Amazon's DVA+ page has a line in the eligibility section that I think matters mo
By Narasimha Pratap · October 7, 2026 · Curated by George's Blog
Amazon's DVA+ page has a line in the eligibility section that I think matters more than anything in the headline.
"New advertisers and Sponsored Ads advertisers have access to DVA+; advanced settings can be requested through their Amazon Ads account manager."
Now read that against the capability table on the same page.
On the default DVA+ path: audience targeting is AI-managed, bidding is AI-optimised, inventory is AI-optimised, budget is set once, single campaign structure, formats chosen automatically.
In advanced settings: manual targeting, lookalikes, retargeting, suppression, manual bid strategies, format-level CPM, publisher inclusion and exclusion lists, deal activation, dynamic creative optimisation, budget flighting, frequency caps, multiple ad groups.
Nothing has been removed. Amazon is explicit about that and the table is right there on the page.
But look at who gets what.
Existing advertisers with programmatic experience: both.
Agencies with entity access: both.
New advertisers and Sponsored Ads advertisers: DVA+ — and advanced settings has to be requested.
The advertisers with the least programmatic experience are the ones who have to ask for the controls.
I was an account manager at Amazon. Requests like that go into a queue.
I'm not sure it's the wrong call, to be fair. Someone running their first display campaign probably shouldn't open with publisher exclusion lists and custom bidding. But it's worth being clear about what follows: your first programmatic campaigns will run on defaults, and those defaults will shape what you believe about the channel before you ever see the alternative.
So if you're a Sponsored Ads brand planning to move into display, the question for your account manager isn't "can I get DVA+." It's "can I get advanced settings turned on at the same time."
On dates, since this is moving quickly: extended closed beta, United States only. Open beta expected late October 2026, international through Q4, general availability across 35 markets targeted for Q1 2027. Payment is invoice-only for now.
Amazon's own page, 29 September. Link in the comments.