Amazon Ads introduces new sponsored ads tools to help small businesses achieve their goals

At Accelerate last year, Amazon Ads unveiled Creative Agent – a tool that lets advertisers generate professional-quality video ad creative in a matter of clicks. For small businesses, it provided the opportunity to employ advertising that had previously been out of reach due to the expertise and budget required. This year, we are introducing new tools that help small businesses get even more from their high-performing sponsored ads campaigns by providing greater intelligence, insights, and optimization at no extra cost.

“We continue to innovate to make it simple for small businesses to grow with the help of advanced AI tools,” said Muthu Muthukrishnan, Vice President of Sponsored Ads at Amazon Ads. “Whether it’s creative solutions, campaign optimization, or capitalizing on new opportunities, we are bringing together cutting-edge technology and trillions of unique shopping signals that drive better performance for small businesses.”

AI-powered campaign intelligence: Unlock insights and improve performance

Sponsored ads advertisers now benefit from a new intelligence dashboard which surfaces insights and actions across targeting, bidding, and budget controls. Available on the campaign overview page, it analyzes activity, explains how each campaign is performing, what is impacting results, and how to improve. For example, it might flag that a top-performing keyword is losing impression share and recommend a bid adjustment to recapture it or recommend adjusting targeting to help reach customers who had browsed but not purchased.

AI-powered campaign intelligence surfaces actionable insights right on the campaign overview page.

Each action is explained with visuals illustrating likely impact, and advertisers can apply, edit, or skip each action. This intelligence dashboard will be available to all sponsored ads advertisers in the United States in October 2026.

Auto-optimization: Campaigns that improve themselves

Auto-optimization continuously finds and acts on opportunities to keep campaigns performing strongly as shopping habits shift. Powered by AI, auto-optimization expands product targeting to help advertisers engage with audiences who are considering similar or complementary products and categories, adds relevant keywords and pauses underperforming ones, and identifies seasonal opportunities—all within the advertiser’s existing campaign settings.

For example, a home decor brand looking to drive sales for their planters around the start of summer may not have included the keyword ‘terracotta plant pot with saucer’ – a top-performing keyword during that timeframe. Auto-optimize adds this keyword in reaction to that spike in search terms and removes other keywords that are not performing.

Enable auto-optimization with a single click in your campaign settings. Once turned on, Amazon Ads continuously discovers high-performing keywords and product targets on your behalf.

Advertisers can see how each action performs and edit or reverse actions at any time, helping them spend less time on ongoing optimization while staying in control. In beta testing, campaigns that adopted keyword auto-optimization saw a first sale 40% faster and a 13% increase in sales.

Auto-optimization in action: A detailed view shows every keyword added, its spend, and conversions earned—giving advertisers full visibility into how their campaigns are being improved automatically.

Auto-optimization will be available to advertisers in the United States in January 2027.

Ads data manager: Your first-party data command center

Ads data manager is expanding access to first-party data capabilities to advertisers of all sizes and to all campaign types, including sponsored ads. It enables small businesses to combine their data—like website activity and emails—with Amazon shopping, browsing, and streaming signals to create impactful activity across existing and potential customer bases. No additional budget or data expertise is needed.

The results speak for themselves—advertisers using first-party data with Amazon Ads see a 30% increase in ROAS compared to those who don't. All data usage is privacy-safe and exclusively for each advertiser's own campaigns.

With Ads data manager, advertisers can bring their own data into Amazon Ads to help their sponsored ads campaigns work harder.

Ads data manager expansion to sponsored ads is available now to all advertisers, globally. Learn more about Ads data manager.

Innovating to help SMBs grow

New capabilities announced at Accelerate build on recent AI-powered advertising innovations, including Sponsored Products and Sponsored Brands Prompts—ads that open deeper product and brand conversations within Alexa for Shopping. Shoppers who click a Sponsored Products or Sponsored Brands prompt convert to a sale 48% more often and spend 21% more on average than those who don’t.

“When we see something working—whether that's deeper campaign insights, new ways to reach the right audience, or using first-party data to drive better results—we want to ensure that advertisers of all sizes can benefit,” said Muthukrishnan. “We are constantly looking at new ways to help small businesses reach their business goals and are excited to see the impact of the tools that we have announced today.”