Amazon Merged All Advertising into One Agent: What Changed for Advertisers

"I don't have to do anything — just upload all the assets and the system figures it out. That's music to my ears," said Brenda Quintana, digital marketing manager at Canine Naturals.

The second innovation is the DVA+ format, which combines display, video, and audio that were previously managed separately: sponsored display, sponsored TV, and programmatic campaigns. The format runs on Brand+ and Performance+ tools: the former finds audiences, the latter optimizes results. Rollout to all advertisers will begin in late October and be completed by the end of the year.

AI Creative and Economics for Brands

The previously announced creative agent now works automatically within full-funnel campaigns and DVA+: generative AI scales creative production. Cuisinart, together with the agency Global Overview, tested the tool on food processors in the second quarter of 2026. According to Amazon's case study, the results were an 18-point increase in the product detail page conversion rate compared to traditional assets, a 14% decrease in cost per detail page view, and a 10-point increase in branded search.

According to MacLean, generative tools are used by both large brands and small advertisers: "We have strong partnerships with agencies. We see this as a huge activator for creative agencies — not everyone has the resources to produce beautiful creative for every brand and every campaign."

Conversational Interface

The third block of updates is a conversational experience in the Amazon Ads chat. Advertisers who used natural-language targeting recommendations attracted more than 25% additional unique customers on average and reduced the cost per thousand impressions by more than 10%.

At UnBoxed, Amazon added media planning, AI targeting, campaign recommendations, natural-language analytics, sponsored ads support, and insight generation features to the chat. The beta version is available to advertisers in 20 marketplaces in 21 languages.

Amazon Marketing Cloud now offers the ability to get analytics without knowing SQL. The agency Dentsu acted as a beta tester of the conversational experience. "Instead of hours of manual campaign setup and optimization, we now make optimizations directly based on human decisions. Our strategists spend less time on execution mechanics and more on insights and creative thinking that deliver results for clients," said Jason O'Toole, Executive Vice President and Head of Commerce and Retail Media at Dentsu.