Amazon Rebuilds Its Advertising Platform Around AI Agents
Amazon Ads Agent fully replaced Ad Console at the Unboxed conference in San Francisco. Agents are integrated into all ad buying processes — from targeting to bids.
Amazon unveiled a new version of its advertising platform, Amazon Ads Agent, at its annual Unboxed conference in San Francisco. The system fully replaces Amazon Ad Console, the company's long-standing interface for buying ads and managing advertising campaigns.
The news didn't come out of nowhere. A year ago, Amazon already launched a tool called Ads Agent — a chat interface that automated individual stages of ad buying. It took over cross-campaign targeting management and bid optimization. Now this agentic experience underpins the entire platform, rather than a separate service within it.
Amazon Ads Vice President Kelly MacLean emphasized in a comment to ADWEEK that this is not a rebranding. According to her, agents are fully integrated into the platform and into the workflows that advertisers use.
This is a fundamental shift in the product's logic. Previously, the agent was an add-on: advertisers worked in the familiar Ad Console and turned to the chat when needed to delegate tasks to it. After the update, the logic was inverted — the agentic layer became the primary working environment through which campaigns, targeting, and bids flow.
For advertisers, this means a change in the very nature of interacting with the system. Instead of manually configuring campaign parameters and sequentially editing fields, the interface offers a conversational management model: tasks are formulated as requests, and execution is distributed among automated agents. Targeting automation and bid optimization — the functions Amazon has been refining since last year — now extend to the platform as a whole.
The decision completes the company's consistent strategy. Last year's launch of Ads Agent demonstrated demand for automating routine media buying operations. A year of operating the tool, apparently, gave Amazon sufficient grounds to abandon the classic console in favor of an agentic architecture.
The choice of venue for the announcement is also telling. The Unboxed conference is Amazon's key industry event for the advertising market, where the company traditionally presents updates to its ad products. Presenting it specifically here signals that the transition to Amazon Ads Agent is a strategic decision, not a quiet interface update.
The platform's renaming affects the entire Amazon Ads ecosystem. Ad Console had long been the primary working tool for thousands of advertisers and agencies buying Amazon inventory. Replacing it with an agentic system moves those same advertising budgets and campaigns into a new operational environment.
The replacement of Ad Console with the Amazon Ads Agent platform has already been announced, and the new product is positioned as a full-fledged replacement covering ad buying and campaign management. The company will reveal details of migrating existing advertisers to the new platform as the product rolls out.
Anyone working with e-commerce advertising should follow developments in Amazon's advertising market: the shift of one of the world's largest advertising ecosystems to an agentic model sets a benchmark for the rest of the industry's players.
Source: Adweek
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