Amazon Ads is putting more campaign types and AI features under one roof. Announced at unBoxed on September 29, 2026, Amazon Ads Agent is the new name for its unified ad platform. It brings sponsored ads, Full-Funnel Campaigns, and Display, Video, and Audio campaigns together, with a conversational AI assistant that can answer questions, offer recommendations, and take actions.
The announcement also comes with a practical distinction: some tools are available now, others are scheduled to arrive later. Amazon says advertisers can still build campaigns manually, use its AI optimization, or combine the two. So you don’t have to hand over every campaign decision just because the platform can make them for you.
Amazon’s announcement of Amazon Ads Agent lays out the new campaign options and rollout timing. Here’s what brand teams should know before deciding how much of their advertising work to give the system.
Amazon Ads Agent brings campaign types into one platform
Amazon Ads Agent brings three campaign types together: sponsored ads, Full-Funnel Campaigns, and Display, Video, and Audio campaigns. Amazon says its chat experience works across all three, helping advertisers find answers, make decisions, and take actions through natural-language conversation.
That can mean asking questions about performance, getting suggestions for campaign changes, or using AI to help create and optimize campaigns. The point is to give advertisers a connected place to plan and manage work that was previously split across campaign types. A unified screen can save you some tab-hopping. It can’t decide what your business should spend or which products deserve the budget.
Amazon’s announcement gives the broad capabilities, but brands will still need to judge recommendations against their own goals, margins, inventory, and customer priorities. “Optimize” is a platform function, not a promise that every automated decision will suit your business.
Full-Funnel Campaigns are available in the US now
Full-Funnel Campaigns combine sponsored ads, display, video, and streaming TV in a single campaign. Amazon says US advertisers can use them now. You provide the budget, products, and creative; Amazon’s AI plans, runs, and continuously optimizes the campaign across formats.
The format is designed to connect awareness and discovery with shopping activity. Amazon says signals are shared across formats, so activity higher in the funnel can inform ads closer to purchase. For a brand, that means one campaign can cover more of the path from seeing a product to considering or buying it, rather than requiring separate setups for every format.
There are built-in creative tools, too. Amazon says advertisers can create video and display assets using existing product pages. You still approve those assets before the campaign launches, so review them for accurate product details, brand fit, and any claims your team would not put in an ad.
Reporting brings performance across formats into one view. Amazon says it includes familiar measures such as impressions, clicks, and sales, alongside new-to-brand and long-term sales metrics. Those additional measures may help you assess activity beyond an immediate order, but you’ll still want to understand how Amazon defines each metric and how it fits your own reporting.
DVA+ and chat features have a later rollout
Amazon also announced DVA+, a buying experience that combines Sponsored Display, Sponsored TV, and programmatic campaigns. It’s designed to place ads across streaming TV, online video, display, and audio, both on Amazon properties and across the open internet. Advertisers choose an objective, add products and creative, and set a budget; Amazon says AI handles campaign placement and optimization.
DVA+ is not available to everyone yet. Amazon says rollout to advertisers begins in late October 2026. The announcement also describes advanced settings for programmatic buyers, including controls for targeting, deals, supply sources, frequency caps, and bidding strategies.
More chat-based features are coming over the following months, according to Amazon. They include media planning, AI targeting recommendations, natural-language analytics, and guidance for sponsored ads. Those tools are meant to help with tasks such as estimating reach, asking questions about results, and applying suggestions for targeting, bids, or budgets. For now, treat them as announced capabilities, not features you can count on having today.
Amazon has been adding agent-style functions to advertising formats already. We covered one earlier rollout in our earlier coverage of Amazon’s agentic ad formats. The new announcement broadens the picture, but the rollout dates still matter when you’re planning what to test.
You can still keep manual controls
Amazon says advertisers can build campaigns manually, let its AI optimize them, or mix those approaches. That choice matters. You can use automation for parts of the work while keeping human review around the decisions that have the biggest effect on spend and brand presentation.
For DVA+, Amazon specifically says advanced settings let programmatic buyers manage targeting, deals, supply sources, frequency caps, and bidding strategies. Full-Funnel Campaigns also require you to provide the budget, products, and creative, and Amazon says you approve generated creative before launch. The system can do much of the campaign work, but advertisers still set important inputs and controls.
Before launching, check that the campaign objective matches what you need it to do. Review the products, budget, creative, and available settings. Decide in advance what you’ll monitor, and when you’ll pause or adjust the campaign if it doesn’t meet your expectations. That applies whether you’re building a campaign yourself or letting AI handle more of the setup.
Keep an eye on which features are live in your account, too. Full-Funnel Campaigns are available to US advertisers now; DVA+ begins rolling out in late October, and the new conversational capabilities are due over the coming months. A phased release means two advertisers may not see the same tools at the same time.
Amazon Ads Agent could make it easier to manage more campaign types in one place, while taking on pieces of planning, creative, and optimization. The useful question for your team isn’t whether to automate everything. It’s which tasks you’re comfortable delegating, which ones need human review, and how you’ll tell if the campaigns are doing their job.
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