TL;DR
- Full-Funnel Campaigns puts sponsored ads, display, video and streaming TV in one AI-run campaign and is available now to all US advertisers.
- DVA+ merges Sponsored Display, Sponsored TV and programmatic campaigns, keeps advanced manual settings, and starts rolling out in late October 2026.
- Four conversational features (media planning, AI targeting, natural-language analytics, one-click Sponsored Products guidance) arrive over the coming months, with no dates given.
- Amazon says advertisers applying targeting recommendations in natural language saw over 25% more unique customers and over 10% lower cost-per-impression on average.
Amazon Ads renamed its unified advertising platform Amazon Ads Agent at its unBoxed 2026 conference on 29 September 2026 and said the platform is now powered by agentic AI. According to the Amazon Ads announcement, the platform now groups three campaign types, sponsored ads, DVA+ (Display, Video, and Audio) and a new Full-Funnel Campaigns product, and adds more conversational AI features for planning, targeting and analytics. Full-Funnel Campaigns is available now to all advertisers in the United States. DVA+ starts rolling out in late October, and the new conversational tools arrive over the coming months.
From unified console to Amazon Ads Agent
Amazon Ads says the story starts at unBoxed 2025, when it announced that its demand-side platform (DSP) and its ads console would be merged into a single media buying experience. One feature of that merged platform was a conversational AI assistant that let advertisers create and optimise campaigns, define audiences and get insights through natural-language conversation.
At unBoxed 2026, on 29 September, Amazon Ads gave that unified platform a new name, Amazon Ads Agent, and described it as "now powered by agentic AI." Amazon says the AI draws on "trillions of shopping, browsing, and streaming signals" across campaign creation, optimisation, creative and analytics.
The announcement is careful on one point that matters to experienced buyers. Amazon Ads says advertisers can build campaigns manually, let Amazon's AI optimise on their behalf, or mix the two, depending on campaign goals. The automation is offered as a choice across the platform rather than forced on every campaign.
Kelly MacLean, Vice President, Engineering, Science, and Product at Amazon Ads, said in the announcement that AI advances let Amazon "deliver better advertising with improved performance across all channels and customer objectives," while making it simpler for brands and agency partners of all sizes to build campaigns.
The three campaign types in Amazon Ads Agent
Amazon Ads lists three campaign types inside Amazon Ads Agent. The table below sets out what each combines and when it is available, based on the 29 September 2026 announcement.
| Campaign type | What it combines | Availability stated by Amazon |
|---|---|---|
| Sponsored ads | Amazon's existing sponsored ads, now with the conversational assistant across all campaign types | In the platform now; new one-click Sponsored Products guidance over the coming months |
| Full-Funnel Campaigns | Sponsored ads, display, video and streaming TV in one campaign | Available now to all advertisers in the United States |
| DVA+ (Display, Video, and Audio) | Sponsored Display, Sponsored TV and programmatic campaigns in one buying experience | Rolling out to advertisers beginning in late October |
| New conversational features | Media planning, AI targeting, natural-language analytics, sponsored ads guidance | Rolling out over the coming months |
Full-Funnel Campaigns: one campaign across formats
Full-Funnel Campaigns, announced by Amazon Ads on 29 September 2026, puts sponsored ads, display, video and streaming TV into one campaign. Amazon says advertisers supply their budget, products and creative, and Amazon's AI "handles the rest": planning, executing and continuously optimising the campaign.
The product's logic is shared signals. Amazon says signals flow across formats so that upper-funnel spending helps lower-funnel ads perform better. Amit Bhattacharyya, Vice President, Agentic Intelligence and Models at Amazon Ads, said the product ties "every format from streaming TV to sponsored ads" together, shares signals in real time and "tunes itself toward long-term growth."
Creative is built in. Amazon says advertisers can make video and display images from existing product pages inside the campaign, and that advertisers approve the creatives before the campaign launches.
Reporting gives a unified view across formats. Amazon lists standard metrics such as impressions, clicks and sales alongside new-to-brand and long-term sales metrics. The stated goal of the product is to reach new customers and grow total sales, which is why new-to-brand and long-term sales are the outcomes Amazon puts first.
The trade-off is control. Digiday, reporting from unBoxed on 29 September, said advertisers using Full-Funnel Campaigns approve creative but cannot select individual channels or specific audiences, and that Amazon provides format-level visibility. Bhattacharyya told Digiday that Amazon is "figuring out how to give them more transparency on the audience side." Digiday also reported that Amazon is working on explanations inside Amazon Ads Agent that tell buyers why it makes particular targeting or budget recommendations.
DVA+: programmatic buying in a simpler wrapper
DVA+ combines what Amazon previously sold as separate campaign types, including Sponsored Display, Sponsored TV and programmatic campaigns, into a single buying experience. Amazon Ads says it places ads across streaming TV, online video, display and audio, on Amazon properties and the open internet.
Setup starts with a business objective. Amazon says advertisers pick a goal such as driving sales, increasing traffic or building awareness, add products and creative, set a budget and launch, and that DVA+ can go "from setup to live campaign in minutes."
DVA+ runs on two optimisation products Amazon already uses. Brand+ uses AI-driven optimisation to find audiences likely to take meaningful action, such as visiting a Brand Store, adding products to a cart or buying. Performance+ drives consideration and conversions by reaching customers who are actively in the market and optimises toward the advertiser's chosen outcome.
