unBoxed 2025: What You Need to Know With Ross Walker and Pat Petriello - Episode 420
Ecommerce Braintrust
· with Ross Walker and Pat Petriello
· November 24, 2025
· 23 min
Summary
Amazon's unBoxed 2025 announcements signal a major shift towards simplifying complex ad tech and empowering brands of all sizes. This episode unpacks how new AI tools and unified reporting will democratize access to sophisticated advertising strategies previously only available to those with in-house creative or extensive technical teams. Ecommerce operators should pay close attention to these changes to enhance campaign management, unlock deeper insights, and drive more effective ad spend on the Amazon platform.
Key takeaways
Leverage Amazon's new unified reporting for Sponsored Ads and DSP to gain cross-platform insights and streamline campaign management, moving beyond siloed data analysis.
Experiment with Amazon's Creative Agent to rapidly generate and test high-quality video and creative assets, particularly if your brand lacks extensive in-house creative resources.
Utilize AMC Agent's natural language queries to more easily explore Amazon Marketing Cloud data, shifting agency and internal team focus from technical execution to strategic insights and validation.
Consider investing in upper-funnel strategies and new customer acquisition, rather than solely focusing on lower-funnel tactics, as highlighted by expert Ross Walker for more effective use of ad dollars.
Implement Sponsored Product Video and other new SERP-based ad formats to increase product visibility and drive conversion on Amazon search results pages.
Themes
ad creative & optimizationai in ecommerceamazon advertisingretail media
DESCRIPTION Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Account Management. Today, we're excited to welcome back two familiar voices: Ross Walker, Director of Retail Media, and Pat Petriello, Director of Retail Marketplace Strategy. They're here to help us unpack the wave of announcements that came out of unBoxed 2025 and break down what they really mean for brands. Let's dive in. Quote: It's a trap! Every single one of our brands that has said, 'Forget about it—go upper funnel. Go conquest new territory. Go get new customers.' That's been the more effective use of dollars. Ross Walker KEY TAKEAWAYS In this episode, Julie, Jordan, Ross, and Pat discuss: Overarching themes from Unboxed: democratization and simplification of Amazon's ad products and tools Unified reporting: Merging Sponsored Ads and DSP platforms for easier campaign management and deeper, cross-platform insights Creative Agent: Amazon's advanced AI tool for quickly generating and testing high-quality video and creative assets—especially impactful for brands without in-house creative teams AMC Agent: Making Amazon Marketing Cloud more accessible with natural language queries and easier data exploration, streamlining technical work for agencies The evolving role of agencies and partners: How AI-powered solutions shi
Frequently asked about this episode
What does this episode say about ad creative & optimization?
Leverage Amazon's new unified reporting for Sponsored Ads and DSP to gain cross-platform insights and streamline campaign management, moving beyond siloed data analysis.
What does this episode say about ai in ecommerce?
Experiment with Amazon's Creative Agent to rapidly generate and test high-quality video and creative assets, particularly if your brand lacks extensive in-house creative resources.
What does this episode say about amazon advertising?
Utilize AMC Agent's natural language queries to more easily explore Amazon Marketing Cloud data, shifting agency and internal team focus from technical execution to strategic insights and validation.
What does this episode say about retail media?
Consider investing in upper-funnel strategies and new customer acquisition, rather than solely focusing on lower-funnel tactics, as highlighted by expert Ross Walker for more effective use of ad dollars.
What does this episode say about ad creative & optimization?
Implement Sponsored Product Video and other new SERP-based ad formats to increase product visibility and drive conversion on Amazon search results pages.
