Amazon Advertising continues to innovate at lightning speed. As we step into August 2025, four brand-new features have emerged that could redefine how brands approach media planning, audience targeting, and content creation on Amazon. If you’re serious about staying ahead, here’s what you need to test right now.

1. AI-Powered Video Generator Now Live in the U.S.

Amazon’s new AI Video Generator is now officially live in the U.S. This tool helps brands quickly create engaging product videos in seconds using existing product images and AI scripts. It supports transitions, music, branding elements, and even human motion overlays.

  • Perfect for Sponsored Brands Video or Amazon DSP placements
  • Supports multiple formats including vertical and horizontal
  • Reduces creative production costs and time dramatically

Pro Tip: Try testing short-form videos for new-to-brand ASINs where existing video creatives are missing.

2. AMC’s New AI Audience Builder

Amazon Marketing Cloud has added an AI Assistant that lets advertisers create custom audiences or SQL queries using natural language prompts. This is a huge win for teams without SQL expertise, offering a fast way to extract actionable insights and activate segments.

  • Ask: “Build me an audience of customers who viewed but didn’t purchase in the last 14 days.”
  • Get query suggestions and editable results instantly

Why it matters: The AI Audience Builder democratizes AMC usage and speeds up campaign refinement.

3. Multi-Country Campaign Dashboard Now in Ads Console

Managing multiple marketplaces just got easier. Amazon Ads Console now supports multi-country campaign views—allowing advertisers to manage global performance in a single dashboard.

  • Supports spend pacing, performance comparison, and budget optimization across markets
  • Includes alerts for overspend tolerance (up to 100% daily overspend within portfolio limits)

Recommended: Use this dashboard for better decision-making across US, UK, DE, and other Amazon marketplaces.

4. Ads Enter Alexa+ Conversations

Amazon is testing Sponsored Messages inside Alexa+ voice interactions. As Alexa becomes more conversational and AI-driven, brands can now reach customers via smart speakers and embedded answers.

  • Sponsored voice suggestions when customers ask for product types
  • Potential to connect DSP or Sponsored Display campaigns with Alexa+ intent triggers

Forward-thinking brands: Start strategizing for voice-based ad creatives and test early if eligible.

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