Amazon rebrands its ad platform as Amazon Ads Agent
Ad platforms · 29 Oct 2026 · By the Cofoundr team
PPC Land reports that Amazon retired the Amazon DSP name and merged its ad products under Amazon Ads Agent, with a new unified campaign type called DVA+. The conversational agent and DVA+ are still in closed beta, and PPC Land says Amazon's own pages contradict each other on some details.
The key points
- PPC Land says general availability is targeted for Q1 2027 in 35 markets, and new advertisers get only the automated tier by default.
- Industry voices quoted include a media agency CEO who calls the interface more confusing, while an Amazon executive told AdExchanger it is the simplest experience in the industry.
- The performance figures Amazon cites use early-2025 data and are not clearly labelled as DVA+ results, per PPC Land.
What it means for agencies
This is a reminder that platforms are pushing advertisers toward automated tiers and fewer manual controls. If you run Amazon alongside Meta, check who owns each client's account seat and what controls you actually have access to before the changes widen. The same question applies on Meta: know which settings are yours and which are automated.
Source: PPC Land. This is our own summary. Read the original for the full detail, and check Meta's current documentation before changing client accounts.