Amazon launched easy buttons for advertisers and for people who build agents. Ev

By Epsteinadam · October 1, 2026 · Curated by George's Blog

Amazon launched easy buttons for advertisers and for people who build agents.

Every ad platform has an easy button now. Performance Max, Advantage+, Smart+, Performance+, Full Funnel Campaigns. Set an objective, hand over the catalog, launch in minutes.

They're excellent. They can't produce alpha, and enterprise agencies are hired to create an edge for their clients.

They can't do that with easy buttons.

This week's announcements at unBoxed crystallize Gigi's positioning in market: a highly customizable AI agent purpose-built for enterprise agencies and brands.

Amazon is building easy buttons. Most advertisers will be better off for it. But enterprises need alpha in their media strategy, and the enterprises who properly invest in agentic AI will leap past their peers relying on easy buttons.

Gigi's place in the market is for these enterprises.