Amazon Ads Consolidated into Amazon Ads Agent; Full-Funnel Campaigns Now Available to U.S. Sellers

According to Chuhai Network, Amazon has consolidated its advertising system into a unified “Amazon Ads Agent,” offering three ad types: Sponsored Ads, display and video/audio (DVA+), and Full-Funnel Campaigns. Full-Funnel Campaigns combine search, display, video, and streaming TV in a single campaign, with AI handling media planning, execution, and ongoing optimization. They are now available to eligible advertisers on the U.S. site; the DVA+ rollout is planned to begin in the United States in mid-to-late 10 and gradually expand globally. The upgraded conversational experience supports campaign planning and optimization using natural language. Amazon disclosed that advertisers using natural-language recommendations saw an average increase of over 25% in new-to-brand customers and a decrease of over 10% in cost per thousand impressions.