Amazon adds AI‑driven Amazon Ads Agent to unify ad buying
Amazon announced a revamped advertising suite called Amazon Ads Agent at its unBoxed conference in San Francisco. The platform merges previously separate tools – Sponsored Ads, display, video and streaming TV – into a single Full‑Funnel Campaign workflow where advertisers set product, creative and budget, and Amazon’s AI handles execution and continuous optimization toward goals such as…
What you can do with it
AI at Work →Create full-funnel campaigns with Amazon Ads Agent
What you get You can track performance across channels.
Unifies sponsored, display, video, and streaming ads, using AI to plan.
- Who for
- marketers
- Cost
- Price not stated
- Effort
- minutes
Use it for
- Create full-funnel campaigns
- Optimize budget allocation
- Track performance across channels
Watch out Transparency on audience and auction details remains limited
Key points from the news
- Amazon Ads Agent unifies sponsored, display, video and streaming ads into a single AI‑driven campaign workflow
- DVA+ consolidates programmatic buying, allowing advertisers to set objectives, budget and creative while Amazon handles targeting and optimization
- FTC and 22 state attorneys general have sued Amazon over alleged hidden surcharges in ad auctions, which the company disputes
The moves come as the Federal Trade Commission and 22 state attorneys general sue Amazon over alleged hidden surcharges in its ad auctions. Amazon disputes the claims and did not promise full auction‑price transparency in the new tools. Analysts note the shift gives smaller advertisers programmatic‑level capabilities, but raises questions about auditability, data integration and fee clarity as AI assumes more budget‑allocation decisions.
Kelly MacLean, VP of Amazon Ads, described the approach as “bringing the power of programmatic advertising to all advertisers,” while Amit Bhattacharyya, VP of full‑funnel products, said the goal was to make campaign creation “really simple, yet very powerful.”
At the unBoxed conference, Amazon moves AI from being a feature to playing a more central role in ad-buying and brings previously separate ad workflows together
digiday.com · 29 September 2026
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