Amazon Ads Launches Amazon Ads Agent, an Advertising Platform Powered by Agentic AI

At the 2026 global Amazon Ads unBoxed conference, held at the end of month 9 this year, Amazon Ads unveiled Amazon Ads Agent, its new unified advertising platform, now powered by agentic AI.

At last year's global Amazon Ads unBoxed conference, Amazon Ads announced that it would unify its demand-side platform (Amazon DSP) and advertising console (Amazon Ads Console) into a single media-buying experience. One notable new feature was an AI conversational assistant that enables advertisers to create and optimize campaigns at scale, define relevant audiences, and gain insights faster through natural-language conversations. Over the past year, Amazon Ads has continued to innovate rapidly with AI, drawing on trillions of shopping, browsing, and streaming signals to bring new levels of intelligence to campaign creation, optimization, creative, and analytics.

Amazon Ads Agent brings three campaign types—search ads, full-funnel campaigns, and display, video, and audio—together in a simple, connected, AI-first advertising platform. Amazon Ads has enhanced the conversational experience to support advertisers across all three campaign types: finding answers, assisting with decisions, and taking action. In Amazon Ads Agent, advertisers can choose to use manual campaign creation tools, use Amazon's AI for advertising optimization, or combine both approaches based on campaign objectives and advertiser needs.

Amazon Ads Agent offers three campaign types: search ads; display, video, and audio; and full-funnel campaigns

Kelly MacLean, Global Vice President of Engineering, Science, and Product at Amazon Ads, said: "The rapid advancement of AI enables us to deliver better advertising and achieve better results across channels and customer objectives. At the same time, we are making the process as simple as possible so that brands and agency partners of all sizes can create highly impactful campaigns and achieve their goals."

Full-Funnel Campaigns: Reach New-to-Brand Customers and Drive Long-Term Sales Growth

To help advertisers reach new customers and drive incremental sales, Full-Funnel Campaigns brings search ads, display, video, and streaming TV together in a single campaign. Advertisers provide the budget, products, and creative, while Amazon's AI plans, executes, and continuously optimizes the campaign on their behalf. Shared signals flow across ad formats, meaning that upper-funnel investment helps lower-funnel ads perform better, budgets go further, and results build over time. With built-in creative tools, advertisers can use existing product detail pages to create TV-quality videos and display images.

Amit Bhattacharyya, Global Vice President of Agents and Models at Amazon Ads, said: "Full-Funnel Campaigns is designed to help advertisers discover new customers and improve overall sales performance. A single campaign connects formats ranging from streaming TV to search ads, sharing signals in real time and automatically optimizing to drive long-term growth. Advertisers simply set their goals and campaign requirements, and Full-Funnel Campaigns drives the journey from discovery to purchase."

Generate creative assets directly within Full-Funnel Campaigns. Advertisers approve creative assets before the campaign launches

In reporting, advertisers can view performance across ad formats in one place, including standard metrics such as impressions, clicks, and sales, as well as new-to-brand and long-term sales metrics, giving them a clear understanding of campaign performance. Full-Funnel Campaigns is now available to eligible advertisers in the US marketplace.

DVA+: Bringing Programmatic Advertising Capabilities to All Advertisers

To give advertisers of all sizes access to the power and broad reach of programmatic advertising, DVA+ offers a streamlined, one-stop buying experience and optimization solution, bringing together Sponsored Display, self-service streaming TV ads, and programmatic campaigns that previously had to be managed separately through different campaign types. Powered by Brand+ and Performance+, DVA+ uses Amazon's vast shopping, browsing, and streaming signals to automatically deliver ads across streaming TV, online video, display, and audio channels on Amazon and the open internet. Advertisers select an objective, such as increasing sales, driving traffic, or building awareness, add products and creative, set a budget, and launch. Amazon AI handles the rest.

Advertisers can easily launch a DVA+ campaign by starting with a business objective: sales, traffic, or awareness

DVA+ enables advertisers to complete the entire process from campaign setup to launch in minutes. Within DVA+, Brand+ uses AI-driven optimization technology to identify audiences who are not only likely to see an ad but also more likely to take meaningful action—whether visiting a brand's flagship store, adding products to their cart, or making a purchase. Performance+ drives consideration and conversion by precisely reaching consumers when they have active purchase intent, continuously optimizing campaign performance based on advertisers' specified goals.

DVA+ simplifies campaign creation and optimization for advertisers of all sizes. With "Advanced Settings," experienced programmatic media buyers gain greater hands-on control. For advertisers already running programmatic campaigns on Amazon Ads, Advanced Settings maintains the experience they are familiar with. Advertisers can manage targeting strategies, activate deals, select ad inventory sources, set frequency caps, and configure bidding strategies in line with their existing workflows, while also receiving additional support and ongoing interaction through the conversational capabilities of the Amazon AI advertising platform.

DVA+ will begin rolling out in the United States in the middle to latter part of month 10, gradually expanding to marketplaces worldwide.

A conversational experience that makes launching all types of campaigns easier

Last year, Amazon introduced a conversational experience to help advertisers automate specific tasks. Amazon found that advertisers who used natural language to apply campaign recommendations gained, on average, over 25% more unique new customers, while their campaigns' cost per impression decreased by more than 10%.
At the 2026 Amazon Ads global unBoxed conference, we announced a series of new features for the conversational experience in the Amazon AI advertising platform:

• Simplify media planning: Through conversation, assess audience size, estimate reach, obtain data-backed budget allocation recommendations, and compare incremental reach across channels.

• Optimize targeting: Describe the audience you want to reach in natural language to receive targeting recommendations covering products, categories, keywords, and Amazon audiences that can be applied directly to campaigns.

• Analyze advertising performance: Ask questions about advertising performance, diagnose trends, compare against peer benchmarks, and visually analyze performance across campaigns, replacing hours of manual reporting with fast, structured answers.

• Get guidance on Sponsored Products campaigns: Quickly identify opportunities to improve Sponsored Products campaign performance based on recommendations for targeting, bidding, and budgets, and apply them with a single click.

These features have entered closed beta testing for eligible advertisers worldwide. Availability varies by region, and capabilities and access will gradually expand to more countries.

Jason O’Toole, Executive Vice President and Head of Commerce and Retail Media at Dentsu, said: “The conversational experience in the Amazon AI advertising platform is fundamentally changing how our teams work. We no longer need to spend hours on manual campaign setup and optimization; we can now move directly to optimization decisions based on human judgment. Our strategists can spend less time on execution and focus more on insight analysis and creative thinking, improving advertising outcomes for our clients.”