Amazon Launches AI Advertising Platform for Unified Ad Campaign Management

Ebrun Original) October 13 news - At the 2026 global unBoxed conference held by Amazon Ads at the end of September, the company unveiled the Amazon Ads Agent, an AI-powered advertising platform that integrates search ads, display, video, and audio advertising, as well as full-funnel campaigns, and expands AI-driven ad management capabilities.

In this update, Full-Funnel Campaigns now support incorporating search ads, display ads, video, and streaming TV ads into a single campaign. Advertisers provide budget, products, and creatives, and set objectives along with relevant requirements, allowing AI to plan, execute, and continuously optimize delivery.

According to the announcement, advertisers can leverage product detail pages to generate videos and display images through built-in platform tools, and approve creative assets before launching campaigns. Reports now unify metrics such as impressions, clicks, sales, and new-to-brand customer and long-term sales indicators across different ad formats. Currently, this feature is available to eligible advertisers in the U.S. marketplace.

Another update, DVA (Display, Video, and Audio), consolidates display ads, self-service streaming TV ads, and programmatic campaigns—previously managed separately—into a single buying process. Advertisers can select objectives such as sales, traffic, or brand awareness, add products and creatives, set budgets, and let AI automatically deploy ads across Amazon's platform and the open internet, including streaming TV, online video, display, and audio channels.

DVA also retains advanced settings for advertisers to manage targeting strategies, ad inventory sources, frequency caps, and bidding solutions. This feature is scheduled to roll out starting with the U.S. marketplace in mid-to-late October, gradually expanding to global marketplaces.

In terms of conversational operations, advertisers can use AI to assess audience size, estimate reach, and receive budget allocation recommendations. They can also describe target audiences to obtain targeting suggestions for products, categories, and keywords, which can then be applied to campaigns. Ad performance analytics and recommendations for delivery, bidding, and budget adjustments are also included in this update.

These conversational features are now in closed beta testing for eligible advertisers globally, with availability varying by region.

It is noted that Amazon Ads announced last year that it would integrate its demand-side platform Amazon DSP with its advertising console, Amazon Ads Console, into a unified media buying experience. This update further brings cross-format ad delivery management and AI execution capabilities into a single platform. Advertisers can still choose to create campaigns manually or combine with AI optimization features.

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