Amazon DVA+ Explained: How One Campaign Can Now Run Display, Video & Audio Across Amazon and the Open Web

Amazon has just made one of its biggest structural changes to programmatic advertising.

On September 29, 2026, Amazon announced DVA+, a simplified campaign experience inside Amazon Ads Agent that combines display, online video, streaming TV and audio into one campaign operating across Amazon properties and the open internet. Instead of creating separate campaigns and managing separate budgets for each media format, advertisers can choose an objective, select products or provide a brand URL, review AI-generated creative, set a budget and let Amazon optimize the media mix. Amazon Ads

The announcement is important because DVA+ brings together capabilities that historically lived across Sponsored Display, Sponsored TV and Amazon DSP/programmatic workflows. Amazon now describes those capabilities as part of one unified Display, Video and Audio experience within Amazon Ads Agent. Amazon Ads

For brands, this changes the operating question from:

“How much should we put into display, streaming TV and video separately?”

to:

“What outcome are we trying to achieve, and how should Amazon allocate our media to get there?”

At Adorbix, we see DVA+ as a shift from channel-by-channel campaign management toward:

OBJECTIVE → AI MEDIA MIX → CREATIVE → AUDIENCE → CONVERSION → PROFIT

The technology can simplify media buying.

The brand still needs to decide whether the economics make sense.

What Exactly Is Amazon DVA+?

DVA+ is Amazon's new simplified buying and optimization experience for Display, Video and Audio campaigns.

Amazon says a single DVA+ campaign can reach customers across:

Streaming TV

Online video

Display

and, as availability expands:

Audio

across both Amazon-owned properties and premium third-party websites and apps on the open internet. Amazon Ads

DVA+ sits inside Amazon Ads Agent, Amazon's unified advertising environment that now brings Sponsored Ads and the former Amazon DSP workflows into one platform. Amazon Ads

That makes DVA+ more than a new ad format.

It is effectively Amazon's new simplified gateway into programmatic, non-search advertising.

Why Amazon Built DVA+

Running full-funnel Amazon campaigns has traditionally required a meaningful amount of media-buying expertise.

A brand might have separate:

Streaming TV campaigns.

Online video campaigns.

Sponsored Display campaigns.

Amazon DSP line items.

Retargeting audiences.

Budgets.

Frequency caps.

Creative assets.

Reporting.

Every additional format increased operational complexity.

Amazon says DVA+ was designed specifically to reduce that fragmentation by giving advertisers one objective, one campaign and one budget across multiple media formats. Amazon Ads

The strategic idea is simple.

Instead of forcing the advertiser to decide exactly which channel should receive every dollar before the campaign begins, Amazon can dynamically optimize the mix based on the chosen objective.

How a DVA+ Campaign Is Created

Amazon describes DVA+ campaign setup as a four-step workflow.

First, the advertiser selects the objective.

That could involve goals such as:

sales,

leads,

subscriptions,

traffic,

or awareness.

The objective determines how Amazon optimizes bidding, targeting and format allocation. Amazon Ads

Next, sellers and vendors choose the products they want to promote. Brands that do not sell on Amazon can instead provide a brand or landing-page URL and define the relevant conversion event. Amazon Ads

Amazon then generates creative across relevant formats—or the advertiser can upload its own assets.

Finally, the advertiser sets the budget and campaign dates and launches.

Amazon says the streamlined flow is designed to get advertisers live quickly while allowing advanced users to open much deeper controls when necessary. Amazon Ads

The Biggest Change: Amazon Chooses the Media Mix

Traditional media planning often begins with allocation.

For example:

$10,000 streaming TV

$5,000 online video

$4,000 display

Then the advertiser monitors each channel independently.

DVA+ can work differently.

The advertiser sets:

the business objective

and

the overall budget.

Amazon's AI can then optimize delivery across the available media formats based on performance.

That means DVA+ may move money between formats without the advertiser manually rebuilding the campaign structure.

At Adorbix, this is where we would change the conversation from:

“Which format deserves the most budget?”

to:

“What business constraint should govern Amazon's optimization?”

Because AI allocation is only useful when the objective itself is economically sound.

Brand+ and Performance+ Are the Engines Underneath DVA+

DVA+ is powered by Amazon's Brand+ and Performance+ optimization systems. Amazon Ads

Broadly, those systems support different sections of the funnel.

Brand+ is designed around brand-building and awareness-related outcomes.

Performance+ is focused more heavily on measurable performance objectives such as customer acquisition, remarketing, retention and conversion.

