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Lead DevelopmentFACT · 4/5•1 Oct '26•Via The Drum

Amazon AI Tools Launch, Brands Cheer Review Requests

At Amazon's unBoxed event, the company unveiled a range of AI-driven advertising tools, including Amazon Ads Agent, Full-Funnel Campaigns, and conversational analytics. However, advertisers and agency professionals expressed more excitement about a simpler tool: Review Requests, which invites verified buyers to rate or review products with a single tap, leading to a threefold increase in reviews during testing. The event signaled Amazon's strategic focus on its core self-serve advertiser base of marketplace sellers rather than pushing upper-funnel offerings. The keynote dedicated little time to Prime Video or live sports, emphasizing onsite performance ads. Additionally, Amazon introduced Branded Conversations, a new ad unit inside its AI shopping assistant Alexa for Shopping, allowing brands to provide product expertise in shopping conversations. Industry observers noted a broader trend of retail media networks retrenching towards onsite ad formats, as evidenced by a Bain & Company and eMarketer survey.

•Amazon launched Amazon Ads Agent, Full-Funnel Campaigns, and analytics tools at unBoxed.
•Amazon introduced Review Requests, a tool that generated three times more product reviews in early testing.
•Review Requests will launch in open beta in the US in late October 2026.

Entities:Amazon Flywheel Gigi Bain & Company EMARKETER

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