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Amazon Ads Renames Unified Platform to Amazon Ads Agent, Unveils Full-Funnel and DVA+ Tools
At its Unboxed conference in San Francisco, Amazon Ads rebranded its unified buying platform as Amazon Ads Agent and launched Full-Funnel Campaigns and DVA+, products that merge previously separate ad buying channels under AI-driven execution.
The rebrand places Amazon's advertising technology under a single agentic identity, a shift announced during the company's annual Unboxed advertising and marketing conference, held this week in San Francisco, California.
Among the launches unveiled on Sept. 29 is Full-Funnel Campaigns, which folds sponsored ads, display, video and streaming TV into one campaign. Advertisers select the products, creative and budget for a campaign, while Amazon's AI handles execution and continuously optimizes toward outcomes that include new-to-brand customers and the company's long-term sales metric.
A second product, DVA+, consolidates Sponsored Display, Sponsored TV and programmatic buying across display, video and audio into a single offering, reducing the number of separate buying paths advertisers must manage.
The moves underscore Amazon's already dominant position in retail media budgets, with Madison Avenue observers expecting the company to push for similar share of broader advertising spend.
Market observers nonetheless advise caution in accepting Amazon's claims at face value, as allegations from government authorities around auction practices continue to weigh on parts of its media operations.
The announcements were made as part of the conference's flagship slate of product news.