Amazon Consolidates Ad Buying into a Single Platform Named "Amazon Ads Agent"

At its annual "unBoxed" conference, Amazon announced the rebranding of its unified ad-buying platform to "Amazon Ads Agent," alongside the launch of "Full-Funnel Campaigns" that combine sponsored ads, display ads, video, and streaming TV under a single budget, with optimization managed by artificial intelligence. This consolidation means advertisers can buy their ads from a single place instead of navigating between separate tools for each ad format.

In the same context, the company launched the "DVA+" product, which merges sponsored display ads, "Sponsored TV," and programmatic purchasing of display, video, and audio ad space into one location. It explained that the product provides advertisers with a simplified system-managed mode, while those who prefer manual controls can retain them within the same interface.

Conversely, the new model reduces advertisers' freedom in selecting channels and audiences, as advertisers merely approve the creative ad design without defining channels or audiences themselves within full-funnel campaigns. Amazon stated it is working to provide greater transparency regarding the audience side.

These changes specifically affect advertisers and agencies in the Arab region who allocate part of their budgets to Amazon's advertising platforms, as handing over channel selection decisions to AI represents a shift in how spending is distributed and results are tracked. The practical question remains for advertisers: Can they truly measure what they are buying when the system selects channels and audiences for them?

What do these terms mean?

Marketing funnel: The journey a consumer takes from viewing an ad to making a purchase. Display ad: An ad that appears on websites and apps in the form of an image or text. Streaming TV: Watching television content over the internet instead of traditional broadcasting. Programmatic buying: Automating the purchase of ad space via digital platforms in an instant. Sponsored ad: Advertising space within TV or video content sold by Amazon.