Amazon Ads Agent is the new name for Amazon’s unified advertising platform. At its unBoxed conference on Sept. 29, Amazon said the platform combining its demand-side platform and ads console now brings sponsored ads, display, video and audio together in one place. With ad revenue near $20 billion in Q2 2026, Amazon is leaning hard on radical simplification to keep growing.
Advertisers provide budget, products and creative, and Amazon’s AI handles planning, execution and continuous optimization across channels. Previewed at last year’s unBoxed, full-funnel campaigns are now available to all U.S. advertisers. In an Amazon case study, dog treat brand Canine Naturals drove 41% of sales from new-to-brand shoppers over 206 days and saw higher return on ad spend than separately built campaigns.
DVA+ is a new format that combines sponsored display, sponsored TV and display, video and audio programmatic campaigns that were previously managed separately. Powered by Amazon’s Brand+ and Performance+ tools for audience discovery and outcome optimization, it rolls out to all advertisers from late October through year-end.
Amazon’s generative creative agent runs automatically in full-funnel campaigns and DVA+. In a Q2 2026 pilot, Cuisinart and agency Global Overview saw an 18-point increase in detail page view rate, a 14% reduction in cost per detail page view and a 10-point lift in branded search rate versus traditionally produced assets.
Advertisers applying targeting recommendations through natural language saw more than 25% additional unique customers and over 10% lower cost per impression on average. New chat capabilities cover media planning, AI targeting, campaign guidance, natural-language analytics, sponsored ads guidance and insight generation, in beta across 20 marketplaces and 21 languages. Amazon Marketing Cloud insights no longer require SQL. Beta tester Dentsu said its strategists now spend less time on setup mechanics and more on insights and creative thinking.
Full-funnel campaigns and DVA+ fold format-by-format buying into one objective. Pick metrics where unified campaigns should shine, such as new-to-brand share, and test them against your current split setup. For Amazon’s growth trajectory, read Amazon's Ad Revenue Hits $19.8B, Up 26% — Multisport Advertisers See 2.3x Reach.
As AI takes over setup and optimization, agency value shifts to product selection, creative direction and measurement design. For how Amazon is extending its buying platform beyond its own properties, see Amazon Pilots ChatGPT Ads Through Amazon DSP: What Marketers Need to Know.
Amazon’s unified ad platform combining its DSP and ads console, covering sponsored ads, display, video and audio with conversational AI guidance throughout.
All U.S. advertisers. They provide budget, products and creative, and AI handles planning, execution and optimization.
DVA+, which unites display, video and audio ads, rolls out to all advertisers from late October through the end of the year.
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