Amazon Ads has launched Ads Agent for advertisers using its Demand Side Platform in Australia. The tool is now available at no additional cost to all Amazon DSP self-service users in the country.
Advertisers can upload a media plan and convert it into a campaign structure through a natural language conversation. They can then review and approve the setup before adding creative material and tracking.
The system is designed to reduce the manual work involved in building digital advertising campaigns, which often requires advertisers to re-enter budgets, campaign dates, targeting settings and ad group structures by hand. According to Amazon, that work can take hours for a single campaign.
Ads Agent also suggests audience segments and keywords based on campaign settings. Amazon says this can replace a manual process that, for some advertisers, involves sorting through tens of thousands of audience segments for more than 30 minutes at a time.
The Australian rollout expands a product already used in the US. Amazon says 65% of advertisers there saw improved delivery rates when using Ads Agent recommendations, along with an average 18% reduction in CPM and a 16% reduction in CPA.
Those figures underscore Amazon's effort to make its advertising tools easier to use as competition intensifies across digital media buying platforms. The launch also reflects a broader industry push to apply generative AI to campaign planning, targeting and reporting tasks that have traditionally required specialist staff and manual input.
Campaign setup
Within Amazon DSP, advertisers can upload a spreadsheet or select a plan from Ads Planner. The system ingests budgets, dates, goals, inventory choices and targeting details, then generates campaign and ad group structures, including names, budgets, pacing and targeting settings, for review.
The tool does not automatically publish campaigns without user input. Advertisers are expected to review the proposed setup, make edits if needed, approve the build, and then add creative assets and tracking before launch.
Amazon is also making the tool available in Amazon Marketing Cloud, its analytics and audience platform. There, Ads Agent converts natural language prompts into SQL queries to help users analyse campaign data and build audiences.
Amazon says this addresses a common problem for advertisers working with large, complex datasets, where writing and refining custom analytics queries can take hours or even days. By generating SQL from plain-language prompts, the system is intended to shorten the path from question to analysis.
Local push
The launch gives Amazon a new way to deepen use of its advertising products in Australia, where brands and agencies are under pressure to manage campaign costs while handling growing complexity across media channels. Self-service tools are a particular focus because they broaden access for smaller teams that may not have large operations or engineering support.
Amazon has increasingly positioned its ad business around shopper data, retail inventory and software tools for planning and measurement. Adding an AI-based assistant to campaign creation and analytics keeps more of that workflow within Amazon's own systems.
Willie Pang, managing director of Amazon Ads ANZ, outlined the company's aim for the product in Australia.
"As we continue to simplify the needs of advertisers using DSP, we saw an opportunity to streamline campaign development, reducing the time spent manually building campaign structures one by one," Pang said.
"With Ads Agent, advertisers can upload their media plan, the agent builds the full campaign structure, and they review and approve. Hours of manual work are turned into minutes of conversation, making advertising more efficient, more performant, and simpler for advertisers," he added.