Amazon Just Replaced Its Ad Console With AI: What Amazon Ads Agent Means for Sellers

For over a decade, the Amazon Ads Console was the place every seller, vendor and agency went to build and manage campaigns. As of this week, that console no longer exists in its old form.

At unBoxed 2026, Amazon announced that the Ads Console and Amazon DSP previously two separate systems have been merged into a single, AI-powered platform called Amazon Ads Agent. For anyone managing Amazon advertising in the US, UK, Europe or Australia, this isn't a minor UI refresh. It's the biggest structural change to Amazon advertising since the original A9 search algorithm.

Here's what actually changed, and what it means for your budget, your campaigns and your team.

🤖 What Is Amazon Ads Agent?  

Amazon Ads Agent brings Sponsored Ads, Display, Video and Audio advertising into one connected buying experience, organised into three campaign types:

• Sponsored Ads: the familiar Sponsored Products, Sponsored Brands and Sponsored Display campaigns

• DVA+ (Display, Video & Audio): a new simplified buying flow for programmatic display, video and audio, previously only available through Amazon DSP

• Full-Funnel Campaigns: a new campaign type where Amazon's AI runs activity across sponsored and programmatic inventory together, optimising toward metrics like new-to-brand customers and Long-Term Sales

The platform includes a conversational AI interface. Instead of navigating dashboards and filters, advertisers can now ask questions in plain language, get budget recommendations, compare incremental reach across channels, and even generate campaign creative directly inside the chat experience.

🔁 Why This Is a Bigger Deal Than It Sounds  

Previously, running a full-funnel Amazon strategy meant managing Sponsored Ads and DSP as two separate systems, often with separate reporting and separate learning curves. Amazon Ads Agent collapses that into one interface with shared signals, meaning upper-funnel display and video activity can now directly inform lower-funnel Sponsored Ads performance, and vice versa.

For brands and agencies, that creates both opportunity and risk:

• Opportunity: Easier access to programmatic advertising for brands that previously found DSP too complex or expensive to manage well.

• Risk: More automation means less manual control by default. If your account isn't actively managed, Amazon's AI will make budget and targeting decisions on your behalf decisions that may not reflect your actual margins or priorities.

📊 What Also Changed Alongside Ads Agent  

A few related updates from the same announcement are worth tracking closely:

• Alexa for Shopping (formerly known as Rufus) now has a new ad format called Branded Conversations, which lets brands appear directly inside AI-generated shopping answers explaining how a product differs from competitors or pairs with other items.

• Review Requests ads are now in open beta in the US for ASINs under 1,000 reviews, prompting recent verified buyers to leave reviews from Amazon's highest-traffic pages.

• Amazon announced a partnership with OpenAI, bringing Amazon advertising into conversational experiences on ChatGPT.

• A new Amazon Ads MCP Server (Lite) was introduced, simplifying how AI tools and agencies' own systems connect into Amazon's advertising data this was also extended to Australian advertisers in open beta at the separate ANZ Upfront event days earlier.

Taken together, this is Amazon pushing hard toward "agentic" advertising AI that doesn't just report on performance, but actively builds, bids and optimises campaigns with less manual input required.

🧭 What This Means for Your Account Right Now  

If you manage your own Amazon advertising, or work with an agency, here's what to actually check:

✅ Confirm which campaign types your current structure now falls under in Ads Agent
✅ Review the default AI-driven settings in DVA+ and Full-Funnel Campaigns automation level is adjustable, but not always obvious
✅ Check whether your historic DSP campaigns migrated with full targeting and frequency cap settings intact
✅ If you're in a reviews-sensitive category, evaluate whether Review Requests ads fit your product
✅ Don't assume "AI-powered" means "hands-off" the brands that win here will be the ones who still review and adjust, not the ones who let the algorithm run unsupervised

🚀 How RootAMZ Helps Brands Navigate This Shift  

RootAMZ is an Amazon Ads Verified Partner, and our team is already working through the Ads Agent transition across client accounts in the US, UK, Europe and Australia. Because we manage full accounts not just individual campaigns we're positioned to:

• Audit how your existing campaigns have been migrated into the new structure

• Set human-reviewed guardrails on AI-driven budget and targeting decisions in DVA+ and Full-Funnel Campaigns

• Evaluate whether Branded Conversations and Review Requests make sense for your specific catalogue

• Keep your account's strategy tied to your actual margins and goals, not just Amazon's default automation

Final Thoughts  

Amazon didn't just add a new feature this week it rebuilt the foundation of how advertising decisions get made on its platform. That's a meaningful shift for any brand running Amazon Ads, regardless of market.

The sellers who adapt fastest, with real oversight rather than blind automation, will be the ones who turn this into an advantage instead of a budget leak.

Not sure how Amazon Ads Agent is affecting your account? Reach out to the RootAMZ team for a professional review.

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