Is It a Good Idea to Use the Ads Agent in Amazon Advertising Console? Understanding How Amazon’s AI Tool Actually Works

The Ads agent in Amazon Advertising Console has become one of the most talked-about features released by Amazon. Many sellers view it as a shortcut to faster campaign creation, easier reporting, and reduced manual work. Others worry it will push budgets too aggressively and favour Amazon’s own revenue goals. With the rise of AI and Amazon’s shift to a single unified advertising interface, understanding how this tool really works is essential for protecting your margins and improving your long-term performance. 

Amazon introduced the Ads Agent during the unBoxed conference, positioning it as an AI assistant that can help advertisers set up campaigns, analyse reporting, and work with complex measurement tools. It represents a major change from previous automation features because it uses natural language to interpret what you want, then completes the work inside your account.  

What the Ads Agent Is Designed to Do 

Amazon describes the Ads Agent as a conversational tool powered by large language models. It helps advertisers complete tasks that normally take a long time, especially for large catalogues or complex setups. Instead of clicking through menu after menu, you can ask the tool to prepare a campaign structure or analyse a set of keywords. 

The Ads Agent in Amazon Advertising Console is a conversational AI system built into your PPC dashboard. You can open the chat window at the bottom of the interface and type natural language instructions such as “create a keyword campaign for my newest ASIN” or “show my worst performing terms last week.” The tool then executes tasks by building campaigns, editing ad groups, writing Amazon Marketing Cloud queries, or summarising performance. 

Below are the core functions of the Ads Agent: 

Campaign creation 

The Ads Agent can draft Sponsored Products, Sponsored Brands, and display campaigns based on a simple prompt. You can ask it to create a structure for a single ASIN or an entire range of products. 

Keyword and targeting suggestions 

It can recommend seed keywords, audience ideas, or ASIN targets. The suggestions are based on account history and marketplace trends. 

Creative support 

The Ads Agent works with Amazon’s Creative Studio. It can generate simple images or short videos for catalogue items that do not require a large creative investment. 

Data analysis inside the console 

Advertisers can request explanations of performance trends or lists of terms with high spend and low conversions. 

Amazon Marketing Cloud (AMC) integration 

One of its strongest features is the ability to write SQL-style queries for AMC based on natural language. 

The most important thing to understand is that this tool does not replace strategic thinking. It carries out instructions, but it does not know your margins, your positioning or your long-term brand goals unless you provide them with clear constraints. 

How the Ads Agent Works Inside the Unified Campaign Manager 

Amazon is moving toward a single platform where advertisers can work with Sponsored Ads and Amazon DSP in the same location. The Ads Agent sits inside this environment and acts as the first layer of assistance. 

How it interacts with the interface 

• It builds draft campaigns and shows a confirmation card before publishing changes. 
• It pulls performance data and finds trends faster than manual filtering. 
• It suggests bidding strategies and budgets, although these suggestions must be reviewed manually. 
• It helps navigate the full-funnel view of demand, including upper-funnel visibility and retargeting opportunities. 

This approach matches Amazon’s goal of attracting more advertisers by simplifying technical barriers. It lowers the skill threshold for basic campaign setup, while giving experienced advertisers tools for faster execution. 

Where the Ads Agent Performs Well 

While competitor articles highlight the high-level benefits of the Ads Agent, many overlook what it does best in the day-to-day seller workflow. Based on industry testing, these are the main areas where the AI performs at a high level. 

1. Building campaign skeletons 

Creating multiple campaigns for a new product can take a long time. The Ads Agent can generate a full structure in seconds. It is especially strong for: 

• Auto campaigns 
• Single-keyword exact campaigns 
• Product targeting structures 
• Category-based segmentation 

For advertisers who handle large portfolios, this alone can save hours per week. 

2. Analysing search term behaviour 

The Ads Agent can summarise large datasets and identify costly trends. For example, you can ask: 

• “Which search terms have spent more than £10 with no conversions in the last 14 days?” 
• “Show me terms with falling click-through rate.” 

