What Is Amazon Ads Agent? What Changed at unBoxed 2026 for Sellers
Amazon Ads Agent is the new name for Amazon’s unified ad platform. What changed at unBoxed 2026, the three campaign types, and the AI assistant inside it.
Amazon Ads Agent is the new name of Amazon’s unified advertising platform for building and managing Amazon Ads campaigns. Amazon announced the name at unBoxed on September 29, 2026, for the platform that brings together what used to be the Ads Console and the Amazon DSP. It also includes a conversational AI assistant that you can ask questions or give instructions in plain language. That assistant is still in closed beta.
The name causes confusion because Amazon has used it before. In November 2025, Amazon launched “Ads Agent” as an AI agent available in places including Amazon Marketing Cloud and the Amazon DSP. In 2026 the name moved up a level, from one tool to the whole platform. Posts about Ads Agent from before October 2026 usually describe the older agent.
What Changed on September 29
Amazon called Amazon Ads Agent “the new name of the unified platform, now powered by agentic AI.” The unification itself started a year earlier: at unBoxed 2025, Amazon announced “the unification of the demand-side platform and ads console into a single media buying experience.” The 2026 rename put one name on it.
For sellers, three things matter:
- One place for everything. Amazon describes Amazon Ads Agent as “the unified buying experience that brings together what was formerly the DSP and Ads Console.”
- Three campaign types. Sponsored ads, Display, Video, and Audio, and Full-Funnel Campaigns now sit side by side. More on each below.
- A choice in how much AI runs your campaigns. Amazon says advertisers can “use manual campaign building tools, let Amazon’s AI optimize on their behalf, or employ a mix of both.”
The Three Campaign Types
Amazon’s announcement names the three campaign types as sponsored ads, Full-Funnel Campaigns, and Display, Video, and Audio. Its own unBoxed recap names sponsored ads, Full-Funnel Campaigns, and DVA+ as the pieces connected in one platform, so you’ll see both versions. DVA+ is the simplified, AI-optimized buying option inside Display, Video, and Audio. Its advanced settings for manual control are currently open to a limited set of US advertisers.
- Sponsored ads, for most sellers, means Sponsored Products and Sponsored Brands, the campaigns they already run.
- Display, Video, and Audio holds display ads (the new name for Sponsored Display) and DVA+, which runs display, online video, and streaming TV as one AI-optimized campaign, with audio coming.
- Full-Funnel Campaigns puts sponsored ads, display, video, and streaming TV into one AI-optimized campaign with one budget.
Here’s what’s new across them, with our guide to each:
| What’s new | Where it sits | Status | Our guide |
| Review Requests | Its own campaigns, managed in Amazon Ads Agent, that ask recent buyers to rate your product | US open beta; Amazon’s pages say late October and November 2026 | What is Amazon Review Requests? |
| Branded Conversations | Sponsored Brands collections campaigns | US launch January 2027 | What are Amazon Branded Conversations? |
| DVA+ | Display, Video, and Audio | Rolling out from late October 2026 to participating US advertisers | What is Amazon DVA+? |
| Full-Funnel Campaigns | Its own campaign type | US open beta since September 29, 2026, for advertisers who sell on Amazon | What are Amazon Full-Funnel Campaigns? |
The Conversational Assistant
The part of Amazon Ads Agent that gets the most attention is its chat. Amazon says advertisers can “ask Amazon Ads Agent questions or describe what they want to accomplish in plain language” and get “relevant insights, recommendations, or actions.” Amazon’s product page previews what enrolled beta advertisers can do as the experience expands:
- Plan: “audience sizing, reach forecasts, budget recommendations, and more.”
- Create campaigns: turn a media plan into Display, Video, and Audio campaigns, or get audience and keyword recommendations inside DVA+ advanced settings.
- Manage and optimize: for sponsored ads, “apply keyword, bid, and budget recommendations with one click, then review and approve changes.”
- Measure: run performance analysis, trend diagnosis, and benchmarking. Advanced users can generate Amazon Marketing Cloud SQL queries from plain-language requests.
- Get help: ask about billing or ad policy issues.
