Guide
A guide to Brand+: AI-powered brand advertising that drives awareness and measurable business growth
Amazon Ads Brand+ combines AI precision with premium streaming inventory to reach audiences most likely to engage with your brand—delivering transparent, measurable results that connect awareness to conversions.
Navigating today's brand challenges
Brand advertisers face unprecedented pressures in today's fragmented media landscape. Streaming TV has overtaken linear television for the first time, scattering audiences across dozens of publishers and making it harder than ever to achieve meaningful reach. Upper-funnel brand spend is increasingly difficult to justify without clear connections to downstream business impact. Traditional awareness campaigns rarely demonstrate mid- or lower-funnel outcomes, leaving brand budgets vulnerable to cuts.
The following challenges are real and urgent:
- Proving ROI: Demonstrating that brand investment drives measurable business results, not just impressions
- Fragmented reach: Connecting with the right audiences across scattered streaming inventory
- Complex management: Navigating sophisticated campaign setups without sacrificing performance
- Brand safety: Maintaining brand standards while scaling reach across premium environments
- Attribution gaps: Measuring long-term brand impact with confidence and connecting awareness to conversion
- Measurement misalignment: Aligning internal measurement with third-party attribution tools that serve as sources of truth
Amazon Ads Brand+ was built to solve these problems.
What is Brand+?
Brand+ is Amazon's AI-powered brand advertising solution within Amazon Ads, now available worldwide. Designed for brands seeking to build awareness, increase engagement, and drive measurable business outcomes, Brand+ leverages the full power of Amazon's first-party shopping signals and machine learning to connect your brand with high-intent audiences at scale.
Unlike traditional brand advertising, Brand+ goes beyond impressions and reach. It uses AI-driven optimization to identify audiences who are not only likely to see your ad, but also likely to take meaningful action—whether that's visiting your Brand Store, adding products to their cart, or making a purchase. This makes Brand+ a powerful tool for advertisers who want accountability alongside awareness.
The results speak for themselves. Advertisers selling on Amazon see 71% more detail page views, 64% more purchases, and 42% improvement in new-to-brand engagement compared to standard awareness campaigns. Advertisers that don't sell directly on Amazon drive 115% more brand site page views and 2.5X more off-Amazon conversions—proving Brand+ delivers wherever your customers are on their journey.1
How Brand+ Works
AI-powered audience targeting
At the heart of Brand+ is Amazon's proprietary machine learning engine, which analyzes billions of real-time and historical shopping signals to identify audiences most likely to engage with your brand. These signals include browsing patterns, purchase history, category affinity, and streaming behavior—giving Brand+ a uniquely rich dataset unavailable to most advertising platforms.
Rather than targeting broad demographic segments, Brand+ uses predictive modeling to surface audiences who exhibit strong intent signals aligned with your brand's category and goals. This ensures that every impression is delivered to a consumer with a meaningful likelihood of brand engagement.
Campaign setup process
Getting started with Brand+ is streamlined through the Amazon Ads console in a simple 4-step campaign setup process. Advertisers set their goals and brand objectives, select their tactics, and fine tune and optimize their campaigns; all with transparent “glass-box” reporting that will help you understand how your campaigns perform over time.
- Select your campaign goals and KPIs: Choose your media type, goal, and KPIs
- Define your conversion events: Select the actions that matter most to your business or set your brand objective (reach, frequency, or video completion)
- Choose your tactics: Create Brand+ prospecting tactics
- Optimize and control: Fine-tune your campaign with key optimization levers like geography, inventory, or brand safety controls
After setup, you monitor performance through transparent reporting to track ongoing optimization.
Optimization technology
Brand+ uses a closed-loop optimization model, continuously learning from campaign performance to improve delivery. The AI evaluates ad engagement, downstream shopping behavior, and brand lift signals to refine audience targeting in real time. This means campaigns improve over their flight period, delivering better efficiency and results as the model learns from audience interactions.
Key features and benefits
Maximize reach and growth
Brand+ delivers access to Amazon's premium streaming inventory, including Thursday Night Football, Prime Video originals and free-ad supported streaming TV content, as well as Twitch and third-party streaming partners. This breadth of inventory ensures your brand message appears in high-quality, brand-safe environments that drive meaningful engagement.
Performance data demonstrates the power of this approach: Brands using Brand+ have seen up to a 42% increase in new-to-brand engagement and a 63% lift in add-to-carts compared to standard awareness campaigns.2
Transparent reporting
The most compelling differentiator is the commitment Brand+ has to measurement transparency. Advertisers receive full-funnel reporting that connects brand advertising impressions to measurable shopping outcomes, including branded search increases, product detail page views, add-to-cart rates, and purchases attributed to brand ad exposure.
Flexible campaign controls
Brand+ offers advertisers meaningful control over their campaigns while allowing the AI to optimize performance. Controls include frequency capping to manage consumer ad exposure, brand safety settings to ensure appropriate content environments, creative rotation options, and the ability to prioritize specific product lines or audience segments.
Marketing tactics available
Brand+ supports a range of marketing tactics to address different brand objectives across the purchase funnel:
| Tactic | Description |
| Brand Awareness | Reach new audiences through premium streaming TV and audio placements. Ideal for product launches and market expansion. |
| Brand Consideration (Coming Soon) | Re-engage audiences who have shown category interest. Drive deeper product engagement and brand preference. |
| Brand Remarketing (Coming Soon) | Reconnect with interested audiences who've already engaged with your brand. |
| Brand Retention (Coming Soon) | Build lasting loyalty with your existing customers. Brand+ Retention reaches current customers to reinforce brand affinity and drive repeat engagement. |
Ad formats and inventory
Brand+ supports multiple ad formats and inventory types, enabling advertisers to build cohesive, multi-touchpoint brand campaigns:
| Ad format | Description |
| Streaming TV ads | 15- and 30-second video ads delivered within premium streaming content on Prime Video and partner networks. Non-skippable format ensures full message delivery. |
| Online video | In-stream and out-stream video placements across Amazon-owned properties and the Amazon Publisher Network. Flexible video lengths from 6 to 30 seconds. |
| Audio ads (Coming Soon) | Non-visual audio placements within Amazon Music's ad-supported tier and Alexa-enabled devices. 10-, 15-, and 30-second formats available. |
| Display ads | Standard and rich media display placements across the Amazon store, IMDb, Twitch, and third-party sites. Supports static, animated, and interactive creative. |
| Interactive video | Emerging format allowing viewers to engage with brand content directly within the ad unit, driving higher engagement rates and deeper brand interaction. |
For detailed creative specifications and technical requirements for each ad format, visit the Amazon Ads creative guidelines.
Measurement and optimization
Brand+ provides a comprehensive measurement framework that tracks performance across four key dimensions:
| Metric category | Details |
| Brand Awareness Metrics | Reach, frequency, viewability, video completion rate (VCR), and unaided/aided recall measured through brand lift studies. |
| Consideration Metrics | Branded search lift, product detail page views, brand store visits, and engagement rate among ad-exposed audiences. |
| Conversion Metrics | New-to-brand purchases, return on ad spend (ROAS), customer acquisition cost (CAC), and attributed sales within defined lookback windows. |
| Audience Insights | Demographic breakdowns, category affinity analysis, and purchase behavior patterns for audiences exposed to Brand+ campaigns. |
Getting started with Brand+
Brand+ is accessible to brands of all sizes through Amazon Ads. Whether you are a first-party vendor, a third-party seller, or an agency managing brand clients, getting started with Brand+ is easy. For more information, contact your Amazon Ads representative, or search here for more information.
Sources
1-2 Amazon Internal data, 2025
