Key takeaways
- Amazon DSP (demand-side platform) is Amazon's programmatic advertising technology for buying display, video, audio, and streaming TV ads on Amazon properties and third-party sites and apps.
- In September 2026, Amazon brought sponsored ads and Amazon DSP together in one platform, Amazon Ads Agent, and introduced DVA+, a single Display, Video, and Audio campaign type that brings together what used to be created through Amazon DSP, Sponsored Display, and Sponsored TV.
- DVA+ is billed by CPM with no minimum spend, and it is open to sellers, vendors, and brands that don't sell on Amazon. DSP-style controls such as manual audience targeting, frequency management, and deals sit under advanced settings.
- Brands that want Amazon to run campaigns for them can still request managed service, which has budget minimums.
Amazon is one of the largest advertising platforms in the world, and Amazon DSP has long been its most advanced tool for brands that want to go beyond keyword targeting and search ads.
That tool has just changed. In September 2026, Amazon folded Amazon DSP into a new single ad platform and a new campaign type called DVA+. This guide explains what Amazon DSP is, what changed, how the new setup works, who it is for, and how to get the most out of it as a US seller or brand.
What is Amazon DSP?
Amazon DSP (demand-side platform) is Amazon's programmatic advertising technology. It lets advertisers buy display, video, audio, and streaming TV ad placements at scale. Unlike Sponsored Products or Sponsored Brands, which are keyword-driven and appear mainly in Amazon search results, DSP uses audience targeting and shopping signals to serve ads both on Amazon-owned properties and across third-party websites and apps.
The key differentiator is Amazon's first-party data. Because Amazon sees the shopping journey from search to checkout, it has rich signals about what shoppers searched for, viewed, and bought. DSP lets advertisers use those signals to reach the right audiences, whether or not they are shopping on Amazon at that moment.
What changed in 2026: Amazon Ads Agent and DVA+
On September 29, 2026, Amazon announced that it had brought sponsored ads and Amazon DSP together into one ad platform, Amazon Ads Agent. Amazon says existing campaigns, reporting, and settings carried over to the new platform.
Inside Amazon Ads Agent, DVA+ (Display, Video, and Audio) is a unified campaign type that brings together what was previously created through Amazon DSP, Sponsored Display, and Sponsored TV. You choose a goal and a budget, and DVA+ uses AI to pick the formats, audiences, placements, and bids. Two optimization options are built in: Brand+ for awareness and reach, and Performance+ for consideration and conversions.
If you used Amazon DSP before, the controls you relied on have not disappeared. Amazon says DSP features such as audience targeting, frequency management, and deal IDs now sit within DVA+ under advanced settings, along with manual bidding, lookalikes, retargeting, suppression, and publisher inclusion and exclusion lists.
DVA+ is rolling out in stages. It launched in an extended closed beta in the US, with open beta expected in late October 2026, international expansion planned through the fourth quarter of 2026, and general availability across 35 markets targeted for the first quarter of 2027. Amazon also notes that advanced settings are currently available to a limited set of US advertisers, so check what your account shows before you plan a campaign.
Amazon DSP and DVA+ ad formats
DVA+ can run these formats from a single campaign:
Streaming TV
Full-screen, non-skippable video ads on Fire TV, Prime Video, Twitch, and premium streaming apps. These reach audiences in a high-attention, lean-back environment.
Online video
In-stream and out-stream video ads across Amazon properties and the open internet. Video is particularly effective for brand storytelling and product demonstrations.
Display ads
Banner and responsive ads on Amazon.com, IMDb, and thousands of third-party sites. Display ads can be used for retargeting, prospecting, or competitive conquest campaigns.
Audio ads
Audio ads on Amazon Music, podcasts, and other audio inventory. Amazon lists audio as coming soon in DVA+, with availability expanding after launch.
Who should use Amazon DSP and DVA+?
Amazon DSP, and now DVA+, is most effective for brands that want to go beyond search intent: building awareness, retargeting shoppers who didn't convert, and reaching audiences based on their shopping behavior.
It is particularly well suited to established brands and larger sellers with a dedicated awareness budget, brands launching new products, brands selling across multiple channels that want to reach Amazon shoppers off Amazon, and companies with longer buying cycles that need full-funnel campaigns rather than only bottom-of-funnel ads. DVA+ is also open to brands that don't sell on Amazon at all.
Smaller sellers with limited budgets are usually better served by Sponsored Products and Sponsored Brands first. Because DVA+ has no minimum spend, it is now easier to test display and video once your search campaigns are profitable.
Audience targeting options
The power of Amazon DSP has always been its targeting. In DVA+, targeting is handled automatically by default, and advanced settings let you take manual control. Common audience types include:
In-market audiences
Shoppers who have recently searched for or bought products in your category.
Lifestyle audiences
Audiences grouped by broader behavior patterns, such as frequent pet supply buyers or outdoor enthusiasts.
Remarketing audiences
Shoppers who viewed your product detail page, added to cart, or bought before. This is one of the highest-value audience types for most brands.
Contextual targeting
Placing ads on pages with content related to your product category, regardless of the specific audience.
Lookalike audiences
Audiences that share behavior patterns with your existing customers or converters.
Amazon DSP vs. sponsored ads: key differences
Sponsored Products and Sponsored Brands are auction-based, keyword and product driven, and run mainly in Amazon search results and on product pages. They are designed for lower-funnel, intent-driven sales.
Amazon DSP, and now DVA+, is programmatic and audience-driven, and runs across Amazon-owned and third-party inventory. It is designed for full-funnel campaigns: building awareness with new audiences, retargeting browsers, and re-engaging past customers, including when they are not on Amazon. Since September 2026, both types of campaign are managed in the same platform, Amazon Ads Agent. See our complete guide to Amazon advertising for how sponsored ads work.
How to get started with Amazon DSP and DVA+
There are three main paths:
Run DVA+ campaigns yourself
If you have an Amazon Ads account, check whether DVA+ is available to you in Amazon Ads Agent. You set your goal, budget, and dates, and DVA+ is billed by CPM with no minimum spend. During the closed beta, Amazon says payment is invoice-only, with credit card support planned for the first quarter of 2027.
Request Amazon managed service
Amazon's managed service is designed for advertisers who want access to Amazon DSP inventory with consultative support, or who have limited programmatic experience. Amazon says budget minimums apply, so this route suits larger brands with dedicated ad budgets.
Work with an agency partner
An experienced agency like ePlaybooks can plan, run, and optimize your display, video, and streaming TV campaigns alongside your sponsored ads, so your full funnel works together.
Key metrics for Amazon DSP and DVA+ campaigns
Total ROAS
Return on ad spend, including both direct and attributed sales.
New-to-brand percentage
The share of purchases from customers who haven't bought from your brand in the past 12 months. This is a core success metric for awareness campaigns.
Detail page views
How many times your product pages were viewed as a result of the campaign.
Purchase rate
How often ad exposures led to a purchase, even without a direct click.
Frequency
The average number of times a single person saw your ad. Managing frequency prevents ad fatigue.
Final thoughts
Amazon DSP unlocks a layer of advertising that sponsored ads alone can't reach. With DVA+ inside Amazon Ads Agent, that layer is now easier to access: one campaign can run streaming TV, video, display, and audio, with no minimum spend and AI doing much of the setup. For brands ready to invest in full-funnel growth, it offers access to Amazon's first-party signals and reach across Amazon-owned and external inventory.
If you're considering Amazon DSP or DVA+ and want expert guidance on whether it's the right fit for your current stage and budget, the team at ePlaybooks can help you evaluate and structure a strategy that works.
