Amazon has reorganized the ways that advertisers access its ecosystem. On Tuesday, the company introduced a unified Campaign Manager that combines Amazon DSP and Ads Console into one media-buying tool supported by agentic AI, which can generate creative, build campaigns, recommend targeting and write complex Amazon Marketing Cloud (AMC) queries using natural language. 

Amazon announced this consolidated view into campaigns at this year’s unBoxed conference.

The goal is to give advertisers the ability to run ads through the entire advertising funnel -- from awareness to decisions and purchase -- and to simplify the process of running campaigns on Amazon from planning to execution, reporting and measurement.  

“We are making measurement and optimization easier with campaign insights housed in a centralized reporting hub with standardized metrics and insights across products and accounts including extended historical data,” Amazon Ads Vice President of Engineering, Science and Product for DSP Kelly MacLean explained, adding: “This makes it even easier to use our full-funnel measurement solutions that include long-term sales return on ad spend that are helping Amazon DSP advertisers see results.”

Marketers no longer need to register and create separate accounts, as Campaign Manager now combines search advertising and programmatic buying into a single workflow.

An agentic mode called "Full-Funnel Campaigns" can set up and adjust multi-format campaigns across Sponsored Products, Sponsored Brands, display and streaming TV from one prompt.

"Ads Agent for AMC" interprets media plans and builds campaign structures, recommends budgets and surfaces Amazon Marketing Cloud insights. "Creative Agent" generates or scales video and display assets that fit Amazon’s retail and streaming environments.

At launch, Ads Agent becomes accessible on certain pages throughout Amazon Ads, including AMC and Multimedia Solutions with Amazon DSP. 

The agents, which can generate code needed to query Amazon data to identify a specific audience, also enable analytics structured query language (SQL) generation through natural-language interactions.

These capabilities are intended to help advertisers streamline complex query development, create audiences, and access real-time guidance on AMC features and best practices.

A more automated system will help smaller companies to spend ad budgets with Amazon -- a shift that is similar to what Google, Microsoft and Meta Platforms have done.

Amazon also introduced "Sponsored Products" prompts and "Sponsored Brands" prompts, an AI-powered enhancement to existing campaigns designed to automatically engage shoppers with relevant product information throughout the shopping journey.

During this beta phase, the conversational and interactive ad variations are offered to anyone who uses the ads platform as Amazon's systems learn and optimize performance.

Prompts use Amazon's first-party signals from the advertiser's detail pages, brand store, campaign data, and more to learn from and access the brand's product knowledge as the agents serve up information to site visitors. 

Amazon will automatically enroll all Sponsored Products and Sponsored Brands campaigns in prompts without additional setup.

Sellers and vendors can review and manage prompts directly in the Ads Console. Within each campaign, they can navigate to the prompts via the campaign, ad group, ads and prompts tabs, where all prompts are listed after receiving a click.

This view displays the prompt text, the associated ad, and key performance metrics including impressions, clicks, and orders.