Amazon Ads introduces DVA+, enhanced chat experience in AI ad platform, Amazon Ads Agent

At unBoxed 2026, Amazon Ads has announced Amazon Ads Agent – the new name of the unified platform, now powered by agentic AI.

Amazon Ads Agent brings sponsored ads and Display, Video, and Audio together in one simple, connected, AI-first ads platform. Throughout Amazon Ads Agent, advertisers have the option to use manual campaign building tools, let Amazon’s AI optimize on their behalf, or employ a mix of both depending on campaign goal and advertiser need.

“Rapid advancements in AI are allowing us to deliver better advertising with improved performance across all channels and customer objectives,” said Kelly MacLean, Vice President, Engineering, Science, & Product, Amazon Ads. “At the same time, we are making it as simple as possible for brands and agency partners of all sizes to create highly impactful campaigns and achieve their goals.”

DVA+ offers a single, simplified buying experience and optimization solution, bringing together what was previously managed through separate campaign types—including Sponsored Display, Sponsored TV, and programmatic campaigns. Powered by Brand+ and Performance+, DVA+ uses Amazon’s trillions of shopping, browsing and streaming signals to automatically place ads across streaming TV, online video, display, and audio on Amazon properties and the open internet. Advertisers pick a goal—such as driving sales, increasing traffic, or building awareness—add their products and creative, set a budget, and launch. Amazon’s AI handles the rest.

DVA+ allows advertisers to go from setup to live campaign in minutes. Within DVA+, Brand+ uses AI-driven optimization to identify audiences who are not only likely to see an ad, but also likely to take meaningful action—whether that's visiting a Brand Store, adding products to their cart, or making a purchase. Performance+ drives consideration and conversions by reaching customers when they are actively in the market and optimizes toward the advertiser’s chosen outcome.

DVA+ simplifies campaign creation and optimization for advertisers of all sizes. With ‘advanced settings’, experienced programmatic buyers have full control. For advertisers who already run programmatic campaigns at Amazon Ads, the experience with advanced settings is designed to feel immediately familiar. Advertisers manage targeting, activate deals, choose supply sources, set frequency caps, and configure bidding strategies — the same workflow they rely on today—but now with additional support and ongoing interaction through Amazon Ads Agent chat.

DVA+ will begin rolling out to advertisers in the coming months.

“The conversational experience in Amazon Ads Agent is fundamentally changing how our teams work. Rather than spending hours on manual campaign setup and optimization, we can now make human-informed optimizations directly,” said Jason O’Toole, EVP, Head of Commerce & Retail Media, dentsu. “Our strategists spend less time on execution mechanics and more time on the insights and creative thinking that drive results for our clients.”