Amazon has continued adding capabilities to both systems throughout 2026, including new audience, creative, audio and full-funnel optimization features. Amazon Ads

DVA+ essentially packages that intelligence into a much simpler campaign setup.

Advertisers no longer need to understand every underlying optimization mechanism before launching.

But advanced advertisers can still access those mechanisms when necessary.

DVA+ Does Not Eliminate Manual Control

This may be the most important point for experienced Amazon DSP teams.

Amazon is not forcing every advertiser into a black-box campaign.

DVA+ has two operating modes:

Simplified DVA+

and

DVA+ with advanced settings.

The simplified experience lets Amazon manage much more of the campaign automatically.

Advanced settings give advertisers deeper control over areas such as:

targeting,

manual and granular bid strategies,

publisher inclusion and exclusion lists,

programmatic deals,

frequency,

format-level budget allocation,

campaign flighting,

creative management,

and separate ad groups. Amazon Ads

So Amazon's model is essentially:

AUTOMATION WHEN YOU WANT IT → CONTROL WHEN YOU NEED IT

That is a much better proposition for sophisticated advertisers than forcing everyone into one level of automation.

What Happens to Amazon DSP?

Amazon DSP is not simply disappearing.

Amazon now describes Amazon DSP as having evolved into Amazon Ads Agent, with its existing programmatic capabilities accessible through DVA+ advanced settings. Existing campaigns, audiences and reporting continue without disruption. Amazon Ads

That means long-time DSP advertisers can still access capabilities such as:

audience targeting,

frequency management,

deal IDs,

custom bidding,

publisher controls,

and sophisticated programmatic buying.

What's changing is the front-end structure.

The traditional Amazon DSP experience is being absorbed into Amazon's broader unified advertising platform.

Sponsored Display Is Changing Too

Amazon is also repositioning Sponsored Display.

Amazon now says Sponsored Display is becoming part of its wider display ads offering inside Amazon Ads Agent. Existing Sponsored Display campaigns continue to run, while new display campaigns can be built within the Display, Video and Audio environment. Amazon Ads

That reinforces the broader strategic shift.

Previously, advertisers thought about:

Sponsored Display

and:

Amazon DSP display

as different worlds.

Amazon increasingly wants advertisers to think about:

DISPLAY

as one advertising format available through one broader buying environment.

That may make the platform substantially easier for newer advertisers to understand.

Where Can DVA+ Ads Appear?

Amazon says DVA+ can deliver ads across Amazon properties and thousands of premium third-party sites and apps. Amazon Ads

Depending on format and availability, that can include environments such as:

Prime Video,

Fire TV,

Twitch,

Amazon.com,

IMDb,

premium streaming apps,

third-party websites,

and the open internet.

The key distinction is that DVA+ is not merely an Amazon marketplace ad product.

It lets advertisers use Amazon's signals to reach audiences while they are:

shopping,

watching,

browsing,

and eventually:

listening.

That moves Amazon Ads much closer to a full omnichannel media platform.

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AI-Generated Creative Is a Major Part of the Product

Creative production is another reason brands historically avoided multi-format programmatic campaigns.

Display needs one set of assets.

Online video needs another.

Streaming TV requires higher-quality video.

Audio requires yet another format.

Amazon says DVA+ can automatically generate creative from an advertiser's ASINs or brand URL, allowing advertisers to review and edit the generated assets or upload their own. Amazon Ads

Amazon's unBoxed announcement also says generative creative tools now live directly inside the conversational Amazon Ads Agent experience. Amazon Ads

That can materially reduce production friction.

But at Adorbix, we would still apply four checks:

Brand accuracy

Product accuracy

Policy compliance

Conversion potential

Generating an ad quickly is not the same as generating an ad worth spending money on.

DVA+ Can Work for Brands That Do Not Sell on Amazon

This is another major point.

Amazon says DVA+ is available not only to Amazon sellers and vendors but also to brands whose goals exist outside the Amazon store. Amazon Ads

Those advertisers can provide a brand URL rather than an ASIN and optimize for outcomes such as:

site visits,

leads,

subscriptions,

or other conversion actions.

That makes Amazon's authenticated audience signals available to a much wider class of advertisers.

A SaaS company.

A direct-to-consumer brand.

A financial-services advertiser.

A subscription business.

They may all potentially use Amazon Ads without requiring an Amazon retail listing, depending on eligibility and market availability.

