Amazon’s Ads Agent is here. The work behind the results still matters.
2 October 2026
by James Murphy – Head of Digital Marketing
I spent the week at Amazon Ads’ unBoxed in San Francisco. Plenty was announced, but two things stood out: the Ads Agent, now in beta, and DVA+. Both change how campaigns get built and run on Amazon. Here is what we saw, and what we think it means for brands selling there.
What the Ads Agent does
It is a chat assistant inside the Amazon Ads console. In the demos it opened with a summary of the account. Two campaigns were behind target, with $63,000 at risk of going unspent. Three were about to end. It suggested next steps, like moving budget or extending a flight. It also built a weekly performance review on request.
In one demo it planned a $500,000 media budget in seconds: about 47% streaming TV, 40% display, 10% online video and 4% audio. It estimated a combined reach of about 14.8 million people, against 6.9 million for streaming TV alone. Amazon’s own screen carries a note that the tool can make mistakes.
What DVA+ adds
DVA+ is Display, Video and Audio in a single campaign, across streaming TV, online video, display and audio, on Amazon and the open internet. You choose an objective, pick products or a brand URL, review the AI-made creative and set a budget. The AI handles targeting, inventory, bidding and optimisation. Advanced settings hand manual control back to you.
Amazon says it delivers up to 68% better cost per acquisition and up to 34% higher return on ad spend, plus a 2.5x lift in conversion events for off-Amazon brands. Those are Amazon’s numbers about its own product.
What changes
Routine work gets much faster. Pulling reports, spotting underspend, drafting a first media plan. Jobs that took an afternoon now take a prompt. Amazon also said long-term sales are now visible in reporting. In one example, $2,549 of immediate sales grew to $4,843 once later purchases and repeat buying were counted. That shifts how upper-funnel spend can be judged.
What doesn’t change
The tool works inside Amazon, on Amazon’s data, and Amazon sells the media. Your business is wider than that. Pricing, stock, content, other marketplaces and your own webstore all decide whether ad spend pays off. And someone still has to own the result when a plan misses.
Amazon’s own closing advice at the event was to compare total outcomes, not headline fees, and to test rather than assume. We agree.
That balance between technology and expertise is particularly relevant for us this week, after Luzern eCommerce and Optibac were recognised with an Amazon Ads Partner Award for Full-Funnel Advertising. The award reflects the kind of work that still sits behind strong performance: understanding the wider commercial picture, connecting activity across the funnel and making informed decisions about where media investment can have the greatest impact.