Overview

Amazon is preparing to launch a major overhaul of its advertising platform in the first quarter of 2026, merging Sponsored Products, Sponsored Brands, Sponsored Display, and streaming TV ads into one AI-managed dashboard. The update eliminates the fragmented workflow that currently forces sellers to navigate separate interfaces for each ad type, replacing it with a machine-learning system that handles budget allocation, audience targeting, and creative optimization across all channels simultaneously.

What's Changing

• Unified campaign dashboard — Every Amazon ad format will be accessible from a single interface, removing the need to toggle between Sponsored Ads and DSP platforms.
• Automated budget shifting — The AI will reallocate spend between channels in real time, directing money toward whichever placements are delivering the best conversions.
• Cross-channel audience coordination — Amazon's authenticated shopper data will power consistent targeting across display, video, and retail ad placements throughout the entire purchase funnel.
• Conversational AI assistant — A built-in chat tool will explain optimization decisions in plain language and field questions about campaign performance.
• Consolidated reporting — A single reporting view replaces the separate data silos that previously kept DSP and Sponsored Ads metrics disconnected.

How Agentic AI Reshapes Campaign Management

Amazon describes the new system as "agentic," meaning it moves beyond simple rule-based automation like preset bid adjustments or dayparting schedules. Instead, the platform interprets an advertiser's stated goals and continuously recalibrates strategy based on live performance data. If a Sponsored Products campaign underperforms relative to a streaming TV placement for a particular product, the system can redirect budget automatically.

This directly addresses a persistent pain point for Amazon sellers. Running coordinated campaigns across Sponsored Ads and the DSP has historically demanded separate logins, independent audience configurations, and considerable manual effort to stitch results together. Sellers who wanted true full-funnel coverage — from brand awareness on Prime Video down to conversion-focused Sponsored Products — typically needed either deep advertising expertise or agency support. The new platform aims to compress that complexity into a guided, AI-driven workflow accessible to sellers of all sizes.