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Ad Tech

Amazon Ads Adds DVA+ And A Conversational Buying Layer

Ad Tribe! Bureau2 min read
A microphone beside a shopping trolley as halftone cutouts on a flat indigo ground, for the Amazon Ads Agent announcement

Amazon Ads has announced DVA+ and an expanded conversational experience inside Amazon Ads Agent. Both were shown at unBoxed 2026 and roll out over the coming months.

  • DVA+: a simplified buying experience consolidating Sponsored Display, Sponsored TV and programmatic campaigns into one flow
  • How it runs: the advertiser picks a goal of sales, traffic or awareness, adds products and creative, sets a budget and launches
  • Targeting data: Amazon's shopping, browsing and streaming signals place the ads across channels automatically
  • Chat additions: agentic media planning for audience sizing and budget recommendations, campaign targeting described in natural language, and natural language analytics in place of building reports by hand
  • Also added: AI guidance for optimising Sponsored Products
  • Claimed result: advertisers using natural language targeting recommendations in the United States reached more than 25 per cent additional unique customers while lowering cost per impression by more than 10 per cent

What Amazon Ads Is Actually Changing

The interface, and with it who can operate the platform. Consolidating three buying surfaces into one goal-led flow removes most of the specialist knowledge that currently sits between a brand and its retail media spend.

That is a distribution move as much as a product one. A platform that can be run by a category manager rather than a trading desk reaches a much larger set of advertisers.

Where The Judgement Goes

Into the system. Natural language planning means the audience size, the budget split and the channel mix are recommended rather than argued, and the advertiser is approving a plan rather than building one.

The efficiency is real and so is the trade. A recommendation engine optimising inside one retailer's inventory has no view of what the brand should be doing anywhere else.

What Was Said

Kelly MacLean, vice president of engineering, science and product at Amazon Ads, said rapid advances in AI are allowing the company to deliver better advertising with improved performance across all channels. Jason O'Toole, executive vice president and head of commerce and retail media at Dentsu, said the conversational experience is fundamentally changing how his teams work.

More on the company at advertising.amazon.com. More ad tech.

#ai in advertising#amazon ads#retail media
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