Amazon DVA+ rolls out from late October: get your video assets ready

Amazon's Ads Agent page, read on 2026-10-01, says DVA+ rolls out beginning late October and that advertisers approve creatives before launch. It does not publish video specs or prices for DVA+, so the useful work this month is to have a library of approved, correctly finished product clips ready, not to guess at a spec. Sume can produce and finish that library by API.

What does Amazon say, and what is missing?

What should I prepare now?

Build the library so that any spec Amazon publishes later is a small change, not a rebuild.

• Make one hero clip per top SKU with a catalog Format, queued as a bulk run.
• Cut each hero into a short, medium and long version with POST /v1/video-trim at $0.02 per job.
• Add an end card and fades with a timeline render at $0.10 per output minute.
• Add captions with POST /v1/video-captions, $0.20 per job for videos up to 60 seconds, after you pick the winners.
• Keep the media.sume.com URL and the run id for every approved clip, so you can find it again.

How do I cut three lengths from one hero?

The trim endpoint makes a new file for each window, and the source is never changed. Use a different Idempotency-Key for each length.

for L in 6 15 30; do
  curl -sS -X POST https://api.sume.com/v1/video-trim \
    -H "Authorization: Bearer $SUME_API_KEY" \
    -H "Content-Type: application/json" \
    -H "Idempotency-Key: hero-001-cut-$L" \
    -d "{\"video_url\": \"https://media.sume.com/artifacts/artf_demo/hero.mp4\", \"start\": 0, \"duration\": $L}"
  echo
done

How do I keep the approved clips organised?

Amazon says advertisers approve creatives before launch, so the unit of work is an approved clip, not a draft. Name each Idempotency-Key after the SKU and the version, for example hero-sku42-v1, and write the key, the run id and the media.sume.com URL to one row of your own sheet. A durable URL on media.sume.com stays public, so the same file can be handed to an agency or an ad console later.

Do the review pass before you cut lengths. A flaw in the hero is then fixed once and not three times.

What are the limits?

• The three lengths are examples, not Amazon requirements. Use the lengths Amazon publishes when it does.
• The source must be on media.sume.com; import it first with POST /v1/media-imports.
• The late-October date is Amazon's statement about a rollout, so your account may see DVA+ later.
• Sume does not upload into Amazon Ads or approve anything for you; Amazon's review stays yours.