At its unBoxed conference on 29 September 2026, Amazon renamed its advertising platform Amazon Ads Agent and grouped everything into three campaign types: sponsored ads, Full-Funnel Campaigns and DVA+ (Display, Video and Audio). Full-Funnel Campaigns are live now for every US advertiser. DVA+, which absorbs Sponsored Display, starts rolling out in late October. For a private-label seller, the bigger news came separately: a new paid ad type that asks your verified buyers to leave a review, aimed at products with fewer than 1,000 reviews. Your Sponsored Products campaigns keep running as they are.

What changed

The platform facts below come from Amazon’s own announcement. The review and conversation ad details come from independent trade reporting (AdExchanger, Storyboard18) and agency coverage of the event, because Amazon has not yet published a public page for either.

  • Amazon Ads Agent is the new name for the unified platform. It is the single console that merges the advertising console and Amazon DSP (we covered that merger in August), now with a conversational AI assistant built in. Source: Amazon Ads.
  • Three campaign types. Sponsored ads, Full-Funnel Campaigns, and Display, Video and Audio (DVA+). Source: Amazon Ads.
  • Full-Funnel Campaigns are available now to all US advertisers. One campaign spans sponsored ads, display, video and streaming TV. You supply the products, creative and budget, and Amazon’s AI plans, runs and optimises it. Source: Amazon Ads, Marketing Dive.
  • DVA+ absorbs Sponsored Display. It merges Sponsored Display, Sponsored TV and programmatic campaigns, with rollout “beginning in late October”. Advanced settings stay available for buyers who want manual control. Source: Amazon Ads, Digiday.
  • More conversational tools “over the coming months”, with no dates given. They cover media planning, targeting described in plain language, analytics you query in plain language, and one-click recommendations for Sponsored Products targeting, bids and budgets. Source: Amazon Ads.
  • Review Requests, a new sponsored ad type. It asks shoppers who already bought your product to leave a review, shown on high-traffic Amazon pages. It is aimed at products with fewer than 1,000 reviews. You pay only when a shopper acts on the request, not for impressions. The reviews are standard verified-purchase reviews, and incentives are not allowed. It is US-only and in beta. Reports disagree on whether the open beta starts or ends in late October, so check your own console. Sources: AdExchanger, Toucan, Pacvue.
  • Branded Conversations, due in the US in January. A shopper who taps a sponsored prompt in Alexa for Shopping gets a multi-turn conversation that answers from your brand’s own catalogue and content. An optional “conversation brief” lets you steer what it emphasises. Sources: AdExchanger, Storyboard18, Adweek, Pacvue.

What it means for a private-label seller

The rename is cosmetic. The campaign types are not. Nothing Amazon published says existing Sponsored Products or Sponsored Brands campaigns migrate or change. Sponsored ads remain their own type. What moves is Sponsored Display: if you run it, DVA+ changes how you build it, and the rollout begins in late October, straight into Q4.

Full-Funnel Campaigns trade control for reach. You hand Amazon the planning, the channel mix and the optimisation. What you give up is the thing that makes Amazon PPC manageable: seeing which keyword, placement or format earned the sale. A blended campaign that reports blended results makes it harder to tell what actually drove sales and what just claimed credit. Amazon’s reported results are ad-attributed, which is not the same as incremental.

One-click recommendations come from the auction owner. Recommended bids and budgets are optimised to Amazon’s objectives, and the FTC’s case over Sponsored Ads pricing is still open. That doesn’t make the recommendations wrong. It makes them something you check before you apply, not something you apply in bulk.

Review Requests is the launch lever, and it cuts both ways. Review count is the constraint on a new ASIN’s conversion rate, and this buys reach for the ask. Seller Central’s Request a Review button already asks for free, so what you’re paying for is a better placement. Reviews are also unfiltered. If a product has a quality or expectation problem, this surfaces it faster and in greater volume.

Branded Conversations reward catalogue depth. The AI answers from your listing content, guides and imagery. Thin bullets and a missing comparison chart become thin answers. That work pays off whether or not you ever buy the ad.

What to do about it

  • Change nothing this week. Your Sponsored Products and Sponsored Brands campaigns are not being moved, and Prime Big Deal Days runs 6–7 October. Don’t restructure going into a deal event.
  • If you run Sponsored Display, save a baseline now. Export your current campaigns, targeting and the last 60 days of results before DVA+ reaches your account, so you have something to compare against.
  • Test Full-Funnel Campaigns after peak, with separate money. Don’t fund it by cutting a working Sponsored Products budget. Judge it on total sales and new-to-brand in your own data (for example Sellerboard), not only on what the campaign claims.
  • When Review Requests appears in your console, test it on one ASIN. Pick one with a low review count and clean return and complaint data. Compare its weekly review count against the free button before you scale it.
  • Tighten your catalogue content before January. Fill in the bullets, A+ comparison modules and compatibility or use-case detail that a conversational answer would need to draw on.

Sources