Amazon Full-Funnel Campaigns 2026: Amazon's New AI Ad Format Explained

Amazon is rolling out Full-Funnel Campaigns in 2026 — an AI-powered ad format that unifies Sponsored Products, Sponsored Brands, Display, and Streaming TV into a single workflow. Instead of managing four separate campaigns, you describe your goal in natural language. The AI handles targeting, budget allocation, and creative optimization across all formats. Early US advertisers report 18% lower CPMs and 16% lower CPAs with the new Ads Agent.

What Are Amazon Full-Funnel Campaigns?

Full-Funnel Campaigns are a new AI-powered campaign format launched in Q1 2026. The core idea: you create one single campaign that automatically optimizes across all ad formats — from Awareness (Streaming TV, Display) through Consideration (Sponsored Brands, Video) to Conversion (Sponsored Products).

Previously, you had to create separate campaigns for each funnel stage, manually allocate budgets, and merge results from different dashboards. Full-Funnel Campaigns eliminate this manual work.

How it works technically

• You describe your campaign goal in natural language
• The AI analyzes your product portfolio, audience signals, and historical performance
• Automatic budget distribution across all formats
• Continuous real-time optimization

The Ads Agent: AI-Powered Campaign Management

The Ads Agent is the centerpiece of the new Full-Funnel Campaigns. Amazon introduced it at the unBoxed conference in 2025 and released it as an open beta via the Ads MCP Server in February 2026.

What the Ads Agent can do

• Plan, create, and optimize campaigns via natural language
• Automatically suggest audience segments and keywords
• Coordinate bid adjustments across all formats
• Answer queries like: "Show me all campaigns below 75% delivery rate"

What the Ads Agent can't do

• Know your margins
• Factor in inventory levels
• Coordinate cross-marketplace
• Consider BuyBox status

💡 The Ads Agent is powerful for campaign planning but blind to product-level profitability. That's exactly where MarketplAIce steps in — our AI simultaneously analyzes 15 dimensions including margins, inventory, and BuyBox status.

Unified Campaign Manager: One Platform Instead of Two

Amazon's advertising landscape used to be split in two: Sponsored Ads on one side, Amazon DSP on the other. The Unified Campaign Manager brings both together.

Before

Sponsored Products/Brands in the Advertising Console, Display and Streaming TV via Amazon DSP, metrics merged manually.

After

One dashboard for all ad formats, Unified Reporting Hub, no separate accounts.

For agencies with 30 accounts, this saves approximately 45 minutes per account per week on reporting — over 90 hours per month.

Creative Agent: Ad Creatives in Hours, Not Weeks

The Creative Agent produces campaign-ready creatives for Streaming TV, Video, and Display.

Traditional process: 8–12 days. With Creative Agent: 2–4 hours.

For agencies: Professional video and display ads even for smaller-budget clients — without external design resources.

Amazon Marketing Cloud 2.0: 25-Month Lookback

1. Lookback window expanded from 13 to 25 months — complete year-over-year analyses now possible.
2. Natural language queries — no more SQL needed for AMC queries.

For agencies, this massively lowers the barrier to entry for AMC.

Step-by-Step: Setting Up a Full-Funnel Campaign

1. Secure access — Verify Brand Registry + DSP access.
2. Define campaign goal — Describe in natural language: "More new customers for product X in the US."
3. Review AI recommendations — The Ads Agent suggests audiences, keywords, and budget allocation.
4. Create creatives — Creative Agent generates video, display, and Sponsored Brands creatives.
5. Launch and monitor — Start the campaign, use the Unified Dashboard.
6. Optimize with AMC — After 30 days, run year-over-year analysis with AMC 2.0.

💡 Start with 60% Lower Funnel (Sponsored Products) and 40% Upper Funnel (Display/Video). Adjust based on data after 30 days.

What MarketplAIce Adds — And What Amazon Doesn't Cover

FAQ — Frequently Asked Questions

Last updated: April 14, 2026