Tinuiti at Amazon unBoxed 2024: Innovations, Insights, and What’s Next for Advertisers
Every year, Amazon brings together thousands of advertising professionals for their flagship advertising event, unBoxed, where industry leaders come to share strategies, innovative solutions, and exciting new tools that drive success on the Amazon platform. This year’s event was no exception, with an exciting mix of keynote sessions, breakout discussions, and networking opportunities that revealed the future of retail, advertising, and ecommerce.
Tinuiti was not just in attendance—we were on the ground and on the keynote stage, offering our own insights while taking in the latest and greatest from Amazon. From powerful product announcements to next-gen features set to change the game, we were front and center as Amazon unveiled new capabilities that advertisers can use to elevate their strategies.
In this recap, we’ll break down everything you need to know from Amazon unBoxed 2024—including the biggest announcements, key takeaways from our experts, and valuable insights you can incorporate into your 2025 Amazon strategy. Whether you’re looking to stay ahead of the competition or get inspired by the latest industry trends, we’ve got you covered.
[Click ahead to get the quick TL;DR and next steps for advertisers.]
Let’s dive in with key takeaways from some of the top unBoxed sessions…
Day 1 Product Keynote
Amazon’s 2024 unBoxed event brought several exciting innovations in marketing technology, aimed at helping brands better understand customer journeys, optimize campaigns, and improve ad performance.
Here’s a breakdown of the most important Amazon updates from the day one product keynote.
Full-Funnel Measurement and Attribution
Amazon introduced a new multi-touch attribution model, utilizing advanced AI and machine learning to provide granular insights into each marketing touchpoint’s contribution to conversions. This system taps into trillions of shopping signals and employs randomized control trials to establish causal relationships between ads and conversions.
The new AI-driven attribution model offers marketers a clearer view of how different ad types—such as streaming TV, online video, and sponsored ads—contribute to overall sales. This development is a game-changer for brands aiming to optimize their media mix and understand which ads are driving the most value.
AMC Solutions: No-Code Tools for In-Depth Insights
Amazon Marketing Cloud (AMC) also received significant upgrades, making it more accessible to advertisers with no-code, intuitive visualizations that simplify customer journey analysis. Some standout features include:
- High-Value Audience Solution: Helps brands identify and target the most valuable customer segments.
- Optimal Frequency Solution: Provides insights into how many ad exposures are necessary to convert customers, reducing ad fatigue and improving ROI.
Additionally, Amazon unveiled long-term sales insights, allowing brands to track the value of customer actions for up to 12 months, even when conversions are delayed.
AI and Creative Tools: Streamlining Ad Creation
AI-powered creative tools are another focal point of Amazon’s updates. These tools are designed to help brands produce more engaging content at scale with automation. Key features include:
- Live Image Generator: Not only creates high-quality lifestyle images for ads, but also incorporates subtle movement within the ads.
- Video Generator: Automates short, engaging videos using product details and customer reviews, making it easier for brands to produce video content. It also allows brands to upload a video asset and Amazon will automatically cut it up into video creative of different lengths to comply with different video placement creative specs.
- Audio Generator: Expands into audio ad creation for Alexa-enabled devices, tapping into the growing voice technology market.
Amazon also introduced the AI Creative Studio, a new suite that integrates image, video, and audio creation into a single workflow. This feature is currently in beta and any advertiser can join the access waitlist.
Prime Video Ads and Expanded Audience Reach
Amazon continues to expand its advertising reach through streaming, announcing the launch of ads on Prime Video in 10 countries. This addition to Amazon’s broader streaming TV supply enables brands to tap into a monthly ad-supported audience of 275 million users, covering platforms like Twitch, Alexa, and Whole Foods Market.
New Product Campaigns: Driving Early-Stage Sales
For brands launching new products, Amazon introduced a managed service aimed at boosting awareness and sales in the critical first 90 days. The addition of “New and Notable” labels resulted in at least a 20% increase in click-through rates, providing an effective way for brands to stand out in a crowded marketplace.
Ad Performance and Optimization: Smarter Bidding and Predictive Tools
New tools like Audience Bid Boosting and Performance Plus were unveiled to help brands optimize ad performance:
- Audience Bid Boosting: Allows brands to adjust bids dynamically based on customer segments and viewing history, ensuring higher visibility with the right audiences.
