Amazon Ads Plans One Buying Workflow for Video, Display and Audio, With Advanced Controls

Amazon Ads announced DVA+ on September 29, 2026, as a planned way to buy video, display and audio ads through one experience. Advertisers using its simplified path would set an objective, provide products and creative, and choose a budget while Amazon’s tools handle delivery and optimization. Brands and agencies would also have an advanced-settings route when they need to direct more of the buy themselves. According to Amazon’s announcement, DVA+ will begin rolling out over the coming months; it is not yet a generally available option.

Amazon says DVA+ brings together buying previously handled through Sponsored Display and its programmatic solutions. The simplified workflow is designed to cover streaming television, online video, display and audio, including inventory beyond Amazon properties. For a team planning across those formats, the proposed change is the ability to give Amazon a campaign objective and budget rather than manage each format through separate buying tools.

Where buyers keep control

Amazon says DVA+ advanced settings will let experienced buyers manage targeting, deals, supply sources, frequency limits and bidding strategies. Those settings matter to agencies with specific requirements for where ads run, how often people see them or how bids are set. Amazon’s announcement makes clear that its simplified route is not the only buying path it plans to offer.

DVA+ is part of the company’s newly presented Amazon Ads Agent experience, which spans its advertising console and demand-side platform. Amazon says advertisers will be able to create and optimize campaigns manually or with AI assistance. It also outlined conversational capabilities for media planning, audience recommendations, analytics and sponsored-ad recommendations that will begin becoming available over the coming months.

The consolidation has a longer history: Amazon announced a unified Campaign Manager, Ads Agent and Full-Funnel Campaigns at unBoxed in November 2025. The September 29 development is the DVA+ buying design and additional agent capabilities. As access arrives, the practical question for a brand or agency is whether its campaign can use the simplified setup or needs the targeting, supply, frequency and bid controls Amazon says it will retain.