Amazon Rolls out Brand+, a New AI-Powered Optimisation Tool for Brand Awareness Campaigns

Amazon Ads is rolling out Brand+, a new offering for advertisers that combines what they are estimating as trillions of signals from shopping, browsing and streaming in the Amazon DSP. It is now available in open beta through Amazon DSP with general availability coming this spring. 

The aim of this data is supposedly to identify consumers who are predicted to be in the market for a brand’s product or service within the next 3 months. Amazon Ads have highlighted Brand+’s ability to analyse multiple signals along with Amazon Ads shopping & streaming signals to identify & recognise customers who have searched for travel gear, bought travel gear and streamed travel shows. Brand+ would deliver TV ads for the travel services to this audience of potential customers. 

Brand+ will be used to deliver messages on video streaming platforms like Prime Video and Twitch as well as top video publishers like BuzzFeed, Fox Corp. and Dotdash Meredith. 

Amazon Ads have said that during Brand+ beta testing, some advertisers experienced a sales increase of more than 10% and a website traffic jump of more than 70%. 

Amazon has been launching lots of recent AI innovations such as Performance+ which automatically optimises campaign performance and Ad Relevance which was launched to match ads with the most relevant placements without needing third-party cookies so the launch of Brand+ will seamlessly integrate with these recent launches to ensure a full funnel optimisation and that your specific brand awareness campaigns can generate great results. 

What do you think of this new launch from Amazon Ads? How do you think this impact advertising on Amazon?