Amazon rebrands advertising platform to Amazon Ads Agent

Amazon has transitioned its Demand-Side Platform (DSP) into a new ecosystem called Amazon Ads Agent. This rebranding follows the retirement of the DSP name and involves the integration of multiple products into a unified platform.

Industry professionals and agencies have reported confusion regarding the new structure. While Amazon offers self-service options for Display, Video, and Audio (DVA+) campaigns with no stated minimum spend, managed services typically require a $50,000 minimum in the US. Access to advanced programmatic controls is currently tiered based on advertiser history, with new users needing to request access through account managers.

A significant point of contention for brands and agencies involves the ownership of data and accounts. While brands can open their own accounts, Amazon does not provide specific rules regarding who retains audiences, Amazon Marketing Cloud data, and campaign history when a brand transitions away from an agency. Consequently, these details must be explicitly defined in agency contracts.

Furthermore, the namesake AI agent within the Amazon Ads Agent platform remains in closed beta, available only to select advertisers. This has led to a landscape where automated routes are the default, while manual controls are restricted for some users.