unBoxed was.......underwhelming? I try not to be a pessimist, so I spent the wee
By Destaney Wishon · October 7, 2026 · Curated by George's Blog
unBoxed was.......underwhelming?
I try not to be a pessimist, so I spent the weekend ruminating on all of the unBoxed announcements before making a post.
I was looking for a positive spin, and debating on whether or not AI's rate of innovation has caused me to have unrealistic expectations when it comes to the ecomm space.
Maybe it has?
I mean, the update I walked away MOST excited about is the ability to request reviews with sponsored ad campaigns....
(Is this something brands are even wanting? I would guess no.)
Is that a sign?
But hey, Martha made me laugh a few times, that's gotta be worth some bonus points.
If you missed it, the biggest updates announced at unBoxed -
🔶 Full-funnel campaigns (open beta): Amazon now builds the full-funnel plan for you: audiences, placements, budget split and even creative.
🔶 DVA+ (Display, Video, Audio): One simple campaign for upper-funnel media.
🔶 Long-term sales: A view of the sales a campaign drives over time, from new and repeat customers, not just the first purchase.
🔶 Amazon Ads Agent (beta): Ask questions like "what were my top campaigns last week?" and get answers, optimization ideas and even DVA+ launches, all through a conversation. It also connects through MCP.
Also announced:
➡️ Branded conversations: Shopper Q&A becomes an actual back-and-forth, built from your product pages and A+ content. If your content is thin, the conversation will be too.
➡️ Sponsored Services: Buy a faucet or light fixture, and Amazon helps you book someone to install it, with Yelp as the anchor partner. Easily the most unexpected announcement of the day.