LAUNCH ANNOUNCEMENT

Activate pre-built brand penetration indices with GIA

What launched?

Geographic Insights and Activation (GIA) now offers pre-built penetration indices directly in the location widget of DVA+ with advanced settings, allowing advertisers to visualize brand penetration and activate geographic optimization without Amazon Marketing Cloud (AMC) setup. Pre-built indices, powered by Amazon's first-party retail data, are generated from the advertiser's tracked product ASINs and compare brand penetration against the broader product category. Advertisers can view an interactive map, select a pre-built index, and choose optimization strategies such as reaching audiences in markets with low or high brand penetration—all from the ad group level.

Search and select from available pre-built brand penetration indices.

Select a pre-built index and choose penetration-based optimization strategies.

Why is it important?

Advertisers have told us that building geographic strategies is time-consuming, requiring them to source fragmented regional data, build custom models in AMC, and manually translate those insights into campaign parameters. Pre-built indices help eliminate this burden, giving advertisers instant access to brand-vs-category penetration insights and reducing the path from geographic intelligence to campaign activation from days to minutes. Indices refresh weekly, helping campaigns continuously adapt to changing conditions without manual intervention.

Where is the feature available?

• North America: United States, Canada
• Europe: Germany, Spain, France, Italy, United kingdom
• Asia Pacific: Australia, Japan

Who can use it?

Pre-built indices are available to self-service advertisers and tech providers via the DVA+ with advanced settings UI and Public API.

API specific:

Pre-built indices can be activated programmatically via the Public API at the ad group level, enabling tech providers and advertisers with automated workflows to integrate geographic optimization into their existing campaign management processes.

Amazon Connect Customer can now fill in the step-by-step guides that agents complete after a contact, using information extracted from customer conversations, such as booking identifiers, claim numbers, and conversation summaries. Managers can set which information populates each form field. Agents can review and submit rather than manually typing in each field, saving time and improving data accuracy during after contact work.

For more information, see Prefill guides for after contact work using conversational analytics.

Expert tools are now available in closed beta on the Amazon Ads MCP Server, starting with Amazon Marketing Cloud (AMC) SQL Generator

Expert tools are a new tier of pre-built capabilities that extend what your agent can do. Unlike standard Model Context Protocol (MCP) tools that perform individual actions or pre-orchestrated API workflows, expert tools enable your agent to apply Amazon's domain expertise and intelligence to specialized tasks. With AMC SQL Generator, the expert tool enables your agent to generate validated, optimized AMC SQL from a prompt like "build an audience of consumers who viewed but didn't purchase in the last 30 days," accounting for AMC's data structure, audience capabilities, and best practices.

Advertisers working directly in AMC can also access AMC SQL generation through the conversational experience in Amazon Ads Agent. Expert tools on the MCP Server bring the capability to builders integrating Amazon Ads intelligence into their own agent solutions.

Why expert tools matter

Expert tools deliver Amazon Ads expertise to your agent as a callable capability. With the AMC expert tool, Amazon maintains the underlying knowledge as AMC evolves, freeing up your developers to customize agents for your specific workflows. Expert tools also work alongside the other MCP tools available on the server. For example, the results of AMC SQL generation can be used to activate audiences through other AMC and campaign management MCP tools.

Where is the feature available?

• North America: United States

During closed beta, expert tools are available in the United States. Agents can serve advertisers across North America, Europe, and Far East marketplaces from U.S.-hosted infrastructure. Broader geography will be available before general availability in early 2027.

Who can use it?

Expert tools are designed for tech providers, agencies, sellers, vendors, and enterprises with an active AMC instance, a developer account, and Amazon Ads API access who are building agentic advertising workflows that need specialized Amazon Ads capabilities. Expert tools are accessed through the Amazon Ads MCP Server.

Where do I access it?

Apply for closed beta access: Applications are evaluated based on technical readiness and alignment with the current beta scope. If you are unsure whether you meet the requirements, reach out to your Partner Development Manager or Ad Tech AE to scope your use case.

Pricing

• Beta: Costs are covered during the closed beta, and we are sharing detailed tracking with beta participants so you can understand usage patterns ahead of general availability.
• General availability (early 2027): Pay-per-use via AWS Marketplace, based on tokens consumed per invocation following AWS Bedrock on-demand rates. Detailed usage tracking and costs give you full visibility into token spend.

