Automation scales consistency. It also scales bad decisions with the same consistency.
Mudassir Fayyaz, Founder, Tabaruk Commerce
At unBoxed 2026, Amazon gave its advertising platform a new name: Amazon Ads Agent. It’s the same unified platform that brought the Amazon DSP and the advertising console together last year, now with AI that can plan, build and optimize campaigns for you.
The headlines make it sound like a big change, and in some ways it is. But for most brands selling on Amazon, the useful questions are simpler: what is actually available today, what is still coming, and what should you do about it in the middle of Q4?
This post answers those questions, based on what Amazon has announced so far.
Key takeaways
- Amazon Ads Agent is the new name for Amazon’s unified ad platform, which combines what used to be the DSP and the Ads Console.
- It holds three campaign types: sponsored ads; Display, Video and Audio (DVA+); and Full-Funnel Campaigns.
- You can still build campaigns manually, let Amazon’s AI optimize, or mix both.
- Full-Funnel Campaigns are available to US advertisers now. DVA+ starts rolling out in late October. The new conversational features arrive over the coming months.
- The AI can run campaigns. It can’t decide which products deserve the budget, or whether the profit is there. That part is still your job.
What Amazon Ads Agent is
Last year, Amazon announced it would bring its demand-side platform (DSP) and its advertising console together into one place to buy media. At unBoxed 2026, that unified platform was renamed Amazon Ads Agent and given what Amazon calls agentic AI: tools that can carry out changes when you ask, as well as recommend them.
Inside it, there are three campaign types:
- Sponsored ads. Sponsored Products and Sponsored Brands, the formats most sellers already run.
- Display, Video and Audio (DVA+). One campaign type that combines what used to be managed as separate campaign types, including Sponsored Display, Sponsored TV and programmatic campaigns. It places ads across streaming TV, online video, display and audio, on Amazon and on other sites.
- Full-Funnel Campaigns. A single campaign that combines sponsored ads with display, video and audio. You provide the budget, products and creative, and Amazon’s AI plans and optimizes the rest.
Amazon says you can choose how much to hand over. You can keep building campaigns by hand, hand optimization to the AI, or use a mix depending on the campaign’s goal.
What’s available now, and what’s still coming
| Feature | What it does | Status (as announced) |
|---|---|---|
| Full-Funnel Campaigns | One campaign across sponsored ads, display, video and audio, planned and optimized by Amazon’s AI | Available to all advertisers in the US |
| DVA+ | Display, video and audio in one buying experience, with simple setup or “advanced settings” for experienced buyers | Rolling out from late October |
| Conversational experience | Ask questions, get recommendations and apply changes in plain language | Expanded closed beta; new capabilities over the coming months |
| AI creative tools | Generate display ads and video from your existing product assets | Built into Full-Funnel Campaigns (US) and the conversational experience (beta) |
| Reporting by conversation | Access to nearly 1,000 metrics, including new-to-brand and long-term sales, by asking questions | Part of the conversational experience |
Amazon also announced tools for people building their own AI agents and analytics (the Amazon Ads MCP Server (Lite) and an AMC Expert Tool, which writes Amazon Marketing Cloud queries), plus new ad formats inside Alexa for Shopping. One more is due during Q4 itself: Review Requests, a new sponsored ads tool, is set to launch in November 2026. We’ll cover it in a separate post.
One practical detail: MediaPost reported that Full-Funnel Campaigns need a minimum daily budget of $100. Check the current requirement in your own account before planning around it.
What changes for sellers right now
For the next few weeks, not much.
Your existing sponsored ads campaigns don’t stop working because the platform has a new name. Amazon describes manual campaign building as still available. The big new pieces are either available in the US (Full-Funnel Campaigns, with no other dates announced), rolling out from late October (DVA+), or still in beta (the conversational features). If you run Sponsored Display, watch your account as DVA+ arrives, since that is where Sponsored Display is moving.
The timing matters. We’re heading into Black Friday and Cyber Monday. That’s the worst moment to move your core budget into a campaign type you’ve never run, because you lose the history you’d use to judge it, at exactly the time when every day of sales counts most.
Our suggestion: learn the new platform now, keep your proven campaigns running through Q4, and plan any real tests for after the peak.
What still needs a human
Amazon’s AI can plan media, find audiences, set bids and produce creative. What it doesn’t know is your business.
