Amazon Unboxed 2025 Recap and What’s Coming in 2026

--> Amazon Unboxed 2025 Recap and What’s Coming in 2026 Dilip Vamanan April 20, 2026 16 mins to read [shared_counts] Amazon Unboxed is Amazon’s annual advertising conference, where they announce new ad products and tools months before most sellers even hear about them. It is essentially Amazon showing you the strategy for the next 12-24 months.

Here is what Amazon Unboxed 2025 had in store for sellers. For years, you could not prove that upper-funnel ads like Prime Video or display actually drive sales. You could only justify sponsored products because the tracking was simple with customer searches, ad clicks, and purchases, and it was done.

Brand awareness obviously mattered, but good luck to sellers for convincing anyone to spend money when you had zero data showing results. So most sellers kept pouring budget into the same crowded Sponsored Products auctions while competitors quietly tested strategies you didn’t even know existed. Amazon now has multi-touch attribution.

It tracks every ad a customer saw before making a purchase, not just the final click. The customer sees your Prime Video ad in January, clicks a display ad in February, and buys through Sponsored Products in March. All three ads get credit. This completely changes how you should think about budget.

The problem is that your competitors figured this out six months ago. They’re already running full-funnel campaigns with data that proves they work. This guide breaks down what Amazon announced at Unboxed 2025, what’s actually live right now, which tools matter for your business size, and what’s likely to come at the 2026 event.

Quick Guide: What is Amazon Unboxed? Amazon Unboxed Announcements: What is live in 2026 Common Mistakes Sellers Make While Preparing for Amazon Advertising Unboxed Final thoughts What is Amazon Unboxed? Amazon Unboxed is Amazon’s annual advertising conference, where it announces new ad products and tools before introducing them to sellers.

It shows where Amazon is heading strategically, which tells you what kind of advertising will work over the next 12-24 months. The Amazon Unboxed 2025 event focused on making advertising accessible through AI.

Amazon unifies the Ads Console and Amazon DSP into a single media buying tool called Campaign Manager, eliminating the need for separate accounts and manual metric compilation. Full-funnel campaigns leverage AI to unify planning, activation, and ongoing optimization across the entire funnel, streamlining the path from awareness to conversion.

Advertisers can now query and command campaigns conversationally through Ads Agent, such as asking to show underperforming campaigns. Creative Agent can now create streaming TV ads, making professional creative accessible without design teams.

For products, Sponsored Products Video allows advertisers to upload up to five unique videos per ASIN, enabling shoppers to scroll through feature-specific clips directly in search results Amazon is breaking down the barriers between upper-funnel and lower-funnel advertising using AI.

Amazon is positioning itself against Google and Meta as a complete advertising platform. For years, Google and Meta had brand awareness budgets, while Amazon had only conversion dollars. Amazon wants both.

Amazon is building a complete ecosystem covering awareness (Prime Video and streaming TV), consideration (Sponsored Brand Video and display), and conversion (Sponsored Products). This directly impacts how you need to advertise going forward.

Brands running full-funnel campaigns build awareness through video, nurture consideration through display, and then convert with sponsored products. By the time customers see their Sponsored Product ad, they already know the brand. These customers convert at higher rates and cost less to acquire.

Amazon Unboxed Announcements: What is live in 2026 Interestingly, Amazon rolled out most of the features announced at Unboxed 2025. Here is what sellers can use right now, what the data shows, and what is likely to come at the 2026 event. 1.

Attribution and analytics Below is the section where we discuss the attribution and analytics in detail: Multi-touch attribution (MTA): Now live Amazon deployed MTA across Campaign Manager in early 2026. The system tracks every customer interaction with your brand across Prime Video, display ads, sponsored products, and organic visits.

Instead of only being credited for the last ad click, sellers can now see the full purchase path. Amazon’s advertising conversion rate has averaged 9. 96%, significantly outperforming the standard e-commerce conversion rate.

Sellers are using the MTA data report for 15-30% better budget allocation because they can finally justify upper-funnel spending with hard attribution data. You might think about how this will help you. With MTA, you can prove to your CFO that the Prime Video