Sydney, Australia – Amazon Ads has expanded its AI-powered Ads Agent to advertisers in Australia, bringing its campaign planning and automation capabilities to Amazon DSP users in the market.
The rollout gives self-service advertisers access to a conversational AI tool designed to streamline campaign creation, audience targeting and optimisation.
According to Amazon Ads, the solution can turn media plans into launch-ready campaign structures in minutes, replacing hours of manual setup.
Accessible through a natural language interface, Ads Agent combines agentic AI with Amazon’s first-party insights to help advertisers build and manage campaigns across the Amazon DSP platform.
Users can upload media plans or select plans from Ads Planner, with the tool automatically generating campaign structures, budgets, pacing settings and targeting recommendations for review before launch.
The launch addresses one of the most time-consuming aspects of programmatic advertising, where marketers often manually input campaign details such as budgets, flight dates, audience segments and ad group structures across multiple workflows.
Beyond campaign setup, Ads Agent also assists with audience targeting and optimisation. The tool can recommend audience segments and keywords based on campaign objectives, while providing real-time reach forecasts as advertisers refine targeting selections.
Amazon Ads said advertisers in the US using Ads Agent recommendations recorded improved campaign performance, with 65% seeing higher delivery rates alongside an average 18% reduction in cost per thousand impressions (CPM) and a 16% reduction in cost per acquisition (CPA).
Willie Pang, Managing Director of Amazon Ads ANZ, said the company identified an opportunity to simplify campaign development and reduce the manual effort required to build campaign structures.
In addition to Amazon DSP, Ads Agent is also available within Amazon Marketing Cloud (AMC), where it can help advertisers generate SQL queries, explore insights and navigate analytics workflows using natural language prompts.
The tool is now available at no additional cost to all Amazon DSP self-service users in Australia.
