Amazon unifies DSP and sponsored ads in single Campaign Manager platform

Amazon announced on November 10, 2025, the beta launch of a revamped Campaign Manager that consolidates sponsored ads and multimedia solutions with Amazon DSP into a single advertising platform. The announcement came from Amazon Ads unBoxed, the company's annual conference showcasing advertising solutions for businesses across customer touchpoints.

The unified platform represents a departure from fragmented workflows that previously required advertisers to navigate separate interfaces for sponsored products, sponsored brands, and programmatic display campaigns. Campaign Manager now delivers what Amazon describes as simplified operations, smarter decisions, and integrated visibility for advertisers regardless of business size.

According to the announcement, the platform introduces an "All View" that combines sponsored ads and multimedia solutions with Amazon DSP performance data in one workspace. Advertisers can review impressions, clicks, brand searches, and purchases through a consolidated KPI bar showing cross-channel insights.

The system relies on artificial intelligence to power features including smart search, guidance cards, multi-account management, a universal "+" campaign button, and cross-product campaign views. These capabilities aim to surface insights, apply recommendations, and enable real-time action without switching between tools.

Internal testing data indicates advertisers using smart search within Campaign Manager reduced bid optimization workflow time by 26%, according to an internal Amazon Advertising Report covering June through August 2025. The comparison measured US advertisers' performance before and after smart search adoption.

Smart search accepts natural language queries that filter campaign data instantly. The system processes commands like "SP, Impressions > 1000, Purchases > than 0" to display relevant campaigns meeting specified criteria. This functionality eliminates manual sorting through campaign tables to identify optimization opportunities.

Guidance cards provide automated recommendations based on campaign performance patterns. The platform identifies products not currently advertised that could drive sales, allowing advertisers to apply fixes through single-click actions. From these guidance cards, users can launch new campaigns without leaving the workspace.

The universal "+" button streamlines campaign creation across sponsored ads and Amazon DSP. Advertisers can initiate display retargeting campaigns, video ads, or audio promotions through the same interface used for sponsored products management. This consolidation addresses complaints from industry practitioners about excessive clicks required for basic advertising tasks.

Multi-account management enables agencies and enterprise organizations to toggle between client accounts without exiting the workspace. Senior traders managing 15 or more client accounts can view cross-channel insights spanning sponsored ads and multimedia solutions with Amazon DSP for multiple advertisers from a single login session.

The platform delivers standardized reporting through data tables showing campaign performance across advertising products. Advertisers access conversion path analysis showing how customers progress from Amazon DSP ad exposure through purchase completion. This visibility supports budget allocation decisions based on channel effectiveness.

The announcement includes customer stories illustrating platform functionality. A lifestyle brand manager named Erin uses the All View to combine Sponsored Products and Sponsored Brands performance. She applies smart search filters to identify campaigns exceeding 1,000 impressions with purchase conversions, then uses guidance cards to add unadvertised products and launches display retargeting through the universal "+" button.

A senior trader named Nikhil manages 15 client accounts across retail and entertainment sectors. He toggles between clients using multi-account management while reviewing KPI bars highlighting impressions, clicks, and detail page views. Smart search queries like "Budget at risk > 10%, Delivery rate < 70%" identify pacing issues requiring bid adjustments.

Amazon attributes platform development to advertiser feedback about fragmented tools and disconnected reporting. The company states that simple actions like adjusting bids or reallocating budgets often required twice as many clicks as necessary under previous systems.

Campaign Manager addresses these friction points through workflow consolidation. The platform aims to reduce clicks and streamline operations so advertisers spend more time on strategy rather than setup. The AI-powered features enable faster optimization and real-time adjustments across campaign portfolios.

The beta currently serves a select group of advertisers and partners across multiple geographic regions. North America availability includes the United States, Canada, and Mexico. South America access covers Brazil. European markets include Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, and Luxembourg.

Middle East availability spans Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, and Kuwait. Asia Pacific access includes Australia, India, Japan, China, New Zealand, and Singapore. A broader rollout planned for later in the year will make Campaign Manager available to all advertisers and partners using sponsored ads or multimedia solutions with Amazon DSP.

Existing campaign data, permissions, and reporting integrate automatically into the new workspace. Advertisers can view integrated KPIs, performance metrics, and manage campaigns directly from Campaign Manager without manual data migration or system reconfiguration.

Access to the beta requires contacting an Amazon Ads executive for eligibility assessment and onboarding support. The announcement does not specify minimum spend thresholds or other qualification criteria for beta participation.

The development matters for marketing professionals navigating increasingly complex advertising operations. Amazon has systematically consolidated its advertising infrastructure throughout 2024 and 2025, addressing operational challenges that historically complicated multi-client management for agencies.

The company introduced unified advertiser accounts in October 2025, enabling single-login access to all advertising products across regions. That enhancement eliminated requirements for separate account contexts when shifting between Amazon DSP and Sponsored Ads campaign managers.

Campaign Manager extends this consolidation strategy to the actual campaign management interface rather than just account access. The distinction proves significant for agencies and enterprises managing substantial advertising operations across multiple clients and product lines.

