Expand your reach and results with new Brand+ and Performance+ capabilities

What launched?

Amazon Ads' Brand+ and Performance+ products launch or expand seven new capabilities — building on the momentum of Brand+ announcing general availability in February. Together, these help advertisers reach audiences in new moments (Audio for Brand+, Brand+ for Live Events Optimizer), simplify ads creation by removing the creative production barrier (Video Generator, Automated REC), and improve performance by optimizing across the entire customer journey (Unified Consideration, CPSU Customer Acquisition, Remarketing/Retention for Consideration KPIs).

These seven capabilities have recently launched or are recently launching to Open Beta or GA:

1. Audio for Brand+ (Open Beta) — Audio drives +43% incremental reach vs. STV by extending into screen-free moments (Note: Stats represent Audio as a format, not specific to Brand+ campaigns)
2. Video Generator OLV Upsell — Improved quality models for Video Generator, enabling AI-generated video ads from ASINs in minutes (Open Beta, GA in June 2026)
3. Brand+ for Live Events Optimizer (Open Beta, GA 5/14) — AI-optimized pacing for live sports inventory
4. Automated REC Integration (GA Worldwide) — Automatic display creative generation from ASINs
5. Unified Consideration Tactic for Performance+ (GA) — Mid-funnel DPVR and CPDPV optimization for endemic advertisers
6. CPSU Customer Acquisition (GA) — AI-powered subscriber acquisition for M&E advertisers
7. Remarketing/Retention for Consideration KPIs (GA) — Broader re-engagement with mid-funnel goals

Audio for Brand+ Tactic

Video Generator for P+

Brand+ for Live Events Optimizer

Why is it important?

Scale: Reach audiences in new moments. Audio for Brand+ (Open Beta) extends campaign reach into screen-free environments — commutes, workouts, cooking — via Amazon Publisher Direct, accessing Amazon Music, iHeart, and Pandora. On average, Audio campaigns drove +43% incremental reach compared to Streaming TV campaigns. During Open Beta, Audio inventory is limited to 1P and 3P supply via Amazon Publisher Direct, After the default audio line has been added to your B+ campaign, you can manually add your 3PX deals — which include Spotify, for example — during the Open Beta. 3PX open exchange inventory will expand at GA. Audio is more than an incremental reach play — it is a full-funnel multiplier: Audio paired with other Amazon Ads formats drives +1.8x higher consideration and +2.2x higher purchase intent. When combined with video, Audio improves ROAS efficiency by +6.7%–8.7%. Brand+ for LEO, now Open Beta, captures premium live sports audiences with AI-optimized pacing that concentrates delivery during peak live moments for improved reach efficiency (expect GA May 2026).

Simplicity: Remove the creative production barrier. Video Generator generates broadcast-ready OLV ads from featured ASINs in approximately five minutes — no existing video assets required. If you're currently launching a Display-only Performance+ and Brand+ campaign, you'll see an in-workflow recommendation card to add AI-generated video instantly — expanding your reach with no additional creative needed. Campaigns combining OLV and Display deliver +210% DPVR and +145% Branded Search Rates. Automated REC automatically generates Responsive e-Commerce creatives from order-level ASINs and associates them to live line items, significantly reducing creative setup time, and is now available worldwide.

Performance: Optimize across the entire customer journey. Three new tactics expand Performance+'s optimization surface beyond last-click conversion. Unified Consideration, announced in Open Beta at Unboxed 2025, is now GA, along with Remarketing and Retention tactics that will now support Consideration KPIs (CTR, CPC, DPVR, CPDPV). We're expanding the ability for advertisers to reach customers mid-funnel and letting advertisers re-engage past visitors and retain existing customers with mid-funnel optimization. CPSU Customer Acquisition gives Media & Entertainment advertisers an AI-powered path to growing Prime Video Channel subscriber bases — automatically generating cross-format line items across Display, OLV, and STV optimized for Cost per Sign Up.

CPSU KPI

Consideration Goal & KPIs

Where is the feature available?

Automated REC Integration (GA Worldwide).
Unified Consideration Tactic for Performance+ (GA Worldwide).
CPSU Customer Acquisition (GA Worldwide).
Remarketing/Retention for Consideration KPIs (GA Worldwide).

• 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

Audio for Brand+ (Open Beta) — US, CA, UK, DE, ES, IT, FR, MX, BR. Supply: 1P + 3P via APD (Open Beta); manual 3PX deals also available in NL, AU, JP; 3PX expansion at GA

Note:
Video Generator OLV Upsell — US Only. International expansion expected in Q2 2026
Brand+ for Live Events Optimizer (Open Beta, GA 5/14) — Worldwide.

Who can use it?

All seven capabilities are available to advertisers using Brand+ and Performance+ through the Amazon Ads campaign creation flow. Access and availability vary by feature.

• Audio for Brand+ — All B+ Advertisers
• Video Generator OLV Upsell — Endemic B+/P+ advertisers
• Brand+ for Live Events Optimizer — All B+ STV advertisers
• Automated REC Integration — All endemic B+/P+ advertisers
• Unified Consideration Tactic for Performance+ — All endemic P+ advertisers
• CPSU Customer Acquisition — All P+ advertisers
• Remarketing/Retention for Consideration KPIs — All P+ advertisers

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. For more information or to request access, contact your Amazon Ads account representative.

API specific:

All seven 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 for Brand+, 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 Audio line items.