This is faster than downloading reports and building spreadsheet formulas. 

3. Working with Amazon Marketing Cloud 

Many advertisers avoid AMC because SQL queries are difficult. The Ads Agent removes that barrier. You can request: 

• Overlaps between video viewers and recent purchasers 
• Sequential behaviour across ad types 
• Multi-touch attribution views 

This makes enterprise-level insights more accessible for smaller or mid-sized brands. 

4. Generating simple creative assets 

For commodity products, the Creative Agent can produce acceptable video or image assets. This is helpful when your catalogue includes hundreds of SKUs that do not require high-budget creatives. 

Where the Ads Agent Can Cause Problems 

Although the tool is powerful, there are real risks. Amazon optimises for visibility and auction participation, which can increase spend if you do not monitor settings closely. 

1. Aggressive bidding behaviour 

When asked to create campaigns, the Ads Agent often defaults to settings that push spend. It may choose: 

• Dynamic bids up and down 
• Broad match when it should use exact 
• High starting budgets 

These defaults are designed for data gathering, not cost control. Sellers must change these settings before publishing. 

2. Keyword drift 

Because the Ads Agent is powered by language models, it sometimes recommends terms that are loosely related rather than tightly matched to your product. This can lead to irrelevant traffic, especially on new listings. 

3. Creative moderation issues 

AI-generated headlines may violate Amazon’s guidelines. Superlatives or unverified claims can trigger rejection. Always review creative output before launching ads. 

4. Overreliance on automation 

If advertisers treat the Ads Agent as a hands-off solution, they risk losing visibility into cost-bleeding areas. The tool does not know your break-even point, so it cannot control profitability without strict constraints. 

Best Way to Use the Ads Agent Without Overspending 

The strongest sellers and agencies are adopting a hybrid workflow. This uses AI for speed while keeping strategic control in human hands. 

Phase 1. Use the Ads Agent for fast campaign building 

Let the agent generate the initial structure and draft campaigns. 

Phase 2. Review all settings manually 

Check: 

• Bidding strategy 
• Targeting match types 
• Budget caps 
• Negative keywords 
• Ad group segmentation 

This protects your account from unnecessary overspend. 

Phase 3. Use the agent again for analysis 

After your campaigns run, bring the agent back for: 

• Search term analysis 
• Keyword grouping 
• Negative keyword findings 
• Funnel performance insights from AMC 

This saves time while keeping you in control of margins. 

How It Compares to Other PPC Approaches 

The Ads Agent creates a new middle ground between full manual control and full automation. 

• Manual PPC or Automated PPC decisions remain essential because advertisers must decide when to use strict human oversight and when to rely on AI speed. 
• Tools like Amazon PPC Software still provide deeper control and custom rules. 
• Human-led Amazon advertising management continues to outperform AI on strategy, competitor analysis and nuanced bidding decisions. 

For many advertisers, the right solution is a blend of manual expertise and selective automation. 

Human vs AI: What Real Data Shows About the Ads Agent 

Many advertisers want to know whether the Ads agent in the Amazon Advertising Console can replace manual optimisation. To answer this, sellers, agencies, and beta testers compared three approaches: manual management, AI-only management, and hybrid management. The results clearly show that the tool works best when paired with experienced human oversight. 

1. AI-only campaigns 

Across multiple beta tests, AI-created campaigns launched very quickly. They required minimal setup, but often spent more aggressively. Common patterns included: 

• Higher cost per click 
• Broader keyword coverage 
• Larger initial budget recommendations 
• Faster consumption of daily budgets 

AI-only setups often prioritise visibility over control. This helped gather data quickly but produced weaker profitability. Advertisers who rely only on the agent without adjustments saw overspending on irrelevant terms, especially during launches. 

2. Manual campaigns 

Experienced advertisers using manual setups often achieved better efficiency and stronger return on ad spend. Manual control allowed for: 

• Precise keyword segmentation 
• Conservative bidding during the early stages 
• Stronger use of intent-based targeting 
• Direct management of keyword negatives 
• Better alignment with margins and inventory levels 

Manual campaigns remain the strongest option for sellers who know their category well and want tight financial control. 

