Me trying to explain what in the hell is going on with Amazon Ads Agent and DSP
By Destaney Wishon · October 30, 2026 · Curated by George's Blog
Me trying to explain what in the hell is going on with Amazon Ads Agent and DSP / DVA 😵💫
I'm still not 100% clear, but here is my high level summary 📝
- Everyone can request access to their own DSP seat. No barrier to entry. Link in comments.
- DSP is no longer DSP. It is DVA.
- Sponsored Display is no longer Sponsored Display, it is now merged with DVA.
- DVA covers campaigns in search but also under traditional DSP through DVA+ Manual controls.
- DSP is now also Amazon Ads Agent? According to the link in the comments.
- But from what I understand Amazon Ads Agent is just the all encompassing interface that houses DVA and Search?
- Amazon Ads Agent is also an actual agent, not just the name of the platform? But not all brands have access to the agentic part of Amazon Ads Agent just yet?
My thoughts on the overhaul 👇
🔶 If you do not own your DSP seat, I would recommend making the transition to own your seat sooner rather than later. Unless Amazon announces a plan to make the merging process easier, we are pushing brands to set up an advertiser account asap, and then migrate campaigns post holidays.
I don't really see a reason NOT to own your own seat unless you have more favorable payment terms with an agency floating spend.
🔶 Why is DSP / DVA available to all brands but the core product / re-brand of "ads agent" still limited to some? If Ad console was rebranded as ads agent, wouldn't that mean everyone had access to it? I can't figure out where this cross up is happening here.
🔶 I have seen multiple posts around DVA being a re-branded Sponsored Display, but that is not the case, right??? Yes SD falls under DVA, but it is not the core. Instead, DSP has been rebranded to DVA, which encompasses much more than just Sponsored Display. What got lost in translation during that roll out that has people so confused.
🔶 Ad Agent / Ads console is slow.
And the UI seems more confusing to me, not less.