# Amazon adds AI‑driven Amazon Ads Agent to unify ad buying

Digest AI · Marketing & Small Business · published 2026-09-29T23:15:01Z

Canonical: https://digestai.news/story/amazon-adds-aidriven-amazon-ads-agent-to-unify-ad-buying

## Summary

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 new‑to‑brand customers and long‑term sales. A related offering, **DVA+**, folds Sponsored Display, Sponsored TV and programmatic buying into one interface, letting users pick an objective, budget and creative while the system manages targeting, supply and bidding, with an advanced mode for finer control.

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.”

## Key points

- 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

## Why it matters

The unified, AI‑powered platform lowers entry barriers to programmatic advertising, expanding Amazon’s ad revenue potential while raising transparency and control concerns for marketers.

## Sources

1. [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](https://digiday.com/media-buying/at-its-flagship-unboxed-conference-amazon-ads-collapses-buying-silos-as-ai-takes-a-bigger-role-in-media-decisions) (digiday.com, 2026-09-29)

## Cite

Digest AI, "Amazon adds AI‑driven Amazon Ads Agent to unify ad buying", 29 September 2026, https://digestai.news/story/amazon-adds-aidriven-amazon-ads-agent-to-unify-ad-buying

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