Platform profile · Ranked 6 of 8
Amazon Ads (Ads Agent and DVA+) review: CTV advertising platform profile (2026)
Short answer
Amazon Ads (Ads Agent and DVA+) ranks 6 of 8 on our published weights, at 5.85 out of 10. It scores highest in set on published inventory reach and its lowest scores are on incrementality and lift testing and outcome measurement. Amazon Ads fits advertisers for whom Prime Video, Thursday Night Football or Fire TV reach is the deciding factor.
By The Playback Desk · Best CTV Ad Platforms · Published 2026-10-15
Desk research from public vendor pages. Editorial assessment; we did not run campaigns on these platforms.
What is Amazon Ads (Ads Agent and DVA+)?
Amazon. Amazon states that "Amazon DSP is now part of Amazon Ads Agent", with programmatic buying through DVA+.
Amazon's programmatic display, video and audio buying, now within Amazon Ads Agent. Access: Self-service and managed service.
| Owner | Amazon. Amazon states that "Amazon DSP is now part of Amazon Ads Agent", with programmatic buying through DVA+. |
|---|---|
| Kind | Amazon's programmatic display, video and audio buying, now within Amazon Ads Agent |
| Access | Self-service and managed service Source: Amazon Ads: Amazon DSP |
| Minimum spend | DVA+: "no minimum spend". Managed service through an account executive "typically" requires a minimum spend of $50,000 (US). Source: Amazon Ads: About us |
| Pricing model | "DVA+ uses cost per mille (CPM) billing with no minimum spend." Platform fee: Not published. |
| Inventory | Exclusive inventory on "Prime Video, Twitch, Thursday Night Football, Amazon.com, and Fire TV", plus "thousands of premium third-party sites and apps". Source: Amazon Ads: Amazon DSP |
| Fits | Advertisers who need Prime Video, Thursday Night Football or Fire TV inventory, with or without an Amazon store |
How does Amazon Ads (Ads Agent and DVA+) score on each criterion?
Scroll the table sideways
| Criterion | Weight | Score | Why | Source |
|---|---|---|---|---|
| Launch access | 15% | 7 / 10 | Self-service and managed-service options, open to advertisers who do and do not sell on Amazon. | Amazon Ads: Amazon DSP |
| Outcome measurement | 20% | 4 / 10 | Ads Agent can measure campaigns, but attribution methods and partners are not described on the pages we read. | Amazon Ads: Amazon DSP |
| Incrementality and lift testing | 20% | 2 / 10Tied lowest | Incrementality or lift testing is not described on the pages we read. | Amazon Ads: Amazon DSP |
| Control and automation | 15% | 8 / 10 | Ads Agent plans, creates, optimizes and measures campaigns in natural language; DVA+ has advanced settings. | Amazon Ads: Amazon DSP |
| Pricing and commitment clarity | 10% | 7 / 10 | DVA+ states CPM billing with no minimum spend; managed service typically requires $50,000 (US); the platform fee is not stated. | Amazon Ads: Display, video and audio (DVA+) |
| Published inventory reach | 10% | 9 / 10Highest in set | Prime Video, Twitch, Thursday Night Football, Amazon.com and Fire TV, plus thousands of third-party sites and apps. | Amazon Ads: Amazon DSP |
| Enterprise and agency readiness | 10% | 8 / 10 | Managed service through an account executive alongside self-service. | Amazon Ads: About us |
Which kinds of proof does Amazon Ads (Ads Agent and DVA+) describe?
Proof Card · 0 of 4 proof types described
Outcome attribution: Not described
Incrementality or lift: Not described
Named measurement partners: Not described
Data access: Not described
What do Amazon Ads (Ads Agent and DVA+)'s own pages say?
Naming
"Amazon DSP is now part of Amazon Ads Agent"; programmatic capabilities are available through DVA+ (display, video, audio) with "advanced settings".
Source: Amazon Ads: Amazon DSP
Who can use it
Available to advertisers who do and do not sell on Amazon, "with self-service and managed-service options".
Source: Amazon Ads: Amazon DSP
Ads Agent
A "conversational experience" to plan, create, optimize and measure campaigns in natural language.
Source: Amazon Ads: Amazon DSP
Pricing
"DVA+ uses cost per mille (CPM) billing with no minimum spend."
Managed service
Managed service through an account executive "typically require[s] a minimum spend of $50,000 (US)".
Source: Amazon Ads: About us
What are the pros and cons?
Pros
- Exclusive inventory on Prime Video, Twitch, Thursday Night Football and Fire TV.
- DVA+ states CPM billing with no minimum spend, and managed service is available.
- Ads Agent lets buyers plan, create, optimize and measure campaigns in natural language.
Cons
- Attribution methods, lift testing and measurement partners are not described on the pages we read.
- The platform fee is not published, and managed service typically requires $50,000 (US).
Who is Amazon Ads (Ads Agent and DVA+) a fit for?
Advertisers who need Prime Video, Thursday Night Football or Fire TV inventory, with or without an Amazon store.
Amazon Ads fits advertisers for whom Prime Video, Thursday Night Football or Fire TV reach is the deciding factor. The pages we read publish clear pricing terms for DVA+ but do not describe how results are attributed or lift-tested, so ask Amazon for its measurement options before a pilot.
How does Amazon Ads (Ads Agent and DVA+) compare head to head?
- Amazon Ads (Ads Agent and DVA+) or Disney Campaign Manager: Amazon Ads (Ads Agent and DVA+) scores higher overall (5.85 to 4.00)
- Amazon Ads (Ads Agent and DVA+) or MNTN: MNTN scores higher overall (6.55 to 5.85)
- Amazon Ads (Ads Agent and DVA+) or Roku Ads Manager: Amazon Ads (Ads Agent and DVA+) scores higher overall (5.85 to 3.90)
- Amazon Ads (Ads Agent and DVA+) or StackAdapt: StackAdapt scores higher overall (7.00 to 5.85)
- Amazon Ads (Ads Agent and DVA+) or Tatari: Tatari scores higher overall (7.30 to 5.85)
- Amazon Ads (Ads Agent and DVA+) or tvScientific: tvScientific scores higher overall (6.65 to 5.85)
- Amazon Ads (Ads Agent and DVA+) or Vibe: Vibe scores higher overall (8.20 to 5.85)
Alternatives to Amazon Ads (Ads Agent and DVA+)Compare Amazon Ads (Ads Agent and DVA+) with others side by side
Related notes
- Amazon DSP is now part of Amazon Ads Agent: what buyers should know 2026-10-14
- Netflix, Prime Video and Hulu: where publisher-owned inventory fits in a CTV plan 2026-10-15
- A CTV pilot brief: what to send a platform before you start 2026-10-16
- Why our CTV ranking gives proof 40% of the weight 2026-10-18
Frequently asked questions
How much does Amazon Ads (Ads Agent and DVA+) cost?
DVA+: "no minimum spend". Managed service through an account executive "typically" requires a minimum spend of $50,000 (US). "DVA+ uses cost per mille (CPM) billing with no minimum spend." Platform fee: Not published. Confirm current terms with Amazon Ads (Ads Agent and DVA+) before you plan a budget.
Does Amazon Ads (Ads Agent and DVA+) offer incrementality or lift testing?
Incrementality or lift testing is not described on the pages we read. Ask Amazon Ads (Ads Agent and DVA+) directly how lift is measured.
What are the main alternatives to Amazon Ads (Ads Agent and DVA+)?
On our weights the highest-ranked alternatives are Vibe, Tatari and StackAdapt. See the full list on the alternatives page.