Reach new audiences using DVA+, bringing the power of programmatic advertising to everyone.

What launched?

Today, to reach new audiences, advertisers face growing complexity and fragmentation across the tools that they need.

DVA+ introduces a simplified way to create Display, Video, and Audio campaigns—and a new way of working within Amazon Ads Agent. Reach audiences across streaming TV, online video, display, and audio — on Amazon properties and the open internet — from a single campaign.

Instead of needing to choose between automation and manual campaign building, DVA+ is designed around a more flexible model: start with AI, add control when you need it, and move between conversational assistance and direct controls as your strategy requires.

The experience adapts to how you want to work—not the other way around. Advertisers can move quickly when AI can do the heavy lifting and step in with greater precision when their expertise matters most.

DVA+ takes campaign creation down to just four steps. Select your objective — sales, traffic, awareness, leads, and more — then select your products (or brand URL), review AI-generated creatives, set your budget, and launch in minutes across all available media types. DVA+ handles targeting, inventory selection, format allocation, bidding, creative generation, and continuous optimization — no DSP expertise required.

When you need full control, open advanced settings to access new campaign guidance, a dynamic workspace, and full customization over targeting, deals, delivery, and more. The programmatic capabilities advertisers already rely on — audience targeting, frequency management, deals, custom bidding — all live in advanced settings, alongside new capabilities that bring intelligence directly into campaign creation.

Both are powered by Brand+ and Performance+. Brand+ drives awareness, reach, and downstream engagement. Performance+ drives consideration and conversion. Together, they have delivered up to 68% improvement in cost per acquisition.¹ DVA+ selects the right optimization solution based on your objective and applies it automatically. In advanced settings, you can configure how Brand+ and Performance+ are deployed — you decide when AI helps and when you directly configure.

Same infrastructure, same signals, same measurement. You choose the way you work.

DVA+ automatically generates assets across all media types based on your existing ASINs or brand URL.

Why is it important?

This is more than a redesigned campaign creation flow. DVA+ changes how advertisers interact with Amazon Ads Agent—bringing the power of programmatic advertising to everyone and making it easier for advertisers to spend less time operating campaigns and more time directing strategy.

Measurable outcomes across every stage of the customer journey — that's what DVA+ delivers from day one. Brand+ drives awareness, reach, and downstream engagement—delivering +71% more detail page views and +64% lift in purchases for sellers,⁶ and +8% lift in reach, +115% more brand site page views, and 2.5x lift in conversion events for off-Amazon brands.⁷ Performance+ drives conversion — delivering +34% higher ROAS for sellers² and +68% improvement in cost per acquisition for off-Amazon brands.³ Domain-level reporting provides visibility into exactly where every impression served — by publisher, by format, and by geography.

AI-generated creative helps advertisers launch across display, online video, and streaming TV. DVA+ creates assets from product listings or a brand URL. No creative team or production budget required. Advertisers can also upload their own creative assets. Combining streaming TV, online video, and display delivers +41% higher new-to-brand engagement.⁴

For advertisers who need greater precision, turning on advanced settings makes it easier for you to implement complex media strategies. Describe targeting in natural language, upload a media plan and let it translate into campaign structure, or configure every setting manually. Drafts, bulk manage, and pre-flight validation reduce manual work at scale (as these features roll out). Campaign Guidance (including health, forecasting, what-if analysis and more) — available in advanced settings — has helped engagers achieve nearly 2x higher ROAS vs. non-engagers.⁵

Key Benefits

• Two ways of working: Launch in minutes with DVA+, or open advanced settings for full customization over targeting, deals, delivery, and more. Same intelligence, same infrastructure — you choose the level of control.
• Proven performance: Brand+ and Performance+ power every campaign — delivering up to 68% improvement in cost per acquisition and up to 34% higher return on ad spend. In advanced settings, advertisers can choose whether to use Brand+, Performance+, or neither. No manual tuning required with DVA+.^{1 2}
• Amazon-exclusive signals: Built on first-party shopping, streaming, and entertainment signals from over 300 million authenticated users. Amazon's authenticated graph informs every campaign — signals unavailable anywhere else.
• Multi-format reach: Combining streaming TV, online video, and display delivers +41% higher new-to-brand engagement. One campaign, multiple formats, compounding results.⁴ Automatic in DVA+ or select specific formats with advanced settings.
• AI-generated creative (DVA+ only): Launch across streaming TV, online video, and display — with zero production resources required. Leverage Amazon's shopping, search, and catalog signals to fuel ad creation at scale across the funnel. Assets are auto-generated from product listings or a brand URL, or upload your own to get started instantly.
• Campaign guidance (DVA+ with advanced settings only): DVA+ with advanced settings allows you to review forecasts, issues, and recommendations, then apply what’s relevant to your strategy—or continue with your existing setup. Campaign Guidance engagers achieved nearly 2x higher ROAS.⁵
• Transparent reporting: Domain-level visibility into every impression — by publisher, format, and geography. Know exactly where your ads are running.

Turn on advanced settings for additional controls, including a new dynamic workspace and campaign guidance that includes campaign healthe score.

Where is the feature available?

Who can use it?

DVA+ is currently available in extended closed beta in the United States. Open beta is expected to begin late October 2026, with international expansion planned through Q4 2026 and general availability across 35 markets targeted for Q1 2027.

• Sellers, vendors, and off-Amazon brands with an Amazon Ads Agent account
• Existing advertisers with programmatic experience have access to both DVA+ and advanced settings
• New advertisers and Sponsored Ads advertisers have access to DVA+; advanced settings can be requested through their Amazon Ads account manager
• Agencies with existing entity access have full access to both experiences

Where do I access it?

• Amazon Ads Agent at advertising.amazon.com

What You Need to Know

• Payment is invoice-only at closed beta. Credit card support is planned for Q1 2027.
• Audio format availability expands post-launch in Q4 2026.

API Availability

API access for Display, Video, and Audio campaigns is targeted for general availability in Q1 2027. Campaign creation is currently available through Amazon Ads Agent.

Sources

¹ Amazon Internal Data, U.S., 2025. Results reflect combined Brand+ and Performance+ campaigns. Individual results may vary.

² Amazon Internal Data, U.S., February 2025 (ROAS). Individual results may vary.

³ Amazon Internal Analysis on Non-Endemics, Q4 2025 (14-day lookback window). Individual results may vary.

⁴ Amazon Internal Data, U.S., 2025. Combining streaming TV, online video, and display formats. Individual results may vary.

⁵ Amazon Internal Data, ROAS Impact Analysis, Q1 2026, NA; Individual results may vary.

⁶Amazon Internal Data, Brand+ Prospecting campaigns, Q3 2025. Individual results may vary.

⁷ Amazon Internal Data, Brand+ Prospecting campaigns, Non-endemic, Q4 2025 (14-day lookback). Individual results may vary.