Amazon renames its unified ad platform 'Amazon Ads Agent,'…

At unBoxed 2026, Amazon folded its DSP and ads console into Amazon Ads Agent and introduced Full-Funnel Campaigns and DVA+, letting sellers pick a goal, add products, and let AI handle targeting, bidding, and creative.

On September 29, Amazon renamed its unified DSP-and-console workspace Amazon Ads Agent, and at unBoxed 2026 it introduced Full-Funnel Campaigns and DVA+ as the first native expressions of what the company now calls agentic advertising. The rebrand finishes an arc that began at unBoxed 2025, when Amazon first merged the two surfaces and tucked a conversational assistant inside.

The pitch to small advertisers is simple. Pick an objective (sales, traffic, awareness, or leads), add products and creative, set a budget, and the system handles targeting, bidding, and placement across sponsored ads, Sponsored Display, Sponsored TV, streaming video, and audio. Full-Funnel Campaigns start at a $100 minimum daily budget and, per Amit Bhattacharyya, VP of agentic intelligence and models at Amazon Ads, run on Amazon.com, Amazon mobile, and third-party properties. “One campaign ties every format from streaming TV to sponsored ads, shares signals in real time, and tunes itself toward long-term growth,” he said.

The engines underneath, Brand+ and Performance+, carry the numbers Amazon wants quoted: up to 68% improvement in CPA, up to 34% higher ROAS, +71% detail page views and a 64% lift in purchases for Brand+ prospecting in Q3 2025, and off-Amazon figures of +8% reach, 115% more brand site page views, and a 2.5x lift in conversion events in Q4 2025. Amazon also cites 41% higher new-to-brand engagement when streaming TV, online video, and display run together. On the predecessor assistant, advertisers using natural-language targeting saw 25%+ additional unique customers and 10%+ lower CPM.

Kelly MacLean, Amazon Ads VP of engineering, science, and product, framed the goal as “deliver better advertising with improved performance across all channels and customer objectives.” Dentsu’s Jason O’Toole said agencies will “spend less time on execution mechanics and more time on the insights and creative thinking that drive results.”

The commercial backdrop explains the urgency. Amazon’s ad business did $19.8 billion in Q2 2026, up 26% year-over-year, and its share of global programmatic climbed from under 10% roughly fifteen months earlier to about 19% in Q1 2026 (per Guideline). DVA+ opens beta late October, expands internationally in Q4 2026, and targets GA across 35 markets in Q1 2027, following July 30’s consolidation of DSP accounts into a single global advertiser across 34 countries.

Agentic still means an owner logs in, picks objectives, uploads creative, and funds the account, and the inventory is Amazon’s. For founder-led and small-team operators who’d rather not run that loop, LemonLime evaluates more than 50 lead sources and buying-signal types, prepares outreach and content, and delivers it at 9 AM local without a channel choice or campaign build. It’s a different answer to the same question Amazon is now asking its sellers via agent-run Seller Central: who’s doing the work?

Amazon renames its unified ad platform 'Amazon Ads Agent,' hands media planning to agentic AI

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