Amazon Creative Agent adds TV capabilities at unBoxed 2025
Amazon extended its agentic AI creative solution to include Streaming TV and Sponsored TV ads, consolidating campaign development in a single unified platform.
Amazon Ads announced November 11, 2025, the expansion of Creative Agent to support Streaming TV and Sponsored TV advertising formats. The agentic AI tool, initially introduced in September as a conversational creative partner within Creative Studio, now operates through the unified Amazon Ads console and handles video advertising across Amazon's streaming inventory.
Creative Agent represents an end-to-end automation system combining Amazon's proprietary signals with conversational guidance to generate advertising content. Advertisers can develop multiple variations of display and video creative assets aligned with brand identity and messaging without specialized production expertise or costs.
The tool transforms campaign development by enabling professional-quality asset creation through natural conversation. According to the announcement, Creative Agent leverages Amazon's retail intelligence and brand signals to maintain compliance across Amazon Ads while reducing production timelines. The solution addresses creative barriers that typically require weeks of production work and thousands of dollars in agency fees.
Amazon positions the expansion as democratizing access to streaming television advertising, which has historically required substantial minimum spends and complex buying processes. Sponsored TV launched in October 2023 specifically to make streaming advertising accessible to vendors and seller brand owners without minimum spend requirements or upfront commitments.
Streaming TV advertising has become central to Amazon's advertising growth strategy. The company reported $15.7 billion in advertising services revenue for Q2 2025, a 22% year-over-year increase significantly outpacing overall revenue growth of 13%. CEO Andy Jassy emphasized during the July 31 earnings call that the platform helps advertisers reach an average ad-supported audience exceeding 300 million across owned properties in the United States alone.
Creative Agent operates as an agentic AI system rather than a simple generative tool. The distinction matters for advertising professionals because agentic systems perform multi-step tasks autonomously while maintaining conversation about creative decisions. Traditional generative AI requires specific prompts for each output, while agentic systems manage entire workflows from conceptualization through final asset delivery.
Amazon introduced agentic AI capabilities across its seller platform September 17, 2025, transforming Seller Assistant from question-answering functionality into an autonomous agent monitoring accounts, optimizing inventory, and managing advertising campaigns continuously. The Creative Studio component enables sellers to generate advertising concepts with detailed explanations of reasoning processes.
According to advertising technology expert Karsten Weide cited in September coverage, Amazon's approach lowers creative barriers while keeping campaigns within its ecosystem, making advertising easier, faster, and cheaper. The integration enables advertisers to brainstorm, iterate, and launch ads across Sponsored Brands, Sponsored Display, and Amazon DSP within unified workflows.
The expansion arrives amid intensifying competition in AI-powered creative automation. Meta's Advantage+ suite now handles targeting, creative optimization, placements, and budget allocation with minimal human oversight, reporting $20 billion annual run rate and 22% return on advertising spend improvements. Google Ads Asset Studio beta launched globally in August 2025, consolidating creative production capabilities previously requiring third-party software.
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Adobe announced GenStudio expansions October 28, 2025, introducing proprietary AI model customization through Adobe Firefly Foundry alongside integrations with major advertising platforms including Amazon Ads, Google Marketing Platform, LinkedIn, and TikTok. These competing platforms emphasize brand control and proprietary training data as differentiators from general-purpose AI tools.
Creative Agent's access to Amazon's first-party shopping, browsing, and streaming signals provides targeting advantages unavailable to external platforms. The system analyzes seller products alongside shopping behavior patterns to generate advertising concepts tailored to specific audience segments. This data integration enables dynamic creative optimization using signals from trillions of customer interactions across Amazon's ecosystem.
The streaming television focus aligns with broader industry investment patterns. Research from Comscore indicates 72% of marketers plan to increase programmatic advertising investment in 2025, with Connected TV's share of media budgets projected to double from 14% in 2023 to 28% in 2025. Amazon DSP reached a monthly ad-supported audience of 275 million customers in the United States as of October 2024.
