Amazon DVA+ Is Now in Open Beta: The Unified Ad Tool Every Ecommerce Brand Must Test Before BFCM

On October 24, 2026, Amazon opened DVA+ to open beta, a unified campaign type that consolidates display, video, and audio advertising into a single workflow for the first time. For ecommerce brands managing separate campaigns across Amazon DSP, Sponsored Display, and Sponsored TV, the Amazon Ads Agent platform that powers DVA+ delivered 67% higher long-term ROAS and 29% lower cost to acquire new-to-brand customers in early trials, making this the most significant structural change to Amazon advertising since the launch of Sponsored Brands.

What Does Amazon DVA+'s Open Beta Mean for Your Campaigns?

DVA+ replaces the fragmented process of running Amazon DSP, Sponsored Display, and Sponsored TV as separate systems. You set one campaign objective, one budget, and Amazon's AI handles inventory selection, format allocation, bidding, and optimization across streaming TV, online video, display, and audio from a single interface. Brands that previously needed a direct DSP relationship with minimum spend commitments to access Prime Video placements can now launch upper-funnel campaigns through the same interface they use for Sponsored Ads.

How Does Amazon DVA+ Work for Ecommerce Brands?

Campaign setup takes four steps: choose an objective, select your products or provide a brand URL, review AI-generated creatives (or upload your own), then set a budget and duration. From there, Amazon's AI handles targeting, format allocation, bidding, and continuous optimization. Two modes are available: a streamlined flow for brands that want to launch fast, and an advanced mode with controls over targeting, deals, and delivery for brands with programmatic experience.

Creative production is no longer a barrier to accessing video formats. Amazon's generative AI converts your existing product images into display ads and video-quality creatives inside the platform. Advertisers using these AI creative tools saw up to 71% more product coverage and up to 15% sales growth in Amazon's own trials. For 7 to 9-figure brands that have historically skipped Amazon's upper funnel because of DSP complexity, DVA+ is the first practical self-serve entry point into streaming TV and online video without needing a managed DSP relationship.

DVA+ is built on the Amazon Ads Agent platform, which consolidates the former Ads Console and Amazon DSP into a single AI-driven interface. General availability across 35 markets is planned for Q1 2027, but the open beta is available now for US advertisers. For context on the full Amazon Ads Agent rollout, see our Amazon Campaign Intelligence Dashboard overview from October 19.

Why Does Amazon DVA+ Matter More for BFCM Than Any Other Time of Year?

BFCM is the highest-intent shopping period on Amazon, with shoppers actively researching and comparing options weeks before Black Friday. A DVA+ campaign launched now gives Amazon's AI 3 to 4 weeks to exit the learning phase before peak demand on November 28. That is exactly the optimization window Sponsored Ads require before BFCM, and running both together compounds the impact: upper-funnel video and display placements build awareness that feeds higher-intent searches into your Sponsored Products campaigns.

For brands already spending on Sponsored Products and Sponsored Brands, DVA+ closes the top-of-funnel gap. You are currently visible at the moment of search intent but not during the research and discovery phase that happens before it. Streaming TV and display placements on Amazon properties reach shoppers earlier in the purchase journey, which increases branded search volume and improves overall Sponsored Ads efficiency heading into peak season. Accurate cross-channel measurement through a tool like the Prophit Engine is essential for understanding that full-funnel contribution.

What Should You Do Now with Amazon DVA+?

1. Check your eligibility for the open beta today. Log into your Amazon Ads Agent account at advertising.amazon.com and look for DVA+ in the campaign creation flow. If you do not see it, contact your Amazon Ads account manager to request access. Priority is being given to existing Ads Agent account holders.
2. Start a test campaign with a $500 to $1,000 budget over 14 days. Choose "awareness" or "consideration" as your objective, point it at your top 10 ASINs, and let Amazon's AI generate creatives from your product images. This generates baseline performance data before BFCM scaling without significant budget risk.
3. Upload at least 5 high-quality product images and brand assets before launching. DVA+'s AI creative tool generates display and video formats from your existing images. Lifestyle photography and hero product shots on clean backgrounds generate the best AI creative output. The more quality assets you provide, the better the creatives the system produces.
4. Set your campaign start date no later than November 1. Amazon's AI needs 3 to 4 weeks to exit the learning phase before Black Friday. A November 1 launch gives you full optimization by the time peak demand hits on November 28.
5. Track branded search volume separately as a leading indicator. Upper-funnel awareness formats typically lift branded search queries within 2 to 3 weeks. Monitor your Sponsored Brands and Sponsored Products branded keyword volume before and after your DVA+ campaign launches to measure the halo effect on search intent.

Frequently Asked Questions

Related Reading

• Amazon's Campaign Intelligence Dashboard Is Now Rolling Out to All US Advertisers
• Google Ads Now Lets You Choose Which Channels Get Priority Budget
• CTC's Prophit Engine: Full-Funnel ROAS Measurement for Ecommerce Brands

Ready to build your Amazon BFCM strategy across every ad format? Talk to the CTC team about how to structure your full-funnel Amazon campaigns before the holiday window closes.