Amazon Ads Agent will allow advertisers to mix and match manual campaign building tools with AI optimisation.
Amazon Ads has consolidated its DSP and self-serve ads console into a new AI-powered platform.
Announced at the firm’s UnBoxed 2026 event in San Francisco, US, Amazon Ads Agent aims to give advertisers access to a new suite of AI tools to help develop solutions across the whole the e-commerce giant’s advertising ecosystem.
The new features include an AI agent which will be able to hold conversations with advertisers to help them create and optimise campaigns at scale, as well as give insights and define relevant audiences.
Amazon also announced new conversational capabilities for its ads agent, including campaign targeting, natural language analytics, agentic media planning, and AI-powered guidance for sponsored ads.
Kelly MacLean, vice president of Amazon Ads said: “Adtech has a complexity problem. Too many tools, too many steps, too much friction between what a marketer wants to do and actually getting it done. I’ve heard it from partners of every size, and it’s the problem my team wakes up thinking about.
“Rapid advancements in AI are allowing us to deliver better advertising with improved performance across all channels and customer objectives,” MacLean continued. “At the same time, we are making it as simple as possible for brands and agency partners of all sizes to create highly impactful campaigns and achieve their goals.”
Amazon’s new DVA+ (display, video, and audio), brings together campaigns which were previously managed separately, like programmatic, sponsored TV, and sponsored display.
Using the trillions of shopping, browsing, and streaming signals Amazon holds, advertisers can pick a goal such as traffic building, awareness, or sales, and the ad agent will use the set budget, products, and creative to launch a campaign.
This lets advertisers set up and go live within minutes. Previous updates to the conversational experience have seen an over 25% boost to additional unique customers, as well as lowering costs by over 10% for cost-per-impression on campaigns on average, Amazon said.
These capabilities will be rolled out to advertisers within the coming months.
The news comes just weeks after Amazon Ads announced a partnership with OpenAI to trial offering ad inventory in ChatGPT.
