Amazon Ads marked a decade in India with the launch of new AI-led tools and a simplified advertising platform at its first flagship event in the country, ‘Connected Worlds’.
The event brought together advertisers, agencies and partners, where the company introduced Creative Agent, Ads Agent, a unified Campaign Manager, and the Amazon Ads Creator Program. The announcements are aimed at simplifying full-funnel advertising by integrating ad tech, content and commerce.
Over the past ten years, Amazon Ads has evolved from enabling brand discovery to supporting the entire customer journey, from awareness to purchase. Its ecosystem includes formats such as video, display and device ads, with reach across platforms including Prime Video, Amazon MX Player and third-party publishers via its demand-side platform.
“India's advertising landscape has matured remarkably over the past decade, and so have the expectations of brands and their customers. At Amazon Ads, our focus has always been on helping brands build meaningful and efficient connections with their audiences. The innovations we are announcing today — from AI-powered creative tools to unified campaign management — are designed with one goal: helping Indian brands reach the right customer, at the right moment, across the entire purchase journey,” said Girish Prabhu, Vice President and Head, Amazon Ads India.
As part of its AI-led push, Amazon Ads introduced Creative Agent, an agentic AI tool that enables advertisers to create video and display ads using natural language prompts. The tool supports tasks such as product research, idea generation, storyboard development and ad production.
The company also showcased Ads Agent, an AI assistant designed to help advertisers plan, launch and optimise campaigns. Currently available in Amazon Marketing Cloud, the tool is expected to be integrated into Campaign Manager later this year.
Amazon Ads also introduced a unified Campaign Manager, bringing together its demand-side platform and advertising console into a single interface. The platform includes a centralised reporting hub, cross-channel insights and AI-powered search capabilities aimed at simplifying campaign management.
The company highlighted the role of its streaming platforms, including Prime Video and Amazon MX Player, in enabling commerce-led advertising. New formats such as interactive ads, pause ads, and shoppable experiences are designed to drive engagement and conversion within content environments.
In addition, Amazon announced a creator-focused offering that connects brands with a network of over 500,000 creators. The program includes tools for campaign execution, performance tracking and full-funnel attribution, covering the journey from content consumption to purchase.
Amazon also outlined opportunities within Amazon Now, its quick commerce offering, which integrates brand discovery with rapid fulfilment. The company noted that Prime members using the service have increased their shopping frequency, indicating potential for high-intent advertising moments.
As Amazon Now expands beyond select cities including Bengaluru, Delhi-NCR and Mumbai, the platform is positioned as an emerging retail media channel for brands seeking to connect with consumers closer to the point of purchase
