在2026年9月29日于旧金山举行的年度unBoxed大会上，亚马逊广告宣布对其广告平台进行重大重组，将人工智能提升至核心决策地位。
Amazon Ads Consolidates Media Platforms and Expands AI-Driven Campaign Automation at unBoxed Conference At its annual unBoxed conference in San Francisco on September 29, 2026, Amazon Ads announced a significant restructuring of its advertising platform, elevating artificial intelligence into a central decision-making role.
该公司将其统一界面重新命名为Amazon Ads Agent，并推出了两项重要产品：Full-Funnel Campaigns和DVA+。
Amazon rebranded its unified interface as Amazon Ads Agent and introduced two major offerings: Full-Funnel Campaigns and DVA+.
Full-Funnel Campaigns将赞助广告、展示广告、视频广告和流媒体电视广告整合到一个工作流程中，将执行、受众定位和渠道分配任务委托给人工智能模型处理。
Full-Funnel Campaigns integrates sponsored ads, display, video, and streaming TV into a single workflow, delegating execution, audience targeting, and channel allocation to AI models.
DVA+则整合了程序化广告和赞助广告形式，为小型广告商提供自动化执行服务，同时为企业买家提供精细的控制选项。
DVA+ consolidates programmatic and sponsored formats, offering automated execution for smaller advertisers alongside granular controls for enterprise buyers.
此次改革正值人们对算法透明度的关注度不断提高之际，此前美国联邦贸易委员会（FTC）和22个州的总检察长于2026年8月指控亚马逊存在未公开的拍卖附加费用问题，而亚马逊对此提出异议。
The overhaul arrives amid heightened scrutiny over algorithmic transparency and an August 2026 lawsuit filed by the FTC and 22 state attorneys general alleging undisclosed auction surcharges, which Amazon disputes.