- Performance Plus: This predictive tool, which analyzes real-time data to determine which customers are most likely to convert, has shown a 51% improvement in acquisition costs for brands that utilize it.
Breakout Session: Ad Relevance for an Addressable Future
As the digital world moves away from cookie-based signals, Amazon has made significant advancements in maintaining ad relevance for customers. And ad relevance is more important than ever considering 82% of consumers are more likely to engage with relevant ads and 91% of consumers encounter at least one irrelevant ad daily.
This unBoxed session highlighted Amazon’s use of Generative AI to develop innovative modeling solutions that ensure advertisers can still reach the right audiences, even in cookie-less environments. Speakers provided a deep dive into Amazon’s durable identity solutions, featuring a roundtable discussion with representatives from Colgate, Tinuiti, and Raptive, offering diverse perspectives from brands, agencies, and supply partners. The session underscored the importance of AI-driven strategies for enhancing ad relevance in a rapidly evolving ecosystem.
In this session, Amazon introduced two new durable targeting solutions:
- Similar Audiences: AI-powered models create look-alikes based on a brand’s existing audience, extending reach in cookie-less environments.
- Keyword Contextual Targeting: AI models deliver ads to sites containing or related to specific targeted keywords.
“Addressability is a complex niche of the digital advertising ecosystem, shaped by various social, legal, and technical dynamics. It’s essential for brands to understand these dynamics—or work with partners who can advise—and prepare durable solutions to measure their media in both cookie-based and cookie-less environments.”
Joe O’Connor Senior Director, Strategic Marketplace Services at Tinuiti
Partner Keynote: Moving at the ‘Speed of Culture’: Poppi’s Growth Story
One of the most talked-about sessions at unBoxed 2024 was the growth story of Poppi, a beverage brand that achieved tremendous success through Amazon’s full-funnel advertising strategies. In just four years, Poppi has transformed from a challenger product within the highly competitive beverage category into a globally recognized brand, driven by its digital-first approach and strategic partnerships with Amazon DSP and Tinuiti.
During the session, Poppi and Tinuiti shared valuable insights into their successful partnership and digital-first mindset. From day one, Poppi embraced a digital-first approach, but faced early challenges in driving trial and repeat purchases. Tinuiti helped to overcome these obstacles by focusing on data-driven strategies to better understand their customer base.
By looking at media tactics through a full-funnel lens, they were able to engage broader audiences effectively. Emphasizing a culture of testing, learning, and doubling down on successful tactics, the partnership drove significant growth and results for Poppi.
Poppi noted that they move at the speed of culture and the brand’s ability to align with cultural moments like the WNBA allowed it to engage consumers and boost brand recognition. In the discussion, Allison Ellsworth, Co-Founder and Chief Brand Officer of Poppi, shared her perspective on their success…
“Poppi’s explosive growth came from leaning into a digital-first approach from day one. By focusing on Amazon’s ecosystem and social platforms like TikTok, we were able to meet consumers where they are and move quickly to capture their attention. The Amazon DSP allowed us to scale that growth, turning cultural moments like the WNBA into real, measurable results for the brand.”
She went on to further explain the power of cultural connection and authenticity…
“We’ve always believed in the power of culture and community. Our strategy is to move at the speed of culture, and Tinuiti helped us do that by identifying the right moments and platforms to connect with our audience in an authentic way. The WNBA campaign wasn’t just an ad, it was a reflection of our commitment to supporting meaningful cultural movements.”
Poppi, with the help of Tinuiti, leveraged data to drive trial purchases and foster repeat business, enabling the brand to make quick, informed decisions. Through a test-and-learn approach, Poppi experimented with various strategies, such as the NBA vs. WNBA activations mentioned above, to identify what resonated best with their audience and refine their marketing efforts accordingly.
“The beauty of working with brands like Poppi is that they understand the importance of testing and iterating. We were able to use data to refine their strategy, compare different campaigns, and double down on what worked. In this case, we saw that aligning with cultural trends and leveraging Amazon’s premium media capabilities significantly amplified their reach.”
Jeremy Cornfeldt President, Tinuiti
Amazon Entertainment Keynote: The Power of Authenticity
Before the celebrities hit the stage for this session, this keynote kicked off with an engaging round table discussion highlighting how streaming has shifted and how audiences spend their time and attention.
