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A conversational experience in Amazon Ads Agent

Natively built in. Made simple with agentic AI.

Advertisers can ask Amazon Ads Agent questions or describe what they want to accomplish in plain language—get relevant insights, recommendations, or actions based on goals and advertising signals through a built-in conversational AI experience.

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How does it work?

Enrolled beta advertisers can describe what they want to accomplish in their own words, get tailored recommendations and actions, and review and approve changes before they’re made. Here is a preview of how the experience is expanding:

Plan with confidence

Advertisers can ask questions about media plans and get audience sizing, reach forecasts, budget recommendations, and more.

Create campaigns more efficiently

Advertisers can turn a custom media plan into ready-to-go Display, Video, and Audio campaigns. Or, ask for Amazon audiences and keyword recommendations within DVA+ advanced settings.

Manage and optimize campaigns

Advertisers can ask for recommendations when campaigns aren’t meeting their goals and make bulk changes across campaigns at once within DVA+ advanced settings. For sponsored ads, advertisers can apply keyword, bid, and budget recommendations with one click, then review and approve changes.

Measure performance

Advertisers can review campaign performance analytics, trend diagnosis, benchmarking, and visual analysis across channels and formats. For advanced users, advertisers can ask in plain language to generate SQL queries in Amazon Marketing Cloud (AMC).

Get help when you need it

Advertisers can ask questions about their account billing or ad policy issues, and get guidance on what happened and what to do next.​

Note: This experience is in closed beta and continues to actively evolve. Availability may vary by eligibility, capability, marketplace, language, and capacity.

Benefits

Why should I use the conversational experience?

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Get more done without giving up control

Use natural conversation to complete time-consuming tasks — like editing or optimizing dozens of campaigns at once. Review recommendations and proposed changes before they're applied, approve what works, and refine the rest. Fewer clicks, faster activation, full control.

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Make faster, more informed decisions

Get recommendations and insights grounded in your advertising goals and Amazon Ads signals to help you understand what's happening and determine what to do next.

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Improve campaign performance

During beta, advertisers saw 40% faster first sales with auto-optimized Sponsored Products campaigns1 and, when using natural language to apply campaign targeting recommendations, saw more than 25% additional unique customers on their Display, Video, and Audio campaigns.2

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Simplify analysis

Describe what you're trying to accomplish in your own words instead of navigating through multiple steps and pages, making manual changes, or building complex queries from scratch.

Resources

Additional resources

Best practices for using natural language to generate AMC SQL queries

Follow these guidelines for writing effective prompts when using the Ads Agent in AMC.

Getting AMC help through conversation

Learn about the benefits and how to use the conversational experience in AMC.

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How do I get started?

Access to the conversational experience is expanding to eligible advertisers through a rolling closed beta. Availability depends on eligibility, marketplace, language, campaign type, and capacity. Advertisers interested in learning more can contact their Amazon Ads account executive.

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Frequently asked
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Who can use the conversational experience in Amazon Ads Agent?

Enrolled beta advertisers can use the conversation experience regardless of whether they sell products in the Amazon store. To start, advertisers with access to the closed beta are eligible to access the conversation experience directly in Amazon Ads Agent, and works with their existing account and campaign context. Availability varies by locale, with capabilities expanding over time. Reach out to your Amazon Ads account executive for more information.

  • North America: Canada, Mexico, United States
  • South America: Brazil, Colombia, Chile
  • Europe: Belgium, Germany, Spain, France, Italy, Netherlands, Poland, Sweden, Turkey, United Kingdom
  • Middle East: Egypt, Saudi Arabia, United Arab Emirates
  • Asia Pacific: Australia, India, Japan, Singapore
  • Africa: Nigeria, South Africa
What can I do with the conversational experience?

Enrolled advertisers can use natural language to plan, create, manage, optimize, measure, and troubleshoot Amazon Advertising. Capabilities are expanding, and availability varies by locale.

How do I review changes before they’re applied?

Our AI tools employ extensive grounding techniques and guardrails. Advertisers get to review a summary of proposed changes and approve them before they’re applied, so they stay in control.

Is my information protected?

We prioritize privacy and security by design. All information shared through natural conversation is handled in strict accordance with Amazon's privacy policies.

What is agentic AI?

Agentic AI is an autonomous AI-powered software system that can act independently to achieve predetermined goals. Within marketing, agents can act on marketers' behalf to plan and complete multi-step tasks and workflows with advertisers’ approval, like analyzing ad performance and generating creative content.

Sources

  1. 1 Amazon internal data, July–Sep 2026, US. Based on beta estimates; results are not predictive of future results.
  2. 2 Amazon internal data, Jan–Aug 2026, WW. Based on beta estimates; results are not predictive of future results.