Amazon renames its unified ad platform Amazon Ads Agent
On September 29, 2026, at unBoxed 2026 in San Francisco, Amazon Ads gave a new name to the single buying platform that combines its former DSP and ads console: Amazon Ads Agent. It brings sponsored ads, Full-Funnel Campaigns and DVA+ into one place. Full-Funnel Campaigns is open to all US advertisers, and DVA+ rolls out from late October.
One buying platform, a new name, three campaign types under one roof
In its announcement dated September 29, 2026, Amazon Ads said its unified platform now goes by Amazon Ads Agent and runs on agentic AI. The merger itself is not new: at last year's unBoxed, Amazon announced it would bring its demand-side platform (DSP) and its ads console together in a single media buying experience. What is new this year is the name for that structure, the opening of Full-Funnel Campaigns to all US advertisers and a new campaign type, DVA+.
Amazon Ads Agent pulls three campaign types together: sponsored ads, Full-Funnel Campaigns and DVA+, which stands for Display, Video and Audio. Anywhere on the platform, advertisers can take one of three routes: build campaigns by hand, leave optimization to Amazon's AI, or mix the two.
Full-Funnel Campaigns hands the channel mix to AI, DVA+ simplifies programmatic buying
Full-Funnel Campaigns runs sponsored ads, display, video and streaming TV inside a single campaign. The advertiser supplies the budget, the products and the creative; planning, execution and continuous optimization are left to Amazon's AI. Built-in creative tools can turn existing product pages into TV-quality video and display images, and the advertiser signs off on the creatives before launch. Reporting puts impressions, clicks and sales next to new-to-brand and long-term sales metrics. Digiday notes that advertisers cannot pick individual channels or specific audiences, and Marketing Dive recalls that the product was previewed at last year's unBoxed.
DVA+ brings formerly separate campaign types, such as Sponsored Display, Sponsored TV and programmatic campaigns, together in a single, simpler buying flow built on Brand+ and Performance+. Placements cover display, online video, streaming TV and audio, on Amazon's own sites and across the open web. The advertiser picks a goal such as sales, traffic or awareness, adds products, creative and a budget, and launches; Amazon says going from setup to a live campaign takes minutes. Experienced programmatic buyers can still run targeting, deals, supply sources, frequency caps and bidding strategy themselves through advanced settings. According to Amazon, DVA+ will begin rolling out in late October.
Channel choice moves to the background, while goals, measurement and creative move forward
Amazon is taking ad buying out of separate screens and wiring it into a single AI layer: it asks the advertiser for budget, products and creative, then leaves the channel split to its own system. Advertisers who want control are not shut out. Kelly MacLean, VP of Engineering, Science, and Product at Amazon Ads, said some advertisers want to make every decision themselves while others want Amazon to optimize for them, adding: "We now make it easy to do both." The conversational experience, now in expanded closed beta, is also gaining media planning, AI targeting in plain language, natural language analytics and AI-powered guidance for Sponsored Products, all rolling out over the coming months. The platform lets advertisers query nearly 1,000 metrics with a plain-language question.
Every figure here comes from Amazon itself. By Amazon's count, Full-Funnel Campaigns beta testers recorded a 67% higher long-term ROAS and paid 29% less to win new-to-brand customers. Amazon also says advertisers who adopted the generative AI creative tools covered as much as 71% more of their products and grew sales by as much as 15% compared with the period before. The product page footnotes its own beta figures as Amazon internal data that does not predict future results. On September 11 we covered the US pilot that lets Amazon DSP campaigns run in ChatGPT.
Türkiye appears in the conversational experience's locale list
In the text of the sources, Türkiye appears only on Amazon's Ads Agent product page. In the FAQ entry on who can use the conversational experience, Turkey is listed in the Europe group alongside nine other countries, including Germany, France and the United Kingdom. The same page says access is widening through a rolling closed beta and varies by eligibility, marketplace, language, campaign type, capacity and locale. Marketing Dive reports MacLean as saying the new conversational capabilities announced at unBoxed are now being opened up, in beta, to qualifying advertisers in 20 marketplaces and 21 languages; the markets are not named. For Full-Funnel Campaigns, the announced availability covers all US advertisers, and no other market is mentioned.
What follows is UNALSOFT commentary, not a fact drawn from the sources. First, the unknowns: Amazon's pages say nothing about Full-Funnel Campaigns or DVA+ coming to Türkiye, no market list is given for DVA+, and nothing says whether the 20 markets getting new conversational capabilities such as media planning, targeting and analytics include Türkiye, or when they would arrive. Appearing on the list does not guarantee access. For businesses selling on Amazon or doing cross-border e-commerce through it, a reasonable first step is the one the product page itself points to: ask your Amazon Ads account executive about beta eligibility.
UNALSOFT's take
We read this as channel choice passing from the advertiser to the platform, a step in the same direction as automated campaigns at Google and Meta. In Full-Funnel Campaigns you cannot choose channels or audiences, so the levers left in your hands are the goal, the budget, product selection and creative approval. Because the creative tools draw on existing product pages, the quality of a product page turns straight into ad material, and Full-Funnel reporting shows new-to-brand and long-term sales metrics next to the standard ones. In practice that means putting the goal and the success metric in writing before switching to automation, treating creative approval as a real checkpoint rather than a formality, and testing Amazon's published percentages against your own account data. That is the frame we bring to automated campaigns in our ad management work.
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