The "Omnichannel Ad Campaign" Beta feature launched in the Amazon Ads console is essentially a fundamental restructuring of Amazon's advertising management system. Its core is to connect search ads, programmatic ads, video ads, and audio ads, enabling closed-loop management from planning and execution to attribution. A single campaign can connect search, display, video, and off-site traffic across all channels, with AI automatically handling budget allocation, audience discovery, and creative selection. The minimum daily budget is $200, brand registration is required, and a combination of three related ASINs is prioritized for delivery. This is not a simple feature addition, but a major shift in Amazon's traffic logic: from "people searching for products" (keyword search) to "products finding people" (AI-driven interest building plus search conversion).

Traditional advertising = people search for products: users actively search keywords, and operators compete for search placement. Omnichannel advertising = products find people: AI proactively identifies potential audiences, builds interest first, and then search captures the conversion. This is a fundamental shift from "harvesting existing demand" to "creating incremental demand."

The Omnichannel Ad Campaign (Beta) is not a simple combination of SP/SB/SD, but a new AI-driven ad type: sellers only need to submit products, budget, creative assets, and flight dates; the rest is handled by AI—whether to use search ads or display ads, how to allocate budget, how to select audiences, when to use video for interest building, and when to use search for conversion, the system decides entirely.

Core Functions and Capabilities

· Unified advertising platform: Integrates Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP into a single interface, allowing advertisers to create, manage, and optimize cross-channel campaigns without switching between multiple tools.

· AI-powered intelligent tools:

o Ads Agent: Can directly operate the advertising system, complete tasks such as creating ad structures, adjusting delivery strategies in batches, and generating analysis queries through natural language commands, significantly lowering the operational barrier.

o Creative Agent: Enables end-to-end automatic generation of ad creative. It takes product information, competitor comparisons, customer reviews, and other inputs to automatically generate scripts, visuals, voiceovers, and edits, compressing the creative cycle from weeks to hours.

· Omnichannel performance measurement: Through Omnichannel Metrics (OCM), advertisers can measure the sales lift of campaigns both on and off Amazon (such as streaming TV, video, audio, and display channels) and optimize budget allocation.

Applicable Scenarios and Value

· Brand advertisers: Can achieve full-funnel coverage from brand awareness to sales conversion through the unified platform, improve efficiency with AI tools, and optimize ROI through omnichannel metrics.

· Small and medium sellers: AI agent tools lower the barrier to professional ad management, enabling lower-cost scaled reach.

· Advertising agencies: Multi-account management supports switching clients without leaving the workspace, improving team collaboration efficiency.

Notes

· This feature is currently in Beta, and some capabilities may only be available to specific advertisers.

· To use Omnichannel Metrics (OCM), a research project must be created through the "Research" tab in the Amazon DSP campaign manager, and the system will review it within 1 business day.

· Managed services usually have minimum spend requirements (e.g., $50,000), suitable for brands with a certain advertising budget.

If you are considering trying this feature, clarify your advertising goals first (such as brand exposure, new product promotion, or inventory clearance), and then plan your strategy with AI tools and omnichannel metrics. For small and medium sellers, the safest approach is to maintain existing SP/SB ad structures, test cautiously with a small budget, and fully enter after the Beta becomes the official version.