Amazon Ads has unveiled Amazon Ads Agent , the new name for its unified advertising platform. The announcement, made at unBoxed 2026, represents another step in integrating tools that until recently operated separately.
The proposal combines Amazon DSP and the ad console into a single environment powered by agentic artificial intelligence. With this, the company aims to enable advertisers and agencies to plan, buy, and optimize campaigns with less friction, while maintaining varying levels of control.
A common platform for sponsored, display, video and audio
Amazon Ads Agent brings together sponsored ads and display, video, and audio formats in a single platform. According to the company, advertisers can continue to create campaigns manually, let AI optimize them, or combine both options depending on their objectives.
Within this ecosystem comes DVA+ , an experience that brings together the buying and optimization of campaigns previously divided among tools like Sponsored Display, Sponsored TV, and programmatic solutions. The system uses purchase, browsing, and streaming signals to distribute ads across connected TV, online video, display, and audio, both on Amazon properties and other online spaces.
DVA+ is based on two modules: Brand+ and Performance+ . The first focuses on identifying audiences likely to take further action after being exposed to the message, such as visiting a Brand Store, adding a product to their cart, or completing a purchase. The second guides the campaign toward consideration and conversion goals, based on the advertiser's selections.
More technical profiles retain access to advanced settings . From there, they can manage targeting, agreements, supply sources, frequency caps, and bidding strategies, using the same workflow they already know, but with the added support of the Amazon Ads Agent chat.
The conversational assistant expands its functions
Conversational experience is no longer just a support tool for specific tasks; it's now central to the process. Amazon Ads has explained that the assistant will allow users to describe audiences in natural language , receive targeting suggestions, and apply them to campaigns for products, categories, keywords, or Amazon audiences.
In the planning section, the agent can size audiences, estimate reach, suggest budget allocation, and compare incremental reach across channels. It also incorporates natural language analytics , providing performance feedback, trend analysis, comparisons with similar benchmarks, and visual analyses across different campaign types.
Another new feature is the recommendations for Sponsored Products . The system identifies opportunities for improvement in targeting, bidding, and budgeting, and allows users to apply those changes with a single click. The company has indicated that these capabilities will be rolled out gradually over the coming months.
Amazon Ads previously tested an initial version of this approach in the United States. According to data released by the company, advertisers who used conversational language to apply targeting recommendations gained, on average, more than 25% more unique customers and reduced their cost per impression by more than 10%.
Fewer operational tasks and more human judgment
The company insists that the goal is not to take control away from teams, but to simplify repetitive tasks. Kelly MacLean, an executive at Amazon Ads, has argued that advances in AI allow for improved performance across different channels and, at the same time, facilitate the creation of impactful campaigns for brands and agencies of all sizes.
Milana Glisic, head of Amazon Ads for Spain and Italy, emphasized that artificial intelligence helps plan, activate, and optimize campaigns without sacrificing decision-making power or the ability to connect with the right audiences at the right time. This is particularly relevant for the Spanish and European markets, where many companies rely on Amazon to combine sales and advertising.
From the agency side, Jason O'Toole of dentsu explained that these types of tools change the way work is organized. Instead of spending hours manually setting up and adjusting campaigns , teams can focus on interpreting data, making strategic decisions, and developing creative content.
Progressive deployment and investment control
Amazon Ads has indicated that DVA+ and the new agent features will be rolled out gradually over the coming months. Therefore, this isn't a change that will be activated all at once for all advertisers, but rather a transition that will incorporate capabilities based on the market and account type.
For brands, this shift means rethinking how they organize their campaigns. The platform allows them to choose between full automation, manual management, or a hybrid model , which requires clearly defining objectives before delegating decisions to the system. It also demands attention to metrics that go beyond cost per click or direct return.
The announcement of Amazon Ads Agent comes at a time when advertising within retail environments is gaining traction and AI is becoming a cross-cutting element. With this platform, Amazon aims to unify its offerings and provide advertisers with a single entry point for formats, channels, and analytics, although the final rollout will depend on how its availability evolves in each country.