Amazon Overhauls Ad Tech Platform with Conversational Chatbot Experiences
Amazon has announced major changes to its ad tech platform, dubbed 'The Agentification of Amazon Ads.' The overhaul includes the introduction of new agentic chatbot experiences and AI optimization tools for branding and performance campaigns.
The company's DSP (Demand-Side Platform) will now default to a conversational chatbot experience, while the Amazon Ads console is being rebranded as the 'Amazon Ads Agent.'
One of the key features of this new platform is the introduction of 'Branded Conversations,' an in-chatbot unit that allows brands to promote products and services to customers in a more immersive way.
This format, which debuted at Amazon's unBoxed ads industry event, turns prompt-based shopper searches into multi-turn shopping conversations. Advertisers can use these conversations to showcase their brand's products and features, and even suggest new prompts and follow-ups.
Amazon is also introducing 'Conversational Briefs,' a way for advertisers to inform the AI recommendations that Amazon Ads makes about their products and how they want them presented to shoppers. However, there are clear guardrails in place to ensure that brands don't have too much control over the conversation.