Amazon Ads Agent Brings AI Deeper Into Advertising

Amazon is pushing artificial intelligence deeper into the day-to-day operation of digital advertising.

On September 29, 2026, during its annual unBoxed conference in San Francisco, Amazon Ads introduced Amazon Ads Agent, a newly unified advertising environment that brings together Amazon DSP and its advertising console while placing conversational AI at the center of campaign management.

The company founded by Jeff Bezos — who currently serves as Amazon’s Executive Chair, while Andy Jassy is President and CEO — is increasingly positioning AI not simply as an assistant for advertisers, but as part of the infrastructure responsible for planning and executing campaigns.

One Platform Across Multiple Advertising Formats

Amazon Ads Agent combines sponsored ads, display, video and audio advertising within a more connected platform.

Advertisers can still manage campaigns manually, but Amazon is expanding the amount of work its AI can perform, including campaign creation, audience development, targeting recommendations, optimization and advertising analysis.

According to Amazon, the system draws on trillions of shopping, browsing and streaming signals across its ecosystem. The conversational interface allows marketers to work with that data using natural-language requests rather than relying entirely on traditional campaign dashboards.

This represents a broader change taking place across advertising technology: platforms are moving away from requiring marketers to configure every individual campaign setting themselves and toward systems where advertisers define the objective while AI handles more of the execution.

Full-Funnel Campaigns Expand Across the U.S.

One of the major components of the new platform is Full-Funnel Campaigns, which Amazon says are now available to advertisers across the United States.

The advertiser provides elements such as the budget, products and creative assets. Amazon's AI can then help plan, execute and continuously optimize advertising across different stages of the customer journey.

Amazon highlighted Canine Naturals as one example.

The pet treat company ran a full-funnel campaign for 206 days, with Amazon reporting that 41% of campaign-driven sales came from new-to-brand shoppers.

The company also said the campaign reduced the amount of manual work required to coordinate advertising across its platform.

Display, Video and Audio Move Into One Buying Experience

Amazon is also introducing DVA+, which combines display, video and audio advertising that previously required more separate management.

The system includes Sponsored Display, Sponsored TV and programmatic display, video and audio inventory.

Amazon plans to begin expanding DVA+ availability in late October, with the rollout continuing through the end of 2026.

The approach reflects Amazon's attempt to make sophisticated programmatic advertising accessible to a broader range of advertisers rather than limiting those capabilities primarily to larger brands and agencies.

Generative AI Moves Into Creative Production

Campaign management is only part of Amazon's AI strategy.

The company's creative AI tools can generate and adapt advertising assets for use across campaigns, potentially allowing brands to produce more variations without building each creative manually.

Cuisinart, working with agency Global Overview, tested Amazon's AI-powered creative generation tools during the second quarter of 2026.

According to a case study shared by Amazon, the campaign produced an 18-percentage-point increase in product detail page view rate, a 14% reduction in cost per detail page view, and a 10-percentage-point increase in branded search rate compared with traditionally produced creative assets.

While those results come from an Amazon case study rather than an independent industry-wide benchmark, they illustrate how quickly generative AI is moving from experimental creative tools into actual advertising workflows.

Marketers Can Ask Questions Instead of Writing Queries

Amazon is also expanding conversational analytics across its advertising products.

Marketers can increasingly use natural language to investigate performance, generate insights and receive recommendations related to targeting, bids and budgets.

The technology is being extended into Amazon Marketing Cloud as well, allowing advertisers to access certain analytics without having to write SQL queries manually.

Dentsu participated in beta testing of the conversational system.

Jason O'Toole, Executive Vice President and Head of Commerce and Retail Media at Dentsu, said the technology allows strategists to spend less time on campaign setup and execution mechanics and more time working on insights and creative strategy.

Amazon says the conversational capabilities are being rolled out in beta to eligible advertisers across 20 marketplaces and 21 languages.

Advertising Platforms Are Becoming Operators

The significance of Amazon Ads Agent goes beyond another collection of AI features.

For years, digital advertising platforms have primarily provided marketers with tools. The advertiser selected audiences, constructed campaigns, adjusted bids, analyzed reports and decided what to change next.

Agentic advertising starts to change that relationship.

The marketer increasingly provides the business objective, budget, products and creative direction. The advertising platform can then determine how some of those resources should be deployed, continuously analyze performance and recommend — or potentially execute — adjustments.

Human marketers remain responsible for strategy, brand positioning, creative judgment and business objectives. But the operational layer between strategy and execution is becoming increasingly automated.

For agencies and marketing teams, that could mean significantly less time spent operating advertising interfaces manually.

It could also make the strategic decisions made before a campaign launches even more important.

As Amazon, Google, Meta and other advertising platforms continue building AI deeper into their systems, the competitive advantage may increasingly shift from knowing exactly which button to press inside an advertising dashboard to knowing what objective the system should be working toward in the first place.

Sources

Amazon Press Center — September 29, 2026
Amazon Ads introduces Amazon Ads Agent, its unified agentic AI advertising solution.
https://press.aboutamazon.com/es/news/advertising/2026/9/amazon-ads-presenta-amazon-ads-agent

Amazon Ads — unBoxed 2026
Official information about Amazon's annual advertising conference and product announcements.
https://advertising.amazon.com/events/unboxed

Marketing Dive — September 29, 2026
Reporting on Amazon Ads Agent, Full-Funnel Campaigns, DVA+ and Amazon's conversational advertising tools.
https://www.marketingdive.com/news/how-amazon-is-streamlining-ad-buys-across-multiple-formats-with-ai/831492/

Amazon Investor Relations
Current Amazon leadership information for Jeff Bezos and Andy Jassy.
https://ir.aboutamazon.com/officers-and-directors/default.aspx