One of the most critical developments discussed at the event is the merger of the Amazon DSP and the Amazon Ads console into a single platform, Amazon Ads Agent, with a conversational AI layer that can plan media, manage campaigns, and analyze performance in natural language. The through-line of the event was that both sides of Amazon’s ad marketplace, the advertiser buying the media and the shopper seeing it, are moving into AI conversations at the same time. Why It Matters Now Amazon’s ad business is already large enough that changes to its buying stack ripple through the whole retail media and programmatic ecosystem. Every change or upgrade has to net out positively for advertisers, or everyone has a bad day. As far as I can tell, however, Amazon’s AI investments are doing exactly what they set out to do: improve systems, deliver better UX, and, most importantly, achieve positive ROI.