Update, October 15, 2026: Amazon’s FAQ on the change confirms that existing DSP campaigns keep running, with settings, audiences, creative, deals and performance history carried over and no action needed. Logins, permissions and DSP certifications stay the same. (Amazon Ads FAQ)
Before you launch Amazon’s new AI-built campaign type, decide which business result it should optimize toward. Here’s why that matters now.
At its unBoxed event in San Francisco on September 29, Amazon Ads merged its two ad platforms into one, called Amazon Ads Agent. Amazon retired the “Amazon DSP” name. AdExchanger reports the display, video and audio side is now called DVA, with a new AI-driven campaign type called DVA+.
If you run Amazon ads, or were thinking about it, here’s what changed and what didn’t.
What changed
One platform instead of two. Until now, sponsored ads (search and product-page ads on Amazon, and on select other sites) and Amazon DSP (display, video and audio ads on and off Amazon) lived in separate tools with separate logins and workflows. Amazon Ads Agent puts sponsored ads and the display, video and audio ads that used to be DSP in one place, so the separate logins and workflows go away.
DSP is now DVA, and AI can set up the campaign. The new campaign type, DVA+, picks between two approaches based on your goal: one built for sales and conversions, one for branding and finding new customers. Advertisers who want the traditional DSP experience can switch to it under advanced settings.
A chat assistant runs through it. (Amazon’s DSP team was also featured in the ChatGPT ads pilot Amazon announced September 10.) Amazon told AdExchanger it keeps context as you move between pages and campaigns, and that you can ask for reporting in natural language instead of needing data skills.
A simpler path into streaming TV and audio. A new campaign type, Full-Funnel Campaigns, is designed to help smaller advertisers and sellers branch into channels like streaming TV and audio without becoming experts in each one.
What didn’t change
Amazon told AdExchanger the traditional DSP experience is still there for advertisers who want it, behind a toggle in advanced settings.
What it means for your business
Easier to start, easier to overspend. Simpler setup and AI-built campaigns lower the barrier, which is good. They also make it easy to launch with whatever the system suggests. An AI campaign optimizes toward the goal you give it. If the goal is vague, or the measurement can’t see your real sales, automation can optimize toward a number that doesn’t reflect your business.
Decide the number before you launch. New customers, revenue, cost per order, booked appointments: pick the one that runs your business and make sure you can see it outside Amazon’s own dashboard. That was true with DSP and it’s more true now that more of the setup is automated.
The choice between search ads and display ads still matters. Putting them in one tool doesn’t make them the same job. Sponsored ads catch people already searching. Display and streaming find new buyers and bring back the ones who left. We explained which one to use first, and that advice holds.
Some of it is still coming. Amazon’s Kelly MacLean told AdExchanger that the next step, AI help with campaign planning and forecasting, is in development this year. Check what’s live in your account before a holiday budget depends on a feature.
Why it matters for search, too
For a while, people searching for “Amazon DSP” will find pages that use the old name. If you’re comparing agencies or reading guides, they’re talking about the same product, which is why our Amazon DSP page still uses the name people search for. Look for whether the advice mentions DVA or Amazon Ads Agent to see if it’s current.
Key takeaways
- Amazon DSP is now part of Amazon Ads Agent, announced at unBoxed on September 29, 2026. The display, video and audio side is called DVA.
- DVA+ is the new AI-built campaign type. It chooses between Performance+ (sales) and Brand+ (branding and new customers) based on your objective.
- The traditional DSP controls are still available under advanced settings.
- Simpler setup makes your own measurement more important, not less.
If you want to know whether Amazon’s display and streaming ads fit your business, and what you’d measure them on, see what we’d look at first.