Amazon Ads has outlined new details about its AI-powered DVA+ advertising campaigns, including a limit of up to 20 products in the simplified campaign setup. An updated support guide dated November 13, 2026, explains how advertisers can select products, prepare ads and manage campaign settings using automated tools.
DVA+, which stands for Display, Video, and Audio, is part of the Amazon Ads Agent platform. It helps businesses run advertising campaigns across different digital channels without manually managing every part of the process. The system uses artificial intelligence to support ad creation, audience targeting, and campaign performance.
Under the simplified DVA+ setup, advertisers can select up to 20 products for one campaign. Products can be added by searching for their names or Amazon Standard Identification Numbers (ASINs), entering a list of ASINs, or uploading a CSV file. Advertisers who want to promote more than 20 products through this automated setup may need to create additional campaigns.
One of the main features of DVA+ is its ability to automatically create advertising materials. The system can use product information, brand assets, and campaign goals to prepare recommended ads. It can also generate missing creative formats using AI, reducing the amount of manual design work needed to start a campaign.
Even with AI-generated materials, advertisers should review images, videos, and messaging before launching a campaign. The importance of this review is also reflected in guidance on better YouTube ad creative, where visual quality and clear branding remain important to advertising performance.
The simplified DVA+ campaign setup includes display ads, online video ads, and streaming TV advertising. Although DVA+ stands for Display, Video, and Audio, the updated automated campaign instructions do not list audio as a default format. Amazon has said audio availability would expand after launch during the fourth quarter of 2026. Advertisers should check which formats are available in their accounts before planning campaigns.
Amazon has also explained three ways to create DVA+ campaigns. The standard DVA+ option focuses on automation and a simpler setup. DVA+ Advanced provides additional controls for experienced advertisers, while the legacy option keeps a more traditional campaign-building process. This gives marketers different levels of control based on their advertising needs.
Advertisers can choose campaign goals such as increasing sales, bringing visitors to product pages, or building brand awareness. The platform supports seven advertising objectives in total, although the options shown depend on account eligibility. AI-powered optimization then helps manage how campaigns are delivered based on the selected goals.
Businesses can set daily, monthly, or lifetime advertising budgets. Advertisers using off-Amazon campaign objectives can also add location targeting to focus on selected cities, regions, or countries. In the standard automated DVA+ setup, location targeting is not offered for objectives focused on actions within Amazon. Other audience and delivery decisions are largely handled by the platform’s automated system.
Amazon introduced DVA+ on September 29, 2026, with an initial beta rollout in the United States. According to Amazon’s published DVA+ rollout plans, international expansion is planned, with general availability across 35 markets targeted for the first quarter of 2027. Access to DVA+ and its advanced settings still depends on advertiser eligibility, so businesses should check their accounts before assuming the features are available.
For digital marketers, the development highlights the growing role of AI in campaign management. Automation can reduce repetitive work, support faster creative production, and help marketing teams manage advertising across multiple channels. However, businesses still need to review their campaign goals, advertising materials, budgets, and performance results.
When reviewing automated campaigns, marketers should look beyond the results reported by the advertising platform. Understanding attribution and incrementality can help businesses assess whether their advertising is generating additional sales or simply receiving credit for purchases that might have happened anyway.
Amazon’s latest DVA+ guidance reflects a wider move toward AI-assisted advertising. Similar questions about how AI may change ad selection are emerging across the digital marketing industry. For advertisers, the main benefit is a simpler campaign-building process, but automation does not replace the need for clear goals, suitable budgets, accurate measurement and regular performance reviews.