Amazon Ads Announces Launch of 'Amazon Ads Agent' in Japan, Using AI to Automate Channel Selection and Bidding
At unBoxed Tokyo 2026, Amazon announced the introduction of its AI-driven advertising platform, Amazon Ads Agent, to the Japanese market, featuring the DVA+ mechanism that integrates various ad formats and uses AI to automatically select channels and bids based on sales goals.
Amazon Ads, the advertising arm of U.S. e-commerce giant Amazon, announced on November 4 at its annual "unBoxed Tokyo 2026" conference that it will introduce "Amazon Ads Agent," a new AI-centric advertising platform, to the Japanese market. The platform aims to simplify the ad placement process: advertisers only need to set business goals such as "increase sales" or "expand awareness" and input their budget, and the system will use AI to automatically decide where and at what price to place ads.
The core component of this release is "DVA+" (Digital Video Advertising Plus), which consolidates previously separate purchasing methods for sponsored display ads, sponsored TV ads, and programmatic advertising into a unified system. After advertisers register products and creative assets, the AI automatically distributes ads across streaming TV, online video, display networks, and audio, covering both Amazon's internal sites and external websites, based on shopping, browsing, and viewing signals owned by Amazon. DVA+ also includes "Brand+" for targeting users likely to take next actions and "Performance+" for targeting purchase intent moments. For experienced users who wish to retain control, the platform still offers detailed settings such as frequency caps and manual bidding strategies.
Another highlight is the conversational interface. Advertisers can describe target audiences in natural language, and the system returns category and keyword suggestions while utilizing the data clean room "Amazon Marketing Cloud (AMC)" for analysis. According to Amazon Ads, this feature summarizes results from approximately 1,000 metrics and provides reach predictions, budget allocation suggestions in media planning, and one-click application of recommended bids for sponsored product ads.