25 October 2023

Amazon DSP launches goal-based bidding

Announced at unBoxed 2023

What’s launched?

Amazon DSP is launching goal-based bidding, which helps advertisers to specify a performance target for their campaigns and allow Amazon DSP to automatically optimise their bids in real-time in order to maximise delivery at their performance target. With this release, advertisers can automatically optimise to both delivery and performance goals.


Campaign creation for Performance (CPA) Goals


Campaign Creation for Brand (Reach) Goals

Campaign reporting

Campaign Reporting: Goal Metric Status

Why is it important?

Goal-based bidding can be used to maximise delivery at a performance threshold that advertisers define. You can now specify a KPI target when creating a campaign – for instance, you can set a target CPA of $10 and choose “Prioritise KPI target” as the optimisation strategy. This allows you to maximise your campaign goal, such as conversions, while ensuring that the campaign remains at or near your specified target CPA.

Where do I access it?

Who can use it?

  • Amazon DSP advertisers

Where is it available?

North America
  • CA
  • MX
  • US
South America
  • BR
  • BE
  • DE
  • ES
  • FR
  • IT
  • NL
  • PL
  • SE
  • TR
  • UK
Middle East
  • EG
  • KSA
  • UAE
Asia Pacific
  • AU
  • CN
  • IN
  • JP
  • SG

API specific

Goal-based bidding is part of the “optimisation” field of the order object. For full details, see here.