Blog · 3 June 2025
In Milan, for the first time in Italy, Amazon unBoxed 2025 presented the latest innovations in digital marketing. At the Officine del Volo, the leadership of Amazon Ads and Prime Video set out how the advertising ecosystem is moving towards integrated, conversion-oriented solutions, with particular attention to live commerce and transactional video campaigns.
For XChannel these innovations are fundamental strategic opportunities for brands aiming at high performing e-commerce and effective full-funnel strategies.
One of the biggest announcements of unBoxed 2025 is the official arrival of Amazon Live in Italy, with sponsored livestreams: a turning point for live commerce and social commerce in the country, giving brands a direct, interactive channel to connect with consumers.
Wayne Purboo, Vice President of Amazon Shopping Videos, highlighted the potential of this interactive format, which brings together immersive storytelling, social features and the ability to buy in real time. For XChannel it is a new dimension of Brand Performance, a way to build dynamic shopping experiences.
Among the most relevant updates, a breakthrough for video advertising: the transactional campaign on Prime Video through the remote control, which redefines impulse buying and direct conversion from entertainment.
Prime Video content reaches more than 11 million customers a month in Italy, giving campaigns massive reach. And 80% of Amazon Ads clients who invested in Prime Video during the first six months in Europe renewed their campaigns in the following half year: a clear signal of the ROI brands are seeing.
The news from unBoxed 2025 consolidates the Amazon Ads vision: an advertising ecosystem that keeps getting smarter, more integrated and more results-driven. For brands it means having advanced tools to build more effective full-funnel strategies, turning entertainment and video exposure into concrete business opportunities.