Expert tools are a new layer of capability on the Amazon Ads MCP Server, giving your agent access to Amazon's advertising intelligence through a single integration point. As more expert tools become available, the range of workflows your agent can support will continue to grow.

LAUNCH ANNOUNCEMENT

Alexa is expanding Assets Based Creative (ABC) with a new video ad experience: the Silent Autoplay Native Video Ad on Alexa Home Screen (AHS). With this new offering, Amazon DSP Advertisers :15 second video ABC ads will come to life as a full-screen, muted video that autoplays on Alexa+ Echo Show devices. Customers can tap or simply ask Alexa to play the full video with sound, then click through to your desired landing page. Advertisers can use their existing ABC video with no new setup, and the same assets work across Alexa+ and Original Alexa.

Alexa silent autoplay device ad placement

Alexa silent autoplay device ad placement

Advertisers can now serve a full-screen video ad that autoplays on Alexa+ Echo show devices. This is enabled automatically from the standard Assets Based Creatives (ABC) video and campaign setup advertisers already use, and Alexa is enabled by default on Display Media Type line items, so there are no incremental creative or campaign setting requirements. This gives advertisers a frictionless way to reach customers on Echo Show devices with a high-impact, full-screen autoplay video.

Where is the feature available?

• North America: United States
• Europe: Germany, United Kingdom

Who can use it?

• Managed service
• Self-service

Where do I access it?

• Amazon DSP

LAUNCH ANNOUNCEMENT

Scale premium display ads with Responsive eCommerce Creative

What launched?

Responsive eCommerce Creative has been reimagined, introducing new ad formats, brand identity controls, and rich media layouts that help you deliver premium display ads across Amazon and thousands of third-party sites. These updates give you more ways to engage audiences with dynamic, visually compelling creatives — including in-banner video, multi-image carousels, and interactive prompts powered by Alexa for Shopping — while maintaining full transparency and control over how your ads appear.

What's new with Responsive eCommerce Creative reimagined

New Ad Formats

New Ad Formats: Expanded experiences including in-banner video, multi-image carousel, conversational prompts powered by Alexa for Shopping, and immersive creatives on Alexa+ and Fire Tablet.

In-banner video helps you tell richer brand stories directly within display ads on third-party publisher sites. Videos can be uploaded, sourced from existing campaigns, or created with generative tools.

Multi-image carousel ads display three to six products from your brand in a single, swipeable ad unit on third-party sites, enabling richer storytelling and higher engagement.

Interactive prompts powered by Alexa for Shopping bring conversational experiences to your display ads on third-party publisher sites. Prompts are auto-generated using first-party signals from product detail pages, Brand Store content, and campaign data. When audiences engage with a prompt, they enter a conversational experience with Alexa for Shopping where they can explore the product, ask follow-up questions, or add to cart.

Responsive eCommerce Creative also now delivers ads on Alexa+ smart displays and Fire Tablet, with dynamic, full-bleed creatives that adapt natively to each device.

Responsive eCommerce Creative ads adapting across desktop, mobile, Fire Tablet, and third-party publisher sites — featuring rich media layouts, in-banner video, and conversational prompts powered by Alexa for Shopping.

New Brand Identity Controls

Brand identity controls help you embed your brand guidelines directly into the creative system. Upload your brand logo, color palette, approved imagery, and copy guardrails once — and Responsive eCommerce Creative generates, optimizes, and delivers brand-governed ads across display and video formats. Your ads maintain brand consistency across formats and impressions, without requiring manual review of each variation.

New Preview and Advanced Preview filters give you transparency into how creative will appear after creation or transformation. Granular controls through dropdowns enable you to filter by product (ASIN), placement (on/off Amazon), size, language, and specific assets.

New Rich Media Layouts

Rich media layouts replace static, single-layout ads with dynamic, visually compelling creatives — lifestyle images, video, logos, and dynamic ad copy — that adapt to each surface. Layouts appear as cinematic visuals on Fire TV, editorial-style creatives on news sites, and immersive full-bleed experiences on Alexa devices, so your creative looks native and premium wherever it runs.

