The biggest question circulating DAY 1 OF Amazon Unboxed – have you tried Waymo
By Laurensanvidge · October 1, 2026 · Curated by George's Blog
The biggest question circulating DAY 1 OF Amazon Unboxed – have you tried Waymo? These driverless taxis are all around San Francisco signaling the dawn of a new age. Yes, I tried it. And yes, it dropped me off close to my destination, but not exactly (behind my hotel). I’m told by ‘experts’ that that is an anomaly, but I digress.
The announcements from day 1 had a similar context. The dawn of driverless campaigns is upon us where AI is moving from a feature to the foundation of Amazonads. I see this as a positive step forward. Although tech will be driving day-to-day operations, humans are very much in control of the destination.
The main announcements can be grouped across:
- Increased Efficiencies: reduction in workflow and faster speed to market OR
- Conversations and Commerce: turning shopping into a dialogue
INCREASED EFFICIENCIES
Amazon Ads Agent*(New Experience)*
Amazon is replacing the traditional Ads Console and DSP experience with a conversational interface that can help advertisers plan, activate, optimize, measure, and analyze campaigns using natural language.
DVA+ *(New Launch)*
A new ad type that unifies Sponsored TV, Sponsored Display, video, audio, and programmatic buying into a single AI-powered workflow available to advertisers of all sizes.
Full Funnel Campaigns*(Now Open Beta)*
Introduced last year as a vision, Full Funnel Campaigns are now available in open beta, allowing advertisers to activate and measure awareness, consideration, and conversion tactics through a single campaign.
AMC & Measurement Enhancements*(Capability Expansion)*
Amazon is expanding natural-language analytics, Amazon Marketing Cloud expert tools, and AI-powered reporting to help marketers move from insights to action faster.
CONVERSATIONS AND COMMERCE
Branded Conversations*(New Launch)*
Building on last year's Sponsored Brand Prompts, Amazon announced Branded Conversations, enabling multi-turn AI-powered shopping experiences that allow brands to engage consumers directly within conversational shopping journeys.
Conversational Creative*(Capability Expansion)*
Amazon is expanding its universal display ad format that adapts to real in-time consumer signals currently available on Amazon to now be available off platform too. Shoppers will now experience the same back-and-forth across the open internet.
More to come. Stay tuned for day 2.
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