New Forrester study quantifies the Total Economic Impact™ of Amazon Ads adtech solutions

Amazon DSP and Amazon Marketing Cloud can help advertisers improve campaign efficiency, reduce wasted ad spend, and increase return on ad spend through advanced campaign capabilities and first-party audience signals.

According to a commissioned Forrester Consulting Total Economic Impact™ study conducted on behalf of Amazon Ads, published in February 2026, a composite organization using Amazon Ads adtech solutions was able to achieve the following over a three-year period:¹

• Attained a 240% return on investment (ROI)
• Reduced advertising costs by 30% to 65% through improved ad spending efficiency with Amazon DSP
• Increased return on ad spend by 30% to 50% using Amazon Marketing Cloud's first-party audience signals to identify and reach high-intent customers
• Improved productivity by 10% to 20% for marketers and analysts through streamlined workflows and automated insights

The study examined the financial benefits and costs associated with using Amazon's advertising solutions. Forrester interviewed decision-makers at agencies and brands across multiple industries to create the composite organization profile and project economic impact.

Beyond quantified benefits, interviewed organizations reported richer performance insights through cross-channel measurement capabilities, enabling them to understand customer journeys across touchpoints. Non-endemic brands found particularly strong opportunities in streaming TV advertising, with some achieving up to 60% increases in new-to-brand customer sales.

Amazon Ads continues to innovate with AI-powered tools like Brand+ and Performance+ that help advertisers achieve their objectives more efficiently. Interviewed organizations noted that Performance+ successfully delivered on 80% of campaign objectives through AI-powered optimization.

Read The Total Economic Impact™ Of Amazon Ads Adtech Solutions to understand how Amazon DSP and Amazon Marketing Cloud worked together to deliver measurable advertising outcomes, and contact our team to learn more.

Sources

¹ The Total Economic Impact™ Of Amazon Ads Adtech Solutions, a commissioned study conducted by Forrester Consulting on behalf of Amazon Ads, February 2026.