Amazon merged Sponsored Products, DSP and three campaign types into one AI agent
At unBoxed 2026, Amazon renamed its ad platform Amazon Ads Agent, a single conversational interface over the Ads Console and DSP, and shipped two new campaign types around it. Here's what each one actually does.
By Alex Tkach, CEO & Co-Founder, UNITIX Agency
See more UNITIX in Google
Add UNITIX to your Preferred Sources.
Amazon's ad platform had two names and two consoles for years: Sponsored Products ran through the Ads Console, programmatic buying ran through Amazon DSP, and an advertiser working both kept two tabs open. At unBoxed 2026, Amazon's annual advertising conference, held 28-30 September at Moscone West in San Francisco, that split ended. The unified platform has a new name, Amazon Ads Agent, and two new campaign types built around it. The same event season also gave Seller Central its own AI upgrades, covered separately in Amazon This Week: 9 Changes to Seller Central.
One interface, nearly 1,000 metrics
Amazon Ads Agent is a conversational AI layer over what used to be the Ads Console and DSP separately: media planning, audience targeting and performance analytics, all reachable by asking in plain language rather than building a report by hand. Amazon's own figure for the breadth of what it can answer questions about: nearly 1,000 metrics. It's in expanded closed beta, with new capabilities rolling out over the coming months rather than all at once.
Every campaign now sorts into one of three types. Images: Amazon Ads.
Amazon's own number for what the conversational layer already does: advertisers using natural language to apply targeting recommendations saw more than 25% additional unique customers while lowering cost-per-impression by more than 10%, on average, across their campaigns. That's Amazon's own reported beta result, not a figure UNITIX measured.
Media planning, asked for rather than built by hand. Images: Amazon Ads.
Full-Funnel Campaigns: one goal, every channel
Live now for every advertiser in the US. The pitch is in the name: instead of running Sponsored Products, display and video as separate campaigns with separate budgets, Full-Funnel Campaigns take one stated goal and let AI handle the channel mix, creative, audiences and optimization across sponsored ads, display, video and streaming TV at once, with built-in creative tools that can generate TV-quality video and display images from a product's existing assets.
Amazon's own beta figures: 67% higher long-term return on ad spend and 29% lower cost to acquire a new-to-brand customer, compared to running the same channels separately. One named case study on Amazon's own page, Canine Naturals, reports 41% of its Full-Funnel Campaign sales came from customers new to the brand.
Creative gets built and approved inside the campaign, not uploaded separately. Images: Amazon Ads.
The AI creative tools behind this, generating display and video assets from what a listing already has, report up to 71% more product coverage and up to 15% sales growth in Amazon's own beta testing.
DVA+: display, video and audio, one budget
Rolling out in late October 2026. DVA+ (Display, Video and Audio Plus) unifies Sponsored Display, Sponsored TV and programmatic buying into a single campaign: one objective, one budget, across every format instead of three separate line items. Amazon offers two ways in, a fast AI-driven setup or advanced programmatic controls for an advertiser who wants to set the rules directly, and says setup takes minutes from start to live.
Start from a goal, or describe what you need. Images: Amazon Ads.
Two smaller announcements, worth a mention
Branded Conversations in Alexa for Shopping lets a shopper have a multi-prompt conversation with Alexa about a purchase, with brands able to guide what gets said about their own products. Sponsored Services, a new ad format, connects shoppers with local service providers, with Yelp named as the anchor partner. Both are early and neither is a PPC campaign type in the way the three above are, so we're naming them rather than going deep on either; Amazon's own announcement page has the detail.
What this means for a seller running PPC
UNITIX's take
Nothing about your existing Sponsored Products campaigns changes on its own. Full-Funnel Campaigns and DVA+ are both opt-in, built for an advertiser who already has budget to spend across more than one channel and wants one campaign managing it instead of three. If that's not your account yet, there's no rush; if it is, the beta numbers are Amazon's own and worth testing against your own account's results before trusting them at face value, the same way we'd treat any beta figure from any platform. Deciding whether a new campaign type is worth testing on your own account is exactly what our Amazon PPC management work does day to day.
Amazon also opened a new ad format the same season that bids for something other than a sale entirely: Review Requests pays for a prompt asking a verified buyer for a review, not for the sale itself. Different product, same month, worth reading together with this one if you're planning Q4 budget around what Amazon just shipped.
Common questions
What is Amazon Ads Agent?
The new name, announced at unBoxed 2026, for Amazon's unified ad-buying platform: one conversational AI interface over what used to be two separate products, the Ads Console and Amazon DSP. It handles media planning, audience targeting and natural-language analytics across nearly 1,000 metrics, and it organizes every campaign into one of three types: Sponsored ads, Full-Funnel Campaigns, or DVA+. It's in expanded closed beta, with new capabilities rolling out over the coming months.
What are Full-Funnel Campaigns?
A campaign type, live now for all US advertisers, where AI manages the channel mix, creative, audiences and optimization across sponsored ads, display, video and streaming TV in a single campaign built around one stated goal. Amazon's own beta figures: 67% higher long-term return on ad spend and 29% lower cost to acquire new-to-brand customers. One named case study, Canine Naturals, reports 41% of its Full-Funnel sales came from new-to-brand customers.
What is DVA+?
Display, Video and Audio Plus, a single campaign type unifying Sponsored Display, Sponsored TV and programmatic buying under one objective and one budget. It rolls out in late October 2026, with a choice between a fast AI-driven setup or advanced programmatic controls, and Amazon says setup takes minutes from start to live.
Is Amazon Ads Agent the same as Review Requests?
No, they're different products announced around the same time. Amazon Ads Agent is the platform and campaign types for buying ads. Review Requests is a separate ad format, also opening in beta this fall, that pays for a prompt asking a verified buyer for a review rather than for a sale.
Do these changes affect campaigns I'm already running?
Not automatically. Amazon Ads Agent's new capabilities, and both new campaign types, are opt-in rollouts. Existing Sponsored Products campaigns keep running as they are; Full-Funnel Campaigns and DVA+ are something you set up separately when you're ready to use them.
Published by UNITIX Agency, an Amazon growth agency and an Amazon Ads Verified Partner. More at unitix.pro/insights.
Check your own product
ASIN Inspector
Paste an ASIN or an Amazon product link. You get the price and Buy Box, rank and how it has moved, ratings, images and video, and the search terms the product is clicked on. Free, and it needs no access to your account.