Amazon DVA+ Open Beta Is Live: What Every Ecommerce Brand Must Do Befo

On October 24, 2026, Amazon announced the open beta launch of DVA+, its unified Display, Video, and Audio campaign suite, for all US advertisers. For ecommerce brands running Amazon Sponsored Ads, this means a single campaign interface that manages display, streaming video, and audio formats simultaneously, with early beta data showing 67% higher long-term ROAS and 29% lower new-to-brand customer acquisition cost compared to managing those channels separately.

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

Amazon DVA+ consolidates display, video, and audio advertising into one campaign objective and budget, replacing the need to manage separate DSP placements across formats. Your Amazon Ads Agent account routes spend across streaming TV, online video, display banners, and audio ads automatically, with AI optimization deciding where your budget performs best in real time. For brands preparing for BFCM, a single DVA+ campaign can reach shoppers across every Amazon-owned surface and off-Amazon properties simultaneously, with no additional campaign management overhead.

Why Did Amazon Open DVA+ to Beta Right Before BFCM?

Amazon announced DVA+ at its unBoxed 2026 conference in late September, timing the open beta to give ecommerce brands four to five weeks of learning data before Black Friday traffic surges. The platform emerged from Amazon's unification of its Ads Console and Amazon DSP into a single Amazon Ads Agent interface, making programmatic-level reach accessible to Sponsored Ads advertisers for the first time without requiring a managed service agreement. Amazon plans international expansion throughout Q4 2026, with general availability across 35 markets targeted for Q1 2027, making early US adoption a competitive window that closes when the platform goes global.

How Does DVA+ Work for Ecommerce Brands?

DVA+ operates on three core components. Text customization generates dynamic ad copy matched to shopper intent, similar to how AI Max for Shopping creates query-matched product titles. Final URL Expansion identifies the most relevant landing page on your site, a category page, a new arrivals collection, or editorial content, rather than forcing every impression to a single product URL. Optimal Format Selection determines whether to serve a display banner, video pre-roll, or audio spot based on where the shopper is in their session and what format historically converts for that audience segment.

For brands already using the Amazon Campaign Intelligence Dashboard, DVA+ integrates directly, pulling your campaign history to seed the AI optimization model faster. If you have the Campaign Intelligence Dashboard set up before BFCM, DVA+ can use your historical ROAS benchmarks to calibrate bid adjustments from day one. Brands without Campaign Intelligence Dashboard history will go through a standard seven-day learning period before optimization signals stabilize.

On the creative side, Amazon's generative AI tools within DVA+ can produce display and video assets using existing product images from your Amazon Storefront or Sponsored Brands campaigns. You do not need fully produced video content to access video inventory, though original video has consistently outperformed AI-generated assets in early tests. At minimum, provide one 16:9 video, one product display image, and one audio script to activate all three format types from launch.

Advertisers with existing programmatic experience receive access to advanced DVA+ settings that allow granular format weighting and format budget caps. New Sponsored Ads advertisers entering DVA+ for the first time get a simplified interface with the option to request advanced settings through their Amazon Ads account manager. Either way, DVA+ requires an active Amazon Ads Agent account, so migrate from the legacy Ads Console interface first if you have not done so.

What Are the Key Metrics to Watch During the DVA+ Learning Period?

Amazon recommends tracking three metrics as primary signals during the DVA+ learning window. Long-term ROAS measures revenue attributed to customers acquired through DVA+ over a 90-day window, reflecting the lifetime value signal the algorithm optimizes against. New-to-Brand Cost Per Acquisition tracks how DVA+ performs at acquiring customers who have never bought from your brand before, with early beta showing a 29% improvement versus standalone Sponsored Products. Format Distribution shows how the AI allocated budget across display, video, and audio, revealing whether your creative assets are limiting reach to specific formats.

Amazon's internal guidance is to treat the first seven days as a learning period and avoid adjusting budgets or targets during that window. Evaluate performance data on day eight, then scale budget to BFCM levels if Long-term ROAS is tracking above your baseline Sponsored Ads benchmark. For brands looking at how full-funnel profit measurement works alongside Amazon's platform signals, the DVA+ Long-term ROAS metric pairs well with contribution margin tracking at the brand level.

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What Should You Do Now with Amazon's DVA+ Open Beta?

Verify DVA+ access today. Log into Amazon Ads Agent at ads.amazon.com and look for DVA+ under Campaign Manager. If DVA+ is not yet visible, contact your Amazon Ads account manager to confirm your account's beta enrollment date and request expedited access.
Set up the Amazon Campaign Intelligence Dashboard first if you have not already. DVA+ performs significantly better when it has historical ROAS data to calibrate against. Setting this up before launching DVA+ gives the algorithm a running start rather than a cold start on day one.
Prepare three creative assets before your first campaign launch. At minimum: one 16:9 video between 15 and 30 seconds, one product display image at 1200x628 resolution, and one 30-second audio script. Entering DVA+ without all three format types limits which inventory the AI can access from launch.
Launch a test campaign with $50 to $150 per day targeting your top two or three product categories. Set a single ROAS target, let the algorithm run for seven full days without changes, and review your Format Distribution report on day eight to see how the AI allocated spend across formats.
Scale to BFCM budget levels on day eight if Long-term ROAS is tracking above your Sponsored Products baseline. The optimization data from this learning period carries forward into your BFCM campaigns, giving you a calibrated head start over brands that wait until November to launch DVA+.

Frequently Asked Questions

What is Amazon DVA+ and how is it different from Amazon DSP?

Amazon DVA+ is a simplified, unified campaign interface that combines display, video, and audio formats into one campaign with a single objective and budget. Amazon DSP required separate campaign setups for each format and was primarily accessible through managed service agreements. DVA+ opens multi-format reach to all Amazon Ads Agent users, including self-serve Sponsored Ads advertisers, without a managed account requirement.

Do I need a large budget to test Amazon DVA+ before BFCM?

No. Amazon recommends a minimum of $50 per day for the seven-day learning period. A $350 total investment over the learning window is enough to generate meaningful optimization data, and you can scale from there once the algorithm has established your ROAS baseline going into the holiday season.

Can I use DVA+ if I am a third-party seller rather than a vendor?

Yes. Amazon's DVA+ open beta is open to sellers, vendors, and off-Amazon brands with an Amazon Ads Agent account. Sellers without an existing account should migrate from the legacy Ads Console to Amazon Ads Agent first, then look for DVA+ under Campaign Manager to confirm beta access.

What happens to my DVA+ campaign data after BFCM ends?

DVA+ optimization data persists and informs future campaigns. The Long-term ROAS metric tracks performance over a 90-day window, so your BFCM campaign's customer acquisition data will feed into the model's predictions for Q1 2027. Brands that build DVA+ history during BFCM will enter the new year with a better-calibrated optimization baseline than brands that start fresh in January.

Ready to build a smarter BFCM strategy across every ad channel? Talk to the team at Common Thread Collective.

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Amazon DVA+ Open Beta Is Live: What Every Ecommerce Brand Must Do Before BFCM to Get Early Access