Amazon announced a major overhaul of its advertising business by unifying its ad-buying tools into a single platform called Campaign Manager. This move combines the Amazon DSP and the Ads Console, aiming to simplify the process of planning, executing, and measuring campaigns across Amazon's entire ecosystem, which includes streaming TV, audio, and third-party publisher inventory. The goal is to create a more streamlined experience for advertisers of all sizes. In addition to the unified platform, Amazon is introducing new generative AI tools for its advertisers. These AI agents are designed to assist with generating creative content, building campaigns, and recommending targeting strategies. By using natural language prompts, marketers can more easily manage complex functions, making the platform more accessible regardless of their level of internal expertise. This integration of AI is intended to make full-funnel advertising on Amazon simpler and more effective.