Why Amazon's Authenticated Graph Matters

Amazon says DVA+ is built on its authenticated graph, connecting purchase, streaming and entertainment signals across approximately 90% of U.S. households. Amazon Ads

This is a core part of Amazon's advertising advantage.

A social network may know what someone engages with.

A search engine may know what someone searches for.

Amazon has extensive signals around:

shopping,

purchasing,

streaming,

entertainment,

and commerce behavior.

DVA+ uses those signals across multiple advertising formats.

That can potentially improve targeting and optimization beyond simple demographic or interest-based buying.

But the brand should still validate whether those audiences create incremental customers.

DVA+ Is Different From Full-Funnel Campaigns

This distinction matters because Amazon announced both products at unBoxed.

DVA+ combines non-search formats—display, video and audio—into a simplified programmatic campaign.

Full-Funnel Campaigns go further by coordinating Sponsored Ads with broader media such as display and streaming video in one AI-managed campaign. Amazon Ads

Think of the difference this way:

DVA+

= unified non-search programmatic media.

Full-Funnel Campaigns

= coordinated search + non-search advertising across the entire Amazon Ads funnel.

Brands should not use the two terms interchangeably.

DVA+ Could Change How Amazon PPC Teams Work

Historically, many Amazon agencies divide responsibilities.

One team handles:

Sponsored Products.

Another handles:

DSP.

Another handles:

video.

Another may handle:

creative.

DVA+ begins breaking those walls down.

Media planning becomes more about:

business objectives

than:

platform silos.

At Adorbix, we see the future Amazon account team operating more like:

Search Strategy + Audience Strategy + Creative + Profitability

rather than separate Sponsored Ads and DSP departments that rarely coordinate.

The Biggest Risk Is Letting AI Optimize the Wrong Outcome

Suppose the objective is simply:

Maximize purchases.

Amazon's system may optimize aggressively toward products or audiences generating conversion volume.

But what if the best-converting product has poor margin?

Or inventory is low?

Or the campaign is heavily acquiring customers who would have purchased organically?

AI can optimize media efficiently.

It cannot automatically know every business constraint that exists outside Amazon.

That is why Adorbix would connect DVA+ to:

margin

inventory

incrementality

customer acquisition economics

before scaling.

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Amazon AI

and:

human media expertise.

They can combine both.

At Adorbix, that's likely where many larger clients would operate.

Use AI where it adds efficiency.

Keep manual controls where the economics or brand strategy require precision.

Campaign Guidance Adds Another AI Layer

Advanced DVA+ also includes Campaign Guidance, which Amazon says can provide forecasts, campaign-health scoring, recommendations, pre-flight checks and “what-if” analysis. Amazon Ads

This has the potential to make media planning much more interactive.

Instead of launching and discovering a problem later, advertisers can potentially evaluate things such as:

budget sufficiency,

expected delivery,

campaign setup issues,

and possible outcomes

before the campaign begins.

Amazon says advertisers engaging with Campaign Guidance saw nearly 2x higher ROAS in its internal analysis, although that is an Amazon-reported aggregate result rather than a guarantee for individual campaigns. Amazon Ads

The correct use is therefore:

decision support,

not:

proof that every recommendation should be accepted.

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How Adorbix Would Measure DVA+

A DVA+ campaign should not be judged by a single number.

For upper-funnel objectives, we'd monitor:

Reach

Frequency

Video engagement

New-to-brand behavior

Branded search

For mid-funnel activity:

Detail-page visits

Site visits

Consideration

Audience engagement

For lower-funnel objectives:

Orders

Customer acquisition cost

ROAS

Contribution profit

Then we'd ask the most important question:

WHAT CHANGED BECAUSE THE CAMPAIGN RAN?

That is an incrementality question.

And it matters more as media becomes increasingly full-funnel.

Why ACoS Becomes Less Useful With DVA+

ACoS is an excellent Sponsored Products metric.

It becomes less useful as the media journey expands.

A streaming TV impression may influence someone who later searches the brand and buys organically.

A display ad might drive a shopper who later converts through Sponsored Products.

Looking only at direct attributed sales can understate—or sometimes overstate—the value of those touchpoints.

DVA+ therefore requires stronger attention to:

new-to-brand

total sales

brand search

customer acquisition

incrementality

and:

long-term value.

This is where AMC and Amazon's broader measurement stack become increasingly important.

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DVA+ Could Be Especially Useful for Product Launches

A new product often has one major problem:

DVA+ Could Also Be Powerful for Mature Hero ASINs

Established hero products offer another good use case.

