Amazon Ads · Status at source date: Announcements
Amazon plans DVA+ open beta after an extended US closed beta
Amazon’s DVA+ combines display, video, audio and streaming TV, with US open beta expected in late October and wider availability targeted for Q1 2027.
What changed
A consolidated campaign type
DVA+ is Amazon’s single campaign type for display, video, audio and streaming TV inventory on and off Amazon. It can be run through Brand+ and Performance+ automation or through advanced controls. The product is currently in an extended closed beta in the US.
Amazon expects a US open beta from late October and targets general availability across 35 markets in Q1 2027. Both are forward-looking plans, not confirmed launch dates. Closed beta, expected open beta and targeted general availability are different access stages and should not be collapsed into one availability claim.
Choose the operating mode deliberately
Define when automation would be acceptable and when advanced controls are required before requesting or receiving access. Map the relevant formats and inventory, approval points, exclusions and the comparison activity that will remain in market during a test.
Amazon cites internal figures including up to 68% better cost per acquisition. This is Amazon data and not a promised result. “Up to” describes the upper end of a vendor-reported result, not a typical expectation, and the information here does not provide the methodology, sample or baseline needed for forecasting.
A useful test would hold the objective and conversion definition constant while comparing DVA+ with the closest practical alternative. Record whether Brand+, Performance+ or advanced controls were used, because the operating mode may affect the interpretation. Confirm access before allocating budget, and do not treat planned market expansion as current availability.
Why it matters for advertisers
DVA+ may reduce fragmentation across several programmatic formats, but its rollout is staged and its headline efficiency figure is a vendor claim. Access and operating mode must be established first.
What to check next
- Confirm current DVA+ access and market eligibility before assigning test budget.
- Choose automation or advanced controls against a documented objective and governance requirement.
- Compare a bounded test with like-for-like activity rather than Amazon’s headline cost-per-acquisition figure.
Sources & contributor credit
- Original sourceAmazon Ads What's New
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- Reporting or practitioner sourceDigiday
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- Newsletter coverage · Paid Media Collective Week 40
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This update reflects the dated source reporting. Availability may have changed. Further coverage of this same development will be added to this page.
