Amazon Ads Launches Amazon Ads Agent at unBoxed 2026: Full-Funnel Campaigns Now Live for All US Advertisers, DVA+ Rolling Out From Late October (September 29, 2026)
On September 29, 2026, Amazon Ads introduced Amazon Ads Agent, an AI-first platform that brings sponsored ads, a new Full-Funnel Campaigns type, and Display, Video, and Audio (DVA+) buying together in one place. Full-Funnel Campaigns, which put sponsored ads, display, video and streaming TV into a single campaign that Amazon's AI plans and optimizes, is available now to all advertisers in the United States. DVA+ starts rolling out in late October, and an expanded conversational experience, including one-click Sponsored Products recommendations, rolls out over the coming months. Amazon did not announce any pricing or fee changes.
Real-World Impact
Amazon's reported figure for natural language targeting recommendations is more than 25% additional unique customers with more than 10% lower cost-per-impression. This is Amazon's own aggregate result, not a guarantee for any individual account.
Key Points
- Amazon Ads Agent combines three campaign types (sponsored ads, Full-Funnel Campaigns, and Display, Video, and Audio) in one AI-powered platform, building on last year's unification of the demand-side platform and ads console
- Full-Funnel Campaigns combine sponsored ads, display, video and streaming TV in a single campaign, with Amazon's AI handling planning, execution and optimization, built-in creative tools, and unified reporting that includes new-to-brand and long-term sales metrics
- Full-Funnel Campaigns are available now to all advertisers in the United States
- DVA+ streamlines programmatic buying across streaming TV, online video, display and audio, combining Brand+ and Performance+, and begins rolling out to advertisers in late October
- The conversational experience adds media planning help, natural language targeting and analytics, and Sponsored Products recommendations for targeting, bids and budgets that can be applied in one click; Amazon says these capabilities roll out over the coming months
- Amazon reports that advertisers using natural language targeting recommendations saw more than 25% additional unique customers while lowering cost-per-impression by more than 10%
What You Should Do Now
- 1If you already run sponsored ads and want reach beyond search, test a Full-Funnel Campaign with a limited budget and compare its new-to-brand metrics against your existing campaigns
- 2Keep reviewing one-click Sponsored Products recommendations for bids and budgets as they roll out, rather than applying them automatically, so spend stays within your target ACoS
- 3If you buy display or streaming TV ads, watch for DVA+ access from late October and plan any Q4 tests around that timing