Amazon puts its ad tools behind one AI agent. DVA+ mixes display, video and audio

Amazon Ads replaced its console and its buying platform with one tool on 29 September. Amazon Ads Agent takes questions in ordinary language, plans campaigns and suggests who to reach. The company showed it at its unBoxed conference, alongside three campaign types: Sponsored Ads, DVA+ and full-funnel campaigns.

DVA+ asks for a goal, a product, a creative and a budget

DVA+ covers display, video and audio in one flow, including streaming television. The builder has four steps. Pick a goal, such as sales, traffic, awareness or leads. Point it at products or a brand address. Look over creative the model has written. Set a budget. Kelly MacLean, vice president of engineering, science and product, said Amazon has brought “the power of programmatic to advertisers of all sizes”.

Closed beta in the US, 35 markets planned for early 2027

Only advertisers in the United States can use DVA+ today, and only in closed beta. Amazon expects an open beta late in October and general release across 35 markets in the first quarter of 2027. During the closed beta the only way to pay is by invoice; card payment is planned for the same quarter.

Full-funnel campaigns need $100 a day to start

Full-funnel campaigns are already open to every American advertiser, with a minimum daily budget of $100. Amit Bhattacharyya, vice president of full-funnel products, AI and modelling, said upper-funnel work also lifts the other campaigns an advertiser runs. That claim rests on Amazon’s own measurement.

Amazon’s own figures claim 68 per cent better cost per sale

Amazon put seven performance claims on stage, all from internal data. The largest is a cost per acquisition up to 68 per cent better. It also cited 34 per cent higher return on ad spend for sellers and 41 per cent more new-to-brand activity. None of it has been checked outside the company, which matters more than usual here, because a US regulator says Amazon raised ad auction prices in secret for seven years.

The direction is shared. Google has put a chat agent next to Demand Gen, and 58 per cent of European ad executives expect agentic buying at scale within a year.

The open beta in late October is the date to watch, because it is the first time buyers outside Amazon’s invited list will run DVA+ with their own money. The question it settles is whether one budget line covering display, video and audio reports back clearly enough for a media team to defend the split afterwards.