Amazon Ads Agent is the new name for Amazon's unified ad platform, announced at unBoxed on 29 September 2026. It puts sponsored ads, Display, Video and Audio, and the new Full-Funnel Campaigns in one place. Amazon DSP did not disappear: its programmatic tools now sit inside DVA+, under advanced settings.
That is the short version of Amazon's own announcement and the Amazon Ads FAQ. Here is what changed, what did not, and what it means for a CPG brand doing over $1M a year.
What is Amazon Ads Agent?
Amazon describes Amazon Ads Agent as its "omnichannel ad platform for buying sponsored ads and Display, Video, and Audio campaigns in one place" (Amazon Ads FAQ). Last year at unBoxed, Amazon announced that its demand side platform and its ads console would become a single buying experience; Amazon Ads Agent is the new name of that unified platform (Amazon Ads, 29 September 2026).
It has three campaign types: sponsored ads; Display, Video and Audio; and Full-Funnel Campaigns. A conversational assistant can help plan, build, optimize and report on campaigns in plain language, or you can build campaigns by hand (Amazon Ads). Sellers enrolled in Amazon Brand Registry, vendors and agencies with clients can use the full range of campaign types (Amazon Ads FAQ).
What happened to Amazon DSP?
In Amazon's words, the programmatic capabilities advertisers know, "such as audience targeting, frequency management, deal IDs, and custom bidding, all live in DVA+ with advanced settings" (Amazon Ads FAQ). For advertisers who already ran Amazon DSP, the same FAQ says:
- Existing campaigns continue to run without disruption, with their settings, audiences, creative, deals and performance history carried forward.
- No action is required. Campaigns, audiences, creatives and reporting transfer automatically, and logins and team permissions stay the same.
- Existing Amazon DSP certifications remain valid.
- Pricing carries forward, and sponsored ads remain cost per click with no minimum spend.
What is DVA+?
DVA+ is one buying experience that combines what used to be separate campaign types, including Sponsored Display, Sponsored TV and programmatic campaigns. It runs on Brand+ and Performance+: you pick a goal such as sales, traffic or awareness, add products and creative, set a budget, and Amazon's AI places the ads across streaming TV, online video, display and audio on Amazon properties and the open internet. With advanced settings, experienced buyers keep control of targeting, deals, supply sources, frequency caps and bidding (Amazon Ads).
On timing, Amazon says DVA+ "will begin rolling out to advertisers beginning in late October" (Amazon Ads, 29 September 2026).
What are Full-Funnel Campaigns?
Full-Funnel Campaigns put sponsored ads, display, video and streaming TV into a single campaign. The advertiser provides the budget, products and creative, and Amazon's AI plans, runs and keeps optimizing the campaign. Reporting shows impressions, clicks and sales alongside new to brand and long term sales metrics. Amazon says Full-Funnel Campaigns is available to all advertisers in the United States (Amazon Ads).
What does Amazon Ads Agent cost?
Sponsored ads are cost per click, with no minimum spend and budgets you control. Display, Video and Audio campaigns can be bought self service with budgets you set, or through managed service with an Amazon account executive, which typically requires a minimum spend. In the US, Amazon lists that minimum as $50,000 for managed display, video and DVA+ with advanced settings (Amazon Ads FAQ).
What it means for a CPG brand at $1M+ a year
- Nothing to rebuild. Amazon carried campaigns, reporting and settings across, so the work is learning the new console, not rebuilding the account.
- The inputs matter more. In DVA+ and Full-Funnel Campaigns you choose the goal and supply the products, creative and budget, and Amazon's AI handles the rest. That puts more weight on what the automation does not control: the goal you pick, a detail page that converts, and stock. Amazon's own rules say an offer that is out of stock can't become the Featured Offer (Amazon).
- Read new to brand, not only ROAS. Full-Funnel reporting includes new to brand and long term sales metrics. For a brand trying to grow, those show whether upper funnel spend is reaching new customers, which a single ROAS number can't.
- Test self service first. Display, Video and Audio are available self service with your own budget, so you can learn how DVA+ behaves in your category before committing to a managed minimum.
We have managed over $200 million in Amazon ad spend, scaled over 40 CPG brands, and have a 98% client retention rate. If you want a second opinion on how your account should use the new campaign types, our page on running Amazon advertising for CPG brands explains how we work.
Want to see exactly where your brand stands? Get the free CPG Amazon Benchmark Report and see your margins, ad costs, conversion, and fees benchmarked against the real state of Amazon in 2026.
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