Amazon Full-Funnel Campaigns: the video, display and audio kit

If you want to be ready for Amazon's Full-Funnel Campaigns, have three kinds of asset on hand: video, display images and audio. Sume can make the video, the images and a music bed; it does not make Amazon's own audio ads or place any of it in Amazon Ads.

The facts about Amazon here come from its unBoxed 2026 announcements page. Sume facts come from its docs.

What did Amazon announce about Full-Funnel Campaigns?

The page describes Full-Funnel Campaigns as AI-optimized campaigns across video, display and audio, and says the beta results were "67% higher long-term return on ad spend and 29% lower cost to acquire new-to-brand customers." Those are Amazon's own beta numbers, and the page lists the product as in beta with no expansion timeline. It also lists DVA+ (one objective, one budget and one campaign across display, video and audio) and an Amazon Ads Agent with a conversational experience in expanded closed beta.

The page gives no upload specs and no launch dates for most items, so check Amazon's own specs before you export anything.

The same page announces an AI creative tool that generates display ads and TV-quality video from product assets, so part of this kit may be made inside Amazon. The reason to keep your own set is control: files you made can be reused on other channels, while files made inside a platform tool may only live there.

Which assets does one campaign across three media need?

The announcement does not list asset requirements, so this table is a planning list, not Amazon's. It maps each medium to the Sume surface that can produce a first version.

How do I make one product's set in three calls?

Each call returns a job. Use a distinct Idempotency-Key per asset so a retry does not bill twice, and poll the jobs rather than resubmitting. The video call below uses sume/auto, which lets Sume pick the model; the response never says which one ran.

For display images, the image route accepts aspect ratios such as 1:1, 16:9, 9:16 and 4:5, and auto for the provider's choice. For music, put the length in the prompt, because duration fields are rejected.

curl -X POST https://api.sume.com/v1/videos \
  -H "Authorization: Bearer $SUME_API_KEY" \
  -H "Content-Type: application/json" \
  -H "Idempotency-Key: ffc-video-001" \
  -d '{
    "model": "sume/auto",
    "prompt": "A vertical product clip on a kitchen counter, natural light",
    "aspect_ratio": "9:16",
    "duration": 5
  }'

What stays outside Sume?

Sume does not buy or run Amazon campaigns, does not read Amazon Ads Agent, and does not generate Amazon's audio ads. It makes files you then upload through Amazon's own tools. If you use Amazon's built-in creative tools, keep Sume for the channels they do not cover, which another post compares.

Treat Amazon's beta figures as Amazon's claims about its beta. They do not tell you what your own account will see.

Be honest about what you will measure. A beta result in a press page is not a forecast for your account, so decide up front what outcome would make you keep spending on creative, such as cost per new-to-brand customer in your own reporting, and compare against a period before the campaign.

How should I stage the work?

Start with one hero product. Make a 9:16 clip, a 16:9 clip, two or three images and a short music bed, then open Amazon's specs and trim to them. Only after that fits do you extend to the catalog. Because DVA+ is announced without a date on the page I read, the rollout post tells you what to watch for next.