# Amazon Rebuilds Its Ad Platform Around AI Agents > Source: > Published: 2026-09-29 09:00:00+00:00 Amazon’s ad platform is getting a major AI update. Amazon 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. Last 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. Kelly 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. ## UNLOCK FULL ACCESS Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve. [VIEW ALL SUBSCRIPTION OPTIONS](https://www.adweek.com/subscription/)