Amazon just added a new setting to the ads console: "Targeting with AI" (beta)
By mansournorouzi · September 9, 2026 · Curated by George's Blog
Amazon just added a new setting to the ads console: "Targeting with AI" (beta)
It is under Settings at the account level. Here's what it says:
"Seasonal keywords and product targets are added to your eligible campaigns ahead of upcoming seasons, then paused when the season ends."
One checkbox. "Apply to active campaigns." That's it.
Directionally, I like it. Amazon has better seasonal data than any of us, and having it surface seasonal terms before Q4 or Prime Day is useful.
But right now I wouldn't turn it on. Here's why:
🔲 We don't know which campaigns get the new targets. If it drops seasonal keywords into a campaign built for one specific purpose, the structure and intent of that campaign is gone.
🔲 No word on bids or match types. Those two things decide how aggressively the new targets spend.
🔲 Budget. If the campaign budget doesn't increase with the new targets, they'll pull spend away from the proven keywords that are already converting.
If Amazon lets us pick which campaigns are eligible, I'd test it in a heartbeat. If it stays account wide with no control... I'll pass.
Right now it shows "No strategy available," so maybe more detail comes when the first seasonal strategy appears.
Anyone else seeing this in their accounts? And would you turn it on?