Amazon unBoxed 2026 — Day 1 🇬🇹 → 🇺🇸 Four of us made the trip from Guatemala
By Gabriel Caceros · October 1, 2026 · Curated by George's Blog
Amazon unBoxed 2026 — Day 1 🇬🇹 → 🇺🇸
Four of us made the trip from Guatemala City to San Francisco for unBoxed, representing a much bigger team back home and around the world.
And Day 1 was a pretty good reminder of something I believe more and more as advertising becomes increasingly automated:
People still want to work with people.
There were obviously a ton of announcements around AI, Amazon Ads Agent, MCP, full-funnel advertising, DVA+ and where Amazon is taking the advertising ecosystem next.
We’re excited about all of it.
But technology is only part of the equation.
The part that is harder to automate is having people who actually understand your brand, understand the business behind the numbers, know what you are trying to accomplish, and continue learning your brand as it evolves.
That’s a big part of what we’re building at INGB.
Not simply a team pushing buttons inside an advertising console.
A team that understands why we’re pushing them.
Having four of us here in San Francisco is especially exciting because everything we learn here goes back to an entire team. We came to learn directly from Amazon, meet people we’ve worked with remotely for years, make new friends, and bring new ideas back to our clients and everyone working alongside us.
And somehow, Day 1 was just as much about the conversations in between sessions as the sessions themselves 😂
Day 1 ✅
Lots to unpack. Lots to bring home.
#AmazonAds #unBoxed2026 #AmazonAdvertising #ingb #amazonppc #amazonmexico