Amazon Ads has a new name for its unified platform. It is now Amazon Ads Agent. Alongside it, the company has introduced DVA+, a solution that brings programmatic buying into the same environment. Both announcements came at unBoxed 2026.
One Platform, Many Formats
Amazon Ads Agent pulls sponsored ads, Display, Video and Audio into a single place. Advertisers choose how to work. They can build campaigns manually. They can lean on Amazon's AI tools. They can also blend the two.
The platform draws on Amazon's shopping, browsing and streaming signals. Those signals inform campaign creation, optimisation, creative and analytics. That spans the full workflow, not just buying.
Programmatic Moves Inside
DVA+ adds programmatic buying to the platform. Advertisers no longer need a separate route for it. Kelly MacLean, vice president, Engineering, Science, & Product, Amazon Ads, says AI is improving performance across channels and objectives. She adds that Amazon wants campaigns to be simple for brands and agencies of all sizes.
The Last Word
Consolidation is the real story. Fewer tools mean less friction, and more data stays in one loop. Expect rivals to push their own all-in-one, AI-led platforms. The test ahead is transparency. Agencies will want clear proof of results, and control over how much the machine decides.