Inside the predictive AI model powering Amazon DSP Performance+ and Brand+

Amazon Ads is redefining campaign performance with predictive AI at the core of Performance+ and Brand+, two goal-based campaign solutions within the Amazon DSP.

Unlike traditional campaigns that rely on fixed rules or static audience segments, these AI-driven tools continuously analyze real-time behavioral and first-party signals—predicting which customers are most likely to convert, whether now or in the future. Designed for transparency, adaptability, and impact, Brand+ and Performance+ utilize our "glass box" approach—giving you visibility into how decisions are made, with transparent campaign reporting to enable you to take action based on what’s working in real time.

Advertisers using Brand+ and Performance+—powered by our predictive AI model—are already seeing real, scalable results today.

• Blueair, a Unilever-owned air purification brand, used Performance+ to unify campaign performance across Amazon and its direct-to-consumer website. By activating the Amazon Ad Tag and using Performance+ across display campaigns, Blueair achieved a 176% lift in ROAS (return on ad spend), 50% reduction in CPA (cost per acquisition), and 66% year-over-year sales growth.¹
• Thorne, a performance-driven wellness brand, activated Brand+ to improve the efficiency of its video advertising. By using predictive AI to reach high-intent customers, the campaign delivered a 1.5× increase in unique reach, 1.7× more page views, and 1.9× more attributed purchases.²