In addition, Moss said the company’s Full Funnel Campaigns tool, which is debuting in Q1, is “one of the biggest and most important launches” for the company in 2026. The agentic product recommends campaign setups tailored to each brand across sponsored products, sponsored brands, sponsored display, and streaming TV placements. Once launched, campaigns automatically adjust budgets, audiences, and tactics using shared data signals. Meanwhile, an Ads Agent will be available to answer questions and explain strategies using natural language.
AI is already a core part of Amazon’s products, with Amazon introducing contextual AI pause ads at its last upfront presentation. And moving forward, Moss said it will continue to be a topic with buyers.
“If [2025] is any measure, the capabilities at the beginning of this year and then towards the end, it was exponential, how the technology and fundamental AI capabilities advanced,” Moss said. “I think that will continue, and like other parts of our business, this is a year for application and activation of that.”
