According to PPC Land (15 October 2026), Amazon retired the “Amazon DSP” name, replaced it with DVA (display, video and audio) and relaunched the merged interface as Ads Agent, a conversational layer. DVA+ is the default setup and the builder has four steps. There is an extended closed beta in the US, open beta expected late October and general availability in 35 markets expected in the first quarter of 2027. The cost improvements Amazon claims (8% lower cost per impression and 6% lower CPA) are its own figures, unaudited.
What Amazon announced
PPC Land summarises the path: in November 2025, Amazon introduced Ads Agent at unBoxed in Nashville and merged the DSP and ads console into Campaign Manager. On 29 September 2026, at unBoxed in San Francisco, it retired the “Amazon DSP” name, replaced it with DVA (display, video, audio) and relaunched the merged interface as Ads Agent. The source stresses that the buying product became DVA and that Ads Agent is the conversational layer.
The sources cited are Amazon, AdExchanger and MediaPost.
DVA+ and the four-step builder
DVA+ is the default campaign setup: it combines Sponsored Display, Sponsored TV and programmatic display, video and audio, and runs on Performance+ or Brand+. Simplified mode asks only for objective, budget and creative. Targeting, deals, supply, frequency and bidding sit behind an “advanced settings” option. The builder has four steps: objective, products or brand URL, AI-generated creative and budget.
The source indicates invoice-only billing during the beta, with credit card planned for the first quarter of 2027.
Amazon Ads Agent and DVA+
Amazon claims (unaudited)
- −8% cost per impression
- −6% CPA
- Up to −68% CPA and +34% ROAS (generic)
Verified or to verify
- Closed beta in the US
- General availability in 35 markets in 2027
- No independent data
Full-Funnel Campaigns and other formats
Full-Funnel Campaigns combine sponsored ads, display, video, streaming TV and open-internet inventory, including audio. The advertiser approves creatives but doesn’t choose channels or audiences. They have a minimum daily budget of 100 dollars and are available to all US advertisers, according to the source.
There are also “Branded Conversations” and “Sponsored Prompts” (ads inside Amazon’s shopping chatbot) and review-request ads, on a CPC basis, for products with fewer than 1,000 ratings, with a US open beta expected for late October.
Amazon's claims and what the source records as independent
Amazon claims Ads Agent targeting delivered 8% lower cost per impression and 6% lower cost per acquisition, with its own unaudited figures. It also claims up to 68% lower cost per acquisition and up to 34% higher return on ad spend, without specifying they apply to DVA+. All of this is company claim.
The source records that, at the time, no independent adoption or performance data on DVA+ existed. A trade publication cited also says about one fifth of a brand’s sales value arrives after the attribution window.
A company's claim isn't proof. Ask for independent data or test in your account.
Availability: when and where
The source indicates an extended closed beta in the US, open beta expected for late October 2026 and general availability in 35 markets expected for the first quarter of 2027. The MCP server (to connect external AI agents) opened in beta on 2 February 2026, with more than 700 external connections, according to MediaPost.
The source doesn’t list the 35 markets. Don’t assume Portugal is included. Those selling on Amazon.es or other European marketplaces should ask their Amazon contact.
Known costs and fees
No price for using Ads Agent has been reported. The source says the typical DSP fee was around 10% (Digiday, November 2024), that the fully managed option had a 50,000-dollar minimum, 15% service fee and 10% platform fee (Amazon documentation, July 2025) and that a comparison with The Trade Desk is not like-for-like. No fee change has been reported for DVA.
Practical conclusion: always ask for total cost, not just the technology fee.
What this means for a Portuguese SME
For most SMEs in Portugal, DVA+ is not an immediate priority: the product is in beta in the US and minimums (100 dollars a day in Full-Funnel) are high for small budgets. It’s relevant for brands with a strong Amazon presence and for those selling on European marketplaces.
The strategic signal is the trend of “agents” replacing consoles: less manual configuration, more automation, and less visibility into what happens. This links to everything we wrote on responsibility and control.
Checklist for sellers and brands
Confirm whether your Amazon ads account has access to any of these products. Ask your Amazon contact about dates and markets. Define your own metrics (total sales, margin, new customers), not just Amazon’s. Keep a results history before changing. Avoid migrating campaigns in peak periods.
If you want to assess whether Amazon Ads fits your strategy, I can help compare with Google and Meta, with numbers and no promises.
Frequently asked questions
Is DVA+ available in Portugal?
The source mentions a beta in the US and 35 markets in the first quarter of 2027, without listing them. Ask Amazon.
Are the claimed improvements reliable?
They are Amazon’s figures, unaudited. No independent data exists, according to the source.
How much does Ads Agent cost?
No price has been reported for Ads Agent nor fee change for DVA.
Sources consulted
Keep reading
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