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One UI to Rule Them All: The Future of Amazon Advertising Workflows

SUMMARY

Amazon advertising has grown increasingly complex, with marketers juggling multiple dashboards, siloed data, and disconnected tools. A fully unified ad workflow connects Sponsored Product, Sponsored Brand, and DSP campaigns in a single platform, enabling AI-driven recommendations, AMC insights, and cross-funnel visibility.

This approach reduces friction, accelerates decision-making, and empowers advertisers to optimize performance across all campaigns with real-time data. Feedvisor’s advertising platform delivers this integrated workflow, helping teams scale efficiently, experiment confidently, and maximize ROI.

Picture of Marissa Incitti

Marissa Incitti

Marissa Incitti is the Associate Director of Content for Feedvisor, where she oversees and executes the company's content marketing strategy and initiatives. Before joining Feedvisor, she was the content marketing manager for a Fortune Global 500 omnichannel commerce technologies and operations company.

Amazon ads have evolved faster than the systems built to manage them. Each innovation promised smarter targeting, deeper insights, and better ROI, but with every new capability came another layer of complexity, and a separate system.

For years, Amazon advertisers have had to juggle disconnected tools, siloed data, and multiple logins. Sponsored Products in one dashboard. DSP campaigns in another. AMC analytics buried behind query builders.

This patchwork workflow costs teams time, accuracy, and opportunity. Insights are delayed, creative and targeting decisions get decoupled, and scaling across ad types becomes an exercise in spreadsheet gymnastics.

The industry has outgrown the ad hoc approach, and now it’s ready for what comes next.

At the same time, Amazon is moving in the opposite direction. The company recently blocked AI crawlers from ChatGPT, Google, and others, tightening its walls while doubling down on its in-house assistant, Rufus, and new AI-powered summaries on product pages.

The divide is stark:

  • Walmart is leaning into openness — meeting shoppers where they already ask questions.
  • Amazon is doubling down on control — keeping discovery, ads, and attribution in its own ecosystem.

Together, they mark the beginning of a new retail era: The AI Storefront War.

In this post, I’ll walk you through:

  1. What’s new (and why it changes “where you win”)
  2. The split rails of AI-enabled commerce
  3. How to win on both rails
  4. What’s likely to come next
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The Vision: A Unified Ad Workflow

Imagine logging into one interface where every component of your Amazon ad strategy lives side by side. Sponsored Product and DSP campaigns are not just visible, they’re connected. You can build, optimize, and measure performance from a single source of truth.

That’s what a fully integrated Amazon ad workflow looks like. Disconnected dashboards, manual data wrangling, and guesswork become a thing of the past, opening the door to:

  • Unified UI: All campaign types, audiences, and analytics accessible through one streamlined view.
  • AI-driven recommendations: Automated bidding, budget allocation, and targeting optimizations fueled by AI trained on marketplace data.
  • AMC integration: Advanced measurement without the complexity. Activate AMC insights instantly within your campaigns—no manual query writing required.
  • Cross-funnel visibility: See exactly how upper-funnel DSP impressions translate into lower-funnel conversions.
  • Faster execution: Build and launch multi-ad campaigns in minutes, not hours, with templates and guided automation.

This is the new reality of advertising intelligence. Every decision is informed, every insight actionable, and every campaign connected across the funnel. With one platform powering your strategy, teams can move faster, experiment more confidently, and scale performance without the usual friction.

Why Integration Matters

Amazon’s retail media ecosystem is becoming more sophisticated and more competitive by the day. With new AI-driven shopping experiences like Rufus and Amazon Shopping Guides, relevance is determined by precision.

To maintain visibility, advertisers need systems that don’t just manage ads, they connect data across the entire shopper journey.

A unified UI solves for that by:

  • Eliminating data silos between ad types and analytics sources.
  • Making AI insights actionable instantly, not days later.
  • Empowering performance marketers to make strategic, real-time decisions instead of reactive ones.

The result? Less time toggling. More time optimizing.

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Inside the Fully Integrated Workflow

Here’s what this looks like in action:

  1. Plan
    Start in a single dashboard that displays your entire campaign ecosystem. Identify under-performing SKUs, audiences, or geographies instantly. For example, a team selling kitchen appliances can immediately spot that a new blender SKU isn’t converting in the Northeast, while other products are exceeding targets.

  2. Build
    Launch Sponsored Product, Sponsored Brand, and DSP campaigns side by side. Unified campaign creation ensures consistency in creative, targeting, and objectives.

  3. Measure
    Real-time AI analysis shows what’s working and what’s not—right down to SKU-level profitability and ad-to-sale correlation.

  4. Optimize
    Activate AMC insights directly in-platform to refine bidding strategies and adjust creative across the funnel.

This is the Amazon ad workflow without friction: a continuous loop of data, decisions, and results.

Final Thoughts: Evolving From Complexity to Clarity

Where advertisers once faced dozens of logins and disjointed reports, they can now view, manage, and optimize every ad type through one intelligent interface.

This shift doesn’t just simplify workflow—it transforms how performance marketers operate.

Instead of “What’s happening?” the question becomes “What should we do next?” And the system already knows the answer.

Powering the Next Era of Amazon Advertising

With Feedvisor’s unified advertising platform, this future is already here. By combining AI-driven bidding, cross-channel analytics, AMC activation, and advanced targeting into one platform, advertisers gain full visibility into their performance and the power to act instantly.

One UI. Infinite optimization. Real results.

Explore Feedvisor’s advertising platform today with a free, 14-day trial. 

FAQ

Q: What is a unified Amazon advertising platform?
 A: It’s a single platform that connects Sponsored Product, Sponsored Brand, and DSP campaigns, offering AI-driven recommendations, cross-funnel visibility, and real-time analytics.

Q: How can advertisers optimize Amazon campaigns faster?
 A: By using a unified workflow that combines AI insights, AMC data, and integrated reporting, marketers can identify underperforming SKUs, adjust creative, and optimize bids in real time.

Q: What are AMC insights in Amazon advertising?
 A: AMC (Amazon Marketing Cloud) insights provide privacy-safe, advanced analytics on shopper behavior and ad performance, helping advertisers measure cross-channel impact and conversion paths.

Q: Why is a fragmented Amazon ad workflow a problem?
 A: Disconnected dashboards and siloed data slow decision-making, delay insights, and make scaling campaigns across ad types inefficient, reducing ROI and competitive advantage.

Q: How does AI improve Amazon ad performance?
 A: AI automates bidding, targeting, and budget allocation based on real marketplace data, allowing marketers to optimize campaigns quickly, reduce wasted spend, and increase conversions.

Q: What are the benefits of cross-funnel visibility in Amazon advertising?
 A: Cross-funnel visibility shows how upper-funnel DSP impressions impact lower-funnel conversions, enabling data-driven decisions that improve overall campaign performance and ROI.

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