Amazon says its AI gets you 34% higher ROAS. Amazon also sells the ads. Both can
By Danan Coleman · October 29, 2026 · Curated by George's Blog
Amazon says its AI gets you 34% higher ROAS. Amazon also sells the ads.
Both can be true. I still would not hand over the keys on Amazon's math alone.
The unBoxed headline was ads on autopilot. Planning, buying, creative and optimization are moving into one AI-led workflow.
The pieces:
Amazon Ads Agent with DVA+, from fully automated to fully manual.
Full-Funnel Campaigns in open beta, with a minimum ROAS floor you set.
AI campaign targeting and agentic guidance inside Sponsored Ads.
Amazon's numbers: 67% higher long-term ROAS for Full-Funnel Campaigns in beta, 34% higher ROAS from its AI optimization, and 1,000+ metrics inside Ads Agent. Most brands are still on the interest list for Ads Agent, so there is time to plan.
I will be honest: I don't run ads. When I want the PPC answer, I ask Nacho, who ran PPC at an agency before moving to the software side at Adbrew.
What I do know is running a business on numbers someone else reports. So here is how I would test it. Set the ROAS floor before launch. Run the AI campaign next to a manual one on the same products. Judge both on profit from your own reports, not on Amazon's ROAS.
Automation is great at execution. Somebody still has to own the goal and check the result.
If you run Amazon ads, how much control have you handed to the AI so far, and what made you trust it?
From the Accelerate + unBoxed recap panel with Jessica Wright of AO2, Kainoa Tayabas-Kim of IPSecure and Nacho (Ignacio) de Ros Durban of Adbrew.
#AmazonAds #AmazonSeller #PPC