What is Amazon Ads Agent? Availability and campaign preparation
Amazon Ads Agent brings sponsored ads, Display, Video, and Audio, and Full-Funnel Campaigns into an advertising platform that also supports conversational planning, analysis, and operation. Amazon announced the name and new capabilities on September 29, 2026. Official announcement
First establish which capabilities your account and marketplace can use. A unified name does not mean every feature becomes available in Japan simultaneously.
Separate Japanese availability from US offerings
Japan is listed among the markets for the conversational experience. However, it is a closed beta for eligible advertisers, with availability varying by capability, marketplace, language, and campaign type. Conversational-feature eligibility
Full-Funnel Campaigns was announced for US advertisers. DVA+ is in a US closed beta, with an open beta expected to start in late October 2026. Full-funnel availability, DVA+ conditions
Check the following in your account and with your contact:
| Item | What to verify |
|---|---|
| Account | Marketplace and eligibility |
| Conversation | Supported language and analysis, recommendation, or change capabilities |
| Campaign | Available types and suitability for your business |
| Automation | Delegated items and directly configured items |
| Publishing and spend | Review process, budget, contract, and billing conditions |
Treat unavailable features as planned capabilities. Preparing for them does not require stopping working campaigns.
Define each advertisement's role
Before combining formats, align outcome definitions. Awareness and purchase campaigns have different intermediate actions to inspect.
This is an operating worksheet, not a reproduction of Amazon's settings.
| Role | Intermediate observation | Business observation |
|---|---|---|
| Introduce a product | Delivery, exposure, product-information visits | Relevant prospects reached and later purchases |
| Support comparison | Product-page or store visits | Whether necessary buying information was communicated |
| Encourage purchase | Orders attributed to advertising | Revenue, returns, and profit implications |
Before adding reported sales across campaigns, check whether the same order can enter multiple totals. Record platform definitions and reporting windows for new-customer or longer-term metrics.
Attributed results and results that would not have happened without advertising are different. See the incrementality guide to separate these questions.
Prepare product information and spending constraints
For capabilities that build creative from product information, verify the underlying facts first: price, specifications, eligibility, and delivery conditions, as well as images.
- Choose products and sales regions.
- Reconcile product pages, stock, prices, images, and destinations.
- Identify existing ads serving the same purpose and their budgets.
- Define the trial scope and combined spending limit.
- Review changes to assets, audiences, destinations, and budgets before launch.
When old and new campaigns run together, check total spend. Delegating allocation and approving additional funding are separate decisions.
Use the product-page and feed audit for the information review.
Review conversational recommendations before applying them
The conversational experience describes media planning, campaign improvements, and performance analysis. Official capability guide
“Improve costs” alone does not explain the business purpose you need to preserve. Separate requests for analysis from permission to execute changes.
Organize the next improvement decision for these Amazon ads.
Account, campaigns, and products:
Advertising purpose and outcome definition:
Comparison period and verified spend and outcomes:
Budget ceiling including existing campaigns:
Sales regions, prices, stock, and service conditions:
Items that may change and items requiring review:
First distinguish supported findings from missing information.
For each proposed change, show the target, before and after,
reason, spending implications, and metric to review next.
Do not assume unavailable features or invent missing figures.
This brief also works when you give aggregate figures to a general AI tool. For actual account changes, separately inspect the service's permissions and review process.
Record cost, outcomes, and review effort
When comparing performance, record promotions, prices, stock, and changes in other advertising. Higher sales alone do not establish an AI-automation effect.
Alongside spending and sales, record asset review, corrections, and account-checking effort. More creative output is not necessarily easier operation if review cannot keep pace.
Start by checking available capabilities and mapping products to existing campaign roles. Shoryaku AI's chat can help discuss budgets and evaluation using the summaries and business information you provide. Amazon Ads is not automatically connected; prepare your own verified spend and outcome figures.