The evolution of Responsive eCommerce Creative: from static, one-size-fits-all layouts to dynamic rich media, video, and conversational shopping experiences powered by Alexa for Shopping.

Why is it important?

Scale professional-quality display ads without the manual effort of building custom creatives for each placement, device, and format. Responsive eCommerce Creative dynamically assembles and optimizes each ad in real time based on audience signals, campaign objectives, and placement context — delivering relevant creatives that adapt to where they appear. That optimization delivers real results: on average, Responsive eCommerce Creative ads using AI optimization saw 14% higher click-through rates and 7.2% higher return on ad spend.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Poland, Netherlands, Sweden, Belgium, Turkey, South Africa
• Middle East: Saudi Arabia, United Arab Emirates, Egypt
• Asia Pacific: Australia, India, Japan, Singapore

Locale availability details:

• Brand controls are available in US only.
• Preview and Advanced Preview are available in all locales where Responsive eCommerce Creative is available.
• Rich Media Layouts are available in all locales where Responsive eCommerce Creative is available.
• In-banner Video is available in the following locales: US, CA, MX, BR, DE, ES, FR, IT, NL, PL, SE, UK, EG, KSA, UAE, AU, IN, JP.
• Multi-Image Carousel is available in the following locales: US, CA, MX, BR, DE, ES, FR, IT, NL, PL, SE, UK, EG, KSA, UAE, AU, IN, JP.
• Responsive eCommerce Creative on Alexa+ is available in the following locales: US, UK, CA, MX, BR, DE, ES, IT, FR, IN, JP.
• Prompts on Responsive eCommerce Creative are available in the US only.

Who can use it?

Responsive eCommerce Creative is available to managed-service and self-service advertisers, vendors, sellers, and agencies. Endemic advertisers only.

Where do I access it?

Access Responsive eCommerce Creative through the Ads Console and API.

API specific:

Documentation to set up API for creative associations.

Sources

Amazon Internal Data, WW, July-December 2025
Amazon Internal Data, US, August 2025

LAUNCH ANNOUNCEMENT

[Coming January 2027] Shoppers weighing multiple options often struggle to compare tradeoffs and find the right products on their own. Branded Conversations (launching in January 2027) evolves Sponsored Brands prompts into a multi-turn, brand-informed conversation inside Alexa for Shopping. When a shopper taps a prompt on your Sponsored Brands collections ad, they enter a conversation that draws on your catalog and brand-supplied content — such as product guides, compatibility info, and usage tips — to help them understand what sets your products apart and guide them to the right choice, all personalized to their preferences and purchase history. It builds on your existing campaigns, targeting, and budgets, with no additional setup required.

From prompt to purchase: Branded Conversations guides shoppers through personalized, brand-informed product discovery — from the initial Sponsored Brands ad to multi-turn dialogue and product-level recommendations.

Why is it important?

Branded Conversations turns prompts into a multi-turn conversation that draws on your catalog and brand-supplied content — such as product guides, compatibility info, and usage tips — to help shoppers understand what sets your products apart, compare tradeoffs, and find the right fit. It's the in-store expert experience, brought to digital shopping at scale.

Advertiser experience:

Eligible Sponsored Brands collections campaigns are automatically enrolled in Branded Conversations and leverage existing campaign parameters (e.g., campaign targeting) without any additional setup required. You're only charged CPC on conversation-starter prompts; follow-up turns are free.

Brands can inform conversations through a campaign-level brief to highlight brand and product differentiators, educate shoppers on a new launch, map products to customer needs, or suggest complete routines.

Sellers and vendors can review and manage prompts directly in the Ads Console or via API. Within each campaign, you can navigate to the prompts via Campaign → Ad Group → Ads → Prompts tab, where all prompts are listed if they have received a click. This view displays the prompt text, the associated ad, and key performance metrics such as impressions, clicks, and orders.

Self-service controls let you pause individual Branded Conversations, provide campaign-specific inputs, and access performance reporting via Ad Console and API, with opt-out available at the campaign or account level.

Where is the feature available?

• North America: United States

Who can use it?

Starting January 2027, this is available for all US Endemic Amazon advertisers using Sponsored Brands ads (not authors), starting with collections and expanding to additional formats.

Where do I access it?

