Amazon launches AI-driven DVA+ advertising beta in the US

Amazon is launching Amazon DVA+, a new advertising platform designed to consolidate display, video, and audio advertising into unified, largely AI-driven campaigns. The service aims to simplify programmatic advertising by allowing advertisers to select goals, provide products or brand websites, and set budgets, while the system automates audience targeting, bidding, inventory selection, and format distribution.

The service is initially launching as a closed beta in the United States, with an open beta expected by the end of October 2026. Amazon plans to expand internationally during the fourth quarter of 2026, with a goal of reaching general availability in 35 markets by the first quarter of 2027. A specific launch date for Germany has not yet been confirmed.