October 13 news: Cifnews learned that at Amazon Ads unBoxed 2026 in late September, Amazon Ads launched Amazon Ads Agent, a new unified AI-driven advertising platform.

At last year's unBoxed, Amazon Ads unified Amazon DSP and Amazon Ads Console into a single media buying experience, highlighted by an AI conversational assistant that lets advertisers create, optimize, define audiences, and gain insights through natural language. Over the past year, Amazon Ads has continued rapid AI innovation, using trillions of shopping, browsing, and streaming signals to improve campaign creation, optimization, creative, and analytics.

Amazon Ads Agent integrates three campaign types—Search; Display, Video and Audio; and Full-Funnel—into one simple, connected, AI-first advertising platform. It enhances conversational experiences across all three campaign types: getting answers, supporting decisions, and taking action. Advertisers can use manual tools, Amazon AI optimization, or both.

Amazon Ads Agent offers three campaign types: Search; Display, Video and Audio; and Full-Funnel campaigns

Kelly MacLean, global vice president of Amazon Ads engineering, science and product, said: “AI’s rapid development lets us deliver better ads and stronger results across channels and customer goals. We are simplifying the process so brands and agency partners of all sizes can create impactful campaigns and achieve their goals.”

Full-Funnel Campaigns: Reach new brand customers and drive long-term sales growth

Full-Funnel Campaigns combine Search, Display, Video, and streaming TV in one campaign. Advertisers provide budget, products, and creative; Amazon AI plans, executes, and continuously optimizes. Shared signals flow across formats, so upper-funnel investment improves lower-funnel results, budgets work harder, and performance compounds over time. Built-in creative tools let advertisers use product detail pages to produce TV-quality video and display images.

Amit Bhattacharyya, global vice president of Amazon Ads agent and model, said: “Full-Funnel Campaigns help advertisers find new customers and improve overall sales. One campaign connects formats from streaming TV to Search, shares signals in real time, and automatically optimizes for long-term growth. Advertisers simply set goals and requirements.”

Generate creative directly within Full-Funnel Campaigns. Advertisers approve creative before launch

In reporting, advertisers can view performance across formats, including impressions, clicks, sales, new-to-brand customers, and long-term sales metrics. Full-Funnel Campaigns are now available to eligible US advertisers.

DVA+: Programmatic advertising capabilities for all advertisers

DVA+ provides a simplified one-stop buying and optimization solution that combines Sponsored Display, self-service streaming TV ads, and programmatic campaigns. Powered by Brand+ and Performance+, it uses Amazon’s shopping, browsing, and streaming signals to automatically place ads on Amazon and the open internet across streaming TV, online video, display, and audio. Advertisers choose a goal such as sales, traffic, or awareness, add products and creative, set a budget, and launch; Amazon AI handles the rest.

Advertisers can start DVA+ campaigns simply by choosing a business goal: sales, traffic, or awareness

DVA+ lets advertisers go from setup to launch in minutes. Brand+ uses AI to identify audiences likely to take meaningful actions, such as visiting a brand store, adding items to cart, or purchasing. Performance+ reaches consumers during active purchase intent to drive consideration and conversion, continuously optimizing against the advertiser’s goals.

Advertisers can describe needs or ask questions in natural language, and Amazon Ads Agent will provide recommendations based on campaign insights

DVA+ simplifies campaign creation and optimization for all advertisers. Advanced settings give experienced programmatic buyers more control. Advertisers already running programmatic campaigns on Amazon Ads can manage targeting policies, activate deals, choose inventory sources, set frequency caps, and configure bidding—consistent with existing workflows—while using the platform’s conversational support.

DVA+ will begin rolling out from the US in mid-to-late October and gradually expand globally.

Conversational experience makes campaign management easier

Last year, Amazon introduced a conversational experience to automate specific tasks. Amazon found that advertisers who applied campaign recommendations via natural language added more than 25% new unique customers on average and reduced cost per impression by more than 10%. At Amazon Ads unBoxed 2026, Amazon announced new conversational features in Amazon Ads Agent:

• Simplified media planning: assess audience size, estimate reach, get data-backed budget allocation suggestions, and compare incremental reach across channels through dialogue.

• Optimized targeting: describe your desired audience in natural language to get recommendations covering products, categories, keywords, and Amazon audiences, which can be applied directly to campaigns.

• Performance analysis: ask questions about ad performance, diagnose trends, benchmark, visualize cross-campaign results, and replace hours of manual reporting with fast, structured answers.

• Promotion guidance: quickly discover opportunities to improve Sponsored Products campaigns based on targeting, bidding, and budget recommendations, and apply them with one click.

These features are now in closed beta for eligible advertisers globally. Availability varies by region; capabilities and permissions will expand gradually to more countries.

Use natural language to build media plans with Amazon Ads Agent

Jason O’Toole, executive vice president and head of commerce and retail media at Dentsu, said: “The conversational experience in Amazon Ads Agent is fundamentally changing how our teams work. Instead of spending hours on manual campaign setup and optimization, we can make optimization decisions based on human judgment. Our strategists spend less time on execution and more on insights and creative thinking to improve results for clients.”

SellerHome review

Amazon’s AI advertising platform enables unified full-funnel delivery. Advertisers should quickly evaluate US full-funnel campaign access, seize the automation dividend from agentic AI, and guard against budget control risks.

Source: Cifnews
Original link: https://www.cifnews.com/article/189410