EnterpriseOCT 06, 2026

Amazon Ads Agent opens Full-Funnel Campaigns to all U.S. advertisers, with 67% ROAS lift in beta

Amazon collapsed DSP and Ads Console into one agentic platform at unBoxed 2026, giving founder-run sellers a single-campaign path across search, display, video, and streaming TV.

BY GRETA REINHART · ENTERPRISE SAAS

At its unBoxed conference in San Francisco on September 29, Amazon folded its DSP and Ads Console into a single agentic interface it’s calling Amazon Ads Agent, and opened Full-Funnel Campaigns to every U.S. advertiser. The pitch is that one campaign, with a $100 daily minimum, now spans sponsored search, display, video, and streaming TV, with Amazon’s models deciding the mix.

Beta numbers framed the announcement: 67% higher long-term return on ad spend and 29% lower cost to acquire new-to-brand customers. Canine Naturals, a pet brand that ran the format in beta, reported through Brenda Quintana that 41% of sales from Full-Funnel Campaigns came from new-to-brand buyers. Amazon introduced a Long-Term Sales metric to track the effect it wants advertisers trained on.

The platform now resolves to three campaign types: Sponsored Ads, Full-Funnel Campaigns, and DVA+, the latter consolidating Sponsored Display, Sponsored TV, and programmatic buying under the Brand+ and Performance+ optimization engines. DVA+ begins rolling out in late October. Kelly MacLean, Amazon Ads VP of engineering, science, and product, told Modern Retail the goal is “bringing the power of programmatic advertising to all advertisers,” framing the overall posture as “human-led AI supported.”

Generative creative tools sit inside the stack, producing display images and TV-grade video off product pages. Amazon cites up to 71% more product coverage and up to 15% sales growth for advertisers who adopted the creative suite, and says users who applied conversational targeting recommendations last year acquired more than 25% additional unique customers at over 10% lower cost-per-impression on average.

The trade-off, per Modern Retail, is control. Inside Full-Funnel Campaigns, advertisers can’t pick individual channels or specific audiences; the advanced levers live in DVA+. Amit Bhattacharyya, Amazon Ads’ VP of agentic intelligence and models, said the team is “figuring out how to give them more transparency on the audience side.” When Digiday pressed on auction-level transparency, Amazon didn’t commit.

That question isn’t incidental. In August, the FTC and 22 state attorneys general sued Amazon over allegedly undisclosed surcharges in Sponsored Products auctions, which Amazon disputes. The company’s answer, arriving six weeks later, is to abstract the auction further behind an agent. For small sellers who’ve never had a DSP seat, that’s access on terms set entirely by the house. Readers tracking the broader shift may want our recent read on Amazon opening Seller Central to AI agents.

Sources

About the author

Greta Reinhart

ENTERPRISE SAAS

Greta Reinhart tracks the enterprise software stack from San Francisco — data platforms, AI bundling, seat pricing, and channel checks across the largest SaaS vendors. She files on go-to-market shifts, packaging changes, and quarterly enterprise reads.