Lots of big announcements at Unboxed in SF! Here are the announcements I think w
By Carly Mcmillen · October 3, 2026 · Curated by George's Blog
Lots of big announcements at Unboxed in SF!
Here are the announcements I think will have the biggest impact:
✅ Amazon Ads Agent. This is a rebrand but also a shift in how campaigns get built. There's now a single AI interface for planning, building, and optimizing across Sponsored Ads and DSP together. For people who felt overwhelmed by the complexity of managing multiple campaign types across multiple consoles, this is a step in the right direction.
✅ Full Funnel Campaigns. This one is in open beta right now (US only). You set one budget, add your products, and Amazon's AI handles targeting, creative, and pacing across Sponsored Ads and DSP inventory at the same time. It's supposed to be kind of like Performance Max. Curious to test this out and see if it really provides incremental lift.
✅ Paid Review Requests. You can now essentially pay for up to 1,000 reviews (on top of Vine). It will be a CPC model, and you only pay when someone clicks to submit one.
This is going to have a giant impact for new product launches.
The overall theme of the conference was clear: Amazon is betting big on AI-driven advertising and conversational commerce. The direction is toward fewer manual tasks, more automation, and shopping experiences that feel more like conversations instead of search queries.
If you were at Unboxed, what stood out to you?