Amazon DSP launches Performance+ tactics into beta

Product ASINs or Off-Amazon conversion events must be added to generate a Performance+ campaign. At least one product ASIN must be designated as featured and at least one off-Amazon conversion event must be designated as “optimized”.

After the order is saved, you will be prompted to create tactics if the conversion events meet privacy and safety requirements. You can select one or more eligible tactics to add to your order. For non-endemic advertisers, at least one conversion event must be a PageView event type in order to generate remarketing tactics and at least one event must be either a “Sign Up” or “0ff-Amazon Purchase” event type in order to generate retention tactics. This is the case irrespective of these conversion events being optimized for.

After selecting and creating the tactics, you will see the line items appear on the order-line item page and designated as such with a Performance+ tag.

You can create new tactics by clicking the ‘Create ’ button.

When you select ‘Create Performance+ line items' you'll be prompted to create any remaining tactics. To create multiple of the same tactic, you can clone the line items.

When viewing a line item, you will see the audience section pre-populated with the Performance+ tactic. You will not be able to edit the inclusion logic of the audience.

Over the next few weeks, several additional features will be included in this beta including the ability suppress first and third party audiences and the ability to create Performance+ tactics via bulksheets and via API.