Amazon Unveils AI-Powered Ads Agent for End-to-End Campaign Automation

Amazon unveiled its boldest push yet into end-to-end campaign automation at its annual unBoxed 2026 conference in San Francisco. The company introduced Amazon Ads Agent, an AI layer designed to unify its ad stack, simplifying everything from media planning to real-time campaign optimization. This new system integrates former ad console and Amazon DSP functionalities, allowing advertisers to plan media, define audiences, and analyze performance using natural language prompts.

One of the standout features is Full-Funnel Campaigns, where advertisers input their SKUs, budget, and primary goal. Amazon’s AI then orchestrates spend across search, display, video, and streaming TV to reach new customers and drive long-term sales growth. This approach blurs the traditional line between upper-funnel branding and lower-funnel performance, dynamically allocating budgets across various formats, including third-party inventory on the open internet.

The company also introduced DVA+, a solution that simplifies programmatic buying by unifying Sponsored Display, Sponsored TV, and programmatic campaigns into a single experience. Advertisers can set objectives such as sales, traffic, or brand awareness, add their products and creative assets, and establish a budget. Amazon’s AI then automatically optimizes ad distribution across different platforms, both on Amazon properties and the open web. DVA+ builds on Brand+ and Performance+ to identify high-value audiences and drive business results.

For advanced programmatic buyers, DVA+ retains manual controls through advanced settings, offering options to manage targeting, deals, supply sources, frequency caps, and bidding strategies. Amazon reports that US advertisers using natural language for targeting recommendations saw over 25% additional unique reach and a greater than 10% reduction in CPM. The rollout of DVA+ and new Amazon Ads Agent capabilities will begin over the coming months.