# What Is Amazon Ads Agent? Amazon's AI Ad Platform

Canonical page: https://www.kuudo.com/guides/amazon-ads-agent/

Understand Amazon Ads Agent, the move from DSP to DVA+, the reporting transition, and how your AI client connects through an Ads MCP server.

Author: Thomas Spicer
Updated: Nov 1, 2026

## Summary

- Since September 29, 2026, Amazon Ads Agent is the name of Amazon's ad platform: sponsored ads and Amazon DSP in one place, with Display, Video, and Audio (DVA+) and Full-Funnel Campaigns.
- The AI chat is now "the conversational experience in Amazon Ads Agent", in closed beta. It shows a summary of proposed changes and waits for your approval before applying them.
- In Amazon Marketing Cloud (AMC) it drafts SQL, but Amazon says it does not use advertiser uploaded datasets or look up your campaign IDs and ASINs.
- DVA+ combines Display, Video, and Audio buying; advanced settings are limited to eligible US advertisers, while some other countries retain the DSP experience.
- Legacy sponsored ads and DSP report centers close December 31, 2026; saved reports and schedules need a separate migration to unified reporting.
- Your AI client can connect through Amazon's Ads MCP Server or Kuudo's Amazon Ads MCP, subject to the connection and account permissions.

Ads Agent is Amazon's AI for advertisers, and since September 29, 2026, Amazon Ads Agent is also the name of Amazon's whole ad platform, which brings sponsored ads and Amazon DSP (demand-side platform) together. Its built-in conversational experience, in closed beta, plans, builds, optimizes and measures campaigns. Outside AI agents can connect through Amazon's Ads MCP Server or Kuudo's separate Amazon Ads MCP, subject to access.

Before the September 2026 rename, "Ads Agent" described a chat assistant inside the Amazon Ads console. The same name now appears on the broader ad platform. So operators are asking two fair questions:

- Is this the chat we tried last year?
- Do we now use Amazon's agent, or keep running our own?

I read what Amazon has published about the rename to answer both.

The choice that matters is who decides the changes. Amazon's conversational experience proposes budget and bid changes from "your advertising goals and Amazon Ads signals", and you approve them.

Our agent works on the same platform through the [Amazon Ads MCP](/features/amazon-ads-mcp/), and the [Budget Pacing Skill](/features/skills/amazon-ads/budget-pacing/) builds its budget proposal from the monthly spend target and seasonality our team set. The change waiting for approval is computed from our plan, and it is written only after we approve that exact proposal.

## Amazon Ads Agent is now Amazon's whole ad platform, not a chat assistant

Amazon Ads Agent names the platform where your campaigns run. Amazon's [September 29 announcement](https://advertising.amazon.com/library/news/amazon-ads-agent) calls it "the new name of the unified platform, now powered by agentic AI", and the [platform page](https://advertising.amazon.com/adtech-solutions/amazon-ads-agent) groups it into three campaign types:

- **Sponsored ads**, priced at "cost-per-click (CPC) pricing with no minimum spend"
- **Display, Video, and Audio (DVA+)**, a buying and optimization experience for display, video and audio campaigns, with a phased rollout
- **Full-Funnel Campaigns**, which the announcement says are "now available to all advertisers in the United States"

Amazon says existing campaigns, reporting and settings carry over as the platform changes. The names do not all describe the same layer:

| Earlier name or task | Where it fits now | What to check |
|---|---|---|
| Amazon DSP | Programmatic buying within DVA+ and its advanced settings | Audience targeting, frequency, deals and custom bidding are advanced controls; access varies. |
| Sponsored Display and Sponsored TV | Amazon describes DVA+ as bringing together buying previously done through these products and DSP | Check the campaign experience available to your account; do not assume each old setting maps one-to-one. |
| Brand+ and Performance+ | Optimization capabilities that power DVA+ | They are part of the buying experience, not alternate names for the entire ad platform. |
| Ads Agent chat | The conversational experience inside Amazon Ads Agent | The platform name is broader than its chat, which remains in closed beta. |
| Sponsored ads and DSP report centers | Legacy console report pages moving to unified reporting | Migrate saved reports separately; the platform rename does not complete that work. |

As of November 1, 2026, Amazon's [DVA+ product page](https://advertising.amazon.com/products/display-video-audio) says advanced settings are available to limited US advertisers. It also lists countries, including Canada, the UK and Japan, where previous DSP advertisers continue to see the Amazon DSP experience. [Amazon's DVA+ guide](https://advertising.amazon.com/en-us/library/guides/dva-plus-campaign-creation/) says the rollout is phased. Check your account and marketplace before changing a process. For the campaign workflow and the choice between automatic and advanced controls, see [Amazon DVA+ campaign setup](/guides/amazon-dva-plus/).