Industry leaders discussed how they take customers from attention to action and build brands that resonate in the streaming era. During this portion of the session, Amazon announced…
Prime Video Expansion
Amazon Ads announced it will introduce limited advertisements on Prime Video in Brazil, India, Japan, the Netherlands, and New Zealand starting in 2025. This expansion reflects Amazon’s global ambitions to integrate ads across its platforms.
Wondery Platform Growth
Amazon is doubling down on its investment in Wondery, following deals with podcasts like Armchair Expert and New Heights. The strategy aims to attract a growing listener base, signaling Amazon’s intent to continue acquiring premium content for its platform.
AI-Generated Audio Ads
With the expansion of audio content, Amazon revealed it is creating AI tools to generate audio ads, aiming to democratize access to ad inventory for brands of all sizes.
Globalization of Live Sports
The partnership between the NBA and Amazon Prime Video will extend globally, driving more viewership and boosting the global proliferation of Prime memberships through live sports content.
In the second half of the keynote, celebrities like JB Smoove, Dax Shepard, and Alex Morgan chatted on the theme of authenticity in branding. They explored the importance of authenticity in today’s world. Each panelist discussed how being true to oneself is crucial, even though it can be difficult, particularly for actors who are often required to play roles.
They shared personal insights about overcoming the fear of judgment and embracing their authentic selves. Alex Morgan highlighted the challenges athletes face in reinventing themselves post-career and how many take their fans with them into new ventures such as podcasting, charity work, or entrepreneurship. This evolution, she noted, is what fuels continued success and public interest.
Session: First-Party Data Strategies
During this session, Marcus Starzall, Aby Angilivelil, and Stuart Watson led a dynamic chat that underscored the transformative potential of first-party data and introduced Amazon’s new Ads Data Manager. The trio highlighted how first-party data not only enhances conversion rates but also boosts customer satisfaction and reduces acquisition costs. With the Ads Data Manager, Amazon simplifies the integration, management, and application of this data across its advertising platforms, enabling marketers to run highly effective, data-driven campaigns.
Key Highlights and Announcements:
- Ads Data Manager: This newly launched tool streamlines the process of integrating first-party data, allowing advertisers to input their data once and seamlessly utilize it across Amazon DSP, Amazon Marketing Cloud, and Sponsored Ads.
- First-Party Data Performance Boosts: Leveraging first-party data can lead to:
- 27% higher conversion rates
- 23% improved customer satisfaction
- 18% lower acquisition costs
- Real-World Success Stories: Case studies featuring a telco brand and Formosa Covers illustrated how businesses are unlocking the power of first-party data. The telco brand achieved a 90% match rate and a 9% increase in customer lifetime value, while Formosa Covers reduced operational inefficiencies by 60% using Ads Data Manager.
Marcus Starzall from Amazon Ads emphasized the undeniable value of first-party data…
“First-party data just works. It leads to 27% higher conversion rates, 23% better customer satisfaction, and 18% lower acquisition costs. That’s why it’s so valuable to marketers.”
Angilivelil emphasized the importance of privacy compliance and operational efficiency…
“Your first-party data is reliable, relevant, and accurate because it’s built on your business and your audiences. Ads Data Manager provides a secure cloud environment where an advertiser and an agency can collaborate, with end-to-end encryption. One of our customers saw a 60% reduction in operational inefficiencies by simplifying the data integration process.”
unBoxing AI-Generative Creative
At Amazon’s unBoxed event, the spotlight was on how Generative AI is revolutionizing creative production. Leaders like Jean-Luc Nehon, Director of Amazon Ads’ Creative Tech team, and Roland Brenner, Head of Creative GTM at Amazon, introduced cutting-edge AI tools that are transforming how brands create, customize, and scale their content.
Nehon highlighted how this technology is breaking down barriers to creative production, making it accessible to more advertisers…
“Generative AI is a game-changer for advertisers. By automating creative production, brands can break through traditional barriers, freeing up resources to focus on strategy and experimentation. This shift allows businesses of all sizes to enhance their creative processes, access premium ad formats, and drive performance with high-quality, visually stunning content that resonates with customers.”
Generative AI in Creative Production
Amazon’s new AI tools, including image and video generators, allow advertisers to create custom visuals and videos directly from product listings within minutes. This innovation significantly speeds up the creative production process, offering rapid turnaround with no associated costs for the advertisers.
