That’s a wrap on Amazon unBoxed 2026. 🇬🇹 → 🇺🇸 If there was one word repeated
By Gabriel Caceros · October 3, 2026 · Curated by George's Blog
That’s a wrap on Amazon unBoxed 2026. 🇬🇹 → 🇺🇸
If there was one word repeated everywhere this week, it was probably Agent.
Amazon is clearly moving toward a world where campaign creation, optimization, analysis, audiences, creative, and eventually full-funnel media are increasingly connected through AI.
And I don’t think that makes the people behind the advertising less important.
I actually think it makes them more important.
The job is going to be less about who can push the most buttons inside the console and more about who understands the brand, the economics, the customer, the inventory, the ranking strategy, and what we are actually trying to accomplish with every dollar.
We’ve already been taking advantage of Amazon’s newer AI capabilities since earlier this year, so seeing where Amazon is taking Ads Agent and the rest of the ecosystem made me extremely excited about what comes next.
But probably my biggest takeaway from the week had nothing to do with AI.
It was the people.
Meeting old friends, partners, other agencies, Amazon teams, and people we have spent years talking to through a screen is a reminder that even while the technology gets smarter, this industry is still very much people working with people.
We came all the way from Guatemala to San Francisco for our first unBoxed as a team, and we’re going home with a lot of ideas, a lot of new friends, and probably an even longer to-do list. 😂
Very grateful for everyone who took the time to hang out, talk Amazon, share ideas, and make us feel welcome.
Now back to Guatemala and back to work. 🇬🇹
See you next year, unBoxed.
#amazonads #amazonppc #amazonmexico #amazonseller #ppc