Adbrew at Amazon Accelerate 2026: Adbrew Arcade, and Amazon's Push Into Agents

Amazon Accelerate, Amazon’s annual conference for sellers, ran September 22–24 at the Seattle Convention Center. We had a booth for all three days, as we did at Accelerate 2025.

Why we built Adbrew Arcade

Booth demos have a built-in limit. What people really want to know is whether a tool will work on their account, and a scripted walkthrough can’t show them that. So this year we built something visitors could try with their own questions.

We called it Adbrew Arcade. It’s a self-serve demo with a retro arcade screen, and it does three things:

1. Answers your own Amazon Ads questions. You type a question the way you’d ask an analyst: “Why did my ACOS jump 40% this month?”, “Is DSP worth it for us?”, “My budget runs out by noon.” Adbrew Intelligence works through it and answers.

2. Shows who owns your category, hour by hour. It shows where you rank against competitors in Amazon search across the day, which usually explains a lot about budgets running out early.

3. Quizzes you on Sponsored Ads, DSP and AMC using a few real account scenarios.

Everyone who played left with a trial offer.

A hands-on AMC workshop

We also ran a hands-on-keyboard session: AMC Workshop: Full-funnel measurement & Amazon’s 1P audience activation. It was led by our co-founder Ayush Chaudhary and Nacho de Ros Durban, our GTM & Sales Lead for EMEA.

Hands-on-keyboard meant attendees worked in Amazon Marketing Cloud themselves instead of watching slides. The session covered two things:

• Full-funnel measurement. Using AMC to connect what happens at the top of the funnel, such as DSP impressions and video views, with what happens further down, such as Sponsored Ads clicks and purchases. That shows how channels work together, instead of judging each one on last-touch attribution.

• 1P audience activation. Building audiences from Amazon’s first-party shopping signals in AMC, for example shoppers who viewed a product but didn’t buy, or past purchasers, and using them in campaigns.

AMC is one of the most useful tools Amazon gives advertisers, and also one of the harder ones to use, because it’s built around SQL queries. That’s why we built AMC into Adbrew, so teams can run this kind of analysis and build these audiences without writing queries themselves.

One year of Adbrew Intelligence

We first showed Adbrew Intelligence at a small event in New York in September 2025. A year on, it has three parts:

• Data Query answers questions about your account and takes you to the right place in it.

• Deep Analysis Agent investigates why something changed, for example a drop in sales or a jump in ACOS, and traces it back to campaigns, keywords or products.

• Action Agents make the changes: corrective bid and budget changes, new campaigns, dayparting schedules, and AMC analysis.

Adbrew is just over four years old. We started building right as large language models became practical, so we’ve been able to build AI into the platform from the start rather than add it later.

What Amazon announced for sellers

Accelerate is mainly a selling event, and this year’s news was mostly about agents in Seller Central:

• Seller Assistant with memory. It now remembers a seller’s pricing patterns, inventory cycles, and growth goals between sessions.

• Always-on workflows. You describe a task in plain language, like watching inventory cover or competitor prices, and it runs in the background with guardrails, either recommending or acting.

• A Selling Partner plugin that connects listings, inventory, and sales data to Amazon Quick and to Claude.

• Multichannel tools that let US sellers connect other sales channels to Seller Central and manage orders in one place.

What it means for advertising

None of this year’s Accelerate announcements were directly about ads, but the direction was clear: Amazon expects sellers to hand routine work to agents and spend their own time on decisions. A week later at unBoxed, Amazon Ads announced the same shift for advertising.

For advertisers, the useful question is what an agent needs to know to make good decisions on your behalf. Amazon’s agents see Amazon’s data. They don’t see your margins, your cash position or which products you’re trying to grow this quarter. That’s the gap we’re working on with Adbrew Intelligence, and it’s why we built the Adbrew MCP server so your Adbrew account is reachable from the AI assistant you already use.

After hours

On Tuesday night we hosted our first happy hour of the season at SPIN Seattle, and more than 150 people came. Read about both happy hours.

Thank you

Thanks to everyone who stopped by, played Arcade, joined the AMC workshop, or just wanted to talk through their account. If you missed us in Seattle, book a demo, and we’ll run Arcade on your account.