Amazon Unveils Simplified Campaign Builder for Advertisers

Amazon has launched DVA+, a new campaign flow inside Amazon Ads Agent that enables advertisers to build Display, Video and Audio campaigns in four steps. The tool is currently in extended closed beta in the United States and will open up to more markets in late October 2026.

The campaign flow allows advertisers to pick an objective - such as sales, traffic, or awareness - and then select products or a brand URL. They can review AI-generated creatives and set a budget, after which the software handles targeting, bidding, and inventory selection.

DVA+ is designed to simplify the process of creating campaigns without requiring programmatic expertise. The tool uses Brand+ and Performance+, Amazon's automated campaign management products, to optimize ad performance.