Amazon Looks to Further Automate Media Buying With New Agentic Tools

Amazon introduced new AI-powered tools to help marketers buy ad inventory across the vast variety of media it sells, as it steps up its effort to strengthen its position in the ad tech world.

One of these tools, full-funnel campaigns, is designed for advertisers who already sell on Amazon’s shopping site, and allows them to buy spots on Prime Video and other types of media as well. Another ad tool, Display Video and Audio+ campaigns, helps automate ad buying across media Amazon sells, excluding its retail site. Both tools use Ads Agent, an agentic interface, to make the process of setting up the campaigns simpler.

Google and Meta have offered similar ad formats which automate ad buying across disparate types of media, which have been popular offerings for both companies.

“Previously, advertisers had to manage … separate campaign types with separate workflows and separate optimization,” said Kelly MacLean, vp of engineering, science and product at Amazon Ads in an interview. “ DVA+ is now unifying this into a single, simple experience. So advertisers can just pick a goal… If they want to drive sales, or increase traffic, or build awareness, they can…. leverage our AI to build creative for them, set a budget and launch.”