Amazon Ads introduces Full-Funnel Campaigns, DVA+ and enhanced chat experience in AI-powered ad platform, Amazon Ads Agent

Last year at unBoxed, Amazon Ads announced the unification of the demand-side platform and ads console into a single media buying experience. One of the standout new features was a conversational AI assistant allowing advertisers to create and optimize campaigns at scale, define relevant audiences, and accelerate insights, all through natural language conversations.

Over the past year, we have continued to rapidly innovate with AI, bringing new levels of intelligence – backed by trillions of shopping, browsing and streaming signals – across campaign creation, optimization, creative and analytics.

Today at unBoxed 2026, we announced Amazon Ads Agent – the new name of the unified platform, now powered by agentic AI.

Three campaign types available within Amazon Ads Agent: sponsored ads; Display, Video and Audio; and Full-Funnel Campaigns

Amazon Ads Agent brings three campaign types – sponsored ads, Full-Funnel Campaigns, and Display, Video and Audio – together in one simple, connected, AI-first ads platform. We’ve enhanced the conversational experience to support advertisers across all three campaign types – finding answers, supporting decisions and taking action. Throughout Amazon Ads Agent, advertisers have the option to use manual campaign building tools, let Amazon’s AI optimize on their behalf, or employ a mix of both depending on campaign goals and advertiser needs.

“Rapid advancements in AI are allowing us to deliver better advertising with improved performance across all channels and customer objectives,” said Kelly MacLean, Vice President, Engineering, Science, & Product, Amazon Ads. “At the same time, we are making it as simple as possible for brands and agency partners of all sizes to create highly impactful campaigns and achieve their goals.”

Full-Funnel Campaigns: Reach new-to-brand customers and drive long-term sales

To help advertisers reach new customers and drive incremental sales, Full-Funnel Campaigns brings sponsored ads, display, video and streaming TV together in a single campaign. Advertisers provide their budget, products, and creative, and Amazon’s AI handles the rest on their behalf – planning, executing and continuously optimizing campaigns. Shared signals flow across formats meaning upper-funnel investment helps lower-funnel ads perform better, budgets work harder and performance compounds over time. With built-in creative tools, advertisers can make TV-quality video and display images from existing product pages.

Video demo of Full-Funnel Campaign setup

“Full-Funnel Campaigns has been created to help advertisers find new customers and grow total sales,” said Amit Bhattacharyya, Vice President, Agentic Intelligence and Models, Amazon Ads. “One campaign ties every format from streaming TV to sponsored ads, shares signals in real time and tunes itself toward long-term growth. Advertisers set their goals and campaign settings, and Full-Funnel Campaigns connects discovery to purchase.”

Build creative assets right within Full-Funnel Campaigns. Advertisers approve creatives before the campaign launches

In reporting, advertisers have a unified view of performance across formats, with standard metrics like impressions, clicks and sales alongside new-to-brand and long-term sales metrics, giving clear visibility into campaign performance.

Full-Funnel Campaigns is now available to all advertisers in the United States.

DVA+: Bringing programmatic capabilities to all advertisers

To bring the power and reach of programmatic capabilities to advertisers of all sizes, DVA+ offers a single, simplified buying experience and optimization solution, combining what was previously managed through separate campaign types – including Sponsored Display, Sponsored TV and programmatic campaigns. Powered by Brand+ and Performance+, DVA+ uses Amazon’s trillions of shopping, browsing and streaming signals to automatically place ads across streaming TV, online video, display and audio on Amazon properties and the open internet. Advertisers pick a goal – such as driving sales, increasing traffic, or building awareness – add their products and creative, set a budget and launch. Amazon’s AI handles the rest.

Advertisers easily launch a DVA+ campaign by starting with business objectives: sales, traffic or awareness

DVA+ allows advertisers to go from setup to live campaign in minutes. Within DVA+, Brand+ uses AI-driven optimization to identify audiences who are not only likely to see an ad, but also likely to take meaningful action – whether that’s visiting a Brand Store, adding products to their cart or making a purchase. Performance+ drives consideration and conversions by reaching customers when they are actively in the market, and it optimizes toward the advertiser’s chosen outcome.

Advertisers can describe what they need or ask questions in plain language and Amazon Ads Agent will make recommendations based on campaign insights

DVA+ simplifies campaign creation and optimization for advertisers of all sizes. With “advanced settings”, experienced programmatic buyers have full control. For advertisers who already run programmatic campaigns at Amazon Ads, the experience with advanced settings is designed to feel immediately familiar. Advertisers manage targeting, activate deals, choose supply sources, set frequency caps and configure bidding strategies – the same workflow they rely on today – but now with additional capabilities, support and ongoing interaction through Amazon Ads Agent chat.

A conversational experience that makes advertising easier across every campaign type

Last year, Amazon launched a conversational experience that helped advertisers automate specific tasks. We found that advertisers using natural language to apply campaign targeting recommendations saw more than 25% additional unique customers while lowering costs by more than 10% for cost-per-impression on their campaigns on average.

At unBoxed 2026, we announced new capabilities across the conversational experience in Amazon Ads Agent:

• Media planning: Size audiences, forecast reach, receive data-backed budget allocation recommendations, and compare incremental reach across channels – all through conversation.
• AI targeting: Describe the audience you want to reach in plain language and receive targeting recommendations across products, categories, keywords and Amazon audiences, ready to apply to campaigns.
• Natural language analytics: Ask performance questions, diagnose trends, benchmark results against peers, and build visual analyses across campaign types – replacing hours of manual report building with fast, structured answers.
• AI-powered guidance for sponsored ads: Quickly identify opportunities to improve Sponsored Products campaigns with recommendations for targeting, bids and budgets – and apply them in one click.

All of these capabilities will roll out over the coming months.

Use natural language to plan media with Amazon Ads Agent

“The conversational experience in Amazon Ads Agent is fundamentally changing how our teams work. Rather than spending hours on manual campaign setup and optimization, we can now make human-informed optimizations directly,” said Jason O’Toole, EVP, Head of Commerce & Retail Media, dentsu. “Our strategists spend less time on execution mechanics and more time on the insights and creative thinking that drive results for our clients.”