AI Creative Studio (Open-Beta)
Amazon announced the AI Creative Studio, a feature designed to enable advertisers to generate, edit, and customize visuals and videos. This tool supports various ad formats, such as DSP and Sponsored Brands, enhancing the flexibility and scope of ad creative production.
“Amazon’s AI Creative Studio is another great example of how Amazon delivers on customer needs. It makes quality creative services more accessible, at no additional cost to all Amazon advertisers, and opens doors for brands to connect with their consumers across new media channels.”
Joe O’Connor Senior Director, Strategic Marketplace Services at Tinuiti
Increased Campaign Experimentation
Advertisers using these AI-powered creative tools have reported a 39% increase in campaigns and a 5% rise in sales. This growth reflects the increasing trend of creative experimentation, as AI enables faster, more frequent testing of different creative elements.
Nehon went on to say…
“One of the most exciting things about AI in creative production is how it accelerates experimentation. We’ve seen brands increase their testing and adapt faster, ultimately improving their campaign performance and expanding audience reach.”
These innovations will help brands scale their campaigns more efficiently and explore new opportunities across channels without being held back by creative limitations.
TL;DR – Next Steps For Advertisers
As we’ve come to expect, Amazon was not short on the number of announcements. Tinuiti experts, Joe O’Connor and Bob Avellino share actions brands should prioritize coming out of unBoxed:
Test Audience Bid Boosting for Sponsored Product and Brands
This is the most meaningful new feature launch on Sponsored Products in the past two years. This appears to be an API-first feature, but Amazon has confirmed that it will roll out in the Sponsored Ads console UI before Thanksgiving.
A couple thought-starters for audiences to bid up on as we head into Q4:
- Lifestyle – Gift Givers
- Competitive shoppers (requires Amazon DSP custom audience)
- Shopping cart abandoners (requires AMC Audience)
Join the AI Creative Studio Waitlist (link)
AI Creative Studio is a huge benefit, particularly for brands that need to reduce creative costs, or don’t have the budget to develop certain creative types (like video). It’s also free, so every brand and partner should do their part to get access, and take advantage of these tools (it may not be free for long).
Activating Display and Video Formats
“Full funnel” was the dominant phrase throughout Amazon’s keynote presentations. With CPCs rising across most categories, it’s becoming a necessity for more brands to expand out into CPM-based display and video formats. AMC Audiences (which was the subject of Tinuiti’s breakout session) empowers brand’s to reach their exact right audience.
The AI Creative Studio helps to build creative assets across all display and video formats, at no cost. And, AMC Media Mix, Path-to-Purchase, and the forthcoming Multi-Touch Attribution analyses provide a comprehensive view of the value that each impression delivers towards a user converting. Amazon’s leaving brands with very few reasons not to incorporate these ad formats into their holiday strategy.
Start Testing Performance Plus
In all early testing Performance Plus has seen an incremental reach vs. IM segment targeting for link off campaigns. If you have a D2C website, and you are testing PMax from Google or Advantage+ from Meta, you owe it to yourself to ask your partners about Performance Plus. The amount of shopper data that can go into these segments to optimize for end conversions will make Amazon ad tag implementation worth the hassle. Over time, this will be Amazon’s best performance product.
Scale High Performing Audiences With Amazon Publisher Cloud
Amazon Publisher Cloud is a clean room that publishers can connect to Amazon to create custom deals that are Server to Server based. This will allow high performing AMC audiences to scale to a completely new cookieless inventory pool (like Safari) without losing the signals that makes Amazon a closed loop attribution possible. By scaling with this incremental inventory, we should see performance increase while seeing CPMs decrease due to lack of competition on those impressions.
Conclusion: Amazon unBoxed 2024 Takeaways
Amazon unBoxed 2024 demonstrated the potential of AI, first-party data, and full-funnel strategies in transforming the future of advertising. From cutting-edge generative AI tools to advanced attribution models and durable targeting solutions, Amazon continues to push the boundaries of what’s possible in digital marketing.
For advertisers, the key takeaway from unBoxed 2024 is clear: staying ahead means embracing AI-driven solutions, first-party data, and holistic strategies that integrate both brand-building and performance marketing.
Have questions about this year’s announcements, or want to learn how to step up your Amazon strategy in 2025? Contact us today to learn more.
