Amazon provides new AI capabilities to advertisers
Amazon brand partners have an array of new artificial intelligence-based solutions and features designed to help them better reach modern customers.
The online giant announced a variety of AI-enabled tools at its recent Amazon Ads unBoxed 2026 advertising conference. Highlights of the new releases follow:
Amazon Ads Agent
Amazon Ads Agent brings three campaign types—sponsored ads, full-funnel campaigns, and display, video, and audio (DVA+) —together in one connected, AI-first ads platform. Throughout Amazon Ads Agent, advertisers have the option to use manual campaign building tools, let Amazon’s AI optimize on their behalf, or employ a mix of both depending on campaign goals and advertiser needs.
To help advertisers reach new customers and drive incremental sales, the full-funnel campaigns tool brings sponsored ads, display, video, and streaming TV together in a single campaign. Advertisers provide their budget, products, and creative and Amazon AI handles planning, execution, and continuously optimization of campaigns. With built-in creative tools, advertisers can make TV-quality video and display images from existing product pages.
DVA+ uses Amazon’s shopping, browsing, and streaming signals to automatically place ads across streaming TV, online video, display, and audio on Amazon properties and the open internet. Advertisers pick a goal—such as driving sales, increasing traffic, or building awareness—add their products and creative, set a budget, and launch with Amazon AI managing placement and allowing advertisers to go from setup to live campaign in minutes.
Branded Conversations
Previously, when a shopper tapped a Sponsored Brands prompt, it opened a conversation with Alexa for Shopping that leveraged Amazon's first-party signals from sources including a brand's detail pages, brand score, and campaign data.
[READ MORE: Amazon enables conversational shopping via Alexa voice assistant]
Branded Conversations lets advertisers highlight what makes them different, what sets their products apart, how they address customer needs, and how their products complement each other in natural language to improve Alexa for Shopping results.
Branded Conversations are clearly marked as Sponsored within Alexa for Shopping. They will launch in January 2027 in the U.S.
Review Requests
Review Requests lets advertisers invite verified buyers to leave a review from Amazon's busiest pages, like the homepage, with a single tap. In early testing, Amazon says products using Review Requests received around three times as many ratings and reviews each week.
Sponsored Services
Amazon Ads also announced Sponsored Services, a new ad format that connects Amazon shoppers with local service professionals right after shoppers make a purchase or search on Amazon for something that could require professional installation or follow-on services.
Sponsored Services ads appear on product detail pages, order confirmation pages, and package tracking pages across Amazon. For example, if the shopper buys a new kitchen faucet, they may see an ad for a local plumber on their order confirmation page.
The shopper can then click "call" or "quote" on the ad. With "call," the shopper calls the professional directly, without leaving Amazon. The "quote" option lets the shopper submit a quick request directly from the ad experience and the plumber will follow up to provide an estimate.
For Sponsored Services, Amazon Ads is working with the Yelp consumer recommendation platform. Sponsored Services is available now for Yelp advertisers within eligible home and auto services categories in the U.S.
