Post 1/2 Amazon Ads unboxed keynote lets gooo! Some big announcements this year…
By James Northcott · September 30, 2026 · Curated by George's Blog
Post 1/2
Amazon Ads unboxed keynote lets gooo!
Some big announcements this year…
Here’s what immediately stood out to me:
👉🏻 Reviews are becoming an advertising objective
Brands will soon be able to target existing customers and pay when they leave a review.
Coming from a full-service angle, I was surprised by this update but absolutely love it (in theory).
It’s potentially huge for launches.
Reviews have always been one of the biggest barriers for new products. Now they’re becoming something you can actively build into a launch and scale strategy alongside Vine.
👉🏻 Sponsored Ads + DSP are getting much closer together
This is the direction Amazon advertising has been heading for a while, but it’s accelerating quickly.
Amazon launched a new ad type last year…”full-funnel”. It’s been in closed beta until now.
One campaign. One budget. Search, display, video and streaming TV.
I get the concept. For brands with limited capabilities, full-funnel advertising becomes far easier to actually execute.
But…
This has felt a bit like auto campaigns for me, in the sense that allowing Amazon to run your campaign based on just a campaign goal may be good for data farming but it won’t allow granular analysis and insights.
Amazon have also added ROAS thresholds to these campaigns now.
How useful these will be…time will tell I guess.
👉🏻 Amazon AI is about to make product content even more important
From January, Sponsored Brands clicks can open an AI conversation where shoppers ask questions, compare products and get recommendations.
Which means your PDP isn’t just selling to the customer anymore.
It’s feeding the AI that’s selling to the customer.
This is big. Optimising your PDP creative, text and back end data has become even more critical.