Amazon unBoxed 2024: Our Picks for Standout Launches & How to Leverage Them

About Amazon unBoxed 2024

Four of our REQ Marketplace Management team members were thrilled to attend this year’s Amazon unBoxed event in Austin, TX, which showcased a compelling vision for the future of marketing with the theme “Full-funnel marketing at scale for everyone.” The event underscored Amazon’s extensive ecosystem, emphasizing premium placements and partnership opportunities across platforms like Connected TV (CTV), live sports, and Amazon Demand Side Platform (DSP) enhancements. These announcements reflect Amazon’s strong commitment to innovative advertising strategies designed to help brands connect with consumers more effectively and at scale.

Major Announcements + Advancements

Among the key announcements, Amazon introduced new products and features to streamline the advertising process. Notable updates included enhanced product campaigns, audience bid boosting with refined signals, and a revamped DSP experience. 

Advertisers can now utilize optimization features like frequency capping and gain better insights through the new Campaign Insights Hub. New measurement tools and improvements have also been rolled out to streamline campaign creation and elevate ad performance through automation and audience insights. The conference also showcased AI Creative Studio—something our team has been testing since our return, and so far have been very impressed with its functionality. 

Another exciting development came in the form of Twitch and Prime Video with advertising opportunities opening up in new international regions and native ads expanding into popular games like Fortnite. Advancements in Amazon Marketing Cloud (AMC) were unveiled as well, including SQL-light and SQL-free options, customer segmentation tools, and AI-driven multi-touch attribution. These updates position Amazon not only to enhance its advertising capabilities but also to support a data-driven approach that allows advertisers to gain deeper insights into long-term sales and consumer behavior, setting the stage for more informed, impactful marketing strategies.

Our Key Takeaways

For our team, it was clear that Amazon's evolving advertising landscape and advancements in premium inventory, automation, and actionable insights offer greater control and precision over ad spend. This, coupled with new tools that aim to elevate campaign effectiveness, reach, and efficacy through high-impact partnerships—especially through channels like CTV, live sports, and enhanced AMC (Amazon Marketing Cloud) features—create prime opportunities for brands aiming to boost engagement.

A standout message? Amazon’s ad ecosystem is robust enough to host comprehensive campaigns end-to-end, suggesting brands may want to consider it for full-funnel strategies, even beyond traditional CPG categories.

Our team left feeling motivated to test some of these new launches and find the right fit for our clients leveraging Amazon for advertising. Our focus is always to stay competitive and drive measurable results across the funnel, and we can’t wait to see how these developments on the platform contribute to and influence the strategies we can craft.

If you're looking to expand or evolve your current marketing strategy and stay ahead of the curve with emerging platforms and tactics, we'd love to talk. Reach out to marketing [at] req.co (marketing[at]req[dot]co) to connect with our team.