Amazon Ads has renamed its unified advertising platform Amazon Ads Agent and introduced DVA+, a new solution that brings programmatic buying into the same environment. Announced at unBoxed 2026, the update puts sponsored ads, Display, Video and Audio under one roof. Advertisers can build campaigns manually, lean on Amazon’s AI tools, or combine both, using shopping, browsing and streaming signals across creation, optimisation, creative and analytics.

DVA+ merges campaign types that were earlier managed separately, including Sponsored Display, Sponsored TV and programmatic campaigns. Ads can appear across streaming TV, online video, display and audio, on Amazon properties and the open internet. Advertisers choose an objective, add products and creative, set a budget and launch. Experienced programmatic buyers can still access advanced controls for targeting, deals, supply sources, frequency caps and bidding. The rollout begins in the coming months.

Two tools power the experience. Brand+ uses AI to find audiences likely to visit a Brand Store, add products to cart or make a purchase. Performance+ focuses on shoppers already considering a purchase and optimises toward the selected outcome, giving brands a clearer split between awareness and conversion goals.

Amazon is also expanding its conversational interface, with new features for media planning, audience description, performance analysis and Sponsored Products recommendations. In the US, advertisers applying targeting recommendations through natural language reportedly saw over 25% more unique customers and a more than 10% drop in cost per impression. Dentsu’s Jason O’Toole said the tools let strategists spend less time on execution and more on insights and creative thinking.