Amazon has systematically expanded streaming advertising infrastructure throughout 2025. The company launched Complete TV March 4, 2025, a capability within Amazon DSP helping television advertisers manage streaming purchases more efficiently. The system incorporates artificial intelligence to deliver budget allocation recommendations across Prime Video and premium streaming platforms.
Amazon secured an exclusive partnership with Roku announced in June 2025, creating what Jassy described as "the largest authenticated Connected TV footprint available to advertisers in the United States." The partnership provides access to an estimated 80 million Connected TV households through Amazon DSP, representing more than 80% of all CTV households according to ComScore data.
Netflix became available in Amazon DSP starting Q4 2025 across 11 international markets including the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia. The collaboration marks Netflix's fifth major programmatic partnership, adding Amazon DSP to existing relationships with The Trade Desk, Google Display & Video 360, Microsoft, and Yahoo DSP.
Creative Agent's streaming television capabilities create operational efficiencies for brands managing campaigns across Amazon's expanded inventory. Advertisers can develop video creative variations specifically optimized for Prime Video, Twitch, Fire TV apps, and third-party streaming services through single conversational workflows. The system maintains brand consistency while adapting messaging for different streaming contexts and audience segments.
Amazon Marketing Cloud integrated Sponsored TV signals in March 2024, granting advertisers insights into streaming television campaign performance. The analytics solution enables measuring marketing activity impact across Amazon's platforms through privacy-safe audience analysis. Conversion path reporting tracks customer interactions across 30-day windows, incorporating data from Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored TV, and Amazon DSP formats.
The Creative Agent expansion matters for marketing professionals because it eliminates traditional production bottlenecks in streaming advertising execution. Brands previously requiring agency partnerships or in-house video production teams can now generate professional streaming television creative through conversational interfaces. This accessibility shift potentially changes competitive dynamics in marketplace advertising, enabling smaller brands to execute sophisticated multi-format campaigns.
Amazon's approach differs from competing platforms through its emphasis on retail commerce integration. While Google and Meta optimize for various conversion objectives, Creative Agent specifically leverages shopping behavior signals to inform creative development. The system understands product attributes, seasonal shopping patterns, and category performance dynamics unavailable to external advertising platforms.
The availability spans North America with access limited to vendors, registered sellers, managed-service advertisers, and self-service advertisers. Users access Creative Agent through the Advertising console and Creative Studio interfaces. The solution operates at no cost to advertisers, representing a strategic investment by Amazon in lowering barriers to advertising participation across its platform.
Creative Agent operates within Amazon's broader agentic AI infrastructure enabling autonomous business management. The system proactively develops comprehensive growth plans for seller review and executes approved strategies automatically. Before seasonal peaks, it alerts sellers with ready-to-implement strategies based on historical data and current market trends.
Agentic AI adoption has accelerated significantly across advertising technology platforms. McKinsey data indicates $1.1 billion in equity investment flowed into agentic AI in 2024, with job postings related to this technology increasing 985% from 2023 to 2024. The shift toward AI-mediated commerce could fundamentally reshape advertising strategies and campaign management approaches.
Industry expert Ari Paparo suggested in July 2025 analysis that agentic AI could disrupt traditional programmatic advertising technology stacks by automating campaign setup, targeting, and optimization functions currently handled by demand-side platforms. Microsoft discontinued Microsoft Invest effective February 28, 2026, citing incompatibility between traditional DSP models and visions for "conversational, personalized, and agentic" advertising futures.
Creative Agent's expansion reflects Amazon's defensive positioning against AI-powered shopping agents. Amazon sued Perplexity November 4, 2025, over covert AI agent access to its marketplace. The lawsuit revealed specific concerns about how AI agents threaten Amazon's advertising business model by bypassing sponsored products, recommendations, and advertising elements generating revenue when human customers browse.
The complaint stated that automated agents impose operational burdens and costs on Amazon's advertising systems. When automated agents generate ad traffic, Amazon must invest engineering resources detecting and filtering non-human impressions before billing advertisers. Amazon's third-quarter 2025 advertising revenue reached $17.7 billion, growing 22% year-over-year.
Cloudflare, Visa, and Mastercard introduced authentication protocols October 24, 2025, helping merchants distinguish legitimate AI shopping agents from malicious bots through cryptographic verification. The infrastructure announcements address concerns about bot detection failures costing advertisers billions.
