Amazon Ads has added six countries to the places where advertisers can build campaigns in DVA+, the programmatic buying product that took over from the Amazon DSP name in September. A launch announcement dated November 10, 2026 names Belgium, Poland, Ireland, Singapore, Egypt and South Africa, and says advertisers there "can now programmatically buy display, video, and audio ads across Amazon properties and the open internet through DVA+." Five of the six countries were the subject of an almost identical Amazon note on September 25, 2026, which announced the same access through Amazon DSP. Ireland is the only addition.

In Short

Amazon said on November 10, 2026 that its DVA+ buying product, which handles display, video and audio ads and replaced the Amazon DSP name, now supports campaign creation in Belgium, Poland, Ireland, Singapore, Egypt and South Africa. It affects self-service advertisers and agencies in those markets, but five of the six countries were announced for Amazon DSP on September 25 in almost the same words, so Ireland is the only new name on the list. The note points to an "Amazon DVA+ console", its screenshot still shows a screen labelled Amazon DSP, and it does not say what is different now for the five countries announced in September.

What the November 10 note says

The announcement is brief: five headed questions, one image and about 150 words of text. Under "What launched?", according to Amazon, "Amazon Ads has expanded DVA+ to six new locales: Belgium, Poland, Ireland, Singapore, Egypt, and South Africa." The headline reads "Amazon DVA+ now available in six new locales."

The reasoning comes under "Why is it important?". The expansion, according to Amazon, gives regional advertisers access to "Amazon's unique audience signals," which the company says are "built from shopping, streaming, and browsing behaviors," "along with AI-powered optimization tools such as Performance+ and Brand+." The paragraph ends: "Advertisers can now run full-funnel campaigns, from awareness through purchase, with unified reporting and Amazon Marketing Cloud (AMC) access." AMC is Amazon's clean room, where advertisers query pseudonymised advertising and shopping signals.

The note groups the countries under four regional headings. Europe covers Belgium, Ireland and Poland. Egypt sits under Middle East, Singapore under Asia Pacific, and South Africa under a separate Africa heading. Two groups of users are listed under "Who can use it?": "Self-service advertisers" and "Agencies." One access point is given under "Where do I access it?": the "Amazon DVA+ console." The image caption repeats the claim: "The Amazon DVA+ console now supports campaign creation in Belgium, Poland, Ireland, Singapore, Egypt, and South Africa."

That is the whole of it. There is no customer quote, no performance figure for any of the six markets, no pricing and no mention of beta status.

Five of six, 46 days apart

The September 25 note, as PPC Land reported it at the time, reads almost line for line like the November one. Amazon then said it had expanded Amazon DSP to five new locales, Belgium, Poland, Singapore, Egypt and South Africa, and that advertisers in those countries could now buy display, video and audio ads programmatically across Amazon properties and the open internet through Amazon DSP. The September "Why is it important?" section made the same claims about audience signals, Performance+, Brand+, campaigns from awareness through purchase, unified reporting and AMC access. It listed the same two groups of users, self-service advertisers and agencies. Its caption said the Amazon DSP console now supported campaign creation in the five countries.

Read side by side, the two notes differ in three places that matter: the product name, the country count and Ireland. The other changes are cosmetic. Ireland now sits in the Europe group, South Africa's regional heading changed from EMEA to Africa, and the access point changed from the Amazon DSP console to the Amazon DVA+ console.

Between the two dates, the product changed its name. Four days after the September note, on September 29, 2026, Amazon put a four-step DVA+ campaign builder into US closed beta, and the Amazon DSP brand was retired in favour of DVA, short for Display, Video, and Audio. The November note makes no reference to the September one, and Amazon has not said whether it restates the earlier expansion under the new name or describes a separate change for those five markets.

Element September 25, 2026 note (Amazon DSP) November 10, 2026 note (DVA+)
Product named Amazon DSP DVA+ ("Amazon DVA+" in caption and access point)
Number of locales Five Six
Locales Belgium, Poland, Singapore, Egypt, South Africa Belgium, Poland, Ireland, Singapore, Egypt, South Africa
Regional headings Europe, Middle East, Asia Pacific, EMEA (South Africa) Europe, Middle East, Asia Pacific, Africa (South Africa)
Formats Display, video and audio Display, video and audio
Inventory Amazon properties and the open internet Amazon properties and the open internet
Tools named Performance+, Brand+, unified reporting, AMC Performance+, Brand+, unified reporting, AMC
Who can use it Self-service advertisers, agencies Self-service advertisers, agencies
Access point Amazon DSP console Amazon DVA+ console
Image caption Amazon DSP console supports campaign creation in the five countries "The Amazon DVA+ console now supports campaign creation in Belgium, Poland, Ireland, Singapore, Egypt, and South Africa."
Screenshot header Not described in PPC Land's September report "Amazon DSP" and "Campaign manager"

Ireland, the one new name

Ireland is not new to Amazon's advertising country lists. It appeared in the 34-country list for the single global Amazon DSP account Amazon launched on July 30, 2026, in the 34 markets where VAST 4 support on third-party supply arrived on September 2, 2026, in the 33 markets for publisher-hosted creatives in Google Ad Manager deals from August 10, 2026, and in the market list when Amazon opened Marketing Cloud to sponsored ads advertisers in September 2025. In the September 25 note, Ireland showed up only in the country drop-down of the screenshot, not among the five announced locales.

