Amazon DSP Introduces Performance+ and Brand+ to Simplify Programmatic Advertising for Sellers
Amazon DSP now offers two AI‑driven tools: Performance+ (GA) and Brand+ (open beta). Both collapse the traditional 70‑step setup into four clicks, letting sellers launch programmatic campaigns in minutes. Early adopters saw ROAS lift 176 % and CPA cut 50 % with Performance+, while Brand+ delivered 1.5× unique reach.
Overview
Amazon has added two AI‑driven options to its Demand‑Side Platform: Performance+, now generally available, and Brand+, currently in open beta. Both tools shrink the traditional 70‑step DSP setup to roughly four clicks, making programmatic advertising accessible to sellers who lack large in‑house teams or agency partners.
Key Points
- AI‑powered optimization — Performance+ automatically tunes bids and placement choices to meet CPA or ROAS targets, while Brand+ focuses on users likely to develop lasting brand affinity.
- Drastic workflow reduction — The new interface condenses the typical 70‑step campaign creation process into four simple actions, removing technical hurdles for smaller advertisers.
- Predictive signal engine — Amazon’s model evaluates billions of shopping, streaming, and browsing data points in real time to forecast conversion probability.
- Transparent metrics — Sellers receive clear reporting on how AI decisions are made, a contrast to the “black‑box” automation of many competing platforms.
- Cross‑channel reach — Performance+ can serve display, online video, and streaming TV inventory; Brand+ primarily leverages streaming TV and video placements for upper‑funnel exposure.
- Early performance wins — An air‑purification brand saw ROAS rise 176 %, CPA drop 50 %, and year‑over‑year sales climb 66 % using Performance+; a wellness brand reported 1.5 × unique reach, 1.7 × pageviews, and 1.9 × attributed purchases with Brand+.
How Performance+ Works
- Signal identification — The engine scans Amazon’s real‑time data to spot shoppers showing strong purchase intent, such as recent product page views or high‑value basket additions. For example, a buyer who just viewed several home‑appliance items will be flagged as a high‑probability prospect.
- Dynamic bid & placement selection — Based on the identified signals, Performance+ automatically raises bids on inventory where the shopper is most likely to convert and lowers bids elsewhere. A seller promoting a new vacuum cleaner might see the system allocate more budget to streaming TV spots during a popular home‑improvement show.
Analysis & Recommendations
Why This Matters
The four‑click workflow removes the need for large in‑house ad ops teams, enabling smaller sellers to access display, video, and streaming TV inventory. Measurable gains—176 % ROAS increase, 50 % CPA reduction, and 1.5× reach—show tangible ROI improvements.
Key Takeaways
- Performance+ automatically optimizes bids to meet CPA or ROAS targets, cutting campaign setup from 70 steps to four clicks.
- Brand+ focuses on upper‑funnel affinity, primarily using streaming TV placements and reported 1.5× unique reach for early users.
- An air‑purification brand achieved a 176 % ROAS increase and 50 % CPA drop using Performance+.
- Performance+ supports display, online video, and streaming TV; Brand+ is geared toward streaming TV and video.
Recommended Actions
- →Log into the Amazon Advertising console, go to DSP > Campaigns, and select ‘Create New Campaign’ > choose Performance+ or Brand+.
- →Set your goal (CPA or ROAS) in the Performance+ setup and define target audience for Brand+ using the affinity modeling options.
- →After launch, monitor the AI bid‑adjustment logs and Brand+ lift reports in the console’s performance dashboard to fine‑tune goals.
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