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By Vanessa Hung · November 17, 2025 · Curated by George's Blog
Amazon just turned its ad platform into a coworker.
At unBoxed 2025, Amazon Ads introduced Ads Agent, an AI system designed to automate campaign management across Amazon DSP and Marketing Cloud.
This is Amazon signaling that every layer of Ads (targeting, analytics, optimization, pacing) will eventually sit on top of an AI foundation (I don't have to say that this applies to Amazon in general too).
And the Ads Agent layer is the kind that doesn’t just answer prompts, but plans, executes, and adapts without supervision.
1. Create and optimize campaigns at scale
Upload your media plan, and the Ads Agent will build the whole structure, including campaigns, ad groups, and settings. Or optimize using natural language:
“Pause all campaigns with ROAS less than 2.” → Ads Agent executes the workflow.
2. Intelligent campaign targeting
Ads Agent reviews thousands of audience segments and recommends the most relevant Amazon audiences and keywords for your DSP campaigns. You simply review → refine → apply.
3. Accelerated insights in Amazon Marketing Cloud
With deep SQL competency, Ads Agent translates business questions into advanced queries and guides you in real time to generate actionable insights inside AMC.
What this ad Agent does is read the data, identify the right audience segments, generate SQL queries, and execute campaign adjustments, all inside Amazon’s existing interfaces. Of course, we still approve the final steps, but the system runs most of the workflow.
That’s a solid change in what “campaign management” means, because the real constraint in advertising has never been creativity, it’s time. And this AI is now automating the hours between insight and action.
Amazon isn’t alone in trying to bring Agents to the ad space. Adobe, LiveRamp, and others launched agentic orchestration systems this year, each aiming to turn complex ad operations into autonomous, data-driven feedback loops.
So we can say that Amazon’s move is uniquely strategic, since it’s building an AI stack that starts with Rufus (commerce), flows through Help Me Decide (conversion), and now extends to Ads Agent (advertising), connecting the buyer journey from search intent to post-click optimization.
But, take it easy, Agentic AI won't be replacing advertisers, this is about compressing decision cycles.
Those who learn how to feed it (with structured data, clear objectives, and well-labeled assets) will outpace those still optimizing manually, so we all have a reason to give it a try.
❤️ Like this post if you are the one jumping in and giving it a try
🤔 And just out of curiosity…
Does this change mean we will finally have more free time??
#AmazonAds #AI #Ecommerce #AgenticAI #MarketplaceStrategy