Performance+ and Brand+ enhanced: Smarter AI, new tactics, and better insights

What launched?

Last year, we launched Brand+ and Performance+, which leverage our predictive AI capability, AdRelevance, to deliver ads with precision—reaching customers likely to convert over time, while achieving awareness goals.

Over the past year, we've made Brand+ and Performance+ even smarter with several improvements. Our enhanced AI models now provide more precise audience targeting, while new consideration tactics help you reach customers at critical decision points in their shopping journey. We've also integrated creative optimization directly into the current workflow, allowing you to easily test and refine ad elements within your campaign. Additionally, you can now seamlessly reach customers who previously engaged with Sponsored Products campaigns ads, creating a more connected advertising experience. To boost transparency, we've introduced new insight cards that give you clear visibility into shopper engagement patterns and time-to-convert metrics, helping you better understand how your campaigns are performing.

New consideration tactics:
We've added new tactics specifically designed to engage customers who are actively considering purchases. These tactics help you reach customers when they're most receptive to your message, improving conversion rates and campaign effectiveness.

Selecting unified consideration tactic in the Performance+ workflow

Dynamic creative optimization:
You can now optimize your ad creative elements directly within Performance+ and Brand+ campaigns. Advertisers using dynamic creative optimization (DCO) have seen impressive results:¹

• +8.4% lift in paid units
• +7.9% lift in conversions
• +7.2% lift in ROAS
• +6.5% lift in CTR

This is all compared to advertisers without DCO enabled.

Speed campaign setup by associating creatives as you build Performance+ tactics. *Please note, final user experience may vary slightly from imagery.

New insights cards:
The new insights card appears on the order line-item page for Performance+ tactics, giving you clear visibility into campaign performance via a summary of all active tactics (Prospecting, Remarketing, and Retention) and includes:

• Shopper Traits: Three key characteristics of shoppers reached by the campaign.
• Impression Share: The percentage of total campaign impressions delivered to shoppers with each trait.
• Time-to-Convert: The median time it takes for reached shoppers to convert (purchase and off-Amazon conversions)

Understand campaign performance better with new metrics

For even deeper analysis, you can access the expanded insights card with detailed metrics for each shopper trait and time-to-convert distribution. You can also select specific Performance+ tactics from the dropdown for more granular per tactic insights.

Expanded insights card for more granular metrics

Why is it important?

Performance+ and Brand+ represent Amazon's commitment to "glass box" AI—providing you with transparent insights into how campaigns work, not just what they achieve. Our approach gives you clear visibility into performance drivers and optimization decisions.

By using both Performance+ and Brand+ solutions, advertisers can seamlessly move customers down the funnel. Here’s how they work together:

• Brand+ builds awareness over time: Engages potential customers with high-quality video and display ads.
• Performance+ drives action: Converts engaged users by serving relevant, performance-driven ads.
• Together, they optimize campaigns: Insights from both solutions help refine targeting and improve campaign efficiency.

Brand+ and Performance+ are proven ways to accelerate campaign performance based on your business outcomes. Brand+ has been shown to drive (relative to non-Brand+ tactics):

• 71% more detail page views
• 42% higher new-to-brand engagement
• 64% more purchases
• 63% higher add-to-cart rates

While Performance+ may drive:

• Up to 34% lift in return on ad spend (ROAS) sellers
• 68% improvement in cost per acquisition (CPA) for off-Amazon advertisers

Let’s look at how Brand+ and Performance+ helped H&R Block, as an example. H&R Block needed a privacy friendly way to reach relevant customers across fragmented touchpoints during its critical tax season. By using Brand+ and Performance+, they brought new customers into the funnel while motivating those close to conversion to make a purchase. The result? A 144% lift in full-funnel conversion rate and a 35% improvement in cost per acquisition.²

H&R Block drives full-funel success

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: United Kingdom, Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Israel, Egypt, Turkey, Morocco, United Arab Emirates, Saudi Arabia, Bahrain, Kuwait
• Asia Pacific: Australia, New Zealand, Japan, China, India, Singapore

Who can use it?

Performance+ and Brand+ are currently available worldwide to all advertisers who currently sell on Amazon, as well as those that do not.

Where do I access it?

Customers may access these features via Amazon DSP when setting up new campaign orders.

Sources

¹ Amazon Internal, US, August 2025.

² Advertiser-provided data, US, 2025.