Amazon Overhauls Ad Platform with Deeper AI Integration
Amazon has revamped its ad platform to integrate AI agents more deeply into advertiser workflows.
The new platform, Amazon Ads Agent, is a major update from the previous interface, Amazon Ad Console. According to Kelly MacLean, VP of Amazon Ads, the change isn't just a rebranding, but rather a full integration of agents into the ad-buying experience.
Launched last year, Ads Agent was a chat-driven tool that automated parts of the ad-buying process, such as managing targeting across campaigns and optimizing bids. Now, this agentic experience powers the entire ad platform.
This shift is part of Amazon's ongoing efforts to improve its advertising capabilities, particularly in AI-driven areas like automation and optimization. The company aims to make it easier for advertisers to manage their campaigns and maximize ROI through AI-powered tools.