Amazon Ads Agent is the new name for Amazon Ads’ unified advertising platform, bringing sponsored ads, Display, Video and Audio buying into a single interface where advertisers can build campaigns manually, with AI assistance, or both. Announced at the unBoxed 2026 event, it arrives with DVA+, a programmatic buying offering for streaming TV, online video, display and audio.
According to trade reports published on 30 September 2026 by afaqs! and exchange4media, DVA+ combines Sponsored Display, Sponsored TV and programmatic campaigns. Amazon says it will roll out to advertisers “in the coming months”, so this is an announcement of what is coming rather than a product available to every advertiser today. This article reflects reporting from that date.
What Is Amazon Ads Agent and How Does DVA+ Work?
Amazon Ads Agent consolidates what were previously separate campaign types into one experience. DVA+ is the programmatic piece: it lets advertisers reach audiences across streaming TV, online video, display and audio, on Amazon properties and on the open internet. Reports describe two modules, Brand+ and Performance+, that use Amazon’s shopping and browsing data, and say a campaign can go “from setup to live campaign in minutes”.
Advertisers can choose manual building, AI-driven optimisation or a hybrid. Experienced programmatic buyers keep advanced controls over targeting, deals, frequency caps and bidding.
What Can the AI Assistant Do for Campaign Planning?
The reports list conversational media planning with audience sizing and reach forecasting, natural-language audience descriptions that return targeting recommendations, AI-powered analytics and performance diagnostics, and AI recommendations for Sponsored Products covering targeting, bids and budgets.
Amazon cited two early performance figures. Advertisers using conversational AI in the US saw more than 25 per cent additional unique customers, and the company reported an average reduction of more than 10 per cent in cost per impression. These are Amazon’s own figures, drawn from US usage, and were not independently verified in the sources reviewed.
Industry Reaction and Expert Commentary
Kelly MacLean, VP of Engineering, Science and Product at Amazon Ads, said: “Rapid advancements in AI are allowing us to deliver better advertising with improved performance across all channels.”
Jason O’Toole, EVP of Commerce and Retail Media at dentsu, said the conversational AI interface means strategists spend less time on execution mechanics and more on insights and creative thinking. No wider analyst or Indian trade-body reaction was found in the sources reviewed.
What Does This Mean for Indian Marketers?
The sources reviewed do not state an India launch date or India-specific availability for Amazon Ads Agent or DVA+. Indian marketers should treat it as a signal of direction: retail media platforms are folding search, display and connected-TV buying into AI-assisted workflows. Agencies and brands running Amazon campaigns may want to ask their account teams about timing in India.
What Happens Next?
Amazon says the rollout begins in the coming months. Watch for confirmation of India availability, pricing or fee details (none were disclosed in the reports reviewed), and independent performance data beyond Amazon’s own figures.
Frequently Asked Questions
What is Amazon Ads Agent?
It is the renamed unified Amazon Ads platform that combines sponsored ads, Display, Video and Audio buying in one interface, with manual and AI-assisted campaign options.
What is DVA+?
DVA+ is a programmatic buying solution combining Sponsored Display, Sponsored TV and programmatic campaigns, so advertisers can reach streaming TV, online video, display and audio audiences on Amazon and the open internet.
Is Amazon Ads Agent available in India yet?
The reports reviewed say only that DVA+ will reach advertisers in the coming months. They do not confirm an India date, so Indian advertisers should check with Amazon Ads.
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