Amazon Introduces Ads Agent to Simplify Campaign Targeting in Amazon DSP

At unBoxed 2025 on November 12, 2025, Amazon Ads introduced a new AI-powered tool called Ads Agent, designed to simplify and accelerate campaign setup in Amazon DSP.

The new feature aims to reduce manual targeting work by allowing advertisers to define campaign intent using natural language or uploaded documents, with AI-generated audience and keyword recommendations.

What Is Ads Agent?

Ads Agent is a new AI feature integrated into the Targeting widget in Amazon DSP.

It helps advertisers:

• describe campaign goals in plain language

• upload campaign briefs or documents

• automatically generate targeting suggestions

• receive audience and keyword recommendations

The system then pre-populates targeting options based on campaign intent, which advertisers can refine before launching.

How Ads Agent Works

Inside Amazon DSP, advertisers can activate Ads Agent by selecting:

“Add targeting with AI”

From there:

1. Enter a natural language description of campaign intent

   
   

   or upload a campaign document

2. Ads Agent analyzes the input

3. The system suggests:

   • relevant Amazon audience segments

   • keyword targeting options

4. Advertisers click “Add targeting” to apply selections

This reduces the need to manually navigate complex targeting menus.

Why This Update Matters

Amazon designed Ads Agent to combine AI automation with advertiser control.

Key benefits include:

Faster Campaign Setup

Eliminates hours of manual audience selection.

Smarter Targeting Suggestions

AI recommends audiences based on campaign intent.

Improved Transparency

Each recommendation includes rationale so advertisers understand why it was suggested.

Scalable Advertising

Makes advanced DSP targeting more accessible to smaller teams and agencies.

Key Advantage: Natural Language Targeting

One of the most important changes is the ability to define targeting using plain language.

For example, advertisers can describe:

• “reach budget-conscious fitness shoppers”

• “target parents shopping for back-to-school deals”

• “focus on premium home electronics buyers”

Ads Agent translates these inputs into structured DSP audience segments.

Who Can Use Ads Agent?

The feature is available to:

• self-service advertisers

• agencies

Where It’s Available

Currently, Ads Agent is available in:

North America

• United States

It is accessible through:

• Amazon DSP

• Targeting widget at line-item level

Why Amazon Introduced Ads Agent

Amazon is increasingly integrating AI into its advertising ecosystem to:

• reduce campaign setup complexity

• improve targeting accuracy

• increase advertiser efficiency

• speed up decision-making

Ads Agent is part of a broader shift toward AI-assisted media buying, where advertisers focus more on strategy and less on manual configuration.

Final Thoughts

Ads Agent represents a major evolution in Amazon DSP campaign management.

By combining natural language input with AI-driven targeting recommendations,

Amazon is making advanced advertising tools more accessible and efficient.

For advertisers and agencies, this means:

• faster campaign launches

• more accurate audience targeting

• reduced operational workload

This update signals Amazon’s continued push toward AI-powered advertising automation across its ecosystem.