New year, new innovation. Amazon leaders share their 2025 vision for advertisers

As we kick off a new year, the digital advertising landscape is undergoing rapid transformation. With technological innovation, shifting consumer demands, and an evolving media landscape driving marketers to be more nimble, brands across all industries, regardless of size, are face twin challenges: optimize budgets and resources while consistently reaching audiences with messaging that encourages long-term loyalty.

To help those marketers meet that challenge, Amazon Ads offers customers full-funnel advertising solutions, from innovative ad tech to first- and third-party measurement tools. Brands can reach audiences through Amazon’s vast entertainment universe spanning Prime Video, Amazon MGM Studios, Fire TV Channels, Twitch, Wondery, IMDb, Amazon Live, Amazon Music, and a growing live sports portfolio. And with an average monthly ad-supported audience of more than 275 million in the U.S. on Amazon’s owned and operated properties alone, advertisers can reach the audiences, at scale.

Determining where to focus resources for clients in the new year can be a difficult task. To gain insight into the future of digital advertising, we asked Amazon Ads leadership to share their vision for 2025, including key innovations, services, and opportunities they're excited to offer advertisers in the coming year. Their perspectives provide a glimpse into the cutting-edge solutions that will shape the advertising industry's future.

“Customers are always looking for more full-funnel measurement solutions that accurately assess the success of their campaigns. We’ll continue to expand our measurement tools across our first-party data, ad tech, and measurement partners to provide the transparency and audience insights that brands are seeking in their media plans. In addition to accurate measurement, customers want to reach relevant audiences, which we are helping them achieve by expanding our offering with 3P publishers and Amazon DSP capabilities.”

“The future of programmatic, full-funnel media buying will be defined by the transformative power of AI. As advertisers seek to maximize the efficiency and effectiveness of their campaigns across the digital landscape, innovative AI-powered solutions will be essential. By leveraging advanced machine learning algorithms to uncover granular insights, optimize media allocation, and drive real-time decisioning, the next generation of programmatic services will enable advertisers to seamlessly navigate the complexities of the modern media ecosystem and achieve their full-funnel marketing objectives with unparalleled precision."

“Advertisers know what premium content looks like, and the deeper we can marry our consumer insights, ad products, and integration opportunities with the audiences they are looking to reach, the more we are able to establish ourselves as a differentiated streaming service. In 2025, we’ll continue to scale our video advertising solutions, as well as continue our regional expansion into Brazil, India, Japan, the Netherlands, and New Zealand. From sponsorship opportunities that drive a deeper brand connection with viewers to clean rooms that enable segments leveraging our customer insights alongside our viewership and behavioral insights, to deal-based programmatic activation on the Amazon DSP, we can align marketers more deeply with fan-favorite series, films, and live sports across global markets.”

“In 2025, our priority is ensuring customers understand and experience the impact of our full-funnel advertising strategy. For small and medium-sized businesses, we focus on products such as Sponsored Products and Sponsored Display to drive conversions. For larger enterprises, Prime Video ads is an effective solution for building brand awareness and deepening customer engagement. We will continue to demonstrate how our full-funnel approach drives engagement at every stage of the customer journey by showcasing real customer success stories and measurable outcomes for businesses of all sizes.“

As the year kicks off, Amazon Ads is available as a resource to help you make the best decisions on behalf of your customers. With cutting-edge ad tech and full-funnel solutions at the ready, we look forward to combining expertise, leveraging insights, and creating opportunities unlike any year before.

“In 2025, I’m excited about the transformative potential of AI-generated video for advertisers. This technology will unlock new possibilities for storytelling, enabling businesses of all sizes to connect with audiences in ways that were previously unimaginable while simultaneously reducing production time and cost.”

“Amazon offers brands incredibly unique opportunities to connect with customers throughout their home and throughout their day. We create high quality touchpoints with Amazon Devices like Fire TV and Alexa, Prime Video, and all of our entertainment assets – integral parts of how our customers spend their daily lives. We partner with brands by developing deep insights and delightful experiences that integrate seamlessly with these end-to-end customer journeys, from seeing an Amazon package arrive on a Ring doorbell, to enjoying over 4 hours of entertainment per day on US Fire TVs, to listening to over 4 hours of content on US Alexa devices. When customers invite Amazon into their homes, we help brands be part of that.”

“I’m excited to bring customers insights and capabilities that support their upper funnel and TV investments. We will expand our partnerships with Joint Industry Committees worldwide to help advertisers use their trusted currencies of choice for planning. For measurement, we will continue to innovate on full funnel measurement by expanding Long Term Sales coverage internationally and adding multi-touch attribution features in Conversion Path Reporting."