• by Laurie Sullivan , Yesterday

On Tuesday, Amazon Ads unveiled new core campaign types alongside a rebranded identity for its platform to reflect a move to agentic advertising.

The announcement follows a year-long initiative to merge siloed ad tools into one ecosystem powered by artificial intelligence (AI).

The company's advertising arm now offers three streamlined campaign types -- "Sponsored Ads," “Display, Video, and Audio (DVA+)," and “Full-Funnel Campaigns" -- under the “Amazon Ads Agent" platform name, with an announcement at unBoxed 2026 on Tuesday.

Amit Bhattacharyya, vice president of full-funnel products, AI & Modeling at Amazon Ads, said the newest campaign type driven by AI -- "Full Funnel Campaigns" -- ties together every format from streaming television to sponsored ads.

"When you run full-funnel campaigns and reach more upper funnel, we also see benefits in other campaigns they run," Bhattacharyya told MediaPost, adding the campaigns run on Amazon.com and Amazon mobile  such as the home page, search and display, as well as third-party properties. 

Campaigns have the potential to run on all of Amazon's or third-party sites if the AI-based technology assesses the brand's strategy and determines it will gain the full benefit of running ads on a specific sites.  

Full-funnel campaigns shares signals in real-time, and adjust performance as the ad travels through the marketing funnel.

Advertisers provide their budget, products and creative, or can use Amazon’s built-in creative tools to generate images and TV-ready video.

AI handles the remainder of the process including planning, executing and continuously optimizing campaigns on behalf of advertisers.

This technology also shares the flow of signals across formats so upper-funnel budgets support lower-funnel ad performance. This allows budgets to work harder, so performance can improve over time.

With built-in creative tools, advertisers can generate TV-quality videos and display images from existing product pages.

The campaign type shares real-time signals across ad formats to improve lower-funnel performance for upper-funnel investments.

The technology also measures results using standard metrics alongside new-to-brand and long-term sales (LTS) metrics.

Amazon requires a minimum daily budget of $100 and is currently available to all advertisers in the United States.

One feature introduced at last year’s unBoxed -- the conversational AI assistant that allows advertisers to create and optimize campaigns --
has now received a makeover. At the time of its launch, it defined relevant audiences and accelerated insights through natural-language conversations.

Amazon’s advertising business is now backed by this conversational experience and trillions of shopping, browsing, and streaming signals from across campaign creation, optimization, creative, and analytics.

The chat experience has been expanded to find answers, support decisions, and take actions. Advertisers can stay in full control or let Amazon’s AI optimize on their behalf.

Kelly MacLean, vice president of engineering, science, & product at Amazon Ads, told MediaPost that rapid advancements in AI are allowing the company to deliver better advertising with improved performance across all channels.

"With DVA+, we have brought the power of programmatic to advertisers of all sizes," she said, adding that the platform lets brands go from setup to campaign within minutes.

Advertisers now select a goal in DVA+, such as driving sales or increasing traffic; add products in creative; set a budget; and Amazon's AI does the rest.

DVA+ offers programmatic capabilities through one buying experience and optimization solution, combining what was previously managed through separate campaign types such as Sponsored Display, Sponsored TV, and programmatic campaigns.

Powered by Brand+ and Performance+, the DVA+ platform uses Amazon’s trillions of shopping, browsing and streaming signals to automatically place ads across streaming TV, online video, display, and audio on Amazon properties and the open internet. Advertisers pick a goal such as driving sales, increasing traffic, or building awareness—add their products and creative, set a budget, and launch. Amazon’s AI handles the rest.

A conversational experience also makes advertising easier. The conversational experience launched last year with select capabilities that helped advertisers automate specific tasks.

Now new capabilities across voice chat gives advertisers media planning capabilities for things like data-backed budget recommendations, and the ability to compare incremental reach across channels.

Aside from basic campaign guidance, advertisers now can describe the audience they want to reach in plain language and receive targeting recommendations across products, categories, keywords, and Amazon audiences, ready to apply to campaigns.

Advertisers also can verbalize performance questions, diagnose trends, benchmark results against peers, and build visual analyses across campaign types — replacing hours of manual report building with fast, structured answers.

All are now today within the chat experience, with more capabilities being released during the next year.