Belgium, Poland, Singapore and Egypt were also on the July 30 list. When PPC Land covered the September note, it observed that the document did not explain what had been missing in those four countries before. The November note leaves the same question open for Ireland: what could advertisers there not do through the demand-side platform on November 9 that they can do now?

South Africa runs the other way. It is absent from the July 30 account list, the VAST 4 list, the Google Ad Manager list and the September 2025 Marketing Cloud list. It did appear when Amazon DSP extended in-market audiences in November 2025, an expansion that added Belgium, Egypt, South Africa and Poland. Amazon's own retail and media footprint there is recent. Sponsored ads arrived on Amazon.co.za in July 2024, and Prime launched in South Africa on June 2, 2026 as the service's 27th market, at R59 a month or R399 a year. At that point South Africa was not listed for Prime Video advertising. The November note speaks of "Amazon properties" without saying which ones carry DVA+ ads in each country.

Country Sept 25, 2026 Amazon DSP note Nov 10, 2026 DVA+ note Global account list, July 30, 2026 (34) VAST 4 list, Sept 2, 2026 (34) AMC for sponsored ads, Sept 2025 In-market audiences, Nov 2025
Belgium Yes Yes Yes Yes Yes Yes
Ireland No (screenshot drop-down only) Yes Yes Yes Yes Yes
Poland Yes Yes Yes Yes Yes Yes
Singapore Yes Yes Yes Yes Yes Yes
Egypt Yes Yes Yes Yes Yes Yes
South Africa Yes Yes No No No Yes

Lists for earlier dates as reported by PPC Land at the time.

A DVA+ caption over an Amazon DSP screen

The image Amazon captioned as the DVA+ console shows a page titled "Create order." The header above it reads "Amazon DSP" and "Campaign manager," and the account shown is labelled as a test entity tagged "Emea." Campaign manager is the name Amazon gave to the interface it began testing in November 2025 to bring sponsored ads and Amazon DSP together.

The screen has a Name field and a Country drop-down. Under a Media heading sits an optional Type selector with four tiles: display, whose partly hidden description begins "ads that serve across" and includes the words "and third-party"; streaming TV, whose description begins "ads that serve on" and ends "TV inventory"; a tile with a video player icon; and a tile with a smart speaker icon whose label is cut off after the letter A. A Goal and optimization section offers Awareness ("Expose your brand or product to more potential customers"), Consideration, with its description cut off, and Conversions ("Drive purchases, leads, app installs").

The open drop-down shows 15 countries in alphabetical order: Austria, Bahrain, Belgium, Denmark, Egypt, Finland, France, Germany, Ireland, Israel, Italy, Jordan, Kuwait, Luxembourg and Morocco. Poland, Singapore and South Africa would fall below the visible part of the list. Jordan was not among the 34 countries Amazon named on July 30. The September image, as PPC Land described it, showed a different run of names between Belgium and Ireland, including Bulgaria, Croatia, Cyprus, the Czech Republic, Estonia, Greece, Hungary and India, none of which appear in the same alphabetical stretch of the November image. Neither note explains what the drop-down represents.

How the announcement describes access, step by step

According to Amazon's note and its screenshot, the documented path has five elements.

  1. Eligibility. Self-service advertisers and agencies in Belgium, Poland, Ireland, Singapore, Egypt and South Africa. No managed-service route is listed.
  2. Entry point. The "Amazon DVA+ console." No API, bulk tool or other route is named.
  3. Campaign creation. The console "now supports campaign creation" in the six locales, according to the caption.
  4. The setup screen shown. A "Create order" page with a Name field, a Country selection, an optional media Type choice and a Goal choice among Awareness, Consideration and Conversions.
  5. What the campaigns buy. Display, video and audio ads "across Amazon properties and the open internet," with Performance+ and Brand+ named as optimization tools, plus unified reporting and AMC access.

Where DVA+ stood before the note

When Amazon introduced the DVA+ builder on September 29, it described an extended closed beta in the United States, with open beta expected in late October 2026, international expansion planned through the fourth quarter of 2026 and general availability across 35 markets targeted for the first quarter of 2027. The 35 markets were not named. That launch note also said audio availability would expand after launch in the fourth quarter, while the default tier's creative text named display, online video and streaming TV. The November 10 note lists audio among the formats for the six countries without further detail.

