Amazon Launches Brand+ Campaigns Globally

Amazon has officially rolled out Brand+ campaigns globally, introducing a new AI-powered advertising format designed to help brands drive awareness and engagement.

The launch reflects Amazon’s broader shift toward automation and AI-driven media buying within its advertising ecosystem.

For brands investing in Amazon Ads, Brand+ represents another step toward a more intelligent, full-funnel advertising platform.

What Are Brand+ Campaigns?

Brand+ campaigns are designed to support upper-funnel marketing objectives, helping brands reach new audiences earlier in the customer journey.

Unlike traditional search-driven ad formats, Brand+ focuses on discovery and engagement across Amazon’s broader media ecosystem.

The campaign type uses artificial intelligence to automatically optimise performance.

Key Features

Brand+ campaigns offer several capabilities aimed at simplifying campaign management while improving reach.

AI-Driven Optimisation

Amazon’s AI automatically optimises campaigns across video and display formats, helping advertisers reach the most relevant audiences.

Cross-Property Targeting

Brand+ campaigns can reach users across Amazon-owned properties, expanding beyond search results.

Discovery-Focused Advertising

The format is designed to introduce brands to shoppers who may not yet be actively searching for their products.

Why This Matters for Advertisers

Historically, Amazon advertising has been heavily focused on bottom-funnel performance marketing, where ads appear when shoppers search for specific products.

Brand+ campaigns represent a move toward upper-funnel marketing, allowing brands to build awareness before customers begin actively shopping.

This shift mirrors broader trends in digital advertising, where platforms increasingly integrate discovery and performance within the same ecosystem.

The Role of AI in Amazon Advertising

Amazon has been steadily introducing automation into its advertising platform.

From dynamic bidding to automated targeting, machine learning now plays a central role in campaign optimisation.

Brand+ takes this further by allowing AI to manage larger portions of the media buying process.

This reduces manual optimisation while helping campaigns adapt to shopper behaviour in real time.

What Brands Should Consider

While automation simplifies campaign management, advertisers still need clear strategic goals.

Brand+ campaigns work best when integrated into a broader advertising strategy that includes:

• Sponsored Products for bottom-funnel conversions
• Sponsored Brands for search visibility
• DSP campaigns for retargeting and audience targeting

By combining these formats, brands can build a more complete funnel.

The Bigger Picture

Amazon is rapidly evolving from a retail platform into a full-scale advertising ecosystem.

With the introduction of AI-driven campaign types like Brand+, the platform is increasingly competing with traditional digital advertising channels.

For brands, this means Amazon is becoming a place not just to capture demand, but also to create it.

Final Thoughts

The global rollout of Brand+ campaigns signals the next phase of Amazon advertising.

Automation and AI will continue to play a larger role in campaign management, enabling brands to scale their advertising more efficiently.

For advertisers willing to embrace these tools, Brand+ offers an opportunity to reach new audiences and strengthen brand visibility within the Amazon ecosystem.