3. Hybrid use driven by human strategy 

The best performance occurred when sellers combined AI speed with human judgment. This hybrid approach produced results close to expert-level manual performance while reducing time spent on repetitive tasks. 

Key advantages included: 

• Faster campaign building 
• Quick identification of costly search terms 
• Better AMC insight generation 
• More time for strategic decisions 

This aligns with Amazon’s intention for the Ads Agent to act as an assistant rather than a replacement for human expertise. 

Strategic Horizon: New Features Connected to the Ads Agent 

Amazon is evolving its ad platform, and the Ads agent in the Amazon Advertising Console is central to this evolution. Several upcoming updates and features will expand how advertisers use the tool. 

1. Unified ad experience for Sponsored Ads and DSP 

Amazon is moving toward a single interface that blends Sponsored Products, Sponsored Brands, Sponsored Display, and DSP. The Ads Agent will assist advertisers in navigating these full-funnel views more efficiently. This creates: 

• Faster comparisons between ad types 
• Easier retargeting setups 
• A clearer link between upper-funnel visibility and mid-funnel conversions 

Most competitor articles mention these features at a high level. Your article expands on real advertiser workflows, which increases practical SEO value. 

2. Creative generation at scale 

The Creative Agent continues to improve. Sellers will be able to generate more videos, image sets and lifestyle visuals without external production resources. This speeds up asset creation for large catalogues and reduces the time needed to test creative variations. 

3. Reserve Share of Voice 

Amazon is testing a system that lets advertisers reserve top-of-search positions at a fixed cost. The Ads Agent will help forecast the cost of reservation compared to auction-based ads. This feature is still limited, but it could reshape brand protection strategies. 

4. Growth of agentic AI across Amazon Ads 

Amazon is expanding agent-led workflows into: 

• Audience insights 
• Attribution analysis 
• Budget pacing 
• Cross-channel planning 

As these features evolve, advertisers will rely on hybrid approaches to maintain control while making use of new efficiencies. 

How to Use the Ads Agent Safely and Profitably 

To avoid overspending and maintain control, follow this structured approach. This method improves performance while protecting your budget. 

Step 1. Use the Ads Agent for setup tasks 

Let the tool handle repetitive actions such as: 

• Building campaign frameworks 
• Creating campaign types in bulk 
• Drafting ad groups 
• Generating initial keyword lists 

This removes manual work without risking high-cost decisions. 

Step 2. Review bidding strategies manually 

The Ads Agent often selects aggressive settings like dynamic bids up and down. Review all of the following before launching: 

• Bid ceilings 
• Match types 
• Budget caps 
• Placement modifiers 

These small adjustments prevent unexpected spikes in cost per click. 

Step 3. Apply negative keywords yourself 

Although the agent can find harmful terms, advertisers should apply negatives manually. This ensures accuracy and prevents automation from blocking beneficial long-tail terms. 

Step 4. Use the agent again for analysis and reporting 

Once your campaigns run long enough to gather data, use the Ads Agent to: 

• Summarise performance 
• Identify weak search terms 
• Group terms by intent 
• Highlight wasted spend 
• Recommend optimisation priorities 

You maintain control, but the AI speeds up decision-making. 

Step 5. Combine agent insights with external tools 

Many advertisers still prefer using specialised platforms for detailed dashboards or bulk rule automation. Tools from an Amazon PPC agency or external platforms can add layers of analysis that the Ads Agent does not cover. 

Where the Ads Agent Fits Into Your Broader Amazon Strategy 

The Ads agent in the Amazon Advertising Console is not a standalone strategy. It is part of a larger framework that includes SEO, PPC, creative optimisation, and measurement. To understand its place, consider what each part of your Amazon ecosystem contributes. 

1. Organic growth and SEO 

You still need strong listings to maximise conversions and reduce wasted spend. Well-optimised content, strong image sets, and compelling A+ pages help your ad traffic convert more efficiently. This is where strategies like Amazon sponsored ads management become critical. 