The brand already knows:

the listing converts,

reviews are strong,

inventory is healthy,

margin works.

The biggest constraint may simply be:

reach.

DVA+ can potentially extend the product to audiences beyond the Amazon search results.

That is generally a safer place to test broader media than trying to force awareness behind a product whose conversion fundamentals have not yet been proven.

When Sellers Should Probably Not Use DVA+ Yet

A wider media strategy will not fix a weak retail foundation.

If the product has:

poor reviews,

low conversion,

weak imagery,

unstable inventory,

thin margins,

or unclear positioning,

sending more traffic can simply amplify the problem.

At Adorbix, we'd fix:

RETAIL READINESS

before:

MEDIA EXPANSION.

DVA+ is powerful because it expands the top and middle of the funnel.

That makes the bottom of the funnel more important.

Current Availability Matters

DVA+ launched in an extended closed beta in the United States. Amazon says an open beta is expected in late October 2026, followed by international expansion through Q4, with general availability across 35 markets targeted for Q1 2027. Amazon Ads

Current access includes sellers, vendors and off-Amazon brands with an Amazon Ads Agent account, although advanced-setting access varies by advertiser type and programmatic experience. Amazon Ads

Amazon also notes that audio availability will continue expanding after launch during Q4 2026. Amazon Ads

So sellers should not assume every account and every market has full DVA+ functionality today.

How DVA+ Is Billed

Amazon says DVA+ uses CPM pricing, meaning advertisers generally pay based on impressions rather than clicks.

There is no minimum spend for the self-service DVA+ experience; advertisers set their own budgets and campaign dates. Amazon Ads

At the current closed-beta stage, Amazon says payment is invoice-only, with credit-card support planned for Q1 2027. Amazon Ads

This makes DVA+ economics very different from Sponsored Products CPC advertising.

Your planning needs to begin with:

CPM → Reach → Engagement → Conversion → CPA / ROAS

rather than:

CPC → Conversion → ACoS.

The Adorbix DVA+ Framework

At Adorbix, we'd approach DVA+ through six stages.

1. RETAIL READINESS

Confirm:

inventory,

margin,

listing conversion,

reviews,

and pricing.

2. OBJECTIVE

Define whether the campaign exists to create:

awareness,

traffic,

customer acquisition,

or sales.

3. MEDIA

Let DVA+ recommend the format mix, but use advanced controls where strategy requires them.

4. CREATIVE

Combine Amazon AI-generation with brand-approved assets.

5. MEASUREMENT

Track:

reach,

new-to-brand,

conversion,

incrementality,

and total business impact.

6. PROFIT

Connect the campaign to:

CONTRIBUTION MARGIN

rather than stopping at ROAS.

That's how automation becomes a business strategy instead of simply an easier campaign builder.

How Adorbix Can Help Brands Use DVA+ Strategically

DVA+ removes a lot of technical campaign complexity.

It does not remove strategic complexity.

Adorbix can help brands with:

Retail Readiness: Make sure listings, inventory and economics are strong enough before scaling media.

Amazon PPC: Coordinate Sponsored Products and Sponsored Brands with broader DVA+ activity.

DVA+ Strategy: Determine whether simplified or advanced settings make more sense.

Creative: Build and QA display, video and streaming assets.

Audience Strategy: Use Amazon signals alongside brand/customer understanding.

Measurement: Connect DVA+ with Unified Reporting, AMC and full-funnel KPIs.

Profitability: Tie media outcomes back to product margin and customer acquisition economics.

The goal isn't:

“Run display, video and audio because Amazon made it easy.”

It is:

“Use the right mix of media to create profitable demand that search advertising alone cannot capture.”

A Practical 45-Day DVA+ Test

For the first two weeks, establish the baseline.

Record current:

Sponsored Ads sales,

branded search,

new-to-brand,

conversion,

total sales,

and contribution margin.

Then select one strong ASIN or product group.

Choose one clear objective.

Run a controlled DVA+ campaign with a budget meaningful enough to generate learning but small enough to limit risk.

During weeks three and four, monitor:

format allocation,

publisher delivery,

frequency,

creative,

traffic,

and conversion.

Do not change every variable simultaneously.

During the final phase, compare:

pre-test

versus:

campaign period.

Then decide whether to:

SCALE → REFINE → MOVE TO ADVANCED SETTINGS → PAUSE

based on the actual business result.