Branded Conversations is automatically enabled for eligible Sponsored Brands collections campaigns. No new campaign setup is required. Self-service controls, including performance reporting and the ability to pause individual prompts, are accessible via Ad Console and the Amazon Ads API, with opt-out available at the campaign or account level.

API specific

Branded Conversations will be accessible via both the Ads Console and the Amazon Ads API. API documentation will be available closer to launch.

Get started with Branded Conversations

LAUNCH ANNOUNCEMENT

Amazon Ads Agent is expanding the conversational experience to give advertisers more ways to manage their advertising. Advertisers can use natural language to plan media, manage and optimize campaigns, understand performance, and more, with capabilities continuing to expand over time.

Welcome screen with suggested prompts for common advertising tasks.

Ask about audience sizing, reach forecasts, and budget recommendations to plan your media.

Manage and optimize individual Sponsored Product campaigns with recommendations for audience reach, bids, and budgets.

Ask about campaign performance, trends, benchmarks, and build visual analyses.

Previously, advertisers could use AI to complete select tasks on Amazon Ads, but with this expansion, advertisers enrolled in beta can use natural conversation to do more across advertising—from planning to troubleshooting. Rather than requiring advertisers to navigate different pages, settings, or reports to accomplish each task, the conversational experience provides a more natural way to ask questions, explore recommendations, and take action while staying in control. This closed beta experience continues to evolve, with new capabilities and features rolling out over time to help advertisers get more done through conversation.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil, Colombia, Chile
• Europe: Belgium, Germany, Spain, France, Italy, Netherlands, Poland, Sweden, Turkey, United Kingdom
• Middle East: Egypt, Saudi Arabia, United Arab Emirates
• Asia Pacific: Australia, India, Japan, Singapore
• Africa: Nigeria, South Africa

Who can use it?

Available in closed beta to eligible self-service and managed-service advertisers. Availability may vary by eligibility, capability, marketplace, language, and campaign type.

Where do I access it?

The conversational experience is natively embedded in Amazon Ads Agent. Interested advertisers can express interest through their Amazon Ads account team.

LAUNCH ANNOUNCEMENT

Grow total sales with Full-Funnel Campaigns

September 29, 2026

What launched?

Full-Funnel Campaigns is now available in open beta. For the first time, any US advertiser who sells on Amazon can provide a few strategic inputs and launch one coordinated campaign across sponsored ads, display, video, and streaming TV, with the goal of finding new customers and growing total sales with one budget and one optimization engine.

Advertisers provide strategic inputs like their products, budget, and an optional ROAS threshold. Amazon's AI handles the orchestration: selecting formats, allocating budget across funnel stages in real time, engaging audiences with Amazon's first-party shopping signals, and continuously optimizing toward sales growth. When additional creative assets are needed, built-in tools help advertisers generate and approve new images and TV-ready video in minutes.

Full-Funnel Campaigns runs alongside existing campaigns, so brands can add new reach and sales without rebuilding their current strategy. It's available to brands of all sizes who sell on Amazon.

Review and refine recommendations to launch your campaign.

Generate and approve images and TV-ready creatives within the campaign builder.

Why is it important?

Advertisers using Full-Funnel Campaigns in beta observed 67% higher Long-Term ROAS* compared to the same formats configured independently, and acquired new-to-brand customers at 29% lower cost per purchase*.

These results reflect what can happen when demand generation and demand capture work together, thanks to Full-Funnel Campaigns' shared signals between the ads in a campaign. This means a streaming TV ad can help a sponsored ad perform better, and vice versa. Advertising has traditionally required advertisers to choose how to divide their strategy between creating demand and capturing it. Full-Funnel Campaigns changes that by connecting the two. Instead of managing these moments separately, advertisers can use one campaign to reach new customers, move them toward purchase, and grow total sales.

Advertisers can see their full-funnel impact with additional metrics like Long-Term Sales (LTS), which captures both immediate conversions and the estimated future value from new-to-brand customer actions over 12 months. This gives advertisers a more complete view of campaign impact, and the confidence to invest across the full funnel. Advertisers can also interact with Full-Funnel Campaigns through a natural language conversational experience, which provides personalized insights, guides campaign creation, helps generate creative assets, and explains performance and recommendations. Get started and launch your first campaign.

