Amazon Ads Agent: the biggest change to how PPC gets done in years
Amazon Ads just announced it's rearranging the room most of us have been working in for years.
At unBoxed in San Francisco this week, Amazon announced that its Advertising Console and Amazon DSP are coming together in one platform called Amazon Ads Agent. More announcements are still to come, so treat this as the first announcements, not the full picture.
Source: Amazon Ads, unBoxed 2026, Amazon Ads Agent
A chat assistant that answers, recommends, and acts
A chat assistant is part of Amazon Ads Agent. You ask about performance in plain English, get targeting and budget recommendations, and let it take actions. Amazon is rolling it out in closed beta for eligible advertisers in 25 marketplaces.
Source: Amazon Ads, conversational experience
Three campaign types instead of many
The campaign menu is getting simpler. Three types:
Sponsored Ads. The home base you already know.
Full-Funnel Campaigns, now in open beta for US advertisers who sell on Amazon. You set the budget, the products, and the creative. Amazon's AI plans and optimizes across formats, from search all the way to streaming TV. Amazon says advertisers in the beta saw 67% higher long-term ROAS and 29% lower cost per new-to-brand purchase. Those are Amazon's own beta numbers, so we'd read them as a reason to test, not a promise.
DVA+, for display, video, and audio. It pulls Sponsored Display, Sponsored TV, and the DSP tools under one roof. It is in closed beta in the US now, with open beta planned for late October and full launch in 35 markets targeted for Q1 2027.
Source: Amazon Ads Agent FAQ, Full-Funnel Campaigns, DVA+
Our take
All of this lands right before Q4, the busiest stretch of the year. There's real opportunity here, especially for sellers who never had the time or the team to touch video or streaming.
The AI sees the shopper. You see your margin.
Amazon's AI sees the shopper. You see your margin, your inventory, and your launch plan. It doesn't know which ASIN barely pays for itself, or which one runs out in three weeks. That gap is where your judgment still earns its keep.
And because it's new, it matters even more to have someone experienced next to it, steering and fine-tuning what the AI does. The bot does the work. You still want a team with a hand on the wheel.
What to do this season
We wouldn't rebuild a working ad account in October. If you get into the chat beta, ask it hard questions about the campaigns you already run, and see if the answers are sharper than what you already know. If you want to test Full-Funnel, give it a defined slice of budget, not the keys to the house. The sellers who learn this early, with a clear head, will walk into 2027 ahead.
We'll keep watching what comes next. And if you'd like a second pair of eyes on your ads before the season, we're around. Talk to us