Amazon Ads Agent and DVA+: what changes for DSP and Sponsored Display

Update, 6 October 2026. Amazon's DVA+ launch note now gives a timetable: closed beta in the United States, open beta from late October 2026, general availability across 35 markets targeted for Q1 2027. In Europe, advertisers who already used Amazon DSP keep the Amazon DSP experience for now. Details in the section on when DVA+ arrives.

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What Amazon announced on 29 September

On 29 September 2026, at unBoxed, Amazon announced that Amazon DSP is now part of Amazon Ads Agent. The name is not entirely new. At unBoxed 2025, Ads Agent was an AI agent that helped plan and optimise campaigns, DSP and AMC in particular. It now names the whole platform, the one that brings together what used to be the DSP and the Ads Console.

Three campaign types live inside it: sponsored ads (Sponsored Products, Sponsored Brands), Full-Funnel Campaigns, and Display, Video and Audio campaigns, grouped under the name DVA+.

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What is DVA+?

DVA+ is the Display, Video and Audio offer in Amazon Ads Agent. It brings together what used to run as separate campaign types: Sponsored Display, Sponsored TV and DSP programmatic campaigns. Brand+ and Performance+ power it. You pick a goal (sales, traffic or awareness), add your products, your creative and a budget. The algorithm places ads across streaming TV, online video, display and audio, on Amazon properties and the open internet.

If you want to set everything yourself, advanced settings give you back the DSP controls: targeting, deals, supply sources, frequency caps, bidding strategies.

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When does DVA+ arrive?

The announcement only said DVA+ "will begin rolling out to advertisers beginning in late October". Amazon's DVA+ launch note, also dated 29 September, is more precise: "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." Amazon does not list those 35 markets.

For Europe, Amazon's Display, Video and Audio page says that advertisers from the listed countries, France, Germany and the United Kingdom included, "who previously used Amazon DSP will continue to see the Amazon DSP experience". Full-Funnel Campaigns, for now, are "available to all advertisers in the United States" only. If you read that either reaches Europe on a specific date, ask for the source.

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What happens to your DSP and Sponsored Display campaigns?

They keep running. Amazon writes that "your existing campaigns continue to run without disruption", and that campaign settings, audience segments, creative assets, deal management and performance history "are carried forward into Amazon Ads Agent". You have nothing to do: login credentials, account structure and team permissions stay the same.

For Sponsored Display, the change is mostly a name. Sponsored Display "is now known as display ads". Existing campaigns stay reachable through Display, Video and Audio campaigns. To create a new one, Amazon gives the path "Campaigns", "Create Campaign", then "Display" under "Display, Video, and Audio".

Your Amazon DSP certification remains valid. Amazon offers a new Amazon Ads Agent certification, encouraged but not required.

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Do prices change?

No, according to Amazon. The DSP programmatic pricing model, self-service and managed service included, "continues within DVA+", and "sponsored ads remain cost-per-click with no minimum spend". For managed service, Amazon's pricing transparency guide says "Budget minimums apply", without publishing the amount.

The threshold that matters to you was never that one anyway. We explain why in our article on the Amazon DSP minimum budget.

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Can you still run DSP without selling on Amazon?

Amazon states that DSP "was available to both advertisers who sell on Amazon and those who do not", and that its programmatic capabilities "are all available within DVA+". Nothing in the announcement closes that door. The inventory Amazon lists is still Prime Video, Twitch, Fire TV and thousands of premium third-party sites and apps.

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What it changes for you, in practice

Campaign creation gets simpler. That is real, and it is good news for brands that never opened a DSP because the tool looked like it was built for specialists.

What does not move is what makes the channel work or fail. The learning phase still runs at around 30 to 45 days. A DSP does not fix a listing that does not convert. And it does not replace Sponsored Ads that still have affordable volume to capture: the four signals of the advertising ceiling tell you whether that is your case.

The simplified path lets the algorithm choose audiences and placements. It covers the top and the bottom of the journey well. The middle, meaning exclusions, trade-offs between audiences and reading a result that surprises you, is still a tuning job. Advanced settings leave it in your hands, and that is where profitability is decided.

One last point, on timing. Do not push back a planned test to "wait for DVA+". Amazon announces continuity for running campaigns, and the fourth quarter is not moving.

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Frequently asked questions

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Is Amazon DSP going away?

No. Amazon writes that "Amazon DSP is now part of Amazon Ads Agent". The programmatic capabilities remain available, in DVA+, with advanced settings.

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Do you need to rebuild your campaigns?

No. According to Amazon, campaigns, audiences, creatives and reporting transfer automatically into Amazon Ads Agent.

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Is DVA+ available in Europe?

Not yet. Amazon says DVA+ is in closed beta in the United States, with international expansion planned through Q4 2026 and general availability across 35 markets targeted for Q1 2027, without naming them. Until then, European advertisers who already used Amazon DSP keep the Amazon DSP experience. We will update this article when European accounts get access.

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Does Sponsored Display still exist?

Under another name: display ads. Existing campaigns keep running, and Amazon says existing features are preserved.

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Take stock of your account

To find out whether your brand is ready for programmatic, with or without DVA+, the DSP diagnostic gives a verdict in five questions, with no email address. For a look at your campaigns, we offer a free Amazon Ads audit. SkyVision is an Amazon Ads agency and an Amazon Ads verified partner. See also our Amazon DSP service and the complete Amazon DSP guide.

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Sources, re-read on 6 October 2026: Amazon DSP page (Amazon Ads), Amazon Ads Agent announcement of 29 September 2026, Sponsored Display page, unBoxed 2026 recap of 30 September 2026, DVA+ launch note of 29 September 2026, Display, Video and Audio page (UK).