Overview

Amazon Ads announced a major suite of advertising capabilities at CES 2026 that could significantly change how sellers and brands run campaigns across the Amazon ecosystem. The headline feature is a full-funnel campaign builder launching in Q1 2026, which allows advertisers to orchestrate awareness-through-conversion strategies using simple natural language prompts. The announcement also includes new AI creative tools, authenticated audience targeting, and interactive streaming ad formats.

What's New

• Full-Funnel Campaign Builder — A new tool arriving Q1 2026 that lets advertisers describe their goals in plain language, then automatically coordinates Streaming TV, online video, and display ads with AI-driven audience selection and budget allocation.
• AI Creative Studio — Analyzes product catalogs, generates creative briefs, and builds storyboards automatically, replacing hours of manual creative development.
• Authenticated Audience Targeting — Uses Amazon's first-party shopping signals and AWS clean room technology to replace probabilistic audience guessing with precise, privacy-compliant targeting.
• Interactive Streaming Ads — Transforms passive streaming commercials into shoppable experiences where viewers can explore products and make purchases directly within the ad.
• Multi-Channel AI Scaling — Enables brands to scale campaigns across formats simultaneously while keeping creative messaging consistent.

Full-Funnel Campaign Builder Changes the Workflow

The full-funnel campaign tool represents a meaningful shift in how Amazon advertising campaigns are structured. Instead of manually configuring and managing separate campaigns for Streaming TV, video, and display, advertisers will describe their business objectives in natural language. The system then handles audience selection, creative adaptation across formats, budget distribution, and ongoing performance optimization automatically.

For sellers, this addresses a long-standing pain point. Coordinating multi-format campaigns has traditionally required either dedicated advertising expertise or agency support, putting smaller sellers at a disadvantage. A unified, AI-assisted approach should reduce both the complexity and time investment required to run sophisticated advertising strategies. Sellers who previously stuck to simple Sponsored Products campaigns may now find it practical to experiment with upper-funnel tactics like streaming video.