Amazon has announced an expansion of Ads Agent, its AI-powered advertising tool designed to simplify campaign creation, management, and analysis through natural-language conversations. Advertisers can use the assistant to turn their instructions into campaign settings and actions, reducing manual work.
With this update, Amazon Ads Agent brings together Amazon DSP and the advertising console in a single platform, combining sponsored ads, display, video, and audio. The company has also announced new capabilities for campaign planning, audience targeting, and performance analysis, which will begin rolling out over the coming months.
The star of this launch is DVA+ (Display, Video, and Audio), which Amazon defines as an “optimized purchase experience and simplified solution to create display, video, and audio campaigns: a unified campaign type that brings together what was previously created through Amazon DSP, Sponsored Display, and Sponsored TV.”
Amazon says that DVA+ will reduce campaign creation to just four steps. Advertisers will need to select their objective first (sales, traffic, awareness, leads, etc.), then choose their products (or their brand URL), review the AI-generated creatives, and set their budget. In this way, Amazon says advertisers will be able to launch their campaign across all available media types “in minutes.”
To make that happen, DVA+ handles targeting, inventory selection, format allocation, bidding, creative generation, and ongoing optimization, without requiring the user to have advanced DSP knowledge. “DVA+ uses trillions of Amazon shopping, browsing, and streaming signals to automatically deliver streaming TV, online video, display, and audio ads, both on Amazon and across other internet services,” the company explains.
That said, Amazon is also including advanced controls for advertisers who want to manage targeting, inventory, frequency, and bidding more directly.
As a result, management will be unified for activities that until now were handled through different tools, including Sponsored Display and programmatic solutions. On top of that, advertisers will also get additional assistance and continuous interaction through the Amazon Ads Agent chat.
Specifically, the expanded capabilities of Amazon Ads Agent cover the full campaign cycle we have described for advertisers, although perhaps the most striking feature is its AI-based recommendations, focused on areas such as targeting, bidding, and budgets.
That said, other features include aspects such as:
DVA+ is currently in beta in the United States, but Amazon plans to expand it internationally during the fourth quarter of 2026, with general availability across 35 markets in the first quarter of 2027.
Image: ChatGPT and Amazon
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