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Amazon Ads Agent: Full-Funnel Campaigns and DVA+ Explained

ByTech Hustler

At unBoxed 2026, Amazon renamed and reorganised its advertising platform around AI. The unified platform is now called Amazon Ads Agent. Two products sit at the centre of the announcement: Full-Funnel Campaigns, which put sponsored ads, display, video and streaming TV into one campaign, and DVA+, a simpler way to buy display, video and audio on Amazon properties and the open web. If you manage Amazon budgets for clients, here is what changed and how to approach it.

Amazon Ads Agent: the new name for the platform

According to Amazon’s announcement, Amazon Ads Agent is the new name for its unified ad platform. It lets advertisers create campaigns, define audiences and get insights through natural language conversations, alongside the usual direct controls. Amazon says the platform draws on its shopping, browsing and streaming signals across campaign creation, optimisation, creative and analytics.

The product page describes three campaign types: Sponsored ads; Display, Video and Audio (DVA+); and Full-Funnel Campaigns. You can pick one directly, or describe what you want in the conversational experience and be guided to the right one.

Full-Funnel Campaigns

Full-Funnel Campaigns bring sponsored ads, display, video and streaming TV into a single AI-optimised campaign. On the product page, Amazon says you set your products, budget, a ROAS threshold and creatives (or use its creative tools), and its AI allocates a daily budget across formats in real time.

Key details from Amazon’s own description:

  • Goal: new-to-brand customers and long-term sales, not just immediate ROAS.
  • Billing: cost-per-click or cost-per-mille depending on where the ad serves, with no upfront fee or extra charge for orchestration or AI creative generation.
  • Measurement: immediate results plus a 12-month estimate of long-term sales from new-to-brand shopping events, and an accumulated sales report to compare that estimate with what actually happened over time.
  • Eligibility: U.S. advertisers selling in the Amazon store, Brand Registry sellers, vendors, and agencies with such clients. A minimum daily budget applies.
  • Runs alongside existing campaigns: it does not replace your current Sponsored Products structure.

DVA+

DVA+ combines what was previously spread across Sponsored Display, Sponsored TV and programmatic campaigns into one buying experience. Amazon’s DVA+ guide describes four steps: choose an objective, choose products or a brand URL, review AI-generated creatives, then set a budget and launch. Ads can run across streaming TV, online video, display and audio, on Amazon properties and the open internet.

For more control, “advanced settings” expose the familiar programmatic tools: audience targeting, frequency management, deals and custom bidding. Optimisation is handled by Brand+ (awareness and reach) and Performance+ (consideration and conversion). Amazon recommends flights of 14 days or longer so the optimisation has time to learn.

Availability

Amazon says DVA+ begins rolling out from late October 2026. Its guide says access is currently limited to participating U.S. advertisers, advanced settings are available to a limited group, and general availability is targeted for early 2027. Outside the U.S., plan on the current tools for now.

What this means for agencies

Your role shifts from building to steering

When the platform chooses formats, placements, bids and even creative, the agency’s value moves to inputs and judgement: which products to push, what ROAS floor is acceptable, what creative is on-brand, and whether the long-term sales estimate is believable.

Measurement needs a sceptical eye

A 12-month long-term sales estimate is useful, but it is still a model. Use the accumulated sales report to check estimates against actual results over time. Where possible, compare test and control periods or products.

Watch for overlap with existing campaigns

Full-Funnel Campaigns run alongside your current sponsored ads. Without care, you can end up with two campaigns chasing the same shoppers. Agree up front which campaign owns which goal.

Off-Amazon brands are included

DVA+ supports a brand URL as well as Amazon products. That means brands that don’t sell on Amazon can use Amazon’s audience data for display, video and audio reach.

What to do this week

  • Check whether each U.S. client account is eligible for Full-Funnel Campaigns and what the minimum daily budget is.
  • Ask your Amazon account manager about DVA+ access and timing for each account.
  • Write down current new-to-brand and ROAS baselines before testing anything new.
  • Choose a small set of products with good reviews and stock depth for a first Full-Funnel test.
  • Review the AI-generated creative before launch; don’t let anything off-brand go live.

The bottom line

Amazon is simplifying its ad stack and handing more decisions to AI, with real new reach (streaming TV, audio, open web) available to smaller advertisers. Access is U.S.-first and phased. Agencies that set clear baselines, sensible ROAS floors and a test plan now will be ready to scale when access widens.

Need help structuring Amazon and off-Amazon ads around new customers and long-term sales? Book a free strategy call and we’ll review your current campaigns with you.

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