SOURCE: Results based on Full-Funnel Campaigns against the blended average of other campaign performance across beta advertisers. Amazon internal (June – August 2026). Early beta advertiser data; individual results may vary.

Where is the feature available?

• North America: United States

Who can use it?

• Self-service advertisers, vendors, sellers, agencies, enterprise advertisers, and small businesses

Where do I access it?

• UI - ADSP Self Service, UI - Ads Console

Back to announcements

LAUNCH ANNOUNCEMENT

Accelerate authentic reviews with Review Requests

September 29, 2026

What launched?

Review Requests launches in open beta in the United States in late October 2026. This new advertising solution reaches customers who recently purchased your product and invites them to submit a star rating or written review while they are shopping on Amazon. You create and manage campaigns in Amazon Ads Agent using the same bidding and budget controls you use for your other Amazon Ads campaigns.

A customer who recently purchased your product sees a Review Requests ad

Customer submits a rating in one-click

And provide optional written review with video or images

Why is it important?

New products need reviews to earn customer trust and drive sales. Growing the number of reviews can take time, and many customers don’t remember to leave a review on their own. Review Requests ads give you another way to reach verified purchasers with native review invites on Amazon's highest-traffic pages at scale. Early test results show that products received three times as many ratings and reviews per week compared to before the test1. And because reviews live on your product detail page, the impact extends to every shopper who visits, not just those who saw your ad. Same authentic reviews customers already leave. Just more, faster. ​

Where is the feature available?

• North America: United States

Additional marketplaces and Amazon properties are planned for future releases.

Who can use it?

• Registered sellers and vendors with an advertising console account in good standing and no active policy violations. Products are eligible when they have fewer than 1,000 total ratings and reviews. Eligibility is checked when you create your campaign and while your campaign runs. Review Requests for a product pause automatically once it reaches the ratings threshold of 1,000 reviews.

Where do I access it?

• Amazon Ads Agent
• Amazon Ads Unified API

API specific:

Review Requests ad campaigns are an extension of the existing Unified Campaign Management API endpoints.

To learn more about Review Requests, contact your Amazon Ads account team.

Sources

1 Internal Amazon data, Closed Beta, US, June 3-21, 2026.

Back to updates

Today, to reach new audiences, advertisers face growing complexity and fragmentation across the tools that they need.

DVA+ introduces a simplified way to create Display, Video, and Audio campaigns—and a new way of working within Amazon Ads Agent. Reach audiences across streaming TV, online video, display, and audio — on Amazon properties and the open internet — from a single campaign.

Instead of needing to choose between automation and manual campaign building, DVA+ is designed around a more flexible model: start with AI, add control when you need it, and move between conversational assistance and direct controls as your strategy requires.

The experience adapts to how you want to work—not the other way around. Advertisers can move quickly when AI can do the heavy lifting and step in with greater precision when their expertise matters most.

DVA+ takes campaign creation down to just four steps. Select your objective — sales, traffic, awareness, leads, and more — then select your products (or brand URL), review AI-generated creatives, set your budget, and launch in minutes across all available media types. DVA+ handles targeting, inventory selection, format allocation, bidding, creative generation, and continuous optimization — no DSP expertise required.

When you need full control, open advanced settings to access new campaign guidance, a dynamic workspace, and full customization over targeting, deals, delivery, and more. The programmatic capabilities advertisers already rely on — audience targeting, frequency management, deals, custom bidding — all live in advanced settings, alongside new capabilities that bring intelligence directly into campaign creation.

Both are powered by Brand+ and Performance+. Brand+ drives awareness, reach, and downstream engagement. Performance+ drives consideration and conversion. Together, they have delivered up to 68% improvement in cost per acquisition. DVA+ selects the right optimization solution based on your objective and applies it automatically. In advanced settings, you can configure how Brand+ and Performance+ are deployed — you decide when AI helps and when you directly configure.

Same infrastructure, same signals, same measurement. You choose the way you work.

Why is it important?

This is more than a redesigned campaign creation flow. DVA+ changes how advertisers interact with Amazon Ads Agent—bringing the power of programmatic advertising to everyone and making it easier for advertisers to spend less time operating campaigns and more time directing strategy.