Creative Agent positions Amazon to maintain advertising relevance as commerce potentially shifts toward AI-mediated purchasing. If consumers increasingly delegate shopping decisions to autonomous agents, brand awareness becomes critical before purchase intent crystallizes. Creative Agent enables brands to maintain visibility across Amazon's ecosystem while autonomous systems evaluate product alternatives.
The November 11 announcement coincides with Amazon's annual unBoxed conference, where the company showcases advertising solutions for businesses connecting with customers across journey stages. The conference timing enables immediate access for advertisers attending the event, facilitating hands-on training and implementation support.
Amazon's AI capabilities span multiple advertising delivery aspects, from targeting optimization to creative enhancement. The company's first-party data ecosystem combined with advanced machine learning models creates competitive advantages in audience precision and performance measurement. Amazon's AI investments include Nova foundation models within Bedrock, Strands for agent development, and machine learning systems processing trillions of browsing, shopping, and streaming signals.
The Creative Agent expansion enables advertisers to scale advertising presence with enhanced reach and engagement across all ad formats. The solution addresses demands from brands seeking efficient creative production without sacrificing quality or brand consistency. By reducing production timelines and costs while maintaining professional standards, Creative Agent removes traditional barriers preventing smaller advertisers from executing sophisticated campaigns.
Amazon's strategy emphasizes automation while preserving advertiser control over strategic decisions. Creative Agent operates conversationally, explaining reasoning processes and enabling iterative refinement rather than generating final assets without oversight. This approach differs from fully automated systems like Meta Advantage+ that minimize human intervention in favor of algorithmic optimization.
The streaming television advertising market continues expanding rapidly, creating opportunities for platforms providing accessible creation tools and comprehensive measurement capabilities. Amazon's combination of Creative Agent for asset development, extensive streaming inventory through multiple partnerships, and robust analytics through Amazon Marketing Cloud positions the company competitively within this growing segment.
Creative Agent represents Amazon's bet that conversational AI interfaces will reshape how advertisers approach campaign development. The shift from complex software tools requiring specialized training toward natural language interaction potentially expands the addressable market for advertising services. Whether this accessibility drives meaningful advertising investment growth or simply redistributes existing budgets remains an open question facing the industry.
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Timeline
- October 2023: Amazon Ads launches Sponsored TV enabling advertisers to reach streaming audiences with no minimum spend requirements
- March 2024: Amazon expands Marketing Cloud capabilities with Sponsored TV signals integration
- October 2024: Amazon unveils AI Creative Studio and Audio Generator at unBoxed 2024 event
- January 2025: Amazon introduces conversion tracking to measure advertising path effectiveness
- March 2025: Amazon launches Complete TV buying system for streaming advertisers
- August 2025: Amazon advertising revenue jumps 22% to $15.7 billion in Q2 2025
- September 2025: Amazon introduces agentic AI across seller platform including Creative Studio conversational tools
- September 2025: Netflix becomes available in Amazon DSP starting Q4 2025
- November 2025: Amazon announces Creative Agent expansion to Streaming TV and Sponsored TV ads at unBoxed 2025
Summary
Who: Amazon Ads announced the expansion affecting vendors, registered sellers, managed-service advertisers, and self-service advertisers using the company's advertising platforms.
What: Creative Agent agentic AI tool expanded to support Streaming TV and Sponsored TV advertising formats, enabling advertisers to develop video creative assets through conversational guidance without production costs or specialized expertise.
When: Amazon announced the expansion November 11, 2025, at the company's annual unBoxed conference. Creative Agent initially launched in September 2025 as a conversational tool within Creative Studio.
Where: The expanded Creative Agent operates through the unified Amazon Ads console and Creative Studio, available in North America (United States) for qualifying advertisers.
Why: The expansion addresses creative production barriers preventing advertisers from executing streaming television campaigns by combining Amazon's retail intelligence with conversational AI to generate compliant, brand-aligned video advertising while reducing production timelines and eliminating costs associated with traditional agency partnerships.