Recently, some sellers noticed that Amazon Ads has been testing a new feature: Omnichannel campaigns.

Image source: Amazon

Based on the feature currently in testing, this change is worth watching because it differs from the ad management logic sellers are used to.

Previously, sellers largely decided: Sponsored Products or Sponsored Brands? Which keywords to prioritize? Should Sponsored Display run? How much budget to spend? How to allocate budgets across campaigns?

Then they made manual adjustments based on ad reports.

With Omnichannel campaigns, more of that work is handed to the system. Sellers provide the product, budget, creative assets, and schedule. The AI decides ad types, budget allocation, audience targeting, and ongoing optimization.

1. One campaign, multiple ad placements

According to the current test description, the core logic can be understood as: one campaign automatically covers search, display, video, and other ad placements. Sellers no longer need to split budgets into separate campaigns strictly by ad type.

The system automatically chooses the right ad format based on the shopper's stage in the purchase journey.

This aligns with Amazon's full-funnel advertising approach. Amazon has been pushing advertising beyond a single demand moment to cover the entire shopping journey. Because purchase paths are increasingly fragmented, brands need to reach users at awareness, consideration, and purchase stages.

Image source: Amazon

For Omnichannel campaigns, sellers only need to provide a few basic elements: product + budget + creative assets + schedule.

AI then makes decisions based on data.

This includes:

• Which ad formats to run

• How to allocate budget across channels

• Which audiences to target

• How to reach consumers at different stages

• How to continuously adjust delivery based on performance

Sellers are no longer just telling Amazon: "Bid on this keyword." Instead, they tell the system: "Here is my product, budget, and creative; I want more consumer reach during this period."

The system decides how to execute. That is the most notable part.

But this does not mean sellers can ignore everything.

AI managing delivery does not mean sellers can ignore their products. Automated decisions depend on complete, high-quality information and creative assets.

This is already obvious in testing. Because Omnichannel campaigns cover more placements, they also demand more from creative.

A Sponsored Products ad may rely mainly on product information in search results. But if search, display, and video are all involved, creative assets must fit more environments.

Incomplete images or videos limit the placements the campaign can enter. Fewer or incomplete assets mean fewer covered ad slots.

So sellers preparing to test Omnichannel campaigns should have creative assets ready.

As the ad system relies more on AI for creative generation, content understanding, and optimization, the copy sellers keep on Amazon may become an important source for AI to understand the brand and product.

Therefore, listing information—title, key product features, bullet points, and description—should clearly tell the system: What is this product? What need does it solve? Who is it for? What are its core selling points?

It should also stay consistent. If the title says one thing, A+ Content says another, the Brand Store says something else, and images and videos tell a different story, AI may face inconsistent information when generating ads.

So sellers need to treat Listing, A+ Content, Brand Store, Brand Story, images, and videos not as separate content modules, but as one unified message: who I am, what I sell, what makes my product different, and who it suits.

2. Omnichannel campaign requirements

For many sellers, there is also a very practical threshold. According to Xiaojiang, the minimum daily budget is $200. The budget can be adjusted upward, but not lower.

So this is not a low-cost test feature for every seller. Currently, testing also requires brand registration and supports adding multiple ASINs at once, with an official recommendation of three products.

This means it is more suitable for sellers with sufficient ad budget, a brand foundation, and multiple products to promote at the same time.

The following seller types may consider testing:

1. Products with healthy margins

Because the minimum daily budget is $200, sellers need to afford that level of ad spend.

2. Brand sellers with complete creative assets

Complete images, videos, A+ Content, and Brand Stores make it easier to cover different placements.

3. Brands with multiple ASINs

Batch adding is supported, and the official recommendation is three products. Brands with a product matrix are better suited to test multi-channel, cross-product delivery.

4. Sellers who want to reduce manual ad management

If a team spends a lot of time adjusting ads every day, this AI automation can be tested.

Omnichannel campaigns are still in testing, so availability, rules, and final performance may continue to change.