{"slug": "amazon-rebuilds-its-ad-platform-around-ai-agents", "title": "Amazon Rebuilds Its Ad Platform Around AI Agents", "summary": "Amazon unveiled Amazon Ads Agent at its annual Unboxed advertising event in San Francisco, replacing the Amazon Ad Console as the interface advertisers use to buy and manage campaigns. The new platform builds on Ads Agent, the chat-driven tool Amazon launched last year that automates ad-buying tasks such as managing targeting across campaigns and optimizing bids, and now powers the entire ad platform. Kelly MacLean, VP of Amazon Ads, told ADWEEK the change is not simply a rebrand, saying agents have been fully integrated into the platform and the workflows advertisers use.", "body_md": "Amazon’s ad platform is getting a major AI update.\n\nAmazon unveiled a souped-up ad platform at its annual Unboxed advertising event held in San Francisco. The new platform is called Amazon Ads Agent and replaces Amazon Ad Console, Amazon’s longstanding interface for buying and managing campaigns.\n\nLast year, [Amazon launched Ads Agent](https://www.adweek.com/media/amazon-ai-ads-agent-campaign-manager/), a chat-driven tool that automates parts of the ad-buying experience like managing targeting across campaigns and optimizing bids. Now, this agentic experience is powering the entire ad platform.\n\nKelly MacLean, VP of Amazon Ads, told ADWEEK that the change isn’t simply a rebrand. Instead, agents have been fully integrated into the platform and the workflows advertisers use.\n\n## UNLOCK FULL ACCESS\n\nSubscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve.\n\n[VIEW ALL SUBSCRIPTION OPTIONS](https://www.adweek.com/subscription/)", "url": "https://wpnews.pro/news/amazon-rebuilds-its-ad-platform-around-ai-agents", "canonical_source": "https://www.adweek.com/commerce/amazon-rebuilds-its-ad-platform-around-ai-agents/", "published_at": "2026-09-29 09:00:00+00:00", "updated_at": "2026-09-29 13:21:14.114529+00:00", "lang": "en", "topics": ["ai-agents", "ai-products", "artificial-intelligence"], "entities": ["Amazon", "Amazon Ads Agent", "Amazon Ad Console", "Kelly MacLean", "ADWEEK", "Unboxed"], "also_reported_by": [], "alternates": {"html": "https://wpnews.pro/news/amazon-rebuilds-its-ad-platform-around-ai-agents", "markdown": "https://wpnews.pro/news/amazon-rebuilds-its-ad-platform-around-ai-agents.md", "text": "https://wpnews.pro/news/amazon-rebuilds-its-ad-platform-around-ai-agents.txt", "jsonld": "https://wpnews.pro/news/amazon-rebuilds-its-ad-platform-around-ai-agents.jsonld"}}