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Amazon Ads Agent

Every surface. One ad platform. Real results.

Amazon Ads Agent brings together your omnichannel advertising into one platform. Same signals, shared measurement, and AI that works across every surface. Start where your business is today and scale without switching tools, rebuilding audiences, or starting over. One experience to manage it all.

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How does Amazon Ads Agent work?

Choose your path based on what you want to achieve. Amazon Ads Agent provides solutions for every advertiser.

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Sponsored ads

Put your products in front of shoppers at the moment of discovery. Appear in shopping results, conversational experiences, and wherever customers are making decisions.

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Display, Video, and Audio

DVA+ lets you reach audiences across streaming TV, online video, display, and audio on Amazon properties and the open internet. Select an objective, set a budget, and launch in minutes. When more control is needed, access advanced settings.

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Full-Funnel Campaigns

Provide your products, budget, and a goal. One campaign coordinates across search, streaming, video, and display, finding new-to-brand customers and growing long-term sales by allocating spend where it drives the most growth.

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Benefits

Benefits of Amazon Ads Agent

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One place to run everything

Search, streaming TV, video, display, audio. Create and manage all your campaigns on a single ad platform with shared reporting and audiences.

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Signals only Amazon has

Billions of shopping, browsing, and streaming signals from over 300 million authenticated customers power targeting, bidding, and optimization across every campaign type you run.

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You stay in control

Use natural language to get more done across your advertising. One intelligence layer surfaces opportunities, executes at scale, and shows its reasoning. You make the decisions, AI handles the rest.

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Open to your tools

Connect your own AI agents and platforms to Amazon Ads Agent via the Amazon Ads MCP Server, a single integration that lets any compatible tool create campaigns, run reports, and execute multi-step workflows through simple prompts.

Resources

Amazon Ads Agent courses and certifications

Amazon Ads Programmatic Solutions Certification

This certification is best suited for advertisers or agency professionals who leverage Amazon Ads programmatic solutions.Topics include programmatic advertising, supply quality, campaign setup, supply, ad policy, and campaign performance and optimization.
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Amazon Ads Programmatic Solutions Advanced Certification

This certification is best suited for advertisers or agency professionals who use Amazon Ads programmatic solutions to build and manage campaigns. Topics include bid strategies, conversion tracking, audiences, third-party integrations, deals, attribution, and creative formats.
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How do I get started with Amazon Ads Agent?

There are two ways to get started.

Tell us what you want to achieve

Describe your goal in a natural conversation. Amazon Ads Agent guides you through campaign creation, media planning, targeting, and optimization, recommending the right approach for your business.

Best for advertisers who know their outcome but want guidance on how to get there.

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Build your campaign directly

Choose your campaign type: Sponsored ads; Display, Video, and Audio; or Full-Funnel Campaigns. Select your objective, audience, and budget, and launch.

Best for advertisers who want to pick their format, set their parameters, and go.

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Frequently asked
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Who can use Amazon Ads Agent?

Amazon Ads Agent is available to advertisers whether or not they sell products in the Amazon store. Sellers enrolled in Amazon Brand Registry, book vendors, vendors, and agencies with clients can access the full range of campaign types. Advertisers who do not sell in the Amazon store can run Display, Video, and Audio campaigns to audiences on Amazon and across the open internet. Contact an Amazon Ads account executive to get started.

How much does Amazon Ads Agent cost?

Sponsored ads use cost-per-click (CPC) pricing with no minimum spend and budgets you control. Display, Video, and Audio campaigns are available self-service with budgets you set, or through managed service which typically requires a minimum spend that varies by country. Contact an Amazon Ads account executive for details.

What objectives can I choose?

Amazon Ads Agent supports objectives across the full marketing journey, from building awareness and reaching new audiences to driving sales and conversions. Choose your campaign type and set your goal, or describe what you want to accomplish in the conversational experience and get guided to the right solution.

What happened to Amazon DSP?

The programmatic capabilities advertisers know, such as audience targeting, frequency management, deal IDs, and custom bidding, all live in DVA+ with advanced settings. Those capabilities sit alongside Sponsored Display and Sponsored TV in one simplified buying and optimization experience.

What is DVA+?

DVA+ is the simplified buying experience and optimization solution in Amazon Ads Agent that lets advertisers reach audiences on Amazon properties and the open internet, all informed by Amazon's authenticated graph. Powered by Brand+ and Performance+, DVA+ streamlines the campaign creation process and delivers measurable outcomes. Select an objective, review AI-generated creatives, set a budget, and launch in minutes. When more control is needed, access advanced settings to customize targeting, deals, delivery, and more.

What happened to the ad console?

We brought sponsored ads and Amazon DSP together into one ad platform, Amazon Ads Agent. Your existing campaigns, reporting, and settings have carried over.

Can I connect my own tools to Amazon Ads Agent?

Yes. The Amazon Ads MCP Server lets you connect your own AI agents and ad platforms to Amazon Ads Agent using the Model Context Protocol, an open standard for how AI systems communicate with external tools. Once connected, agents can create, update, and optimize campaigns; run performance reports; manage audiences and creative; and execute multi-step workflows through simple prompts. One integration replaces dozens of manual API calls.