brands can now identify the most effective combinations of advertising interactions that generate the best conversion rates. This model is based on hundreds of thousands of A/B tests to guarantee precise measurement of each advertising interaction and its real impact.

Conclusion: unBoxed 2025

The next edition of Unboxed will be held on November 10 and 11, 2025 in Nashville. With its 2024 announcements, Amazon reaffirms its commitment to providing innovative, high-performance solutions to brands, enabling them to optimize their advertising campaigns and better understand the customer journey. For businesses present on Amazon, this is a unique opportunity to increase their visibility and engage their audience more precisely and effectively.

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