At Amazon Unboxed, Kepler witnessed several major developments that will shape the future of Amazon's Ads tools — not to mention several exciting new content and media rights acquisitions from Amazon Studios. These are some of the standout releases and broader themes that we saw:

Major Product Announcements

1. Amazon AI Creative Studio: Leveraging AI to enhance creativity, this new tool allows advertisers to produce dynamic, personalized creatives at scale. This promises to revolutionize the way brands approach advertising on Amazon, making it faster and easier to create compelling, tailored content for consumers.

2. Audience Bid Boosts for Search: A new feature allowing advertisers to dynamically adjust their bidding strategies based on audience behavior. This boosts performance for search campaigns, ensuring higher visibility and relevance across Amazon’s platform.

3. Amazon Multi-Touch Attribution: A significant upgrade to how advertisers measure campaign performance, allowing for deeper insights into customer journeys. This new attribution model gives advertisers a more holistic view of how their ads drive sales and engagement.

4. AMC Audiences + Amazon Deals: A seamless integration that allows advertisers to combine Amazon Marketing Cloud (AMC) audiences with deal offerings, providing a more personalized and efficient approach to targeting specific shopper groups.

5. Improved Amazon DSP Experience: Enhancements to Amazon’s Demand-Side Platform (DSP) make it more user-friendly and effective, helping advertisers create better-targeted campaigns with ease.

6. New Product Launch Campaigns: Amazon is placing a stronger focus on providing tools to optimize new product launches, enabling advertisers to make a bigger impact from the moment a product hits the digital shelves.

Amazon’s Strategic Goals

• Full-Funnel Advertising: Amazon Ads is positioning itself as a comprehensive advertising solution that can compete with industry giants like Google and Meta. By building tools that cover every stage of the funnel, from awareness to conversion, Amazon is aiming to attract more brands seeking holistic advertising solutions.

• Universal Applicability: Another key theme from Unboxed is Amazon's commitment to making its advertising tools accessible to all. Whether you're a small business or a major brand, Amazon wants to ensure that its tools cater to a broad range of use cases, positioning itself as the go-to platform for diverse advertising needs.

Media Rights Acquisitions & Upcoming Content

Amazon is also strengthening its media portfolio with exciting new properties and partnerships. From acquiring weekly NBA games and playoff matchups to producing unique events like "Winning Wednesdays" (featuring celebrity hosts like Travis Kelce and Nick Cannon), Amazon is continuing to expand its entertainment footprint. Additionally, the platform is securing major sports rights, such as NASCAR’s Coca-Cola 600, and launching limited-time Twitch events like “The Glitch” in Fortnite.

The Bigger Picture

Unboxed 2024 makes it clear that Amazon is determined to elevate its standing in the global advertising ecosystem. By enhancing its creative, measurement, and audience targeting tools, Amazon is positioning itself as a full-funnel advertising powerhouse. And with its diverse content slate and media rights acquisitions, Amazon is well on its way to becoming an even bigger player in advertising and media.