Amazon made Marketing Cloud directly accessible to sponsored ads advertisers on September 16, 2025, eliminating traditional onboarding barriers through enhanced interface capabilities. This democratization of advanced analytics tools creates a foundation for more advertisers to develop custom datasets required for optimization.

The unified platform approach reflects broader industry trends toward simplified advertising operations. Competitors including Google and Meta have pursued similar consolidation strategies, though implementation specifics vary across platforms. Amazon's version emphasizes AI-powered automation alongside unified visibility rather than forcing advertisers into fully automated campaign structures.

Amazon's advertising business generated $15.7 billion in revenue during the second quarter of 2025, representing 22% year-over-year growth. This performance demonstrates substantial advertiser adoption of platform capabilities despite fragmentation issues that Campaign Manager now addresses.

The platform's emphasis on reducing operational friction aligns with advertiser demands for efficiency as campaign complexity increases. Connected TV partnerships, programmatic audio integrations, and retail media network expansions have created sprawling advertising ecosystems requiring coordination across multiple channels and formats.

Campaign Manager's smart search functionality represents Amazon's bet that natural language processing can replace manual filtering and sorting operations. The 26% workflow time reduction measured during beta testing suggests meaningful efficiency gains, though results may vary by advertiser and market conditions according to the internal report disclaimer.

Guidance cards introduce proactive recommendations into campaign management workflows. Rather than requiring advertisers to identify optimization opportunities through performance analysis, the system surfaces specific actions like adding unadvertised products or adjusting bids for pacing issues. This approach shifts some strategic decision-making to automated systems while maintaining human oversight through one-click approval mechanisms.

The consolidation creates potential challenges for advertisers accustomed to specialized interfaces optimized for specific campaign types. Sponsored products management involves different workflows than programmatic display buying, and combining these functions risks creating complex interfaces that serve neither use case well. Amazon's customer stories emphasize simplified operations, though actual user experience will determine whether the unified approach delivers promised benefits.

Multi-account management functionality addresses agency-specific pain points around client switching. The feature matters most for advertising technology partners and large agencies handling dozens of client accounts simultaneously. Smaller businesses managing single advertiser accounts gain less value from this capability.

The broader rollout timeline remains vague, with Amazon stating availability for all advertisers and partners "later this year" without specifying months or quarters. This ambiguity complicates planning for agencies and enterprises evaluating whether to adjust operational processes in anticipation of platform changes.

Campaign Manager joins a growing list of Amazon advertising infrastructure improvements announced throughout 2025. The company formalized its ad tech activation partners program in July 2025, establishing standardized requirements for third-party technology providers offering Amazon DSP access and campaign management services.

Geographic Insights and Activation API entered beta earlier in 2025, providing programmatic control over location-based bid adjustments at the postal code level. The DSP forecasting API reached general availability, enabling budget allocation decisions through real-time performance projections.

These technical enhancements operate independently but connect through Campaign Manager's unified interface. The platform serves as a front-end consolidating access to capabilities previously scattered across separate tools and API endpoints.

The announcement does not address pricing implications or whether unified platform access affects cost structures for advertisers. Amazon DSP traditionally required minimum spend commitments, while sponsored ads operated on self-service models with lower entry barriers. Whether Campaign Manager maintains these distinctions or introduces new pricing tiers remains unclear.

Timeline

• November 10, 2025: Amazon announces revamped Campaign Manager consolidating sponsored ads and Amazon DSP at unBoxed 2025 conference
• October 2025: Amazon launches unified advertiser accounts enabling single-login access to all advertising products
• September 16, 2025: Amazon makes Marketing Cloud directly accessible to sponsored ads advertisers through enhanced interface
• August 2025: Amazon conducts internal testing showing 26% workflow time reduction with smart search features
• July 2025: Amazon formalizes ad tech activation partners program establishing standardized requirements for third-party providers
• June 2025: Amazon begins Campaign Manager beta testing with select advertisers across multiple markets
• 2025: Amazon releases Geographic Insights and Activation API and DSP forecasting API reaches general availability

Summary

Who: Amazon Ads developed Campaign Manager for advertisers and agencies of all sizes using sponsored ads and Amazon DSP, with beta currently available to select advertisers and partners across global markets.

What: A revamped Campaign Manager platform consolidating sponsored ads and multimedia solutions with Amazon DSP into one AI-powered advertising hub featuring smart search, guidance cards, multi-account management, universal campaign creation, and cross-product performance visibility.

When: Announced November 10, 2025, at unBoxed conference with beta currently available and broader rollout planned later in the year; internal testing conducted June through August 2025 showing 26% workflow time reduction.

Where: Available across North America (United States, Canada, Mexico), South America (Brazil), Europe (Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg), Middle East (Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait), and Asia Pacific (Australia, India, Japan, China, New Zealand, Singapore).

Why: Addresses advertiser feedback about fragmented workflows and disconnected reporting where simple actions required excessive clicks; aims to simplify operations, improve efficiency, and enable data-driven decisions through unified visibility and AI-powered automation while reducing time spent on setup versus strategy.