What happened to Amazon DSP, and how do you buy Prime Video ads now?

The naming change

Product names in ad tech change often, and a rename can hide real changes in access, pricing or features. This note sets out what Amazon's own pages say, so buyers can update their notes and ask the right follow-up questions.

Amazon's product page for Amazon DSP now opens with the statement that "Amazon DSP is now part of Amazon Ads Agent". Programmatic display, video and audio buying is available through DVA+, which the page describes with "advanced settings" for experienced buyers. If you have older notes or contracts that say "Amazon DSP", expect new product names in current documentation.

What Amazon Ads Agent is

Amazon describes Ads Agent as a "conversational experience" that lets advertisers plan, create, optimize and measure campaigns in natural language. In practice that puts Amazon among the platforms offering assistant-style control of campaigns, alongside traditional settings.

Inventory

The DSP page lists exclusive inventory on "Prime Video, Twitch, Thursday Night Football, Amazon.com, and Fire TV", plus "thousands of premium third-party sites and apps". For CTV buyers the key point is Prime Video and Thursday Night Football: they are sold through Amazon's own products. On our ranking, Amazon Ads scores highest in set on published inventory reach for this reason.

Who can buy, and on what terms

• Access: available to advertisers who do and do not sell on Amazon, "with self-service and managed-service options".
• DVA+ pricing: "DVA+ uses cost per mille (CPM) billing with no minimum spend."
• Managed service: Amazon's About page states that managed-service campaigns through an account executive typically require a minimum spend of $50,000 (US).
• Platform fee: not stated on the pages we read.

What the pages do not describe

The pages we read do not describe how CTV results are attributed, which measurement partners are supported, or whether lift and incrementality studies are available. Amazon's broader ads business may offer them; they simply were not on these pages. A buyer planning a proof-focused pilot should ask directly:

1. Which attribution methods apply to Prime Video and Fire TV impressions?
2. Can results be measured off Amazon, for example on my own site or in my store sales?
3. Are lift or holdout studies available, and at what spend level?
4. What platform fee applies under self-service DVA+?

Ads Agent and other assistant routes

Amazon is not the only platform describing assistant-style control. Vibe's MCP page describes connecting Claude, ChatGPT or Gemini to draft, launch and adjust campaigns, with OAuth and logged edits. Tatari describes an AI-powered Planning Engine. The approaches differ in one useful way: Ads Agent is Amazon's own conversational interface, while an MCP connection lets a buyer use a general assistant they already work in. Neither is better in the abstract. A team that lives inside Amazon's tools may prefer Ads Agent; a team that wants one assistant across several systems may prefer an open protocol.

Before relying on either for live budgets, check the same things: what the assistant can change, how access is granted and revoked, whether every change is logged, and whether spend limits apply that the assistant cannot exceed. Start with read-only questions about reporting, then allow changes once you trust the audit trail.

How it compares on our scores

Amazon Ads scores highest in set on inventory and scores well on control (Ads Agent) and pricing clarity (stated DVA+ terms). Its lower scores are on outcome measurement and incrementality, where the pages we read do not describe methods. If Prime Video is essential, Amazon is the direct route; if proof of incremental results is the priority, compare its measurement answers with platforms that publish theirs. The Amazon Ads or Vibe head-to-head page shows the criterion detail.