Amazon Launches Ads Agent: AI Tool That Builds and Optimizes Ad Campaigns Using Plain English
Amazon launched Ads Agent at Unboxed 2025, an AI tool that automates campaign creation, optimization, and analytics using natural language commands. Beta testers saw 18% lower CPM and 16% lower CPA, with availability in 35+ countries.
Overview
Amazon has introduced Ads Agent, an AI-powered tool unveiled at Unboxed 2025 that fundamentally reshapes how advertisers create, manage, and optimize campaigns across Amazon's advertising ecosystem. The tool uses natural language processing to automate complex campaign tasks while keeping advertisers firmly in control of final decisions. Early beta testing showed 18% lower cost-per-thousand impressions and 16% lower cost-per-acquisition compared to manual campaign management.
Key Points
- Automated campaign creation — Upload a media plan and Ads Agent automatically builds out full campaign structures, ad groups, and targeting configurations for Amazon DSP, eliminating hours of manual setup work
- Natural language campaign control — Issue plain-English commands like "pause all campaigns with ROAS less than 2" and the agent executes changes across your entire account at scale
- AI-driven audience targeting — System analyzes thousands of audience segments and keywords to surface the most relevant targeting options for DSP campaigns based on your goals and product category
- AMC query generation — Ask business questions in plain English and Ads Agent translates them into complex SQL queries for Amazon Marketing Cloud analytics, removing need for dedicated data analysts
- Budget pacing automation — Adjust pacing across hundreds of campaigns simultaneously, ensuring budgets are optimized without manual intervention on each individual campaign
- Transparent execution — Every recommendation comes with full visibility into what actions will be taken, and agent waits for advertiser approval before modifying any live campaigns
How It Works
- Agentic AI approach — Combines large language model capabilities with Amazon's proprietary first-party shopping data to interpret conversational instructions and make intelligent decisions
- Human-in-the-loop design — When you upload media plan or request campaign optimizations, Ads Agent presents exactly what it intends to do and requires explicit confirmation before making modifications to live campaigns
Analysis & Recommendations
Why This Matters
Ads Agent democratizes advanced advertising capabilities like DSP and AMC analytics that previously required dedicated teams or agencies. Sellers who adopt early could gain cost efficiency advantages, while those who don't may fall behind competitors leveraging AI-optimized campaigns.
Key Takeaways
- Ads Agent automates campaign creation, targeting, and pacing using natural language commands instead of manual configuration
- Beta testers achieved 18% lower CPM and 16% lower CPA using AI-driven targeting recommendations
- AMC query generation removes the SQL expertise barrier, letting sellers ask analytics questions in plain English
- DSP features are currently U.S.-only while AMC features are available globally across 35+ countries
Recommended Actions
- →Check your Amazon advertising console to verify whether your account has access to Ads Agent and which features are available in your region
- →If you have Amazon Marketing Cloud access, start using Ads Agent's natural language query feature to accelerate your analytics workflow
- →Test Ads Agent's audience targeting recommendations on a subset of campaigns before rolling out across your full account to validate performance gains
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