Launch announcement

Amazon Ads launches Performance+ in the Amazon DSP

March 29, 2024

What launched?

Designed for businesses that sell beyond the Amazon store, Performance+ is a new campaign type using Amazon DSP focused on driving performance towards specific goals. It utilizes first-party signals and machine learning (ML) to automate campaign setup, audience creation, and optimization, while also ensuring that advertisers retain control over key levers and have access to transparent reporting.

Goal & optimization

Enable Performance+ campaign creation.

Performance pluss

Select which Media types to run

conversion tracking

Add “off-Amazon conversions“ and select which events to optimize towards.

Line item

5 lines are automatically generated per line item type with recommended settings and targeting Performance+ audiences.

Why is it important?

Advertisers who sell their products beyond the Amazon store constantly seek to scale their performance with automation. In addition, not all prospective shoppers begin their journey with Amazon, so advertisers aim to reach them wherever they are. With Performance+, we're introducing a new campaign type that learns what advertisers care about the most, and leverages ML to automate campaign setup and deliver the performance advertisers expect from Amazon DSP while allowing advertisers to retain control over key aspects.

Where is the feature available?

  • North America: United States, Canada

Who can use it?

  • self-service

Where do I access it?

API specific

  • Performance+ is part of the ‘automatedAdGroupCreation’ field of the order object. For full details, see the API reference documentation.