Amazon Introduces AI-Powered Advertising Tools at unBoxed 2026
Amazon announced major advertising updates at unBoxed 2026, introducing AI-powered campaign management, automated advertising solutions, and advanced analytics to help sellers and brands improve advertising efficiency and reach more customers.
The announcements include Amazon Ads Agent, Full-Funnel Campaigns, DVA+, and AI-powered creative tools, designed to simplify campaign management, improve targeting, and support advertising across multiple channels.
What’s Changing?
- Manage Advertising with Amazon Ads Agent
Amazon introduced Amazon Ads Agent, a unified AI-powered advertising platform that brings sponsored ads, Full-Funnel Campaigns, and Display, Video, and Audio advertising together.
Advertisers will be able to use conversational AI to:
- Plan campaigns and receive budget allocation recommendations.
- Identify relevant audiences, products, categories, and keywords.
- Analyze campaign performance using natural-language questions.
- Receive recommendations for Sponsored Products targeting, bids, and budgets.
The enhanced conversational capabilities are expected to roll out over the coming months.
- Launch AI-Powered Full-Funnel Campaigns
Amazon introduced Full-Funnel Campaigns to help advertisers reach customers across different stages of the shopping journey, from product discovery to purchase.
Advertisers can select campaign objectives while AI helps manage channel selection, creative assets, audience targeting, and optimization across advertising formats.
According to Amazon, early beta testing showed:
- 67% higher long-term return on ad spend (ROAS).
- 29% lower new-to-brand customer acquisition costs.
These results reflect beta testing and are not guaranteed outcomes for individual advertisers.
- Simplify Display, Video, and Audio Advertising
Amazon announced DVA+, a campaign solution that combines display, video, and audio advertising into a more streamlined workflow. Advertisers can manage multiple advertising formats with a single campaign objective and budget while retaining access to advanced targeting and bidding controls.
DVA+ is scheduled to begin rolling out in late October 2026.
- Create Advertising Content with AI
Amazon is integrating generative AI creative tools into Amazon Ads Agent to help advertisers develop advertising assets more efficiently. Brands can use existing product assets to create display advertisements and video content without managing separate production workflows.
Amazon reports that advertisers using its AI creative capabilities achieved up to 71% greater product coverage and up to 15% sales growth compared with their results before adopting the tools.
- Access Campaign Insights Through Conversational Analytics
Amazon Ads Agent is introducing natural-language analytics, allowing advertisers to ask questions about campaign performance instead of manually building complex reports. The platform is designed to provide access to nearly 1,000 advertising metrics, including campaign performance drivers, new-to-brand insights, benchmarks, and long-term sales trends.
What Sellers Should Do
Amazon sellers and brands should review their current advertising strategies and identify opportunities to improve campaign targeting, budget allocation, and performance measurement.
As Amazon introduces these AI-powered capabilities, advertisers should evaluate their availability, test relevant features with controlled budgets, and compare results against existing campaigns before expanding investment.
Sellers should continue monitoring ACOS, ROAS, advertising costs, and conversion performance rather than relying entirely on automated recommendations.
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