Measurable outcomes across every stage of the customer journey — that's what DVA+ delivers from day one. Brand+ drives awareness, reach, and downstream engagement—delivering +71% more detail page views and +64% lift in purchases for sellers, and +8% lift in reach, +115% more brand site page views, and 2.5x lift in conversion events for off-Amazon brands. Performance+ drives conversion — delivering +34% higher ROAS for sellers and +68% improvement in cost per acquisition for off-Amazon brands. Domain-level reporting provides visibility into exactly where every impression served — by publisher, by format, and by geography.

AI-generated creative helps advertisers launch across display, online video, and streaming TV. DVA+ creates assets from product listings or a brand URL. No creative team or production budget required. Advertisers can also upload their own creative assets. Combining streaming TV, online video, and display delivers +41% higher new-to-brand engagement.

For advertisers who need greater precision, turning on advanced settings makes it easier for you to implement complex media strategies. Describe targeting in natural language, upload a media plan and let it translate into campaign structure, or configure every setting manually. Drafts, bulk manage, and pre-flight validation reduce manual work at scale (as these features roll out). Campaign Guidance (including health, forecasting, what-if analysis and more) — available in advanced settings — has helped engagers achieve nearly 2x higher ROAS vs. non-engagers.

Key Benefits

• Two ways of working: Launch in minutes with DVA+, or open advanced settings for full customization over targeting, deals, delivery, and more. Same intelligence, same infrastructure — you choose the level of control.
• Proven performance: Brand+ and Performance+ power every campaign — delivering up to 68% improvement in cost per acquisition and up to 34% higher return on ad spend. In advanced settings, advertisers can choose whether to use Brand+, Performance+, or neither. No manual tuning required with DVA+.
• Amazon-exclusive signals: Built on first-party shopping, streaming, and entertainment signals from over 300 million authenticated users. Amazon's authenticated graph informs every campaign — signals unavailable anywhere else.
• Multi-format reach: Combining streaming TV, online video, and display delivers +41% higher new-to-brand engagement. One campaign, multiple formats, compounding results. Automatic in DVA+ or select specific formats with advanced settings.
• AI-generated creative (DVA+ only): Launch across streaming TV, online video, and display — with zero production resources required. Leverage Amazon's shopping, search, and catalog signals to fuel ad creation at scale across the funnel. Assets are auto-generated from product listings or a brand URL, or upload your own to get started instantly.
• Campaign guidance (DVA+ with advanced settings only): DVA+ with advanced settings allows you to review forecasts, issues, and recommendations, then apply what’s relevant to your strategy—or continue with your existing setup. Campaign Guidance engagers achieved nearly 2x higher ROAS.
• Transparent reporting: Domain-level visibility into every impression — by publisher, format, and geography. Know exactly where your ads are running.

Where is the feature available?

• North America: United States

Who can use it?

DVA+ is currently available in extended closed beta in the United States. Open beta is expected to begin late October 2026, with international expansion planned through Q4 2026 and general availability across 35 markets targeted for Q1 2027.

• Sellers, vendors, and off-Amazon brands with an Amazon Ads Agent account
• Existing advertisers with programmatic experience have access to both DVA+ and advanced settings
• New advertisers and Sponsored Ads advertisers have access to DVA+; advanced settings can be requested through their Amazon Ads account manager
• Agencies with existing entity access have full access to both experiences

Where do I access it?

• Amazon Ads Agent at advertising.amazon.com

What You Need to Know

• Payment is invoice-only at closed beta. Credit card support is planned for Q1 2027.
• Audio format availability expands post-launch in Q4 2026.

API Availability

API access for Display, Video, and Audio campaigns is targeted for general availability in Q1 2027. Campaign creation is currently available through Amazon Ads Agent.

Agentic media planning brings streamlined efficiency to your media strategy, now available in closed beta worldwide within the conversational experience of Amazon Ads Agent. This capability helps media planners estimate reach across ad products, size audiences, and receive data-backed budget allocation recommendations — all through natural language prompts instead of navigating multiple screens.

Media planners can generate comprehensive reach forecasts and strategic budget allocation recommendations through conversational prompts, reducing planning cycles from hours to minutes.

