Amazon Moves Deeper Into AI Powered Advertising
Amazon Ads has introduced Amazon Ads Agent, an AI powered advertising platform designed to simplify campaign planning, execution and optimization across multiple advertising formats. Announced at the company’s unBoxed 2026 event on September 29, the platform brings sponsored ads, full funnel campaigns, and display, video and audio advertising into a connected experience.
The launch reflects Amazon’s growing investment in agentic artificial intelligence, which allows AI systems to perform multistep tasks based on business objectives. Advertisers can use conversational tools to seek recommendations, analyze campaign performance and make adjustments without relying entirely on manual workflows.
According to Amazon Ads, the platform combines AI capabilities with shopping, browsing and streaming signals to help advertisers reach relevant audiences and manage campaigns more efficiently.
Full Funnel Campaigns Bring Advertising Formats Together
A major feature of Amazon Ads Agent is Full Funnel Campaigns, which combines sponsored ads, display advertising, online video and streaming television within a single campaign.
Advertisers provide their products, creative assets, budget and campaign objectives. Amazon’s AI then plans campaign execution, allocates budgets across funnel stages and continuously optimizes delivery toward sales growth.
Furthermore, the system shares signals across advertising formats. This approach aims to connect brand discovery with customer consideration and purchase, rather than managing each stage independently.
Amazon has also integrated creative tools that help advertisers generate display images and television ready video from existing product pages. Advertisers retain the ability to review and approve creative assets before campaigns launch.
Amazon announced that Full Funnel Campaigns was available in open beta to all advertisers in the United States who sell products on Amazon.
DVA Plus Simplifies Programmatic Advertising
Another major development is DVA Plus, which combines display, video and audio advertising into a simplified buying and optimization experience.
The solution uses Amazon’s Brand Plus and Performance Plus capabilities to support different campaign objectives. Brand Plus focuses on reaching audiences likely to take meaningful actions, while Performance Plus aims to drive consideration and conversions.
Advertisers can select goals such as increasing awareness, generating traffic or driving sales. They can then provide their budget and creative assets while Amazon’s AI helps manage campaign delivery.
However, the platform also accommodates experienced media buyers. Advanced settings allow advertisers to configure targeting, supply sources, frequency caps, deals and bidding strategies.
Amazon said DVA Plus would begin rolling out to advertisers in late October 2026, with availability expanding over time.
AI Advertising Tools Show Promising Early Results
Amazon’s announcement also highlights the potential impact of conversational AI on campaign performance.
The company reported that advertisers who used natural language to apply campaign targeting recommendations reached more than 25 percent additional unique customers on average while reducing cost per impression by more than 10 percent.
These figures relate to Amazon’s reported experience with its earlier conversational advertising capabilities. They should not be interpreted as guaranteed results for every campaign or as a direct performance benchmark for all new Ads Agent features.
The platform is also expanding its conversational capabilities to support media planning, audience targeting and natural language analytics. Advertisers will be able to request audience estimates, forecast reach, compare budget allocations and investigate performance trends through conversational prompts.
Moreover, AI powered recommendations can help identify opportunities to adjust targeting, bids and budgets. Amazon said these enhanced capabilities would roll out over the coming months
What Amazon Ads Leaders Say About the Launch
Kelly MacLean, Vice President of Engineering, Science and Product at Amazon Ads, said the company aims to use AI to improve advertising performance while making campaign creation easier for brands and agency partners.
Amit Bhattacharyya, Vice President of Agentic Intelligence and Models at Amazon Ads, explained that Full Funnel Campaigns connects streaming television and sponsored ads through shared signals, with the aim of helping advertisers find new customers and increase total sales.
These statements reflect Amazon’s focus on making AI a more active part of advertising operations rather than limiting it to recommendations and reporting.
What the Launch Means for Marketing Teams
The introduction of Amazon Ads Agent could change how marketing professionals plan and manage digital advertising. By consolidating campaign formats and automating repetitive tasks, the platform may reduce the time teams spend on campaign setup, budget adjustments and performance reporting.
For ecommerce brands, the ability to coordinate awareness and conversion campaigns could make it easier to test customer acquisition strategies across several formats. Agencies may also be able to manage larger campaign portfolios with fewer manual interventions.
However, automation does not eliminate the need for human oversight. Advertisers must still define campaign objectives, protect brand consistency, evaluate attribution and assess whether advertising expenditure produces profitable growth.
The development also highlights broader digital marketing trends, particularly the movement toward AI assisted decision making and integrated marketing technology. B2B marketing teams may find the underlying automation model relevant, although Amazon’s new full funnel offering is primarily designed around its advertising ecosystem and eligible advertisers.
What Businesses Should Know
Businesses considering Amazon Ads Agent should assess their advertising objectives, audience requirements and measurement practices before increasing automation.
They should begin with clear performance targets, establish budget limits and monitor customer acquisition costs alongside sales and return on advertising spend. Teams should also review AI generated creative assets and targeting recommendations to ensure they match brand standards.
Additionally, advertisers should confirm regional eligibility and feature availability before planning campaigns around the new tools. Full Funnel Campaigns was announced in open beta for US advertisers selling on Amazon, while other features have separate rollout schedules.
Conclusion
Amazon Ads Agent represents a significant step toward more integrated, AI driven campaign management. Its combination of campaign planning, creative support, targeting and optimization could help advertisers simplify operations while connecting customer discovery with purchasing decisions.
For marketing professionals and business decision makers, the key will be balancing automation with informed strategy, transparent measurement and human review. InfoProWeekly.com will continue covering developments in advertising technology, artificial intelligence and digital marketing.
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