Key Takeaways
- DVA+ is Amazon Ads' new AI-led campaign type that runs streaming TV, online video, display and audio ads from one campaign, inside the Amazon Ads Agent platform that now holds Amazon DSP.
- Amazon announced DVA+ on 29 September 2026; it is in a US closed beta, with a US open beta expected from late October 2026 and general availability across 35 markets targeted for the first quarter of 2027.
- A DVA+ campaign takes four steps, with Amazon's AI choosing targeting, inventory, formats, bids and creative, while advanced settings restore the manual controls Amazon DSP advertisers rely on.
- Amazon says DVA+ bills on CPM with no minimum spend, and the performance figures it quotes are its own internal data from before DVA+ existed.
- Advertisers in the UK and 20 other countries keep the Amazon DSP experience for now, so the best use of the wait is a settings inventory, a reporting baseline and a plan for which campaigns stay on manual control.
Amazon DVA+ is a new campaign type in Amazon Ads that creates display, video and audio campaigns in four steps and lets Amazon's AI run the targeting, inventory, bidding and creative. It sits inside Amazon Ads Agent, the platform formed when Amazon merged its ads console with Amazon DSP, and the controls DSP advertisers know now live under "advanced settings". In this article "DVA+" means the simplified default, and "advanced settings" means the full programmatic controls. The change matters to anyone who buys Amazon DSP, Sponsored Display or streaming TV ads today, because all three now start from the same campaign type. Below are the key facts, where the ads run, what the default automates, what it costs, what you can measure and what to do before DVA+ reaches your account.
DVA+ at a glance
| Fact | Detail |
|---|---|
| What it is | A unified Display, Video and Audio campaign type in Amazon Ads Agent, bringing together what was built in Amazon DSP, Sponsored Display and Sponsored TV (now streaming TV ads) |
| Announced | 29 September 2026, at Amazon's unBoxed event |
| Status | Extended closed beta in the US; US open beta expected from late October 2026 |
| Wider rollout | International expansion planned through the fourth quarter of 2026; general availability across 35 markets targeted for the first quarter of 2027 |
| Formats | Streaming TV, online video, display and audio (audio expanding after launch in the fourth quarter of 2026) |
| Where ads run | Amazon properties such as Prime Video, Fire TV, Twitch, IMDb and Amazon Music, plus third-party sites, apps and podcasts |
| Set-up | Four steps: objective, products or brand URL, AI-generated creative, budget |
| Manual control | Advanced settings: manual targeting, bidding, inventory, budget allocation, creative and Campaign Guidance |
| Cost | CPM billing with no minimum spend (per Amazon); invoice-only during the closed beta |
| Who can use it | Sellers, vendors and brands that do not sell on Amazon, with an Amazon Ads Agent account |
What is Amazon DVA+?
DVA+ is the simplified buying and optimisation option for Display, Video and Audio campaigns in Amazon Ads Agent. Amazon's DVA+ announcement describes one campaign that runs across streaming TV, online video, display and audio, on Amazon's own properties and across the open internet.
Amazon has folded three products into it. Campaigns that used to be created separately in Amazon DSP, Sponsored Display and Sponsored TV now start from the same Display, Video and Audio campaign type, with DVA+ as the default.
DVA+ chooses between two optimisation engines based on your objective. Brand+ handles awareness and reach, and Performance+ handles consideration and conversion. In advanced settings you decide how each is used.
Amazon DSP has not disappeared. Amazon's own DSP page says the platform "has evolved into Amazon Ads Agent" and that the programmatic capabilities you used in Amazon DSP are all available within DVA+ using advanced settings. The platform explained in Clear Ads' introduction to Amazon DSP still exists; it has a new home and a new default front door.
When does DVA+ launch, and in which countries?
DVA+ is in an extended closed beta in the United States, and Amazon expects the US open beta to begin in late October 2026. Amazon plans international expansion through the fourth quarter of 2026 and targets general availability across 35 markets in the first quarter of 2027. It has not named the 35.
Several agency blogs reported that the open beta opened on 24 October 2026. None of them cites an Amazon source, and on 28 October Amazon's own page still described the open beta as expected rather than live. Treat the date as unconfirmed until Amazon's page changes.
Outside the US, nothing changes yet. Amazon says advertisers in 21 countries who used Amazon DSP will continue to see the Amazon DSP experience: Canada, Mexico, Brazil, Belgium, Germany, Spain, France, Italy, the Netherlands, Poland, Sweden, Turkey, the United Kingdom, Egypt, Saudi Arabia, the United Arab Emirates, Australia, India, Japan, Singapore and South Africa.
