The Vector team attended Amazon's unBoxed London event last week, and the conversations from the stage confirmed what has been building across the platform for the past twelve months: agentic AI is no longer a roadmap item. It is being deployed in live Amazon advertising tools right now, and it is changing the practical mechanics of how brands plan, create and measure their campaigns.

The biggest moment from the event was not a single announcement. It was a framing. Robert McGovern, Advertising Director at Amazon Ads, put the strategic challenge directly: "the differentiator is not who has the technology," he said, but the ability to use it to shape a cohesive strategy. That distinction matters enormously for brands and for the agencies supporting them.

What agentic AI actually means on Amazon

The term agentic AI refers to AI systems that do not just generate outputs on request but take sequences of actions to complete tasks. In the Amazon advertising context, that means tools that can research a product, identify audiences, build creative concepts, generate assets, launch campaigns and adjust performance, with a human reviewing and approving at each stage rather than executing every step manually.

Two tools sit at the centre of this at Amazon. 

Ads Agent: handles the campaign management side, enabling advertisers to carry out complex tasks using plain-English requests: adjusting pacing across multiple campaigns, building SQL queries for Amazon Marketing Cloud, identifying targeting segments and generating data-driven recommendations. 

Creative Agent: handles the creative side, acting as a conversational partner that conducts product and audience research, develops creative concepts in storyboard format, and produces video, display and streaming TV ad assets, drawing on Amazon's retail intelligence to generate ideas that reflect how real shoppers engage with a product.

Both tools launched in beta last year and are now rolling out more broadly. unBoxed London was the moment they arrived for UK advertisers.

Takeaways for brands:

• The Unified Campaign Manager means managing customer journeys, not just budgets

• The new Campaign Manager brings Sponsored Ads and Amazon DSP together into a single interface with consolidated KPIs, natural-language Smart Search and cross-product visibility. 

• For advertisers who have historically managed search and programmatic campaigns as separate activities with separate reporting, this is a fundamental operational change.

The practical shift is from managing budgets by product type to managing customer journeys end to end. A shopper who sees a Prime Video ad, searches on Amazon the following week, and converts through a Sponsored Product is now visible as a single journey rather than three separate data points in three separate places. That changes how you allocate, optimise and learn.

AMC now provides 15 months of daily data

Amazon Marketing Cloud's data window has extended to 15 months of daily data. The practical example that brings this to life: you can now track whether a consumer who was exposed to Prime Day 2025 awareness activity went on to make a repeat purchase in 2026. The gap between media exposure and downstream purchase behaviour, which has always existed but been difficult to measure over longer timeframes, is now much more visible.

For brands investing in full-funnel campaigns, this is a significant measurement upgrade. It supports the case for upper-funnel investment by providing the longitudinal evidence that top-of-funnel activity does drive long-term revenue, which in turn makes it easier to justify and scale those budgets.

Creative Agent moves the starting point from one static image to five dynamic videos

Perhaps the most tangible change for brands day-to-day is what Creative Agent does to the economics of content production. The starting point for product advertising is shifting from a single static image to multiple dynamic video assets generated from a product detail page, brand store and website.

This matters beyond just efficiency. Video consistently outperforms static in attention, engagement and conversion across Amazon's ad formats. The barrier to producing video at scale has historically been cost and production time. Creative Agent compresses both significantly. What requires weeks and creative agency fees today will increasingly be achievable in hours.

The implication is not that creative strategy becomes less important. It becomes more important. When every brand can generate video at scale, the quality of the strategic thinking behind what is created, for which audience, in which context and with what message, becomes the differentiating factor.

The differentiator is strategy, not access.

Our takeaway

The consistent message from unBoxed London was one that Vector has been building its approach around for some time. The technology is becoming available to everyone. The edge will belong to the brands and agencies that know how to deploy it within a coherent growth strategy rather than simply using the tools because they exist.

At Vector, our role is not just to execute campaigns. It is to develop the Amazon growth strategy that determines where the tools get pointed, which customer journeys to prioritise, and how to connect media investment to commercial outcomes over time. The AI handles more of the execution. The strategy becomes the work.

Want to understand how Amazon's latest AI capabilities can work within your brand's growth strategy? Talk to the Vector Retail Media team.

"A shopper who sees a Prime Video ad, searches on Amazon the following week, and converts through a Sponsored Product is now visible as a single journey rather than three separate data points in three separate places. That changes how you allocate, optimise and learn."