Amazon DVA+: Campaign Setup and DSP Controls

Amazon DVA+ is a campaign-creation and buying experience inside Amazon Ads Agent for Display, Video, and Audio advertising. You provide the objective, budget, promoted products or brand URL, and creative. In the default workflow, Amazon automates delivery decisions toward that objective. DVA+ is in beta, and the experience available to you depends on your account and marketplace.

For teams accustomed to Amazon DSP (demand-side platform), the useful question is not just what the product is called. It is which choices Amazon makes for you, which controls remain available, and whether your existing reporting and API workflows carry over.

Our team uses Amazon Agent Atlas to check Amazon's documentation, and connects a chosen AI client to supported advertising workflows through the Amazon Ads MCP. The distinction matters here: an existing DSP workflow is not proof that DVA+ campaign creation is already available through an API.

DVA+ moves campaign setup from individual settings toward an objective

Amazon describes DVA+ as a simplified way to create campaigns across display, online video and streaming TV, on Amazon properties and the open internet. Its product page also includes audio in the DVA+ name but labels audio as coming soon. Check the media options in your account before planning a launch.

The default workflow is:

1. Choose an objective. Decide whether the campaign should build awareness, consideration or conversions. The objective tells the system what to optimize for; it should match the business outcome you intend to measure.
2. Choose what to promote and measure. Depending on the objective, select products or provide a brand URL and an off-Amazon conversion event. Verify the selected event represents the action your team actually values.
3. Supply and review creative. Upload creative, use your creative library or review assets generated by Amazon where available. Check the message, imagery, landing destination and format before approving them.
4. Set the dates and budget. Choose a start date, end date and budget appropriate to the test and your account's constraints.
5. Launch and assess the results. Amazon says the default experience optimizes targeting, inventory, format allocation and bidding toward your chosen objective. Review performance against that objective and your broader business measures.

These steps summarize Amazon's campaign guide and launch announcement. The exact options and generated assets can vary by objective and availability. An automated campaign still depends on the inputs you choose: optimizing toward the wrong event can make a campaign look successful against the wrong goal.

Amazon Agent Atlas contains Amazon's earlier DSP documentation on Brand+ and Performance+, which helps explain the background to the new experience. Amazon says DVA+ is powered by Brand+ and Performance+. Brand+ is oriented toward awareness, reach and engagement; Performance+ toward consideration and conversions. In the simplified experience, Amazon selects the optimization approach based on the objective. This is a continuation of familiar DSP concepts, not a reason to treat the two names as synonyms for DVA+.

Advanced settings let eligible advertisers make more of the campaign decisions

The DVA+ launch announcement contrasts the default workflow with DVA+ with advanced settings. Advanced settings combine campaign setup in one connected form while exposing more configuration. Availability is limited and individual controls can depend on the account.

Choose the default workflow when the objective and conversion signal are clear and you are comfortable with Amazon managing delivery. Consider advanced settings when you need a specific media mix, audience, deal, frequency limit or bidding approach. Keep your team’s creative approval step in either workflow. Neither choice guarantees better results: compare outcomes against a consistent objective, account for differences between campaigns, and avoid treating a single early change as proof of causation.

Amazon DSP capabilities are moving, but existing workflows need separate checks

Amazon says it brought sponsored ads and Amazon DSP into Amazon Ads Agent. It places programmatic capabilities such as audience targeting, frequency management, deals and custom bidding in DVA+ with advanced settings. That does not establish a one-to-one mapping for every old campaign setting or mean that every advertiser has the new interface today.

As of November 1, 2026, Amazon's product page says DVA+ with advanced settings is available to limited US advertisers and lists marketplaces where advertisers continue to use the Amazon DSP experience. Amazon's rollout is phased. Check your account and marketplace, and confirm a control is present before retiring an existing process.

Reporting deserves its own workstream. Amazon has announced the retirement of legacy sponsored ads and DSP report centers, with saved reports and schedules requiring migration to unified reporting. This does not establish that every DSP metric or API will disappear. Our Amazon Ads Agent guide covers the announced dates and the checks to make before replacing reports.

Keep DVA+ API plans separate from existing DSP integrations

Amazon's September 29, 2026 announcement said DVA+ campaign creation was available in Amazon Ads Agent and targeted general API availability for Display, Video and Audio campaigns in Q1 2027. That was a target, not a guarantee. Confirm the current API documentation, permissions and account eligibility before relying on it.

Kuudo supports existing Amazon Ads and DSP workflows through its Amazon Ads MCP. For example, the DSP campaign creation guide explains a workflow for the existing DSP API. It should not be read as a claim that Kuudo can already create DVA+ campaigns or that an existing DSP operation maps to a DVA+ operation. We will need to verify Amazon's released API and the applicable Kuudo support for each new workflow.

Your team chooses the AI client, Skills and access it grants; Kuudo provides the connection and does not operate that client's agents on your behalf. Review permissions and proposed changes in the workflow you choose. For teams also working with seller data, Amazon Agent Flow describes the Amazon Agent Data layer and how Amazon Ads and Selling Partner MCP connections fit together.

What happens next: choose your campaign controls

Open your Amazon Ads account and record whether DVA+ and advanced settings are available for the marketplace you manage. For a candidate campaign, write down the objective, conversion event, budget, creative approval owner and any required audience, media or frequency controls. Use that list to decide whether the default workflow meets your requirements or whether you need advanced settings.

Keep a separate inventory of DSP reports, integrations and campaign-creation processes. Check each against Amazon's current rollout and API documentation before changing it. For the broader naming changes and reporting timeline, start with What Is Amazon Ads Agent?.

Next: understand the Amazon Ads Agent platform and its reporting transition.