Amazon has launched Ads Agent in Australia, free to every DSP self-service advertiser. Describe a goal in plain language and it builds the campaign in minutes. US users report a 16% cut in cost per acquisition, but the tool is only as good as the brief and judgement behind it.
The machine will happily build you a campaign in minutes. Whether it builds you a good one still depends on whether you know what good looks like.
Amazon has switched on its AI campaign tool, Ads Agent, for the Australian market. It is available to every Amazon DSP self-service advertiser at no extra cost, and it does something that used to take a media planner hours. You describe what you want in plain language, upload a media plan, and it builds the campaign structure, budgets, pacing and targeting for you to review before launch.
This is agentic AI pointed straight at the grunt work of running ads. Ads Agent reads Amazon's first-party data, interprets a goal written in normal English and turns it into a launch-ready campaign in minutes. It also plugs into Amazon Marketing Cloud, where it converts plain prompts into SQL queries so you can pull insights without a data analyst.
The early numbers from the United States are the part that will get attention. Advertisers using the tool reported a 65% lift in delivery rates, an 18% drop in cost per thousand impressions and a 16% cut in cost per acquisition.
Why it matters
The barrier to running Amazon DSP just dropped for Australian businesses. That cuts both ways. The work gets faster and cheaper, which is real. It also means the tool is making capital allocation decisions on your behalf, and a tool that sets your budget and targeting is only as good as the brief and the judgement behind it.
Average reduction in cost per acquisition reported by US advertisers using Amazon Ads Agent
The risk is the same one every automation brings. People hand over the thinking along with the doing. The tool builds the campaign, the advertiser stops checking, and nobody notices the spend drifting until it shows up on the revenue line.
What to do about it
Tools like this make running ads faster for everyone, which means the edge moves to whoever briefs them well and reads the output honestly. The advertiser who still knows what good looks like wins. The one who hands over the thinking gets average, fast.