### What happens to Amazon DSP reporting?

The platform rename and the reporting migration are separate changes. Amazon's [migration guide](https://advertising.amazon.com/help/GK3JZZE5QLTF8U8A) says the old sponsored ads and DSP report centers close on **December 31, 2026**. New report creation and editing there stop on **December 17**; existing reports remain read-only until shutdown. Amazon says these dates can change.

Saved reports, schedules and history left on those old pages will be deleted. Inventory your reports, download history you need, migrate or recreate the active schedules in unified reporting, and compare fields, filters, attribution and reporting grain before replacing a dashboard. Amazon lists unsupported report types, unavailable fields and incompatible metrics that can prevent or change a migration; review the migration status rather than assuming every report transfers intact.

This is the retirement of those **console report centers**, not evidence that every DSP metric, reporting capability or API is ending. Amazon continues to describe unified reporting in the console and programmatic reporting surfaces. The [Ads Reporting Skill](/features/skills/amazon-ads/reporting/) maps supported Sponsored Products, Sponsored Brands and Sponsored Display reports to unified API requests; it does not claim a validated DSP report mapping. For the account-wide review, see the [weekly business review guide](/guides/amazon-weekly-business-review/) and the [Ads reporting guides](/guides/amazon-ads-reporting/).

### What changed on Amazon's own pages

[Amazon Agent Atlas](/features/agent-atlas/) holds the April version of Amazon's help page, "Understand Ads Agent", updated April 15, 2026. It said "Ads Agent is currently in beta", that it was "incorporated throughout your experience, such as in campaign manager and Amazon Marketing Cloud (AMC)", and that "There is no cost to use Ads Agent." Amazon rewrote that page on September 30:

| Point | April 15, 2026 help page | Pages after the rename |
|---|---|---|
| Name | Ads Agent | Conversational experience in Amazon Ads Agent |
| Where | Campaign manager and AMC | Built into the Amazon Ads Agent platform |
| Status | "Currently in beta" | Closed beta, eligible advertisers |
| Who | AMC and Multimedia Solutions with DSP | Varies by locale and eligibility |
| Price | "No cost to use Ads Agent" | Not published for the AI |

Read the table as dated. Amazon says capabilities and access are "expanding over time", and the announcement says its new features "will roll out over the coming months."

## The conversational experience plans, builds, optimizes, measures and supports, and waits for your approval

The conversational experience is the part of Amazon Ads Agent you talk to. Atlas retrieved Amazon's description of how it works: it "uses large language models combined with Amazon's advertising data to navigate and perform complex tasks", and "Ads Agent summarizes all proposed changes before taking action. You review and approve recommendations before Ads Agent makes any changes."

The [September 30 help page](https://advertising.amazon.com/help/GKT6KLCX98F5LWKM) keeps that control and lists the jobs by objective:

| Objective | What Amazon lists |
|---|---|
| Plan | Audience sizing, reach forecasts, budget recommendations |
| Create | Campaigns from an uploaded media plan in DVA+ |
| Create | Targeting recommendations: products, categories, keywords |
| Manage and optimize | Bulk edits to budgets, bids, targeting, naming |
| Manage and optimize | One-click Sponsored Products recommendations |
| Measure | Trends, benchmarks and visual analyses in plain language |
| Resolve and support | Product help, billing, ad policy and moderation |

Atlas's April copy of the page names two of those jobs the same way: "Create campaigns from a media plan", which builds campaign and ad group structures from an uploaded plan, and "Optimize campaigns at scale", which updates budgets, bids, targeting and frequency caps in a conversational flow.

The example prompts are specific. Amazon's help page, in both versions, shows "For all campaigns with delivery rate below 80%, increase budgets by 25%" and "For all ad groups in campaign 'Q4-Sale', update the frequency cap to 1 per 3 days." Each one turns into a summary you approve.

> **You can also hand the decisions to Amazon**
> The announcement says advertisers can "use manual campaign building tools, let Amazon's AI optimize on their behalf, or employ a mix of both." For Full-Funnel Campaigns, advertisers provide the budget, products and creative, "and Amazon's AI handles the rest." That is a real option, and it is Amazon's AI working from Amazon's signals.

## In Amazon Marketing Cloud, Ads Agent drafts SQL but does not read your uploaded data

Ads Agent in AMC writes [Amazon Marketing Cloud](/features/amc/) SQL from a plain-language question. Atlas retrieved Amazon's instructions: open the query editor and click "Generate SQL with AI", or click "Ask AI for AMC help" on the top navigation bar from any page in AMC. It generates audience and analytics queries, explains the query logic, and gives a side-by-side view to review changes before you run them.

