Amazon Ads has renamed its unified advertising platform Amazon Ads Agent and launched DVA+, a new offering that brings programmatic buying into the platform.
The announcements were made at unBoxed 2026, as Amazon expands its use of AI across campaign planning, creation, optimisation and measurement.
Amazon Ads Agent brings Sponsored Ads, Display, Video and Audio together on a single platform. Advertisers can build campaigns manually, use Amazon's AI-powered tools or combine both approaches.
The platform draws on Amazon's shopping, browsing and streaming signals across campaign creation, optimisation, creative development and analytics.
Kelly MacLean, Vice President, Engineering, Science & Product, Amazon Ads, said advances in AI are enabling the company to improve advertising performance across channels while simplifying campaign creation for brands and agencies.
DVA+ integrates programmatic buying
DVA+ brings together campaign types that were previously managed separately, including Sponsored Display, Sponsored TV and programmatic campaigns.
The solution uses Amazon's Brand+ and Performance+ tools to place ads across streaming TV, online video, display and audio on Amazon properties as well as the open internet.
Advertisers can select a campaign objective, add products and creative assets, set a budget and launch a campaign. Brand+ uses AI to identify audiences based on their likelihood of taking actions such as visiting a Brand Store, adding products to their cart or making a purchase.
Performance+ focuses on consumers who are actively considering a purchase and optimises campaigns towards the advertiser's selected outcome.
Advertisers with programmatic buying experience can also access advanced controls covering targeting, deals, supply sources, frequency caps and bidding strategies.
DVA+ is expected to begin rolling out to advertisers in the coming months.
Amazon expands conversational AI capabilities
Amazon Ads is also expanding the conversational interface it introduced last year. According to Amazon, advertisers in the US who used natural language to apply campaign targeting recommendations saw, on average, more than 25% additional unique customers and a reduction of more than 10% in cost per impression.
The expanded capabilities include conversational media planning, which can help advertisers estimate audience sizes, forecast reach and compare incremental reach across channels.
Advertisers will also be able to describe audiences using natural language and receive targeting recommendations across products, categories, keywords and Amazon audiences.
On the analytics side, users can ask questions about campaign performance, identify trends, compare results with peers and generate visual analyses across campaign types.
Amazon is also introducing AI-powered recommendations for Sponsored Products covering targeting, bids and budgets, with advertisers able to apply recommendations directly.
These capabilities are expected to roll out over the coming months.
Jason O’Toole, EVP and Head of Commerce & Retail Media, dentsu, said the conversational experience is reducing the time teams spend on campaign setup and optimisation, allowing strategists to focus more on insights and creative thinking.
