Amazon ads has launched Amazon Ads Agent, a new moniker for their unified advertising platform that combines sponsored advertisements, Display, Video, and Audio campaigns with agentic AI capabilities.
The platform draws on Amazon Ads’ previous convergence of its demand-side platform and advertising dashboard. Advertisers may employ human campaign-building tools, let Amazon’s AI optimize ads, or combine the two depending on their marketing goals.
Kelly MacLean, Vise President – Engineering, Science, and Product, Amazon Ads, commented on the debut, saying, “Rapid advancements in AI are allowing us to deliver better advertising with improved performance across all channels and customer objectives. At the same time, we are making it as simple as possible for brands and agency partners of all sizes to create highly impactful campaigns and achieve their goals.”
The business also introduced DVA+, a purchasing and optimization solution that combines Sponsored Display, Sponsored TV, and programmatic campaigns. DVA+, powered by Brand+ and Performance+, leverages Amazon’s buying, browsing, and streaming signals to serve advertising across streaming TV, online video, display, and audio on Amazon sites as well as the open internet.
Advertisers may choose an aim, add items and creative, establish a budget, and begin campaigns. Brand+ use AI-powered optimization to discover audiences who are likely to do activities such as visiting a Brand Store, adding goods to their basket, or completing a purchase. Performance+ focuses on customers actively in the market and optimizes toward the advertiser’s selected outcome.
DVA+ also has advanced options for programmatic purchasers, which allow them to control targeting, transactions, supply sources, frequency limitations, and bidding methods. Amazon said that DVA+ will be available to marketers in the coming months.
Amazon advertisements Agent will also provide conversational features for media planning, campaign targeting, analytics, and sponsored advertisements.
The agentic media planning function will enable marketers to size audiences, anticipate reach, obtain budget allocation advice, and compare incremental reach across channels using natural language conversations.
Advertisers may specify their target demographic in clear English and obtain recommendations based on goods, categories, keywords, and Amazon audiences.
The natural-language analytics function will enable marketers to ask performance-related queries, detect patterns, compare outcomes to peers, and provide visual analyzes across campaign types.
The firm will also offer AI-powered suggestions for Sponsored Products campaigns, including targeting, bidding, and budgets, that marketers can implement with a single click.
These features will be rolled out over the next months.
Jason O’Toole, EVP, Head of Commerce & Retail Media at dentsu, stated, “The conversational experience in Amazon Ads Agent is fundamentally changing how our teams work.” Rather than spending hours manually setting up and optimizing campaigns, we can now do human-informed optimizations immediately. Our strategists devote less time to execution mechanics and more time to the insights and creative ideas that produce outcomes for our clients.”
Amazon said that in the United States, advertisers that used natural language to apply campaign targeting suggestions gained more than 25% more unique consumers while lowering cost per impression by more than 10% on average.
