Amazon Ads Agent in India: AI Campaign Planning and Optimisation, and What Is Confirmed

Amazon Ads Agent is an AI assistant for advertising. You tell it what you want in plain language and it helps plan, analyse and optimise campaigns. Amazon Ads presented it in India at its Connected Worlds event on 24 March 2026, describing it as able to build audience segments, run analytics queries and optimise campaigns by asking. As of November 2026 we could not confirm a date when it reaches every Indian Sponsored Products seller. This page sets out what is confirmed, what changed in September 2026 and what to do meanwhile.

What did Amazon announce for India?

Amazon Ads held its first flagship event in India, Connected Worlds, in Mumbai on 24 March 2026. It introduced two AI tools: Ads Agent and Creative Agent. Coverage of the event adds details:

• Ads Agent was described as an assistant for complex advertising tasks from planning to optimisation. It was available inside Amazon Marketing Cloud (AMC) and was expected to roll out to Campaign Manager "later this year".
• Campaign Manager was introduced as one place that brings Amazon DSP and the advertising console together.
• Creative Agent builds video, image and audio ideas for campaigns at no extra cost.

The Amazon page does not say when or where Ads Agent can be used by an ordinary seller in India, or whether it is the same product as the "Amazon Ads Agent" in the site navigation. We are not guessing.

What changed on 29 September 2026?

At its unBoxed event in San Francisco on 29 September 2026, Amazon announced that the ads console and Amazon DSP are merged and branded as Amazon Ads Agent. Amazon DSP is now called DVA, short for display, video and audio. A new AI campaign type, DVA+, becomes the default setup, using Performance+ for sales goals and Brand+ for video-led branding.

For India, the important part is availability. PPC Land reports DVA+ is in an extended closed beta in the United States, by invitation. Amazon expects an open beta in late October 2026 and general availability in 35 markets, which it has not named, in Q1 2027. So do not expect DVA+ in your Indian account yet. Read the full picture in our Amazon DSP India guide.

What can Ads Agent do?

According to Amazon Ads' India event page, you can ask it to:

1. build an audience segment;
2. generate an analytics query;
3. optimise campaigns.

Amazon's September 2026 announcements, as reported by AdExchanger, add natural-language analytics, creative generation for video, and a plan that the platform can build and optimise with the advertiser's approval. The report says campaign planning and forecasting was still in development.

Where Ads Agent already exists in India is Amazon Marketing Cloud. Amazon made AMC directly available to sponsored ads advertisers on 16 September 2025, including AI-powered assistance, no-code templates and audience creation, with India in the listed Asia Pacific markets. You open it in the console, in the left navigation under Measurement and Reporting. See Amazon DSP vs Amazon Marketing Cloud for what AMC is.

How do I try it in my account?

We cannot give you a button path for Ads Agent in Campaign Manager because Amazon has not published one for India. What you can do today:

1. Log in to the Amazon Ads console using your Seller Central credentials. Type the address yourself rather than following a link in an email, since fake Amazon login pages exist.
2. Open Measurement and Reporting and look for Amazon Marketing Cloud. If it appears, the AI assistant is part of that interface.
3. Look at the announcements or notifications in the console for Ads Agent or Campaign Manager. Features are switched on account by account.
4. Ask your Amazon Ads representative, if you have one, for the status in your account.

A December 2025 vendor blog claimed beta sign-ups in Seller Central with priority for large spenders. We could not verify it against an Amazon source, so we do not rely on it.

What should I still do by hand?

An AI assistant can propose changes quickly. It cannot know your margin, your stock or your return rate. Keep these decisions with you:

• Budget ceilings. Set the daily and monthly spend you can carry. Our guide to Amazon Ads budget rules and bidding explains how Amazon averages daily budgets over a month.
• Target ACOS. Work backwards from your margin. See ACOS vs TACOS vs ROAS.
• Keyword and ASIN exclusions. Check that suggestions do not target branded terms you already own or products you cannot ship.
• Stock. Do not advertise a listing that is about to go out of stock.

Compare any suggested change against a simple rule: would you make this change if a junior colleague proposed it? If the answer is "not without seeing the numbers", ask for the numbers.

How should I judge an AI suggestion?

Use a short checklist before you accept any change the agent proposes:

1. Does it match your goal? A campaign aimed at sales should not be judged on impressions, and the reverse.
2. What is the evidence? Ask which search terms, placements or time window the suggestion is based on. A week of data in a slow month is thin.
3. What is the downside? A bid change on one ad group is easy to undo. A budget increase across the whole account is not.
4. How will you measure it? Note the date of the change and the metric you expect to move. Review after a fixed period, not every day.

This is ordinary good practice with any tool, and it matters more with one that acts quickly on your behalf.

Is Ads Agent free?

Amazon says Creative Agent can be used at no additional cost. For Ads Agent, we found no Amazon statement on pricing in India. Your ad spend still follows normal rules: Sponsored Products, Sponsored Brands and Sponsored Display (beta) are charged per click.

How does it fit with the Creator Program?

At the same event Amazon Ads also introduced the Amazon Ads Creator Program, a network of more than 5 lakh creators, and said Creator Connections would launch in India later in 2026. That is a separate tool. See Amazon Ads Creator Program India for details and the figures that do not match.

FAQ

What is Amazon Ads Agent? It is an AI assistant from Amazon Ads. Advertisers describe what they want and it helps build audiences, run analytics queries and optimise campaigns. Amazon showed it in India on 24 March 2026.

Is Amazon Ads Agent available to Indian sellers now? Amazon said in March 2026 it was available inside Amazon Marketing Cloud and expected in Campaign Manager later that year. We found no confirmed India availability date for Campaign Manager as of November 2026.

Did Amazon DSP get renamed? Yes. On 29 September 2026 Amazon announced that Amazon DSP is now called DVA, for display, video and audio. The announcement did not say which markets or when each feature is generally available.

Is DVA+ live in India? Not as far as we can confirm. PPC Land reports a US-only closed beta by invitation, with Amazon targeting 35 markets in Q1 2027 and not naming them.

Where is Amazon Marketing Cloud in my account? Sponsored ads advertisers get self-service access in the console under Measurement and Reporting, with India in the markets listed by Amazon on 16 September 2025.

Will Ads Agent replace my agency or my own optimisation? Nothing in Amazon's announcements says so. It suggests and executes changes you approve. Targets, budgets and which products deserve spend remain your decisions.

Does it cost extra? We found no pricing for Ads Agent in India. Creative Agent is described by Amazon as available at no additional cost.

Next steps

Until Amazon confirms an India date, the best use of your time is a clean account: sensible budgets, tidy campaign structure and a target ACOS. Blooprint is a Bengaluru e-commerce agency and Amazon Ads Advanced Partner. Our Amazon account management team can review your campaigns and tell you which AI suggestions are worth switching on when they reach your account.