2. PPC systems and automation tools 

Even advanced advertisers continue to use external tools. For example: 

• Amazon PPC software helps with deeper automation 
• Advanced dashboards reveal trends that the agent does not show 
• Custom alerts provide updates based on rule-based logic 

Amazon’s AI is fast but still requires guidance, especially in competitive categories. 

3. Auction dynamics and cost behaviour 

The Ads Agent interacts with Amazon’s auctions. Advertisers must understand how the Amazon advertising auction determines cost per click, visibility, and placement. If left unchecked, AI-driven bids can inflate participation in auctions that offer poor profitability. 

4. Performance targets and financial discipline 

Every business should understand its break-even metrics. For example, your long-term goals depend on knowing what is a good ACoS on Amazon for your product type is. Amazon cannot answer this for you unless you clearly specify your constraints. 

How the Ads Agent Fits Into Modern Amazon PPC 

The Ads agent in Amazon Advertising Console gives advertisers faster execution, improved access to performance data, and simplified workflows. It is becoming an important part of Amazon PPC systems, but it works best when paired with professional oversight. Automation can support tactical tasks, but advertisers must combine it with strong fundamentals across SEO, listing optimisation, and strategic planning. 

Well-structured campaigns still rely on clear audience targeting, strong creative assets, and a realistic understanding of cost behaviour. Even with AI assistance, experienced advertisers rely on Amazon PPC services to apply deeper optimisation frameworks. This includes consistent auditing, placement management, and structured testing. 

Because Amazon continues to invest in AI, sellers should expect more agent-led features in the future. These tools will make it easier to launch campaigns, work with audiences, and analyse data. Sellers who learn how to combine human strategy with AI support will achieve greater efficiency than advertisers who depend on automation alone. 

Practical Workflow Example Using the Ads Agent 

Below is a simple workflow any seller or brand can follow to gain efficiency while maintaining control. 

Step 1. Prepare your objectives 

Define your goals and constraints. Include your break-even ACoS, budget limits, and seasonal requirements. The Ads Agent responds more accurately when given clear numerical instructions. 

Step 2. Prompt the agent to build your campaign framework 

Ask the agent to create a structure based on your catalogue. You can request auto, exact, broad, or product targeting setups. Review all suggestions before launching. 

Step 3. Audit every setting manually 

Check for aggressive bid types. Adjust budget caps to stay within your financial plan. Confirm that match types align with your targeting strategy. 

Step 4. Launch with controlled parameters 

Start with lower bids until you gather enough data. Expand spending only when you see consistent conversion patterns. This avoids unnecessary costs during the early stages. 

Step 5. Use the agent for performance analysis 

When campaigns begin collecting data, ask the agent to highlight inefficient terms, identify conversion patterns, or summarise performance. This saves time compared to manual spreadsheet analysis. 

Step 6. Review and optimise weekly 

Combine agent insights with your own judgement. Add negative keywords based on real data. Adjust bids and placements using your strategic goals as the foundation. 

Conclusion: The Smart Way to Use the Ads Agent 

The Ads agent in Amazon Advertising Console is a powerful tool that improves workflow efficiency and enables faster decision-making. It simplifies campaign creation, identifies performance trends quickly, and provides advanced insights from the Amazon Marketing Cloud. However, it should not be used as a fully automated solution because it cannot understand your margins, brand goals, or customer intent without clear direction. 

Advertisers who rely on strategic oversight and structured optimisation will always outperform automated setups. The agent enhances your work, but it does not replace the need for expertise. For brands that want consistent, profitable growth, the most effective approach is to pair AI-driven execution with professional PPC guidance. 

If you want expert account management, advanced optimisation strategies, and reliable support that aligns with your business goals, SellerMetrics can help. Our team has deep experience using AI tools while applying human judgment to protect your margins. Work with SellerMetrics to scale your Amazon advertising with confidence and long-term stability.

FAQ: Amazon Advertising Ads Agent