DVA+ Readiness Checklist

Before launching, sellers should confirm the ASIN has healthy inventory, competitive pricing, strong listing conversion, enough margin to support broader media, clear campaign objectives, approved creative, a defined audience strategy, baseline performance data and a measurement plan that extends beyond direct ROAS.

Brands should also decide in advance whether Amazon's simplified AI management is sufficient or whether advanced settings are necessary for audience, publisher, bidding or frequency control.

The easiest campaign to launch is not always the easiest campaign to evaluate.

Frequently Asked Questions

What is Amazon DVA+?

DVA+ is Amazon's simplified Display, Video and Audio campaign experience inside Amazon Ads Agent. It lets advertisers run streaming TV, online video, display and audio across Amazon properties and the open internet from one campaign. Amazon Ads

What does DVA+ replace?

Amazon says DVA+ brings together capabilities that were previously handled through separate campaign types including Sponsored Display, Sponsored TV and programmatic Amazon DSP workflows. Amazon Ads

Is Amazon DSP gone?

Amazon says Amazon DSP has evolved into Amazon Ads Agent. Existing programmatic capabilities are available through DVA+ with advanced settings, and existing campaigns and reporting continue without disruption. Amazon Ads

Which formats can DVA+ run?

Amazon describes DVA+ as supporting streaming TV, online video, display and audio, with audio availability continuing to expand after launch. Amazon Ads

Can DVA+ run ads outside Amazon?

Yes. Amazon says campaigns can reach customers across Amazon properties and the open internet, including premium third-party sites and apps. Amazon Ads

Does DVA+ automatically choose the formats?

In the simplified experience, Amazon can automatically optimize the media-format mix based on the campaign objective. Advanced settings allow advertisers to control formats and budget allocation more granularly. Amazon Ads

Does Amazon automatically generate creative?

DVA+ can create display, online-video and streaming-TV assets from product listings or a brand URL. Advertisers can review/edit generated assets or upload their own. Amazon Ads

Can brands that do not sell on Amazon use DVA+?

Yes. Amazon says off-Amazon brands can use DVA+ for goals such as leads, subscriptions and website traffic without requiring an Amazon retail presence. Amazon Ads

How much does DVA+ cost?

Amazon says DVA+ uses CPM pricing with no minimum spend for the self-service experience. Advertisers control their budget and campaign dates. Amazon Ads

When will DVA+ be widely available?

Amazon says the product is currently in extended closed beta in the U.S., with open beta expected in late October 2026, international expansion through Q4 and general availability across 35 markets targeted for Q1 2027. Amazon Ads

Can Adorbix help manage DVA+?

Yes. Adorbix can connect DVA+, Amazon PPC, creative, AMC, audience strategy, listing CRO and product-level profitability so brands can use Amazon's AI automation without losing strategic or financial control.

Key Takeaways

Amazon DVA+ represents a major simplification of Amazon's non-search advertising stack.

One campaign can increasingly coordinate:

DISPLAY

ONLINE VIDEO

STREAMING TV

AUDIO

across Amazon properties and the open internet. Amazon Ads

The system is powered by Brand+ and Performance+, with Amazon AI capable of managing targeting, bidding, format allocation and creative in the simplified experience. Amazon Ads

Experienced advertisers can switch to advanced settings for much deeper programmatic control.

Amazon DSP capabilities are being folded into Amazon Ads Agent rather than simply eliminated, and Sponsored Display is similarly becoming part of the wider display-ad environment. Amazon Ads

The result is a much more unified Amazon advertising platform.

But one campaign does not mean one metric.

Brands still need to connect media delivery to:

customer acquisition,

incrementality,

inventory,

margin,

and:

profit.

Final Takeaway: DVA+ Simplifies Media Buying—It Does Not Simplify Business Strategy

Amazon has removed a major advertising barrier.

A brand no longer needs to think:

“Should we build a display campaign, then another video campaign, then another streaming campaign?”

It can increasingly say:

“Here is our objective. Here is our product. Here is our budget.”

Then let Amazon help determine the media mix.

That's powerful.

But it means the marketer's job shifts.

Less time deciding:

which platform button to click.

More time deciding:

which objective matters.

which products deserve scale.

which creative communicates the value.

which customers are incremental.

and how much profit remains after the media cost.

At Adorbix, that is exactly how we would approach DVA+.

HUMAN STRATEGY → AMAZON AI → MULTI-FORMAT MEDIA → MEASUREMENT → PROFIT

Because one campaign across display, video and audio can make Amazon advertising easier to operate.

The competitive advantage comes from knowing what that campaign should actually accomplish.

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