Media planning workflows often involve navigating multiple screens and manual inputs to answer fundamental questions about audience size, reach, and budget allocation. Agentic media planning simplifies these steps into a few conversational prompts, helping planners spend less time on mechanics and more time on strategy. Every recommendation includes transparent reasoning and data sources, so planners can understand and explain the rationale behind their media plans.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom, Sweden, Poland, Belgium, Switzerland, Austria, Finland, Norway, Ireland, Denmark, Luxembourg, Turkey
• Middle East: Saudi Arabia, United Arab Emirates, Bahrain, Kuwait, Egypt, Morocco, Israel
• Asia Pacific: Australia, India, Japan, New Zealand, China, Singapore

Who can use it?

• Select advertisers
• Agencies
• Enterprise clients participating in the closed beta.

Where do I access it?

• Amazon Ads Agent > Insights & Planning > Ads Planner. Select the “Build it with Ads Agent” panel to begin a conversation.

Get started:

Please reach out to your Amazon Ads representative to be added to the closed beta.

Ads data manager (ADM) launches a redesigned experience to simplify and centralize first-party data (1PD) connection, management and activation across Amazon Ads.

Advertisers now have one place to securely connect their audience and conversion data, and amplify their 1PD strategy with Amazon's ad tech, AI, partnerships, and streaming, shopping, and browsing signals. ADM also released new tools to maximize your signals, enabling advertisers to connect more channels and data sources and enhance their data quality.

1. Redesigned UI: Dedicated tabs in the new ADM Console enable every stage of the data management process. “Sources” help connect and onboard data (no-code, API, Ad Tag, 3P connectors), “Datasets” provide data control, quality, attributes and lifecycle management, and “Destinations" for activating and sharing data across Amazon Ads Agent and Amazon Marketing Cloud.
2. Access: Supports both advertiser accounts and manager accounts. Available for customers using all campaign types -- Sponsored Ads, Display, Video, Audio, and Full-Funnel Campaigns.
3. Simplified operations: Unified terms acceptance, simplified permissions, and cross-region data sharing from a single account reduce operational overhead and accelerate collaboration.
4. New connector library integrations: Expanded data source connectors with additional CDPs, MMPs, clean rooms and more including Zapier, LiveRamp, Tealium, Google Tag Manager, Amazon S3, HighTouch, Adobe Experience Platform and Segment.
5. Data quality insights: New diagnostic tools surface match rates, data freshness, consent coverage, and processed events to help improve signal health.
6. Accelerated tagging: An upgraded Amazon Ad Tag features a no-code visual event builder with standard event type matching and default attributes, reducing setup from weeks to minutes.
7. Custom schemas and attributes: Define custom data schemas and attributes tailored to your measurement and audience needs through the ADM API. Optimize and report on custom metrics your business prioritizes such as LTV scores and audience attributes.

Access Ads data manager.

Access the new Ads data manager experience directly through the navigation pane.

Connect your first-party data from the ‘Sources’ tab through no-code file upload, Amazon Ad Tag, Amazon Ads API, or via Connector library partner integrations.

Use the 'Datasets' tab to proactively monitor, diagnose, and improve the quality of data sent to Amazon Ads, access controls to easily share and delete datasets, and manage consent and compliance.

Activate your first-party data through the ‘Destinations’ tab across Amazon Marketing Cloud and campaign types including Sponsored Ads, Display, Video and Audio.

Why is it important?

The first-party data opportunity: The collection and use of 1PD is a “very/extremely urgent" priority for 70% of worldwide marketers1. Common use cases include audience strategies for relevant messaging and tailored experiences, optimizing campaigns with cross-channel measurement and advanced clean room analytics. Amazon Ads sees 1PD activities like these translate into a performance advantage- in fact, advertisers who included their first-party data in Amazon Ads campaigns saw 30% incremental ROAS compared to those who didn't2. In total — 1PD is not just a mitigation strategy to adapt to industry regulations and signal loss, but a lever for growth and cornerstone of modern advertising.

Simplification: Advertisers want to invest more of their organization's time and resources on data activation and strategy and less on implementation, yet data fragmentation and integration complexity remains a top barrier to effectively using insights. We are eliminating friction from legacy experiences and processes (e.g. multiple UIs, region-based data sharing, manager account restrictions) to help advertisers save time, reduce effort and drive efficiencies with simplified workflows.

