At Amazon Ads unBoxed 2026, Amazon pushed advertisers to buy outcomes rather than individual ad products, according to an analysis by Forrester. Forrester says Amazon Ads Agent, DVA+ and Full-Funnel Campaigns reduce the need to translate business goals into separate campaigns, and that Full-Funnel Campaigns uses predictive AI to pick the channel mix, audiences, creative variables and optimization levers likely to hit an objective the marketer sets.
Amazon also showed Branded Conversations, which lets brands supply information about their products, differentiators, use cases and complementary products for Alexa for Shopping (formerly Rufus) to surface as shoppers research and compare, Forrester reports. A new long-term sales metric, available through Ads Agent, assigns value to actions such as detail page visits and video views based on how likely they are to lead to a sale beyond the usual attribution window.
Forrester also describes Sponsored Services, which connects shoppers with local service providers through a partnership with Yelp, for example booking installation when buying a TV. The firm expects Amazon to extend that model to categories such as financial services, insurance, travel and healthcare.
Forrester cautions that more automation risks giving Amazon more control with less visibility into why budgets moved, and says the long-term sales metric is not causal because it does not control for outside factors or non-Amazon advertising.