Amazon announced DVA+ on 29 September as a campaign-buying experience within Ads Agent. It combines AI-assisted setup with advanced controls for reaching audiences across Amazon properties and the wider web.
Based on Amazon Ads ·
One campaign, several formats
Amazon positions DVA+ around display, streaming TV, online video and audio. Its product page still labels audio as coming soon in the campaign workflow. The name describes the intended format range; advertisers should confirm which inventory is actually enabled in their account.
The European timetable is still ahead
The launch is an extended closed beta in the US. Amazon expects an open beta in late October 2026, plans international expansion during the fourth quarter and targets 35 markets for general availability in early 2027. Those are announced plans, not present European availability.
European teams can use the announcement to prepare a campaign brief and measurement plan. Confirm local access and available formats before allocating launch spend.
Sources
- DVA+ launch and rollout timetable
Amazon Ads · Announcement ·
- Display, Video and Audio product details
Amazon Ads · Documentation
Written with AI assistance from the sources above. The marketing perspective and next move are our interpretation. Our editorial approach.
