Brand+ & Performance+ Continue Amazon’s Push for AI-Driven Advertising

Amazon Ads has announced a major expansion of Brand+ and Performance+ capabilities within Amazon DSP, further strengthening its position as one of the most advanced full-funnel advertising ecosystems in digital media today.

The latest updates focus on three core areas:

  • Expanding audience reach into premium environments
  • Simplifying creative production with AI
  • Improving performance optimisation across the customer journey

Combined with Amazon’s recently announced Dynamic TV Creative and LinkedIn Connected TV integrations, these developments show that Amazon DSP is rapidly evolving beyond traditional programmatic advertising into a true AI-powered omnichannel media platform.

What Has Launched?

Amazon Ads has introduced seven major new capabilities across Brand+ and Performance+:

1. Audio for Brand+ (Open Beta)

Audio for Brand+ extends Amazon DSP campaigns into screen-free moments such as:

  • Commuting
  • Exercising
  • Cooking
  • Everyday listening behaviour

Inventory currently includes:

  • Amazon Music
  • iHeart
  • Pandora
  • Additional Amazon Publisher Direct supply
  • Manual 3PX deals including Spotify during Open Beta

This is hugely important because Amazon is now enabling brands to maintain presence and awareness even when consumers are not actively browsing on-screen.

Amazon reports:

  • Audio campaigns drove +43% incremental reach compared to Streaming TV alone
  • Audio combined with other Amazon Ads formats drove:
    • +1.8x higher consideration
    • +2.2x higher purchase intent
  • Audio + Video combinations improved ROAS efficiency by +6.7%–8.7%

This highlights a key Amazon DSP advantage: the ability to orchestrate cross-channel exposure across multiple touchpoints using unified audience signals.

Why This Matters

Most DSPs can buy audio inventory.

Very few can combine:

  • Streaming TV
  • Audio
  • Ecommerce behaviour
  • Retail purchase signals
  • Prime Video viewing
  • Audience sequencing
  • Closed-loop attribution

…inside one ecosystem.

Amazon DSP is increasingly allowing brands to build true omnichannel storytelling journeys.

For example:

  • A user sees a Prime Video ad at home
  • Hears an audio ad during their commute
  • Later receives display retargeting
  • Then converts on Amazon

This is full-funnel advertising in practice.

2. Video Generator: AI-Created Video Ads From ASINs

Amazon is continuing its push into AI-powered creative automation through Video Generator.

This allows advertisers to generate online video ads directly from ASINs in approximately five minutes — with no existing video assets required.

This is one of the most important developments for DSP accessibility.

Historically, high-quality video production has been a major barrier to entry for:

  • Mid-market brands
  • Challenger brands
  • Ecommerce brands
  • DSP adoption generally

Amazon is now removing that barrier completely.

Campaigns combining:

  • Online Video (OLV)
  • Display

…reportedly delivered:

  • +210% DPVR
  • +145% Branded Search Rates

This reinforces an important industry shift:
Video is no longer optional for performance marketing.

Amazon DSP is increasingly built around helping brands scale video advertising quickly and efficiently.

3. Brand+ for Live Events Optimizer

Amazon is now bringing AI optimisation into live sports and event inventory.

Brand+ for Live Events Optimizer uses AI-optimised pacing to increase delivery during peak live moments.

This is especially important because:

  • Live sports remain one of the highest-attention media environments
  • Streaming sports inventory is becoming increasingly premium and competitive
  • Brands need smarter ways to maximise efficiency during live moments

Amazon’s advantage here is access to premium streaming inventory combined with audience intelligence.

This creates stronger efficiency compared to traditional broad TV buying.

4. Automated REC Integration

Amazon has also launched Automated REC (Responsive eCommerce Creative) globally.

This automatically generates display creative directly from ASIN-level data and associates creatives to live line items automatically.

The significance here is operational simplicity.

DSP execution has historically required:

  • Large creative teams
  • Manual asset creation
  • Significant setup time

Amazon is systematically removing operational friction from programmatic advertising.

This lowers the barrier for:

  • Faster campaign launches
  • Larger product catalogues
  • Dynamic creative scaling
  • Always-on advertising strategies

5. Unified Consideration Tactic for Performance+

One of the most strategically important updates is Unified Consideration optimisation.

Historically, many DSP campaigns optimised heavily toward:

  • Last-click attribution
  • Immediate conversions
  • Lower-funnel ROAS

Amazon is now expanding optimisation into the mid-funnel.

Performance+ can now optimise toward:

  • DPVR (Detail Page View Rate)
  • CPDPV (Cost Per Detail Page View)
  • CTR
  • CPC
  • Consideration KPIs

This matters because brands increasingly understand that:
Short-term conversion optimisation alone limits long-term growth.

Sustainable brand growth requires:

  • Awareness
  • Consideration
  • Retention
  • Re-engagement

Amazon DSP is becoming much more sophisticated in supporting those full customer journey objectives.

6. Remarketing & Retention for Consideration KPIs

Amazon is also improving re-engagement strategies by allowing remarketing and retention campaigns to optimise around mid-funnel consideration metrics.

This is a major evolution beyond traditional retargeting.

Brands can now:

  • Re-engage previous visitors
  • Retain existing customers
  • Drive repeat engagement
  • Improve consideration metrics
  • Build longer-term customer value

This is especially valuable in increasingly competitive ecommerce environments where customer acquisition costs continue to rise.

7. CPSU Customer Acquisition

For Media & Entertainment advertisers, Amazon has launched:
Cost Per Sign Up (CPSU) optimisation.

This automatically creates campaigns across:

  • Display
  • Online Video
  • Streaming TV

…optimised specifically toward subscriber acquisition.

This demonstrates Amazon DSP’s growing ability to support:

  • Subscription businesses
  • Streaming platforms
  • Entertainment brands
  • Non-endemic advertisers

Amazon DSP is no longer purely retail-focused.

It is becoming a broader enterprise media platform.

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