One DSP platform, two powerhouse tools: Performance+ hits general availability & Brand+ enters open beta

The digital advertising landscape is evolving faster than ever. Consumer behavior is shifting, campaign complexity is increasing, and advertisers need solutions that streamline campaign management while delivering meaningful results.

Today, we’re launching Performance+ and Brand+—two powerful tools within our artificial intelligence (AI)-powered Amazon DSP marketing suite. These solutions leverage machine learning and AI to simplify campaign optimization, helping advertisers reach the right customers and achieve better outcomes. Whether you’re focused on brand awareness with Brand+, driving conversions with Performance+, or executing a full-funnel strategy, these tools have you covered. From a campaign management perspective, by automating the traditional 70-step campaign creation process, Brand+ and Performance+ reduce complexity and provide real-time reporting and AI-driven optimizations, enabling brands to stay competitive and drive better business results.

Every marketing strategy is unique. With Brand+ and Performance+, you can optimize campaigns based on your specific goals. These easy-to-use, AI-powered tools are designed to optimize for distinct objectives:

• Brand+: Build long-term brand awareness and foster engagement over time.
• Performance+: Accelerate immediate conversions (cost per acquisition (CPA), return on ad spend (ROAS)).

Whether you're looking to boost Amazon sales or increase website engagement, our suite leverages both Amazon's unique inventory (including Prime Video Ads) and premium third-party supply across display, online video, and streaming TV. This multi-channel approach ensures you reach and engage customers at key touch points throughout their shopping journey.

While both Brand+ and Performance+ deliver exceptional results individually, together they create a seamless, full-funnel strategy:

• Build awareness: Start with Brand+ to establish a strong brand presence and engage consumers.
• Drive conversions: Use Performance+ to convert engaged users into customers.
• Optimize together: Leverage insights from both tools to refine your strategies and improve effectiveness.

For example, an insurance company targeting new homeowners can use Brand+ to serve engaging Connected TV (CTV) ads about comprehensive home insurance coverage. As audiences engage, Performance+ then delivers targeted display and video ads, guiding them through the funnel—from requesting free quotes to ultimately purchasing a home insurance policy. This full-funnel approach helps convert initial awareness into actual insurance policy sales, protecting new homeowners while growing the company's customer base.

Powered by Amazon's machine learning, Brand+ and Performance+ combine Amazon Ads exclusive insights from shopping, streaming, and entertainment with advertisers' business signals. Unlike traditional audience targeting, which treats all users within an audience segment similarly, these AI-driven solutions analyze billions of unique Amazon signals to predict who is most likely to convert—now or later. This dynamic approach moves beyond asking 'Who are these users?' to focus on conversion probability, delivering both immediate (Performance+) and long-term (Brand+) results for smarter, more effective outcomes.

Brand+ and Performance+ simplify campaign setup to as few as four clicks while adopting a Glass Box approach. Unlike black-box AI solutions, these tools combine powerful automation with strategic oversight, providing visibility into campaign decisions while leveraging machine learning for smarter, data-driven optimizations.

Advertisers benefit from full automation while retaining access to key controls, including:

• Customize inventory selection across Amazon's unique supply, Prime Video ads, and premium third-party options
• Adjust brand safety settings, suppression lists, and campaign tactics
• Access real-time, actionable campaign level reporting to optimize budget allocation and bidding strategies

This hybrid approach balances machine learning efficiency with transparent decision-making, empowering advertisers to maximize both campaign automation and strategic impact.

Brand+ and Performance+ are now available globally for all advertisers—built with you, for you. We are excited to continue partnering with our customers—our champions—as they push the boundaries of what’s possible within the Amazon DSP.

The future of advertising is smarter, more transparent, and goal-driven—and with Brand+ and Performance+, you're ready for what’s next.