Amazon unBoxed 2026: What the Announcements Mean for Agency Reporting

Amazon Ads held its flagship conference, Amazon unBoxed, from September 28 to 30, 2026 at the Moscone Center in San Francisco. The keynote was built around AI, and Amazon sellers will ask their agency what it means for them long before most agencies have finished reading the recap. The honest answer has three parts: some announcements change what a monthly report should show, some are still months away, and some claims circulating on third-party sites do not match what Amazon itself published.

This guide sorts the confirmed announcements by when they reach advertisers and what they change in reporting: new campaign types to break out, new metrics to explain, and the core numbers that still carry an Amazon PPC client report. Every claim below was checked against Amazon Ads' own announcement pages, and anything we could not confirm there is left out or flagged.

What did Amazon announce at Amazon unBoxed 2026?

At Amazon unBoxed 2026, Amazon Ads rebuilt its buying platform as Amazon Ads Agent, made Full-Funnel Campaigns available across the US, and announced new tools for reviews, conversational shopping and local services. The table lists each confirmed item with the status Amazon gave it and what it means for the reports agencies send.

Amazon also announced an Amazon Ads MCP Server (Lite) and an AMC Expert Tool, which turns plain-language questions into Amazon Marketing Cloud SQL. Those matter more to an agency's analysts and tooling than to the client deck, but they signal where Amazon is heading: more of the analysis will be requested in plain language rather than built by hand. Amazon's Amazon Ads Agent announcement covers the platform changes in full.

A note on what did not make this list. Several roundups described Review Requests as an open beta campaign type and said Sponsored Products would be auto-enrolled into creator placements on a fixed date. Amazon's own page calls Review Requests a tool for sponsored ads that launches in November 2026. The creator item we found on Amazon's site is Creator Connections, which Amazon said will automatically connect Sponsored Products campaigns with creators from the Amazon Influencer Program, announced for India at a separate event. Using Amazon Marketing Cloud audiences for Sponsored Products bid adjustments is not new either; Amazon introduced it in October 2024. Until Amazon publishes dates and details, keep those claims out of client decks.

How does Amazon Ads Agent change client reporting?

Amazon Ads Agent changes where campaigns are bought and how performance is viewed, but it does not change the core metrics that judge sponsored ads. Amazon describes a unified view of performance across formats, with impressions, clicks and sales next to new-to-brand and long-term sales metrics. The unBoxed recap adds that the agent puts nearly 1,000 metrics behind natural language questions and can produce a business review with visualizations and peer benchmarks.

For agencies, the practical effect is that clients will soon be able to ask the platform their own questions. When the conversational assistant leaves its closed beta, a client may type "what drove sales last month?" and get an answer built on a different date range, attribution setting or campaign scope than the agency's report. That is not a problem if the report states its definitions on the page. It is a problem if the report says ROAS is 4.2 and the assistant says 3.8 and nobody can explain why. A short note on how ROAS is calculated in your report, and which campaigns it includes, prevents most of those calls.

The other effect is consolidation. With DSP and sponsored ads bought in one place, more clients will run both, and a report that only covers Sponsored Products will look incomplete next to the platform's own view. That does not mean every report needs every format. It means the report should say which formats it covers, so a client never assumes upper funnel spend is hiding inside the sponsored ads numbers.

Which new campaign types should a report break out?

Break out any campaign type whose goal differs from Sponsored Products, because blending them into one ACOS figure hides how each one is doing. A Full-Funnel or DVA+ campaign built for reach will drag a blended ACOS up, and the client will read that as worse search performance when search is fine.

1. Sponsored Products, Sponsored Brands and Sponsored Display. Keep these as the core of the report, split by ad type, with spend, sales, ACOS, ROAS, search terms, targeting and placements.
2. Full-Funnel Campaigns. Report them against the goals Amazon itself uses: new-to-brand customers and long-term return. Amazon says beta testers saw 67% higher long-term return on ad spend and 29% lower cost to acquire new-to-brand customers; present that as Amazon's beta result, not a promise for your client.
3. DVA+. Once it reaches a client's account, give it its own section built on reach and engagement, not on attributed sales alone.
4. Review Requests. From November, track its cost separately and show the change in ratings and reviews next to it. Amazon reported around three times as many ratings and reviews each week in early testing, per its Review Requests announcement.
5. ChatGPT Ads. Only for pilot clients, and always as a separate line. Amazon's ChatGPT integration announcement describes it as a US pilot bought through Amazon DSP.

