Platform Guides

In March 2026 Amazon put Sponsored Products and Sponsored Brands inside conversational answers, and in May it folded Rufus into Alexa for Shopping. A placement where the shopper never sees a search results page changes what your listing has to do — and makes measurement harder than the CPC suggests.

Google has moved the automatic upgrade of DSA campaigns to AI Max for Search to February 2027 (an 11 June 2026 update). Once automatic upgrades begin you can no longer create Dynamic Search Ads campaigns; automatically created assets and campaign-level broad match began auto-upgrading in September 2026. Here is what changes, what you lose, and what to do before the deadline forces the decision for you.