Bosch achieved 72% higher ROAS and scalable reach with Amazon DSP Performance+ and Brand+

Goals

Bosch, a global leader in home appliances, has established themselves as the premier brand in the dishwasher category across India. With a reputation for German engineering excellence and innovative technology, Bosch dishwashers are recognized for their superior cleaning performance, water efficiency, and durability.

Despite strong brand consideration among in-market consumers, Bosch faced challenges in a niche category in India. Dishwashers remain an emerging appliance category in India, with limited reach compared to other household appliances. This presented both an opportunity and a challenge for Bosch.

The brand's primary objective was to drive sustainable growth by expanding category reach through two strategic approaches:

1. Generate demand by educating potential customers about the benefits of dishwashers, reaching the right audiences most likely to adopt this technology
2. Convert existing interest into sales by engaging consumers already in the purchase journey

Bosch needed a solution that could efficiently reach new potential customers while maintaining a strong return on advertising spend (ROAS). The campaign aimed to strengthen Bosch's leadership position while simultaneously growing the overall dishwasher category in India.

Approach

Bosch leveraged Amazon DSP’s advanced AI-powered advertising solutions, implementing a two-pronged strategy that addresses awareness, consideration, and conversion objectives.

Rather than relying on manual custom cohorts, Bosch adopted an ASIN-backward approach utilizing Amazon's core AI product solutions. This insight-driven strategy was particularly valuable in India's niche dishwasher category, where traditional audience cohorts might miss high-potential customers.

For upper-funnel awareness, Bosch deployed Brand+, a predictive model powered by machine learning that enhanced online video (OLV) and display awareness campaigns. This sophisticated solution combines dishwasher conversion insights with Amazon's unique consumer signals to understand and reach customers most likely to engage with the brand. Brand+ enabled Bosch to expand their reach across Amazon DSP's quality supply network, connecting with potential customers who showed signals of interest but might not have actively searched for dishwashers.

Brand+ video ads ran on third-party websites and Amazon

For lower-funnel conversion, Bosch implemented Performance+, which helped reach new customers and re-engage past visitors. This solution focused on consumers further along the purchase journey, using Amazon's rich consumer signals to understand high-intent audiences and drive conversions efficiently.

Performance+ responsive eCommerce creative ads ran on third-party websites and Amazon

Performance+ display ads ran on third-party websites and Amazon

The dual implementation of Brand+ and Performance+ created a comprehensive funnel approach, allowing Bosch to first expand product reach among relevant audiences and subsequently boost sales by reaching prospective users at the right moment in their purchase journey, all while maintaining strong efficiency metrics.

Results

Over a four-week period, the campaign generated INR 90 lakhs (~$100K) in promoted sales with 248 units sold.¹ Significantly, 69.76% of these purchases came from new-to-brand customers, confirming the strategy's effectiveness in category expansion and customer acquisition.²

As the first dishwasher brand in India to implement Amazon DSP AI solutions, Bosch established important performance benchmarks for this emerging appliance category. The pioneering implementation demonstrated the potential of these advanced advertising tools in the specialized home appliance category.

Audience engagement metrics showed strong performance with an 86% video completion rate across a 22.39 million reach.³ The campaign maintained efficient metrics with an effective cost per product detail page view (eCPDPV) of INR 5.99 and a detail page view rate of 0.93%, demonstrating effective reach.⁴

The 200-basis point (bps) improvement in branded search share quarter-over-quarter indicated increased consumer interest and consideration, directly attributable to the awareness efforts.

Most notably, the campaign achieved a ROAS of 18.07, which was 72% higher than the category average, validating the efficiency of the Performance+ implementation.⁵ These metrics demonstrate the effectiveness of the dual-solution approach. Brand+ successfully built category awareness at scale, while Performance+ efficiently converted interest into sales.

Sources

^1–5 Amazon internal, India, Sep–Oct 2025.

Disclaimer: This case study showcases the results of a campaign run by Bosch for their Dishwasher category.