The cleanest way to show the combined effect is a total view. Keep campaign ACOS per ad type, then add total advertising cost of sales across the account, so the client sees ad spend against all sales, not only ad-attributed ones. When upper funnel spend rises, TACoS tells the client whether the whole business is growing with it.

Which metrics will clients start asking about?

Expect questions about new-to-brand and long-term sales, because Amazon put both at the centre of its unBoxed messaging. New-to-brand metrics separate first-time buyers of a brand from repeat customers, and long-term sales look past the immediate purchase. Both reward campaigns that may look expensive on a short-window ACOS.

That creates a familiar tension. A client who has judged the agency on ACOS for years will hear Amazon say ACOS is not the whole story, and may wonder why the agency never said so. Get ahead of it. Keep ACOS on the page, explain what ACOS actually measures (the cost of ad-attributed sales, not total brand growth), and agree in writing which metric decides success for each campaign type. If Full-Funnel spend is judged on new-to-brand customers, say so before the first invoice, not after the first bad month.

Be careful with comparisons across the change. If a client adds Full-Funnel or DVA+ spend in October, account level ACOS and ROAS will move for reasons unrelated to search performance. Annotate the month the new format started, and compare sponsored ads with sponsored ads so the trend line stays honest.

What should agencies tell Amazon clients now?

Tell clients that nothing in their existing sponsored ads reporting breaks, that Full-Funnel Campaigns and Sponsored Services are live, and that the rest arrives between late October 2026 and January 2027. Then give them a short plan.

• Send a one-page summary of the Amazon unBoxed announcements that apply to their account, and skip the ones that do not.
• Decide together whether to test Full-Funnel Campaigns, with a budget and a success metric agreed up front.
• Add a note to the next report naming any new formats and the month they started.
• Keep the core Sponsored Products, Brands and Display sections unchanged, so month on month trends stay comparable.

For the core report, AgencyReportr's Amazon Ads report covers Sponsored Products, Sponsored Brands and Sponsored Display, with spend, sales, ACOS, ROAS, search terms, targeting and placements broken out by ad type. It is delivered as white label client reports under the agency's logo and domain, and each report opens with an AI-written summary of the period. Pair it with scheduled branded PDF reports on a weekly or monthly schedule, and the sponsored ads baseline arrives the same way every month while the new formats settle in.

Amazon unBoxed FAQ

When was Amazon unBoxed 2026?

Amazon Ads held unBoxed 2026 from September 28 to 30, 2026 at the Moscone Center in San Francisco. Most of the product announcements, including Amazon Ads Agent, were published on September 29.

What is Amazon Ads Agent?

It is Amazon's unified ad platform, which brings Amazon DSP and the Ads console into one buying experience for sponsored ads, Full-Funnel Campaigns and Display, Video and Audio. Its conversational assistant is in expanded closed beta, and Amazon says the new capabilities roll out over the coming months.

Is Review Requests available for Amazon advertisers yet?

Not as of early October 2026. Amazon says Review Requests will launch in November 2026. In Amazon's early testing, products using it received around three times as many ratings and reviews each week. Amazon has not yet published how it is billed or reported.

Do Sponsored Products reports change after Amazon unBoxed 2026?

The core metrics do not. Spend, sales, ACOS, ROAS, search terms, targeting and placements still describe Sponsored Products performance. What changes is the context around them: new campaign types sit next to sponsored ads, and Amazon is putting more weight on new-to-brand and long-term sales.

Can agencies run ChatGPT ads through Amazon?

Only in a pilot. Amazon Ads announced on September 10, 2026 that select US advertisers are testing ChatGPT Ads through Amazon DSP. For clients in the pilot, report it as its own line rather than as part of sponsored ads results.