DVA+ runs on Performance+ and Brand+, two automated campaign products that Amazon launched in 2024 for its demand-side platform and upgraded with new AI models and insight cards at unBoxed in November 2025. According to Amazon's September description, Brand+ aims at awareness, reach and downstream engagement, Performance+ at consideration and conversion, and DVA+ chooses between them from the objective the advertiser selects. Advanced settings let a buyer pick Brand+, Performance+ or neither.

By late October, Amazon's DVA+ product page limited those advanced settings to a small set of US advertisers, with plans to expand, and said advertisers in 21 countries that had used Amazon DSP would keep the Amazon DSP experience. The 21 countries were not named. The November 10 note falls inside the international expansion window Amazon gave in September. Yet it does not say whether DVA+ is in beta in the six countries, which tier is available there, or whether any of the six are among the 21.

Why this matters for marketers

For agencies buying programmatic media across several countries, the practical questions are narrow but real. Which console is live in which market, under which name, with which tier and which inventory? That decides how campaigns are planned, how teams are trained and how contracts describe the product. A country list that changes the product name without explaining what changed on the ground makes those questions harder to answer from Amazon's own documentation.

The record also shows how Amazon rolls out its buying tools market by market, with country counts that rarely match from one announcement to the next. In 2026 alone, Amazon has published lists of 34 countries for the global account, 33 markets for Google Ad Manager creatives, 34 for VAST 4, nine for brand penetration maps announced on October 2, five on September 25 and now six. The lists do not line up. South Africa had in-market audiences from November 2025 but sits outside the account, VAST 4 and Marketing Cloud lists, while Ireland was on all of those lists before any campaign-creation note named it.

The sums behind those consoles are large. Amazon reported Q3 2026 advertising revenue of $19.64 billion, up 10.9%, although it does not break out how much of that flows through DVA rather than sponsored ads. For self-service buyers in smaller European, Middle Eastern, African and Southeast Asian markets, the stated draw is access to Amazon's shopping, streaming and browsing signals and the reporting from awareness to purchase that Amazon describes. Whether those signals carry the same weight in a market such as South Africa, where Prime is five months old, the note does not address.

What the note leaves open

The note gives no total for how many countries now have DVA+, no beta status, no word on whether the default DVA+ flow, the advanced settings or both are available, and no explanation of how the six relate to the September 25 Amazon DSP expansion or to the 21 countries that keep the Amazon DSP experience. It does not say what Ireland lacked before, which Amazon properties serve DVA+ ads in each country, whether managed service or minimum spends apply, or why its screenshot shows an Amazon DSP screen.

Key facts

  • Source: Amazon Ads launch announcement, "Amazon DVA+ now available in six new locales," dated November 10, 2026, on Amazon's product announcements page.
  • Product: DVA+, the buying experience for Display, Video, and Audio (DVA) campaigns, the product formerly sold as Amazon DSP.
  • New locales: Belgium, Ireland, Poland (Europe); Egypt (Middle East); Singapore (Asia Pacific); South Africa (Africa).
  • Eligible users: "Self-service advertisers" and "Agencies."
  • Access point: "Amazon DVA+ console."
  • Formats and inventory: display, video and audio ads "across Amazon properties and the open internet."
  • Tools named: Performance+, Brand+, unified reporting, Amazon Marketing Cloud (AMC).
  • Earlier note: Amazon DSP expanded to five locales (Belgium, Poland, Singapore, Egypt, South Africa) on September 25, 2026.
  • Rollout context: DVA+ entered US closed beta on September 29, 2026; general availability across 35 markets targeted for Q1 2027.

Timeline

Summary

Who: Amazon Ads, and the self-service advertisers and agencies in Belgium, Poland, Ireland, Singapore, Egypt and South Africa that buy display, video and audio ads through Amazon's Display, Video, and Audio product, formerly Amazon DSP.

What: Amazon announced that DVA+ now supports campaign creation in six new locales, giving advertisers there programmatic access to display, video and audio ads across Amazon properties and the open internet, with Performance+, Brand+, unified reporting and Amazon Marketing Cloud named as part of the offer. Five of the six countries were announced for Amazon DSP on September 25, 2026 in nearly identical text; Ireland is the only addition, and the screenshot captioned as the DVA+ console shows a screen headed Amazon DSP.

When: The announcement is dated November 10, 2026, 46 days after the September 25 Amazon DSP note and six weeks after DVA+ entered US closed beta on September 29, 2026. Amazon has targeted general availability across 35 markets for the first quarter of 2027.

Where: Belgium, Ireland and Poland in Europe, Egypt in the Middle East, Singapore in Asia Pacific and South Africa in Africa, through what Amazon calls the Amazon DVA+ console.

Why: Amazon says the expansion gives regional advertisers its shopping, streaming and browsing audience signals and AI optimization tools for campaigns from awareness to purchase. It matters because agencies and advertisers working across markets need to know which buying console, tier and inventory is live in each country, and this note, read against the September one, leaves open what actually changed beyond the product name and the addition of Ireland.