AI-powered insights and actions: 72% of advertisers agree their first-party data is a critical input for leveraging AI-powered tools offered by ad solutions/DSPs (targeting, performance, optimization, measurement)3. Ads data manager allows you to maximize Amazon AI with your signals as a foundation, and fuel optimization through programmatic bidding and lookalike audiences.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom, Sweden, Poland, Belgium, Switzerland, Austria, Finland, Norway, Ireland, Denmark, Luxembourg, Turkey
• Middle East: Saudi Arabia, United Arab Emirates, Bahrain, Kuwait, Egypt, Morocco, Israel
• Asia Pacific: Australia, India, Japan, New Zealand, China, Singapore

Who can use it?

All Amazon Ads customers can access Ads data manager using Advertiser Accounts or Manager Accounts. Automatic access is rolling out worldwide to customers directly in Amazon Ads Agent, and customers can instantly acquire access here. Partners and agencies can also access Ads data manager through cross-account data sharing.

Contact your Account Executive for early access to Data Quality Insights, Amazon Ad Tag (AAT) creation in Ads data manager for Manager Accounts, and token-based authentication for datasets.

Where do I access it?

• Amazon Ads Agent
• Amazon Ads API

Access Ads data manager.

API specific:

Ads data manager includes APIs for datasets, audiences, destinations, ingestion, conversion definitions, and more. Key documentation can be found in the ADM developer guide, and the ADM API reference.

Amazon Ads introduced a new AI-powered analytics experience that helps advertisers understand campaign performance, benchmark results, and uncover insights using natural language. Instead of manually pulling reports or analyzing spreadsheets, advertisers can ask questions like "Which campaigns drove the most new-to-brand customers last month?" or "How does my ROAS compare across campaigns?" and get instant answers. It combines a conversational experience with an interactive visual workspace where advertisers can ask questions, explore visualizations, and refine their analyses.

Explore campaign insights with context, key metrics, trends, and visualizations through conversational experience

Analyze performance by ad product, including long-term-sales and new-to-brand purchases. Explore insights from chat and visualizations in the analytics workspace

Advertisers have access to more data than ever, but getting performance insights can still be highly manual and time consuming, often requiring users to work across reports, tools and large datasets to answer routine questions. Amazon Ads brings natural language analytics directly into advertisers’ workflow, making analyses such as comparing campaign performance across time periods faster and easier, without relying on manual reporting across multiple tools.

The experience is built on Amazon Ads’ Unified Reporting foundation and first-party shopping signals, including full-funnel measurements such as new-to-brand and long-term sales attribution. It combines advertising data with retail signals and benchmarks to help advertisers understand performance in a broader business context, unlock deeper insights, and make more informed decisions.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Poland, Turkey, Netherlands, Sweden
• Middle East: Saudi Arabia, United Arab Emirates, Egypt
• Asia Pacific: Australia, India, Japan, Singapore

Who can use it?

• Natural language analytics is available to hands-on-keyboard advertisers worldwide through closed beta enrollment.

Where do I access it?

• Available through Amazon Ads Agent for eligible advertisers. Request closed beta access through your Amazon Ads representative or join waitlist here.

LAUNCH ANNOUNCEMENT

Amazon DSP now available in five new locales

September 25, 2026

What launched?

We've expanded Amazon DSP to five new locales: Belgium, Poland, Singapore, Egypt, and South Africa. Advertisers in these countries can now programmatically buy display, video, and audio ads across Amazon properties and the open internet through Amazon DSP.

The Amazon DSP console now supports campaign creation in Belgium, Poland, Singapore, Egypt, and South Africa.

Why is it important?

This expansion gives regional advertisers access to Amazon's unique audience signals—built from shopping, streaming, and browsing behaviors—along with AI-powered optimization tools such as Performance+ and Brand+. Advertisers can now run full-funnel campaigns, from awareness through purchase, with unified reporting and Amazon Marketing Cloud (AMC) access.

Where is the feature available?

• Europe: Poland, Belgium
• Middle East: Egypt
• Asia Pacific: Singapore
• EMEA: South Africa

Who can use it?

• Self-service advertisers
• Agencies

Where do I access it?

• Amazon DSP console

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