"Amazon is following the same playbook Google and Meta have refined for years: automate more of the planning and buying that agencies once handled. But this isn't an overt bid to push them aside. It's to capture the long tail - the thousands of advertisers who were never going to hire a shop in the first place. That's the way Amazon ad execs are pitching a major overhaul to the way its ads business works this week: the DSP and Sponsored Ads console are being unified into a single Campaign Manager."
"For instance, an agency exec might use the ad agent to prompt: "Show me all campaigns with a budget delivery rate below 75%+," and the agent would identify them all and suggest any fixes. Or another might say: "build an audience of repeat purchases who also watched Thursday Night Football but haven't purchased in 60 days," and the agent writes the SQL, builds the audience and pipes it into targeting."
"Agentic tools - Ads Agent for planning, targeting and data analysis as well a Creative Agent for asset development - sit on top of it, allowing marketers to describe what they want and have the system build and refine it. In that setup, agencies don't disappear. They just move up the ladder. Less execution, more counsel. Less button-pushing, more steering. "Hours of manual work now are happening in moments," said MacLean."
Amazon is consolidating its DSP and Sponsored Ads console into a single Campaign Manager and layering agentic tools on top to automate planning, targeting, data analysis, and creative asset development. The Ads Agent can build audiences, write SQL, and adjust campaigns from natural-language prompts, while the Creative Agent orchestrates specialized generative models for video, audio, and image production. The system aims to capture thousands of smaller advertisers that would not hire agencies while shifting agency roles toward higher-level strategy, counsel, and oversight rather than manual execution.
Read at Digiday
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