At Its Flagship unBoxed Conference, Amazon Ads Collapses Buying Silos as AI Takes a Bigger Role in Media Decisions
The unified platform uses chat-driven AI to automate planning, optimization and creative work, while full-funnel campaigns are now available to U.S. advertisers.
- On Tuesday, September 29, 2026, Amazon unveiled Amazon Ads Agent at the UnBoxed conference in San Francisco, integrating sponsored ads, display, video, and audio into one AI-powered buying platform.
- Amazon aims to simplify campaign management while building on its ad business, which generated nearly $20 billion in revenue during Q2 2026, by automating planning and execution.
- Early tests demonstrate effectiveness: dog treat brand Canine Naturals drove 41% of sales from new-to-brand shoppers over 206 days, while Cuisinart achieved a 14% reduction in cost per detail page view.
- Kelly MacLean, VP of Amazon Ads, described the approach as "bringing the power of programmatic advertising to all advertisers," while advanced users retain manual control over targeting and bidding.
- Amazon faces an August lawsuit from the Federal Trade Commission and 22 state attorneys general alleging opaque auction surcharges, which the company disputes; market observers remain cautious about the new system's transparency.
12 Articles
12 Articles
Amazon Develops Agentic AI to Autonomously Buy and Optimize Media Campaigns
Amazon is developing agentic AI systems that autonomously handle media buying by setting goals, analyzing data, executing campaigns, and optimizing in real time using large language models and reinforcement learning. Early tests show strong results, potentially transforming advertising efficiency while raising questions about transparency, jobs, and regulation.
Gathered in San Francisco for its annual unBoxed event, Amazon Ads' management has presented five novelties that merge its purchasing tools, automate campaign management and open to brands the group's conversational purchasing assistant. The post Amazon Ads gives AI an increasing share of the media decisions first appeared on The Media Leader FR.
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