Amazon is clear about two limits:

- **Your uploaded data.** [The AMC help page](https://advertising.amazon.com/help/GEDCL75VT727P23Z) says "the Ads Agent in AMC is not aware of advertiser uploaded datasets, and will not use them during SQL query generation."
- **Your IDs.** [The best-practices page](https://advertising.amazon.com/help/GZTSBQTMR2VHPL85) says it "doesn't look up lists of your campaign IDs, ASINs, keywords, or audience segment names", so you name them in the prompt "or modify the generated SQL before submitting the query."

That makes it a drafting aid for people who can read SQL, which is how Amazon positions it: its AMC help page says that to use these skills, "you should be familiar with" AMC privacy limitations, data aggregation thresholds and AMC's SQL syntax.

Our agent works AMC through the [Amazon Marketing Cloud Skill](/features/skills/amazon-ads/marketing-cloud/), which reads the matching playbook before writing SQL, writes validated SQL, and returns privacy-safe answers or audiences ready to activate, all through the same [Amazon Ads MCP](/features/amazon-ads-mcp/) connection that reads the campaigns. The [AMC SQL introduction](/guides/amc-sql-introduction/) covers what that SQL is doing.

## Outside agents reach Amazon Ads Agent through Amazon's MCP Server, with Amazon's Skills

The Amazon Ads MCP Server is Amazon's door for your own AI agents, built on the open [Model Context Protocol](/features/mcp/). The platform page says you can "Connect your own AI agents and platforms to Amazon Ads Agent via the Amazon Ads MCP Server", and its FAQ says connected agents "can create, update, and optimize campaigns; run performance reports; manage audiences and creative."

[Amazon's MCP overview](https://advertising.amazon.com/API/docs/en-us/mcp/mcp-overview) names Claude, ChatGPT, Amazon Kiro, Amazon Bedrock and Amazon AgentCore among the applications that can connect. It also defines what travels with the connection:

- **Skills:** "a pre-defined prompt definition provided by Amazon Ads that guides AI applications through Amazon Ads workflows and tool usage."
- **Expert tools:** "Inference behind the tool interprets the request, applies Amazon intelligence, and produces the finished output." The AMC SQL Generator is the first, in closed beta.
- **Hosting:** "Amazon Ads builds, maintains, and updates the MCP Server."
- **Access:** Amazon's [February 2026 launch post](https://advertising.amazon.com/library/news/amazon-ads-mcp-server-open-beta) says the server and tools are "available globally in open beta to Amazon Ads partners with active API credentials." Its pages do not say whether an advertiser without API credentials can connect.

So from your own AI client, the server, its Skills and its expert inference are Amazon's, hosted and updated by Amazon.

### How Kuudo connects your AI client

Kuudo offers a separate [Amazon Ads MCP](/features/amazon-ads-mcp/) built on the Amazon Ads API. Connect a compatible [AI client](/features/ai-clients/) through [Managed MCP](/managed-mcp/) or run it in [Private Cloud](/features/cloud-platforms/). Your team chooses the client, the [Skills](/features/skills/) and the access it grants; Kuudo does not run or observe the agent inside that client.

The Ads MCP exposes sponsored ads, DSP, Amazon Marketing Cloud and unified Ads API operations, subject to Amazon access and the available operation. The rename does not itself prove that every new DVA+ feature has an API equivalent. Check the [Ads tool reference](/docs/mcp-reference/amazon-ads-tools/) and account eligibility for the job.

In Private Cloud, [Amazon Agent Flow](/features/amazon-agent-flow/) can keep account history in your storage; the [Selling Partner MCP](/features/amazon-selling-partner-mcp/) connects seller operations alongside advertising. The [Ads MCP Server comparison](/compare/kuudo-vs-amazon-ads-mcp-server/) covers Amazon's and Kuudo's connections side by side.

### How does account authorization work?

Access works differently too. Each account consents once to Kuudo's managed Amazon Ads app, and every agent and tool you connect reuses that [authorization](/docs/amazon-account-authorization/). An agency brings its client accounts in without an Amazon Ads API app of its own.

## What happens next: decide whose agent runs your Amazon Ads account

Your campaigns stay in Amazon Ads Agent whichever agent works on them, so the decision is whose agent does the work and whose rules it follows. Five steps settle it:

1. **Check your access.** Confirm the experience and DVA+ controls available in your marketplace; the conversational experience remains a closed beta.
2. **Protect reporting history.** Inventory and migrate legacy console reports before Amazon's stated deadlines; check missing fields and report types.
3. **Write down the rules your team applies.** The margin a campaign must clear, the brand terms you defend, the pacing that fits your season.
4. **Test Amazon's answers against those rules.** Its recommendations start from your goals and Amazon Ads signals; see whether they land where your rules would.
5. **List the AMC questions that need your own data.** Amazon's agent will not use uploaded datasets when it writes SQL.
6. **Give one agent the writes.** One approval path and one record per set of campaigns.

