Amazon unBoxed just started. Heres what launched — and what it means for your br
By Melissa Burdick · September 30, 2026 · Curated by George's Blog
Amazon unBoxed just started. Heres what launched — and what it means for your brand. And in no surprise - we've got a new acronym: Amazon DSP is now......DVA (Display, Video, Audio)
Join us Oct 7 for unBoxed unPacked, where the Pacvue team goes in-depth on all 13 announcements and takes your questions live. Link in comments!
Heres the full breakdown:
1. Amazon Ads Agent, one buying experience with a single AI interface, spanning Sponsored Ads, Full Funnel Campaigns and DVA.
💡 Fewer tools to manage, with one AI-driven front door for planning, building and optimizing.
2. Full Funnel Campaigns, which puts Sponsored Ads and DVA inventory in one AI-optimized campaign and budget (open beta, US).
💡An easy on-ramp for SMBs and emerging brands to test into upper-funnel inventory.
3. Display, Video amp; Audio (DVA), a new campaign type with two versions. With DVA+, Amazons AI optimizes to an objective. With Advanced Settings, you keep control and an AI co-pilot assists.
💡Pick your level of control, from fully automated to hands-on.
4. Light MCP, a leaner way to use the Amazon Ads MCP Server. Agents call the tool they need instead of holding 115+ tools at once.
💡Amazon says it cuts what an agent holds in memory from about 98,000 tokens to under 5,000, so outside AI agents can work with Amazons tools faster.
5. AMC SQL Generator, the first of Amazons Expert Tools. It turns plain-language requests into validated, ready-to-run AMC queries
💡 Getting an answer out of AMC drops from days to minutes. It will be billed at cost per query once its generally available in 2027.
6. Media Planning and Natural-Language Analytics, new agent skills that build media plans and answer data questions conversationally (beta expanding, US)
💡Planning and analysis move into the same AI experience where campaigns get bought, so a media plan takes minutes
7. Branded Conversations, which turns Sponsored Brands Collections ads into multi-turn AI conversations inside Alexa for Shopping (US, January 2027)
💡Your product content quality now drives ad performance alongside bids and targeting.
8. Conversational prompts in Responsive eCommerce Creative. The adaptive display format now supports back-and-forth conversations on the open internet (available now, 18 locales).
💡Conversational shopping is expanding past Amazon to the open internet.
9. Review Requests, a campaign type that asks verified buyers for reviews on Amazons highest-traffic pages (open beta end of October, US)
💡A paid way to build social proof, billed only when a shopper clicks to submit a review. In closed beta, Amazon says it tripled weekly reviews.
10. Amazon Marketing Stream V2, a full rebuild with performance data every 15 minutes instead of hourly, plus more historical data from day one (global)
💡Teams can react during an event like Prime Day while its still running. This is especially powerful when paired with inventory and pricing data.