Amazon Ads Agent, Full-Funnel Campaigns and DVA+: What the Changes Mean for Your Business

By Michael Slate, CEO and co-founder, SupplyKick. Information checked October 21, 2026.

Amazon is handing more advertising work to AI. On September 29 it renamed its combined ad platform Amazon Ads Agent and announced DVA+. Full-Funnel Campaigns, first announced in November 2025, entered U.S. open beta, a wider public testing stage. Amazon's 2025 recap · 2026 launch details

Will your current ads change? Should you spend more? Amazon says your existing campaigns and settings have carried over. I wouldn't increase your budget just because Amazon announced something new. I want to know what I'm buying first. Amazon's platform FAQ

What is Amazon Ads Agent?

Amazon Ads Agent is the new name for Amazon's combined advertising platform. Last year Amazon announced plans to bring together its ads console (where sellers run sponsored ads) and Amazon DSP (its tool for buying ads across websites and streaming media). This year it added more AI. Amazon's announcement

Think about how you shop. You search for something you already want or see a product while watching a show and look it up days later, and Amazon wants you to reach both kinds of shopper without managing everything separately.

You can run sponsored ads or choose Full-Funnel Campaigns or DVA+. You still have manual tools but how much control you keep depends on which you choose. Amazon's platform overview

What are Full-Funnel Campaigns?

Full-Funnel Campaigns connect ads from discovery through purchase. You add products and ad materials and set a budget. Amazon's AI plans and adjusts one campaign across sponsored ads and display and video including streaming TV, and you approve images or videos it creates from your product pages before launch. Amazon's announcement

“Full-Funnel Campaigns has been created to help advertisers find new customers and grow total sales,” said Amit Bhattacharyya, a vice president at Amazon Ads. Amazon's announcement

You can test it in U.S. open beta if you sell on Amazon. I'd check two things first:

• Minimum ad budget. MediaPost reports a $100 minimum daily budget. That's a minimum ad budget, not a platform fee. Confirm your account's requirements before you commit. MediaPost
• What Amazon's figures mean. Amazon reports 67% higher Long-Term return on ad spend and 29% lower cost per purchase from new-to-brand customers. Those are Amazon's internal June–August 2026 beta results against a blended average of other campaigns run by beta advertisers. Long-Term Sales counts immediate sales and estimated future customer value over 12 months. I wouldn't read that return as cash already collected. And I don't expect every brand to get those same results. Amazon's beta results and methodology

New-to-brand purchases come from shoppers who haven't bought from your brand on Amazon in the previous 12 months. They aren't necessarily first-time buyers of your products everywhere. Amazon's reporting definitions

What is DVA+?

DVA+ covers display (image-based ads on websites and apps) and video and audio. It brings together buying capabilities previously spread across Sponsored Display and Sponsored TV as well as programmatic campaigns (software buying ad placements for you). Don't assume your existing campaigns automatically convert to DVA+. Amazon's announcement

You can set a goal and budget and let AI run your campaign or open advanced settings and manage who sees your ads and where they appear and how much you bid, including limits on how often someone sees an ad. Check your account's access first. Amazon's DVA+ details

What's available now, and how much control do you keep?

As of October 21, DVA+ remains in U.S. closed beta, with limited access. Open beta is expected in late October 2026 and availability across 35 markets is targeted for Q1 2027. Closed-beta billing is invoice-only, with credit-card support planned for Q1 2027. Amazon's rollout details

Digiday's reporting from Amazon's event says you can approve Full-Funnel ad materials but can't choose individual channels or specific groups of shoppers. DVA+ keeps more manual controls in advanced settings. I want to know exactly what I'm handing over before agreeing to a test. Digiday

You'll also get more chat-based help to plan budgets and ask about campaign results in ordinary language. Amazon says those additions will roll out over the coming months. Don't expect everything at once. Amazon's announcement

How I'd approach a test

I'd confirm access and costs first and agree on a spending limit and review date before launching anything. Pick products you have in stock with enough margin to support a test. I'd also check every ad against what you actually sell.

I want to see total sales and profit alongside Amazon's campaign reports because you can spend more and get more sales credited to your ads without knowing whether those people would have bought from you anyway. Say you spend another $1,000 on ads and get $2,000 in added sales. How much do you keep after product costs and Amazon fees? I'd do that math before spending more.

If you're a SupplyKick customer bring those questions to your account team and agree on what would justify more spend and what would make you stop. Put a review date on your calendar.