SAN FRANCISCO, Sept. 29, At unBoxed 2026, Amazon Ads retired the Amazon Ad Console, folded its DSP workflows into a single agentic surface, and rebranded the whole stack as Amazon Ads Agent. The structural move: Amazon is no longer selling tools to advertisers. It’s selling outcomes, and keeping the knobs.

Full-Funnel Campaigns, now live for all U.S. advertisers, is the clearest expression of the shift. A seller uploads creative, picks products, sets a budget starting at $100 a day, and the agent decides the channel mix across sponsored ads, display, video, and streaming TV, including third-party open-internet inventory. Reporting surfaces new-to-brand customers and long-term sales rather than per-placement attribution.

DVA+ begins rolling out in late October and continues through year-end, collapsing display, video, audio, and streaming TV into one objective-and-budget flow that previously required DSP fluency or an agency. For a small Amazon seller, that’s the first time programmatic reach has been accessible without hiring expertise to operate it.

Kelly MacLean, vice president at Amazon Ads, framed it as “bringing the power of programmatic advertising to all advertisers,” and described the model as “human-led AI supported.” Amazon says advertisers using its natural-language targeting recommendations have seen more than 25 percent additional unique customers and more than 10 percent lower cost-per-impression on average.

The tradeoff is legibility. Per Digiday, Full-Funnel advertisers approve creative but can’t select individual channels or specific audiences. Amit Bhattacharyya, Amazon Ads vice president of full-funnel products, said the team is “figuring out how to give them more transparency on the audience side.”

That’s the deal on offer. Reach the open internet without a media buyer, and accept that Amazon’s agent decides where your dollar lands.

Sources