Brand+ and Performance+ expand AI, keep advertiser control

What launched?

Take more control of your AI-powered campaigns — and get better results. Ten new Brand+ and Performance+ capabilities let you guide optimization with your own audience data, reach customers through expanded audio formats, and benefit from smarter models working automatically in the background.

As of 7/20, these ten capabilities have launched or are launching over the next few weeks to Open Beta or GA:

Simplicity: Guide AI with your own expertise — accelerate optimization by connecting your first-party data via Ads Data Manager (ADM)

1. Audience Signals for Brand+ (Open Beta) — Bring your own audience data into Brand+ Prospecting as AI optimization inputs to accelerate performance while retaining full reach discovery
2. Audience Signals for Performance+ (Open Beta) — Guide Performance+ Customer Acquisition and Unified Consideration with first-party audiences brought in via ADM at no additional cost

Scale: Reach new audiences in more moments — expanded formats, supply, and access for more advertisers

3. Audio for Brand+ (GA) — Building on April's Open Beta, Audio officially reaches General Availability with expanded 3PX (third-party exchange) open exchange supply across 16 locales
4. Audio for Performance+ (Open Beta) — AI-optimized audio for mid- and lower-funnel tactics (Customer Acquisition, Remarketing, Retention, Consideration, Search) for the first time
5. Automatic Deal Selection for Brand+ STV (Open Beta) — AI-powered feature that automatically activates and optimizes a group of STV deals using Brand+ audience context and campaign targeting dimensions, expanding access to premium supply across Amazon and the open internet, and helping drive incremental reach
6. Managed Service Campaign Proposal Builder (GA) — Brand+ and Performance+ now accessible to Managed Service AMG (Amazon Media Group) entities through a unified media planning workflow

Performance: Deliver better results automatically — smarter models improve every campaign without action required

7. Brand Outcome Optimization (Open Beta) — Predicts user likelihood to take brand-relevant actions (branded search, detail page views, add-to-cart) beyond reach, across Display, OLV, STV, and Audio
8. Prime Video Signal Integration (Open Beta) — Streaming behavior data enriches Brand+ ranking for improved ad relevancy on Prime Video Ads supply
9. Asynchronous Remarketing for Performance+ (GA) — Richer match-context signals (recency, frequency, dwell time) improve user valuation at bid time for Remarketing and Retention tactics
10. Expanded Conversion Support for App Ads (GA) — Performance+ Remarketing now supports "Other" conversion types from MMP (Mobile Measurement Partner) sources, unlocking the tactic for non-endemic app advertisers

Integrate custom audiences at no additional fee

Brand+ Audio Tactic

Automatic deal selection for Brand+ by default

Why is it important?

Advertisers can now bring their own audience data directly into Brand+ and Performance+ campaigns as AI optimization inputs — not hard targeting constraints, via Ads Data Manager, in the same way they bring in conversion event data today. Your audiences accelerate optimization and help the models identify high-value customers faster, while the AI retains full freedom to discover users beyond those segments. This makes it easier to integrate existing targeting strategies with Brand+/Performance+ — whether you're working with AMC audiences, DMP segments, or custom-built cohorts connected through Ads Data Manager (ADM). Available for Brand+ Prospecting, Performance+ Customer Acquisition, and Performance+ Unified Consideration at no additional cost.

Building on April's Open Beta announcement, Audio for Brand+ officially reaches General Availability with expanded supply — now including 3PX open exchange inventory alongside 1P (first-party) and 3P (third-party) APD (Amazon Publisher Direct) sources across 16 locales: US, CA, MX, BR, DE, UK, IT, ES, FR (1P+3P supply) and AU, JP, NL, SE, UAE, KSA, TR (3P supply only). Audio for Performance+ enters Open Beta, bringing AI-optimized audio to all Performance+ tactics for the first time.

Brand+ STV line items are now auto-enabled with automatic deal selection (ADS), a feature that automatically activates and optimizes a group of premium streaming TV deals based on Brand+ audience context and campaign targeting criteria. ADS expands supply access from a single, pre-configured APD deal to a broader set of continuously optimized deals containing supply across Amazon and the open internet. ADS is enabled by default on new Brand+ STV Prospecting lines and requires no manual activation.

