Amazon Ads has introduced Amazon Ads Agent, the new name for its unified advertising platform, which brings sponsored ads and Display, Video and Audio campaigns together with agentic AI capabilities. The platform builds on Amazon Ads’ earlier consolidation of its demand-side platform and ads console. Advertisers can use manual campaign-building tools, allow Amazon’s AI to optimize campaigns or combine both approaches based on their campaign objectives. Commenting on the launch, Kelly MacLean , Vice President - Engineering, Science & Product, Amazon Ads, said, “Rapid advancements in AI are allowing us to deliver better advertising with improved performance across all channels and customer objectives. At the same time, we are making it as simple as possible for brands and agency partners of all sizes to create highly impactful campaigns and achieve their goals.