As we close out November, it’s time to look at the platform updates and marketplace shifts that will shape strategy heading into 2026. One of the biggest highlights this month was Amazon UnBoxed, the annual Amazon advertising event held on November 10–12.
Alongside the updates announced there, we also saw new AI features and cross-platform integrations that will influence the year ahead.
Amazon Unboxed Delivers Major Platform Updates
Amazon’s annual Unboxed conference (November 10–12, 2025) is where the company reveals its advertising roadmap along with new tools for brands of all sizes.
This year’s event delivered several game-changing announcements.
Full-funnel ad stack, now unified
Campaign Manager replaces multiple ad interfaces and brings Sponsored Ads and DSP into a single ad-platform workspace.
This gives advertisers one place to plan, launch, manage and measure campaigns across all formats.
Smarter measurement & holistic performance view
With unified metrics, cross-channel data, and AI-driven campaign analytics, brands get clearer visibility into performance across the entire customer journey, from awareness to conversion.
This helps optimize spend and strategy more strategically.
AI-powered Agents
New tools: Ads Agent, Creative Agent and EMC Agent, designed to automate advertising tasks and allow brands build and optimize campaigns, generate video/audio/image ads, and access data insights via natural-language prompts.
This lowers the barrier for smaller brands and speeds up execution.
Expanded Ad formats and media reach
Amazon is pushing far beyond classic search ads. New formats now available include video ads inside sponsored product placements,where brands can upload up to five short feature videos per product so shoppers can preview products directly in search results before even visiting the product page.
In addition Amazon introduced AI-powered “Prompts” (for Sponsored Products and Sponsored Brands), which surface quick, conversational answers to shopper queries using first-party product data, potentially acting as a virtual product-expert before someone clicks through
Read more: Amazon Ads unBoxed 2025 Recap
AI Shopping Features Reshape Customer Decision-Making
Rufus Auto Buy: Agentic Commerce Arrives
Amazon quietly rolled out “Auto Buy” in Rufus, allowing customers to set price-triggered automatic purchases.
Shoppers can instruct Rufus to “Buy these headphones when they’re 30% off” or “Buy this watch when the price falls to $25”.
Rufus monitors prices and automatically completes the order once the target price is reached, giving customers a window to cancel before shipment.
This represents genuine agentic commerce: AI that doesn’t just recommend but autonomously completes transactions.
For sellers, Auto-Buy introduces a new dynamic: purchase decisions will increasingly depend on actual price-point drops rather than static list prices or frequent “flash sale” timing.
Listings optimized for conversational search, using natural language patterns customers actually speak, will rank better in Rufus recommendations.
Read more: Rufus Auto Buy Feature
Help Me Decide: AI as Product Selector
Amazon also launched “Help Me Decide”, an AI tool that analyzes browsing history to recommend specific products when customers face choice paralysis.
When viewing similar products, Amazon’s AI now actively selects winners based on its fit assessment.
This shifts competitive dynamics. Products with clearly articulated differentiating features, such as specific use cases, unique attributes, and particular customer segments they serve best, position more favorably for AI recommendation.
Generic descriptions that could apply to any similar product become a competitive disadvantage in AI-mediated selection.
Read more: Help Me Decide
The Bottom Line
November’s updates mark a clear evolution in the Amazon marketplace.
The unified advertising platform makes sophisticated campaigns more accessible but also intensifies competition, especially as Amazon’s ad business continues to grow strongly.
More importantly, Amazon is clearly placing a big bet on AI.
From tools that build ads and manage entire campaigns to AI-powered shopping assistants that shape discovery and purchase behaviour, Amazon is pushing AI deep into every layer of e-commerce.
At Wise Commerce, we’re watching this closely so we can help our clients move first: optimizing listings, messaging and media strategy to match where Amazon is headed.
We believe that brands that adapt early will gain a strong advantage as this new AI-driven landscape takes shape.
