Drive brand awareness and engagement with Brand+ using Amazon Ads, now available to all globally

What launched?

As of 1.30.26, Brand+ is now generally available worldwide using Amazon Ads. Brand+ revolutionizes how advertisers approach brand building by combining Amazon's massive reach of 300 million U.S. viewers with unparalleled shopping signals and AI capabilities. Advertisers can now optimize for specific brand objectives—like reach or video completion—while identifying and engaging high-intent customers who are most likely to interact with your brand. The result? Measurable brand growth that drives real business outcomes. Brand+ delivers premium video and display campaigns across Amazon properties and the open internet, proving that brand campaigns can deliver downstream conversions, not just awareness.

Key capabilities include:

• AI-powered prospecting tactics that reach prospective customers highly likely to engage with your brand
• Campaign setup in as few as four-clicks with automated tactics workflow that simplifies campaign management
• Premium inventory access reaching 300 million U.S. viewers covering 90% of U.S. TV households
• Display and video capabilities across Streaming TV, Online Video, and Display formats on and off Amazon.com
• Campaign insights giving you clear visibility into campaign performance via a summary of all active tactics and includes: shopper traits, impression share, and time-to-convert
• Creative association enabling advertisers to select and assign creative directly in the campaign setup flow
• Launching Closed Beta integration with Live Events Optimizer, allowing advertisers to effectively reach audiences during major events like live sports and the Olympics, with intelligent pacing to handle irregular content delivery patterns

Why is it important?

Brand+ enables advertisers to efficiently execute upper-funnel strategies with improved performance and transparent reporting. By combining AI-driven automation with granular control, advertisers can fine-tune their strategies—adjusting geography, inventory selection, and brand safety controls—without losing oversight.

Proven performance results show Brand+ delivers superior full-funnel impact for all advertisers:

• +71% lift in Detail Page Views
• +42% lift in New-to-Brand Detail Page Views
• +63% higher Add-to-Cart rates
• +64% lift in Purchases

Brand+ has also demonstrated exceptional results for non-endemic advertisers, proving its ability to optimize for business outcomes even when purchases happen outside Amazon's ecosystem. The Brand+ Prospecting solution drove +8% increase in reach and significant down-funnel growth: +115% in brand site page views, +14% in add-to-carts, and a +149% surge in conversions as compared to standard awareness campaigns on Amazon Ads.
(Note: Based on 14-day lookback window).

*Note: All statistics from amazon internal analytics

Brand+ bridges brand awareness with measurable business results across all advertiser types, and when used alongside Performance+, advertisers can optimize their performance across all stages of the marketing funnel, from awareness to consideration to conversion.

Brand+ tactics enable advertisers to optimize their awareness campaigns

Availability

Brand+ is now generally available to all Amazon Ads advertisers worldwide. The Live Events Optimizer capability is available for streaming television campaigns targeting live sports inventory, for limited number of advertisers in closed beta. For more information about Brand+ and to get started, visit the Amazon Ads website or contact your Amazon Ads account representative.

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

Who can use it?

• Self-service advertisers
• Enterprise advertisers
• Small Business advertisers
• Agency advertisers
• Managed service advertisers

Where do I access it?

• UI - ADSP Self Service