Amazon unBoxed 2026: Every Ad Announcement That Matters for Sellers

Amazon's unBoxed 2026 ran from September 28 to 30 in San Francisco, and almost everything announced had one theme: AI taking over more of the work of planning, buying and reporting on ads. Some of it is live now, some arrives within weeks, and some is not yet confirmed for India. This guide separates the headlines from what you can act on.

At a glance

1. NowFull-Funnel Campaigns (US advertisers); Ads Agent conversational beta
2. Late October 2026DVA+ rollout begins
3. November 2026Review Requests launch
4. January 2027Branded Conversations launch (US)

The announcements

1. Amazon Ads Agent: one platform with an AI assistant

The DSP and the ads console are now one platform called Amazon Ads Agent. Amazon says you can build campaigns manually, let the AI optimise, or combine both. The conversational assistant is rolling out over the coming months with these abilities:

• Media planning
• AI targeting from plain-language descriptions
• Natural-language analytics: performance questions, trend diagnosis and peer benchmarks
• AI guidance for Sponsored Products: changes that can be applied in one click
• Natural-language reporting gives access to nearly 1,000 metrics.

2. Full-Funnel Campaigns and DVA+

Full-Funnel Campaigns combine DSP, sponsored ads, display, video and streaming TV in one campaign. You provide a budget, products and creative, and the AI plans and optimises. It is available to all US advertisers. Amazon reported these results from beta testers:

DVA+ now merges Sponsored Display, Sponsored TV and programmatic buying into one experience. Rollout begins in late October.

3. Review Requests

Verified buyers are invited to leave a rating or review from high-traffic Amazon pages, such as the homepage, with a single tap. They can add a written review with photos or video. A new campaign can be launched for these. Yes, it will be sponsored.

Launch: November 2026.

4. Sponsored Services

A new format that connects shoppers with local service providers on Amazon, with Yelp as the anchor partner for home and local services.

5. Creative and developer tools

Ads Agent can generate display ads and TV-quality video from your existing product assets.

Amazon also launched an Ads MCP Server (Lite) and an AMC Expert Tool that writes AMC SQL queries from plain-language requests. Both are aimed at agencies and technical teams.

FAQ

Sources: All facts and figures come from Amazon Ads pages: unBoxed 2026 announcements, Introducing Amazon Ads Agent, Introducing Branded Conversations and Review Requests. Looking for hands-on support? See our Amazon PPC management agency service.