Amazon has expanded its advertising platform with AI-led tools designed to simplify planning, buying, optimisation and measurement across retail media and programmatic channels.
New offerings include Full-Funnel Campaigns, which automates activity across sponsored ads, display, video and streaming TV, and DVA+, which unifies programmatic buying with optional advanced controls.
The changes give Amazon’s AI greater responsibility over media decisions, raising questions about transparency, advertiser control and auction mechanics, particularly as Amazon faces regulatory scrutiny over its advertising practices.