Amazon Ads has unveiled its strategic vision for 2026, identifying Agentic AI, full-funnel retail media, and the “performance era” of streaming TV as the primary catalysts for advertising growth. The company anticipates a transformative year where advanced automation and first-party customer signals converge to redefine brand-consumer connections.

A central pillar of the 2026 roadmap is Agentic AI, which Amazon Ads describes as a “democratizing force” for businesses of all sizes. Unlike traditional tools, these AI agents work alongside human creators to conduct audience research, brainstorm concepts, and produce professional-grade video and display ads in hours rather than weeks. This shift allows small and mid-sized brands to scale high-quality creative content that was previously accessible only to large enterprises.

Beyond production, AI-driven analytics are set to make data-led decision-making more accessible. Through natural language interfaces, marketers can now perform sophisticated campaign analysis by simply asking questions, allowing for real-time optimizations based on trillions of shopping and browsing signals.

Streaming TV is projected to move beyond brand awareness into a measurable performance channel in 2026. Citing the Ormax OTT Audience Report 2025, Amazon noted that India’s digital video universe has reached 601.2 million users, with Connected TV (CTV) viewership jumping to 129.2 million active users.

Girish Prabhu, Head and Vice President of Amazon Ads India, emphasized that the future of advertising lies in reaching the “right people with messages that truly resonate.” By leveraging real-time streaming signals, brands can now deliver contextual ads that adapt to specific scenes, driving tangible outcomes like sign-ups, bookings, and direct sales.

The evolution of retail media is another key trend for 2026. No longer restricted to lower-funnel search ads, retail media is becoming a holistic tool used across the entire consumer journey. By integrating first-party data into every stage—from discovery on streaming platforms to conversion in the Amazon store—brands can address unmet emotional drivers and build lasting relationships with their audiences.

Key Highlights:

• AI Transformation: Agentic AI is democratizing high-quality ad creation, allowing smaller brands to produce professional-grade video and display content in record time.
• Streaming Growth: With India’s CTV audience hitting 129 million, streaming TV is evolving into a performance-led channel focused on sales and measurable ROI.
• Full-Funnel Strategy: Retail media is moving beyond search to influence the entire shopper journey using trillions of first-party data signals.
• Contextual Storytelling: Enhanced creator partnerships and real-time scene-based advertising are set to make digital ads more immersive and relevant.