Experienced programmatic buyers keep their controls. Amazon says "advanced settings" let advertisers manage targeting, activate deals, choose supply sources, set frequency caps and configure bidding strategies, the same workflow they use today, with the Amazon Ads Agent chat available alongside. Amazon says DVA+ will begin rolling out to advertisers in late October 2026.
The conversational features coming over the next months
Amazon Ads announced four conversational capabilities at unBoxed 2026 and said all of them "will roll out over the coming months." No specific dates were given.
- Media planning: size audiences, forecast reach, get budget allocation recommendations and compare incremental reach across channels through conversation.
- AI targeting: describe an audience in plain language and get targeting recommendations across products, categories, keywords and Amazon audiences, ready to apply.
- Natural-language analytics: ask performance questions, diagnose trends, benchmark results against peers and build visual analyses across campaign types.
- AI-powered guidance for sponsored ads: recommendations for Sponsored Products targeting, bids and budgets that can be applied in one click.
Amazon backs the conversational push with one performance claim about last year's version. It says advertisers who used natural language to apply campaign targeting recommendations saw more than 25% additional unique customers and cost-per-impression more than 10% lower on their campaigns, on average. The announcement does not give the sample size, the time period, the markets covered or the comparison baseline, so the figure is Amazon's own and cannot be checked independently.
What Amazon did not say
The 29 September announcement leaves several things open. It does not say when, or whether, Full-Funnel Campaigns will reach advertisers outside the United States. It does not give a country list for the DVA+ rollout starting in late October. It does not publish pricing or fees for Full-Funnel Campaigns or DVA+. It does not say what happens to existing Sponsored Display and Sponsored TV campaigns once DVA+ arrives. Advertisers should treat all of these as unknown until Amazon Ads documents them.
Analysis: what changes for Amazon advertisers
The following is Relevant Audience analysis based on the facts above.
The clearest shift is in who makes channel decisions. In Full-Funnel Campaigns, the advertiser sets budget, products and creative, and Amazon's AI decides the mix across sponsored ads, display, video and streaming TV. That is a good fit for a brand without a programmatic team. For a brand that already splits budget carefully between Sponsored Products and streaming TV, handing that split to Amazon, with format-level visibility only (per Digiday), means trusting Amazon's measurement of new-to-brand and long-term sales.
DVA+ is more of a merger than a loss of control. Advanced settings keep the programmatic levers. The practical questions are how existing campaigns are migrated and how reporting compares before and after, neither of which the announcement covers.
- Check which outcome metrics your team trusts. Full-Funnel Campaigns optimises toward new-to-brand and long-term sales. If internal reporting uses different definitions, agree how the two will be reconciled before moving budget.
- Keep a holdout. Running a Full-Funnel Campaign alongside a comparable manual setup, where budget allows, is the simplest way to test Amazon's claims on your own products.
- Review creative approval. Amazon's tools generate video and display creative from product pages, and advertisers approve it before launch. Product page quality therefore feeds straight into ad creative.
What this means for Thai marketers
This section is Relevant Audience analysis. Amazon has no Thai marketplace, so the news matters mainly to Thai brands that sell abroad through Amazon, for example in the United States, where Full-Funnel Campaigns is live now. Those brands should expect more of their Amazon ad spend to be planned by Amazon's AI, and should check whether their product pages are strong enough to feed automatically generated video and display creative. For brands selling at home, Amazon Ads Agent is a useful reference point for where retail media automation is heading, and a prompt to review how much control they hand to automated ad tools on the marketplaces they do use. The sources say nothing about Shopee, Lazada or Southeast Asian availability, so any comparison with those platforms should be made on their own published documentation. Brands building an ecommerce marketing plan for 2027 can treat this as one input into how retail media budgets are split between automation and manual control.
FAQ
What is Amazon Ads Agent?
Amazon Ads Agent is the new name, announced at unBoxed 2026 on 29 September 2026, for Amazon's unified advertising platform that merged its DSP and ads console, now powered by agentic AI. It groups sponsored ads, DVA+ and Full-Funnel Campaigns, and advertisers can build manually, let AI optimise, or mix both.
Is Full-Funnel Campaigns available outside the United States?
Not according to the announcement, which says Full-Funnel Campaigns is available now to all advertisers in the United States. Amazon did not give a date for other countries.
When does DVA+ launch?
Amazon Ads says DVA+ will begin rolling out to advertisers in late October 2026. It combines Sponsored Display, Sponsored TV and programmatic campaigns, and keeps advanced settings for manual targeting, deals, supply sources, frequency caps and bidding.
Can advertisers choose channels in Full-Funnel Campaigns?
No, according to Digiday, advertisers approve creative but cannot select individual channels or specific audiences, and Amazon provides format-level visibility. Amazon told Digiday it is working on more audience transparency.
Does this matter for brands in Thailand?
It matters mainly to Thai brands that sell through Amazon in other countries, since Amazon has no Thai marketplace. The announcement does not mention Thailand or Southeast Asia.
The short version
Amazon Ads Agent packages a year of AI work into three campaign types, with Full-Funnel Campaigns live in the US now, DVA+ from late October and conversational planning and analytics over the coming months. The trade-off for simpler buying is less channel-level control in Full-Funnel Campaigns. If you sell on Amazon and want help deciding how much of your budget to hand to automation, Relevant Audience's ecommerce marketing team can help plan and test it.