Amazon’s unBoxed recap adds two more: “nearly 1,000 metrics” you can ask about in plain language, and AI creative tools that generate display ads and video from your existing product assets.
You stay in control of what it changes. Amazon says advertisers “get to review a summary of proposed changes and approve them before they’re applied.”
Access is limited for now. Amazon says “This experience is in closed beta and continues to actively evolve,” and it’s “expanding to eligible advertisers through a rolling closed beta.” Amazon points interested advertisers to their Amazon Ads account executive. They also report two beta results. Amazon Advertisers saw “40% faster first sales with auto-optimized Sponsored Products campaigns.” Those who applied targeting recommendations in plain language saw “more than 25% additional unique customers” on Display, Video, and Audio campaigns. Both carry Amazon’s note that they’re beta estimates and “not predictive of future results.”
What Amazon Hasn’t Said Yet
- When the assistant leaves closed beta. Amazon describes a rolling closed beta and says new conversational capabilities “will roll out over the coming months,” without dates.
- Who gets access next. Amazon says availability “depends on eligibility, marketplace, language, campaign type, and capacity,” but hasn’t published the criteria.
- Whether the assistant will carry a cost. Amazon’s pages for the assistant don’t mention pricing either way.
What to Do Now
- Learn the new map. Your campaigns now sit under one of three campaign types. Sponsored Display campaigns appear under Display, Video, and Audio as display ads.
- Ask about the assistant if you want it. Amazon points interested advertisers to their Amazon Ads account executive, so start there.
- Approve AI changes in small batches at first. Treat the assistant’s recommendations the way you’d treat a new team member’s. Check a handful against your own numbers before you approve changes across dozens of campaigns.
- Pick one new format to test, not four. Review Requests suits products short on ratings. DVA+ and Full-Funnel Campaigns suit brands whose sponsored ads already run well and who want reach beyond search. Branded Conversations needs Sponsored Brands collections campaigns ready by January.
- Keep your own baseline. Record total sales, TACoS, and new-to-brand customers before you turn on any AI-run campaign, so you can judge it on your numbers as well as Amazon’s.
How Canopy Works in Amazon Ads Agent
Our brand managers already work in Amazon Ads Agent every day, because it’s where partners’ sponsored ads campaigns live. We treat its AI recommendations the way we treat any suggestion: a brand manager checks each one against the partner’s margins and goals before approving it. New formats go in one at a time as contained tests, judged on total sales and TACoS. Our earlier post on Amazon’s AI prompts covers the 2025 version of Ads Agent, and our Amazon PPC management guide covers how the advertising work fits together.
Canopy is a full-service omnichannel marketing agency. Our partners have generated $3.3 billion in revenue, with an average 84% year-over-year profit increase and 99.1% partner retention.
Frequently Asked Questions
No. Amazon says advertisers can use manual campaign building tools, let Amazon’s AI optimize, or mix the two. Even with the assistant, Amazon says you review proposed changes and approve them before they’re applied. One exception: from January 2027, eligible US Sponsored Brands collections campaigns are automatically enrolled in Branded Conversations unless you opt out.
Amazon renamed it display ads. Amazon says “Existing Sponsored Display campaigns will continue to run uninterrupted,” and you can now find them “through Display, Video, and Audio campaigns in Amazon Ads Agent.” New display campaigns are created in the same place.
No. DVA+ is open to “brands driving goals beyond Amazon,” though for now only participating US advertisers have access. Amazon also says beta advertisers can use the conversational assistant “regardless of whether they sell products in the Amazon store.” Some campaign types have their own rules, though. Full-Funnel Campaigns, for example, is in US open beta for advertisers who sell on Amazon.
It’s a tool for AI agents, announced at unBoxed 2026. Amazon says the Amazon Ads MCP Server (Lite) “simplifies how agents interact with Amazon Ads,” starting with three core tools. It matters to teams building their own AI agents on top of Amazon Ads. Most sellers won’t touch it directly.
Yes, in closed beta. Amazon lists marketplaces in North and South America, Europe, the Middle East, Asia Pacific, and Africa, including Canada, Mexico, the UK, Germany, Japan, and Australia. Availability still depends on eligibility, language, and capacity.