If Amazon's answers already match how you run the account, its agent is built into the platform you use every day. If your rules, your data and your other Amazon work should shape every change, [Kuudo vs Amazon Ads Agent](/compare/kuudo-vs-amazon-ads-agent/) puts the two side by side, row by row.

The platform and report names will continue to change as Amazon expands availability. Keep the report migration separate from the choice of agent, and check the account and operation before relying on a workflow.

*Next: [why an agent's change should wait for a person before an audience activates](/guides/human-approval-for-amc-activation/).*


## Frequently asked questions

### Is Amazon Ads Agent the same as the old Ads Agent chat?

No. Since September 29, 2026, Amazon Ads Agent is the name of Amazon's whole ad platform, which brings sponsored ads and Amazon DSP together. The chat that used to be called Ads Agent is now the conversational experience in Amazon Ads Agent, in closed beta.

### What happened to Amazon DSP?

Amazon says DSP capabilities move into Display, Video, and Audio (DVA+) with advanced settings inside Amazon Ads Agent. Access varies: as of November 2026, advanced settings are limited to some US advertisers, and Amazon says advertisers in certain other countries continue to see the DSP experience.

### Is Amazon DSP reporting going away?

The legacy sponsored ads and DSP report centers close December 31, 2026, with new creation and editing disabled December 17. Amazon says to migrate saved and scheduled reports to unified reporting and download needed history; some report types and fields do not migrate. Reporting itself continues, and the console retirement does not establish a retirement date for every API.

### Why don't I see the conversational experience in Amazon Ads Agent?

Access is a closed beta. Amazon's help page, updated September 30, 2026, says it is available to eligible advertisers and that availability varies by locale, with access expanding over time. Amazon's product page says to contact your Amazon Ads account executive.

### Does Amazon Ads Agent cost anything?

Amazon prices the media: sponsored ads use cost-per-click pricing with no minimum spend, and managed Display, Video, and Audio typically has a minimum spend. Amazon's April 2026 help page said there was no cost to use Ads Agent; the pages rewritten after the rename publish no price for the conversational experience.

### Can Amazon Ads Agent use my uploaded data in AMC?

Not when it writes SQL. Amazon's help page says the Ads Agent in AMC is not aware of advertiser uploaded datasets and will not use them during SQL query generation. It also does not look up your campaign IDs, ASINs, keywords or audience names, so you name them in the prompt or edit the SQL.

### Can I connect ChatGPT or Claude to Amazon Ads Agent?

Yes, if you have Amazon Ads API access. Amazon's launch post says the Amazon Ads MCP Server is "available globally in open beta to Amazon Ads partners with active API credentials", and its pages do not say whether other advertisers can connect. Amazon names Claude, ChatGPT, Amazon Kiro, Amazon Bedrock and Amazon AgentCore among the applications that can connect, with Skills provided by Amazon Ads. Kuudo connects compatible clients to Amazon's Ads API through Managed MCP or Private Cloud, with Skills you choose or write. Each account authorizes Kuudo's Amazon Ads app, so the customer does not need an Amazon Ads API app of its own.


## Sources

- [Amazon Ads Agent: Omnichannel advertising platform (Amazon Ads)](https://advertising.amazon.com/adtech-solutions/amazon-ads-agent)

- [Introducing Amazon Ads Agent, your AI-powered ad platform (Amazon Ads, September 29, 2026)](https://advertising.amazon.com/library/news/amazon-ads-agent)

- [A conversational experience in Amazon Ads Agent (Amazon Ads)](https://advertising.amazon.com/solutions/products/ads-agent)

- [Understand the conversational experience in Amazon Ads Agent (Amazon Ads help)](https://advertising.amazon.com/help/GKT6KLCX98F5LWKM)

- [Getting AMC help with the Ads Agent in AMC (Amazon Ads help)](https://advertising.amazon.com/help/GEDCL75VT727P23Z)

- [Best practices for using the Ads Agent in AMC to generate AMC SQL queries (Amazon Ads help)](https://advertising.amazon.com/help/GZTSBQTMR2VHPL85)

- [Display, Video, and Audio campaigns with DVA+ (Amazon Ads)](https://advertising.amazon.com/products/display-video-audio)

- [Migrate your scheduled reports to unified reporting (Amazon Ads help)](https://advertising.amazon.com/help/GK3JZZE5QLTF8U8A)

- [Amazon Ads MCP Server overview (Amazon Ads API)](https://advertising.amazon.com/API/docs/en-us/mcp/mcp-overview)

- [Introducing the Amazon Ads MCP Server, now in open beta (Amazon Ads, February 2, 2026)](https://advertising.amazon.com/library/news/amazon-ads-mcp-server-open-beta)