- Which products deserve budget. An AI campaign will happily spend on a product that loses money after fees. Deciding which ASINs to scale, fix, or stop advertising is a portfolio decision. Our 5-bucket portfolio framework is how we make that call.
- Whether the profit is there. Ad performance targets should come from your margins. If you don’t know your break-even ACoS, no optimization engine can tell you whether a campaign is working.
- Whether the listing converts. More reach sends more shoppers to the product page. If the page doesn’t convert, AI-driven traffic just finds that out faster and at a higher cost.
- Whether you have the stock. A campaign that grows demand faster than your inventory can handle ends in a stockout, and stockouts cost ranking.
- How you measure success. Full-Funnel Campaigns report new-to-brand and long-term sales. Those are useful, but you still need to decide how they turn into profit for your brand, and over what time frame.
Automation scales consistency. It also scales bad decisions with the same consistency. The better your inputs (products, margins, listings, stock), the more useful the AI becomes.
Should you test Full-Funnel Campaigns?
Full-Funnel Campaigns are the most interesting part of the announcement for brands that have never run video or display, because they bring those formats into one campaign without building each one separately.
A test makes sense if
- You sell in the US and your main sponsored ads campaigns are already profitable
- Your hero products have strong listings, steady reviews and enough stock for the test period
- You can afford the daily budget without pulling money from campaigns that are working
- Your goal is reaching new customers who don’t yet search for your brand
Wait if
- Your sponsored ads aren’t profitable yet. Fix that first; it’s cheaper.
- Your listings have conversion problems
- Stock is tight going into Q4
- You’d have to cut proven campaigns to fund the test
How to run the test well
- Pick a clean window. After the holiday peak, so you can compare against a normal baseline.
- Start with one or two hero products.
- Review every creative before launch. Amazon lets you approve AI-generated creative before the campaign goes live. Use that step.
- Decide your success measures in advance: new-to-brand customers, total sales (not just ad-attributed), and profit after ad spend.
- Give it time. Upper-funnel ads work over weeks, not days. Judge them by upper-funnel goals, not by last-click ACoS alone.
If you’re weighing this against the Amazon DSP more broadly, our post on whether Amazon DSP is worth it covers the same thinking.
Outside the US
Amazon announced Full-Funnel Campaigns for US advertisers. It hasn’t given dates for Canada, the UK or Europe in the announcements we’ve reviewed. If you sell in those marketplaces, check what appears in your own account, and don’t plan Q1 budgets around features you can’t see yet.
What to do this week
- Log in and look around the new platform, so the changes don’t surprise you mid-campaign.
- Keep your proven campaigns stable through Black Friday and Cyber Monday.
- Confirm your break-even ACoS for each hero product.
- Note one or two products that would suit a Full-Funnel test in the new year.
- Avoid big structural changes to campaigns during the holiday peak.
Amazon Ads Agent FAQs
What is Amazon Ads Agent?
It’s the new name, announced at unBoxed 2026, for Amazon’s unified advertising platform that combines what used to be the Amazon DSP and the Ads Console. It adds AI that can plan, build and optimize campaigns.
Do my existing Sponsored Products campaigns change?
Amazon says advertisers can keep building campaigns manually, let the AI optimize, or mix both. There’s no need to rebuild working campaigns because of the new name. If you run Sponsored Display, watch for DVA+ in your account, since it combines Sponsored Display with other display and video campaign types.
What are Full-Funnel Campaigns?
A single campaign that combines sponsored ads with display, video and audio. You set the budget, products and creative, and Amazon’s AI plans and optimizes the rest. Amazon says they’re available to all US advertisers.
When is DVA+ available?
Amazon said DVA+, which brings display, video and audio into one buying experience, begins rolling out to advertisers in late October 2026.
Is Amazon Ads Agent available in Canada, the UK and Europe?
Amazon hasn’t stated platform availability by marketplace in its announcements. Full-Funnel Campaigns were announced for US advertisers, so check what appears in your own account before planning around them.
Want a second opinion on your Q4 ad plan?
If you’re not sure what the new platform means for your campaigns, or whether a Full-Funnel test makes sense for your brand, we can look at it with you. On a free 30-minute call we’ll review your current setup and tell you where we’d focus first.
Mudassir Fayyaz is the founder of Tabaruk Commerce and an Amazon growth strategist. He manages 1P and 3P Amazon accounts across the US, Canada, UK, Germany, UAE, and Australia, with a focus on turning ad spend into net profit. Connect on LinkedIn.