A UK or European advertiser therefore keeps its DSP console for now, with the general availability target as the earliest likely date for a change.
Where do DVA+ ads run?
DVA+ ads run across four formats on Amazon's own properties and on third-party sites and apps. Amazon's product page lists where each format appears:
- Streaming TV: full-screen, non-skippable video on Fire TV, Prime Video, Twitch and premium streaming apps
- Online video: video across Amazon properties and the open internet
- Display: banner and responsive ads across Amazon.com, IMDb and thousands of third-party sites
- Audio: ads across Amazon Music, podcasts and other audio inventory
Audio is the one format not fully live. Amazon marks it "coming soon" and says audio availability expands after launch in the fourth quarter of 2026.
The mix across formats is the point of the product. Amazon's data shows campaigns that combine streaming TV, online video and display earned 41% higher new-to-brand engagement than single-format campaigns, and by default DVA+ decides that mix for you.
How do you set up a DVA+ campaign?
A DVA+ campaign takes four steps in Amazon Ads Agent at advertising.amazon.com, under Display, Video and Audio campaigns:
- Choose an objective: sales, traffic, awareness, leads or subscriptions.
- Select products or enter a brand URL: sellers and vendors choose ASINs, and brands that do not sell on Amazon give a landing page and a conversion event.
- Review the AI-generated creative, which Amazon builds in every format from your products or your website, and edit it or upload your own.
- Set the budget and dates, then launch. Pacing can be daily, weekly, monthly or lifetime.
After launch, the default mode handles targeting, inventory selection, format allocation, bidding, creative generation and ongoing optimisation. Amazon's pitch is that no DSP expertise is required, and no retail presence is required for brands that do not sell on Amazon.
Who gets which mode depends on history. Existing advertisers with programmatic experience get DVA+ and advanced settings. New advertisers and Sponsored Ads advertisers get DVA+ and can request advanced settings through their account manager. Agencies with existing entity access get both.
Two practical limits apply during the beta. Payment is invoice-only, with credit card billing planned for the first quarter of 2027, and campaigns can only be created in Amazon Ads Agent, with API access targeted for the same quarter.
What do advanced settings add to the default?
Advanced settings restore the manual controls that Amazon DSP advertisers use today, on top of the same DVA+ campaign. Amazon lists what changes in each area:
| Area | DVA+ default | Advanced settings |
|---|---|---|
| Targeting | AI-managed audiences | Full manual targeting, including lookalikes, retargeting and suppression |
| Bidding | AI-optimised | Manual bid strategies and format-level CPM management |
| Inventory | AI-selected | Publisher inclusion and exclusion lists, and deal activation |
| Budget | Set once for the campaign | Budget flighting, format-level allocation and frequency caps |
| Creative | AI-generated from your products or brand URL, with review and editing | Full creative management, including dynamic creative optimisation |
| Optimisation engine | Brand+ or Performance+ chosen by objective | You decide how Brand+ and Performance+ are used |
| Guidance | Real-time scoring with delivery and KPI prediction | Health score, recommendations, What-If analysis and pre-flight checks |
The underlying system is the same in both modes: Amazon describes it as the same infrastructure, signals and measurement. The difference is who makes the decisions. The audience techniques covered in advanced targeting in Amazon DSP belong to the advanced column.
How much does DVA+ cost?
DVA+ bills on cost per thousand impressions (CPM) with no minimum spend, according to Amazon's Display, Video and Audio product page. You set the budget and the campaign dates, and the system paces delivery within them. Amazon has not published typical CPMs, platform fees or any detail of the auction.
The published performance claims are Amazon's own figures, and they come from Brand+ and Performance+ campaigns run before DVA+ existed as a product. Amazon reports that sellers using Performance+ saw 34% higher return on ad spend, that Brand+ prospecting campaigns gave sellers 71% more detail page views and a 64% lift in purchases, and that brands not selling on Amazon saw 8% more reach, 115% more site page views and 2.5 times the conversion events with Brand+.
Those figures measure the two engines, not the four-step workflow, and Amazon has not said what they were compared against. Set the budget as you would for any new campaign, and judge the result against your own baseline.
What can you measure in a DVA+ campaign?
DVA+ reports where your impressions ran at domain level, by publisher, format and geography, and the campaigns, audiences and reporting you have in Amazon DSP carry forward into Amazon Ads Agent. Amazon says existing campaign settings, audience segments, creative assets, deals and performance history transfer without disruption.
Amazon’s campaign guide recommends connecting Amazon Marketing Cloud for deeper audience and path-to-conversion analysis, and recommends flights of 14 days or longer so the optimisation engine has time to learn. The clean-room queries described in Clear Ads’ guide to Amazon Marketing Cloud are the route to incrementality questions that DVA+ reporting does not answer on its own.