The Campaign Proposal Builder makes Brand+ and Performance+ accessible to Managed Service AMG entities for the first time through existing media planning workflows.

Four model and signal upgrades improve every Brand+ and Performance+ campaign without advertiser action required. Brand outcome optimization predicts user likelihood to take brand-relevant actions — moving Brand+ beyond reach-only toward measurable outcomes like branded search, detail page views, and add-to-cart. Prime Video signal integration enriches Brand+ ranking with streaming behavior data for improved ad relevancy. For Performance+, asynchronous remarketing enables richer user valuation at bid time with recency, frequency, and dwell time signals. And expanded conversion support unlocks Performance+ Remarketing for non-endemic app advertisers tracking events through Mobile Measurement Partners.

For more information, please see these educational resources:

• Brand+, now available globally
• A Guide to Performance+
• New Brand+ and Performance+ capabilities
• Open Internet Podcast and Streaming Audio Inventory (note: podcasts are not yet available for Brand+ or Performance+)

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore
• Audience Signals for Brand+, All B+ Advertisers (Prospecting)
• Audience Signals for Performance+, All P+ Advertisers (Customer Acquisition, Unified Consideration)
• Managed Service Campaign Proposal Builder, AMG Managed Service entities (via Sales)
• Brand Outcome Optimization, All B+ Advertisers (enabled by default on Reach goal lines)
• Prime Video Signal Integration, All B+ Advertisers (enabled by default for PV Ads supply)
• Asynchronous Remarketing, All P+ Advertisers (Remarketing, Retention)
• Expanded Conversion Support, P+ Advertisers using MMP-sourced "Other" conversion types

Note the following are available in limited regions:

• Audio for Brand+/Performance+, US, CA, MX, BR, DE, UK, IT, ES, FR (1P+3P supply) and AU, JP, NL, SE, UAE, KSA, TR (3P supply only
• Automatic Deal Selection for B+ STV, US Only

Who can use it?

All ten capabilities are available through the Amazon Ads campaign creation flow. Access and availability vary by feature:

• Audience Signals for Brand+, All B+ Advertisers (Prospecting)
• Audience Signals for Performance+, All P+ Advertisers (Customer Acquisition, Unified Consideration)
• Managed Service Campaign Proposal Builder, AMG Managed Service entities (via Sales)
• Brand Outcome Optimization, All B+ Advertisers (enabled by default on Reach goal lines)
• Prime Video Signal Integration, All B+ Advertisers (enabled by default for PV Ads supply)
• Asynchronous Remarketing, All P+ Advertisers (Remarketing, Retention)
• Expanded Conversion Support, P+ Advertisers using MMP-sourced "Other" conversion types
• Audio for Brand+/Performance+
• Automatic Deal Selection for B+ STV

Where do I access it?

All features are accessed via the Amazon Ads campaign creation flow, as you would normally select Brand+ or Performance+ tactics, goals, and KPIs (with the exception of the Managed Service Campaign Builder).

For Audience Signals, upload your hashed customer lists through Ads Data Manager and activate them as advertiser audiences in Amazon Ads or build custom segments in AMC. To access your audiences, navigate to the Audience section within line item settings to add advertiser or custom audiences as optimization inputs. For more information or to request access, contact your Amazon Ads account representative.

API and Technical Details

All ten features in this bundle are available through the Amazon Ads user interface. API support details will be communicated separately through technical documentation updates as applicable. Advertisers and agencies accessing Brand+ or Performance+ programmatically should reference the Performance+ and Brand+ wiki for updated API endpoint documentation.

For Audio line items (Brand+ GA and Performance+ Open Beta), advertisers should note the following technical requirements:

• Audio ads must be submitted in standard formats (MP3 or WAV, 30-second or 15-second spots) via the Amazon Ads creative workflow.
• Display companion creatives are required for all Audio line items.
• At least one 3P inventory source must be included in Performance+ Audio line items.
• Guaranteed deals are not permitted on Performance+ Audio; non-guaranteed deals are supported.

• Advertisers may add advertiser audiences or custom audiences through the Audience section in line item settings.
• There are no additional fees for including Audience Signals.
• Audience exclusions remain available and function independently of Audience Signals.