Developing
The beta figures are Amazon's own. The structural change is that sponsored ads and the DSP are sold through one agent-led experience.
In 60 seconds
- At unBoxed 2026 Amazon Ads described the Amazon Ads Agent as the unified buying experience that brings together what was formerly the DSP and the Ads Console.
- It offers conversational help and, Amazon says, nearly 1,000 metrics through natural-language questions.
- Amazon reports beta results for Full-Funnel Campaigns of 67% higher long-term ROI and 29% lower cost for new-to-brand customers. These are Amazon's figures.
- DVA+ combines display, streaming TV and audio under one budget.
Impact Layer
- What changed
- Amazon is consolidating its sponsored-ads console and DSP into one agent-led buying experience, with automated full-funnel and unified display, video and audio campaigns.
- Why it matters
- Retail-media buyers get one place to plan and buy, but also hand more decisions on channel mix and creative to Amazon's automation.
- Who is affected
- Brands, sellers and agencies that buy Amazon ads, and independent DSPs and retail-media tools that compete for the same budgets.
- Martech stack area
- Analytics, Advertising
- Stack impact
- Existing workflows, reporting and agency tooling built around the separate console and DSP may change. Check API and measurement access before migrating.
- Business impact
- High The results come from Amazon's beta and were not independently verified. The announcement summary did not state rollout dates for every feature.
- Related technologies
- Related vendors
- What to watch
- Rollout timing by country, fees, what control advertisers keep over channel mix and creative, and independent verification of the beta results.
At its unBoxed 2026 event, Amazon Ads described the Amazon Ads Agent as “the unified buying experience that brings together what was formerly the DSP and Ads Console.” The company’s announcements page also covers several related products.
What Amazon announced
- Amazon Ads Agent. A conversational assistant for finding answers, making decisions and taking action. Amazon says it exposes nearly 1,000 metrics through natural-language questions.
- Full-Funnel Campaigns. Automated reach across video, display and audio without building separate campaigns. Amazon reports beta results of 67% higher long-term return on investment and 29% lower cost for new-to-brand customer acquisition. It cites one beta advertiser, Canine Naturals, which saw 41% of sales from the feature come from new customers.
- DVA+. Display, streaming TV and audio campaigns in one buying experience with a unified budget and optimization, with options for simple or advanced control.
- Branded Conversations. Lets brands stay in a conversation in Alexa for Shopping rather than appearing only at the start.
- Sponsored Services. Connects shoppers with local service providers, with Yelp as the anchor partner for home and local services.
- AI creative tools. Generates display ads and video from existing product assets; Amazon cites up to 71% more product coverage and up to 15% sales growth for users.
- Measurement. An Amazon Ads MCP Server (Lite) and an AMC Expert Tool to help agents interpret data and write queries.
Context
On September 11, 2026, Amazon announced an invitation-only pilot letting select US brands buy ChatGPT ad inventory through the Amazon DSP as a managed service, according to Channel Insider. In that arrangement Amazon sets up and manages campaigns while OpenAI decides when and where ads show.
Our read
The consolidation is the story. Brands that bought sponsored ads in one tool and programmatic media in another now have a single agent-led path, which suits teams that want less setup but moves more decisions into Amazon’s automation. All performance figures here are Amazon’s from its own beta, so they are a reason to test, not a benchmark.
Questions for a buyer: what control remains over channel mix and creative, what data and reporting you can export, how fees compare with the old structure, and whether your agency’s tooling still connects.
Sources
- Amazon Ads: unBoxed 2026 news and announcements (opens in a new tab)
Source of the Amazon Ads Agent, Full-Funnel Campaigns, DVA+, Branded Conversations, Sponsored Services, creative tools and measurement items, with the figures quoted here.
- MarTech Edition: Amazon, Meta, Discord and Google hand more ad buying to software (opens in a new tab)
Source of the date and of the comparison with other platforms.
- Channel Insider: Amazon DSP lets advertisers buy ads inside ChatGPT (opens in a new tab)
Context: the invitation-only ChatGPT inventory pilot through the Amazon DSP.