One reporting question remains open. Amazon has not said whether a default DVA+ campaign appears in the DSP console as line items that can be edited there, so a team that reconciles DSP reports with other data should ask before it moves a live campaign.
Should you run DVA+ on the default or in advanced settings?
Run the default when you have no programmatic experience and a budget you can treat as a test, and run advanced settings when you have commitments or rules the AI cannot see. These are Clear Ads recommendations, not Amazon guidance. Four questions decide it:
- Do you have inventory commitments? Private deals, publisher lists and brand-safety exclusions need the inventory controls in advanced settings.
- Do you have frequency or format rules? A brand that caps frequency or protects a streaming TV budget needs format-level allocation and frequency caps.
- Do you have an audience strategy of your own? Retargeting cart abandoners, suppressing existing customers and building lookalikes all sit in advanced settings.
- Is this a first test with a modest budget? If the answers above are no, the default is the faster route, with a flight of at least 14 days and a clear objective.
A product that cannot pass the checks a product should pass before running Amazon DSP will not pass them in DVA+ either. The AI chooses where ads run; it does not fix a listing that fails to convert.
What should Amazon DSP advertisers do before DVA+ reaches them?
DSP advertisers should record what they have, set a baseline and decide which campaigns stay on manual control before the switch arrives. We recommend six steps:
- Document your current set-up. Export every live campaign's audiences, deals, publisher lists, frequency caps and creative, so you can check that the carry-forward Amazon promises is complete.
- Save a 90-day reporting baseline by campaign and format, so performance after the move can be compared with performance before it.
- Sort out billing. Invoice billing is the only option during the beta, so set up invoicing if your account runs on a card.
- Prepare creative inputs. AI-generated creative is built from your products or website, so clean product images, brand guidelines and a current landing page improve the first drafts.
- Choose one campaign for a default test. Pick a campaign with a simple objective, run DVA+ with the same budget as the manual version for at least 14 days, and compare cost per result.
- Keep the rest in advanced settings until the test gives you a reason to move more.
Outside the US, the console does not change yet, but steps one to four cost nothing and are worth doing before the general availability target in early 2027.
Frequently asked questions
Is Amazon DSP being discontinued?
No. Amazon says Amazon DSP has evolved into Amazon Ads Agent, and that every programmatic capability from Amazon DSP is available in DVA+ with advanced settings. Existing campaigns, audiences, creatives and reporting transfer into the new platform.
Can brands that do not sell on Amazon use DVA+?
Yes. Amazon says no retail presence is required, and brands pursuing goals beyond Amazon such as leads, subscriptions and site visits enter a brand URL and a conversion event instead of ASINs.
Is DVA+ the same as Amazon's Full-Funnel Campaigns?
No. Full-Funnel Campaigns, announced at the same unBoxed event, are a separate campaign type in which Amazon allocates one budget across sponsored ads, display, video and streaming TV. DVA+ covers display, video and audio only, and does not include Sponsored Products or Sponsored Brands.
Can you use your own creative instead of the AI-generated versions?
Yes. Amazon generates creative in every format from your products or brand URL, but you can review it against your brand guidelines, edit it or upload your own before launch. Advanced settings add full creative management, including dynamic creative optimisation.
Does DVA+ replace Sponsored Display?
Yes, as a campaign type. Amazon says DVA+ brings together what was previously created through Amazon DSP, Sponsored Display and Sponsored TV, so new display campaigns start from the Display, Video and Audio type. The comparison in Amazon DSP vs Sponsored Display for scaling brands still applies to the two ways of buying, which now sit in one place.
What does this article not cover?
This article covers DVA+ and what changes for Amazon DSP advertisers. Three related topics live on other pages:
- Setting up and running campaigns in today's Amazon DSP console: see setting up and managing Amazon DSP campaigns.
- Measuring DSP performance: see performance measurement and analytics in Amazon DSP.
- Whether DSP is worth returning to at all: see why advertisers left Amazon DSP and why they are coming back.
What is the next step?
If you advertise in the US, check your Amazon Ads Agent account for the Display, Video and Audio campaign type and ask your account manager whether advanced settings are switched on. Everywhere else, the six preparation steps above are the work for the next quarter.
Clear Ads is an Amazon Ads Advanced Partner that manages Amazon PPC, Amazon DSP and full-service accounts for brands worldwide. If you want help deciding which campaigns to move to DVA+ and which to keep under manual control, request a call back from the Clear Ads team.
YOUR PATH TO A HIGHER ROI STARTS HERE!
Talk to the Clear Ads team about Amazon DSP and DVA+.
