More AI news for Amazon Ads, with the announcement that the retail giant has introduced Brand+, an AI-driven optimization capability in the Amazon DSP – our award-winning ads experts dig deeper…
How does Brand+ work?
By combining vast amounts of shopping, browsing, and streaming data, Brand+ is designed to simplify and bring precision targeting to brand awareness campaigns.
By modelling streaming TV and online video audiences predicted to be in-market for a brand’s product or service within the consideration window, Brand+ advertising hits awareness goals like reach and frequency, targeting potential customers throughout the entire marketing funnel.
Video ads are delivered to customers deemed likely to convert in time across Amazon channels like Prime Video and Twitch – plus other premium video sites like Buzzfeed and Fox Corporation.
And the stats look encouraging – during Brand+ beta testing, some advertisers reported a 10%+ increase in sales and 70%+ increase in website traffic.
What’s so different about Brand+?
Until now, TV advertising has been largely broad and demographic-based, often lacking the precision and measurability of lower-funnel campaigns.
With Brand+, Amazon are aiming to change that by:
- Predicting purchase intent in real-time – using trillions of Amazon signals to identify audiences most likely to buy.
- Optimizing TV and video ad reach dynamically – ensuring that brand awareness campaigns are targeted at high-potential customers.
- Automating engagement across the funnel – from awareness to purchase, Brand+ continuously refines its targeting based on audience behavior.
For the first time on the Amazon DSP, advertisers can apply AI-optimized automation to purchase TV advertising that reaches unique audiences of customers most likely to buy their products or services — a significant advancement from broad demographic reach to engaging with scaled audiences based on where customers are in the marketing funnel in near real-time. With this advanced AI technology, the Amazon DSP enables advertisers and agencies to automatically reach, engage, and nurture potential customers throughout their journey, turning brand awareness into a strategic driver of conversions. Brand+ has been designed with the control and transparency that advertisers expect and need. We believe this is the future of advertising, where advanced AI works in harmony with human expertise to drive business outcomes across the entire marketing funnel.
Kelly MacLean, Vice President, Amazon DSP
How it works
Take a travel company launching a campaign:
- They upload first-party audience signals to Amazon DSP.
- Brand+ combines these with Amazon’s shopping and streaming signals, identifying high-value audiences who’ve searched for travel gear, purchased guides or streamed travel shows.
- AI dynamically delivers TV and video ads to this audience across Prime Video, Twitch, Fox, Buzzfeed and other premium publishers.
- The machine learning models continuously optimise the campaign in near real-time based on new engagement insights.
Brand+ has been a game changer for us, so much so that we are seeing more ROAS and better reach with customers that engage with our brand over time. Given the success we’ve had, we’re doubling down on our STV strategy in 2025 and are laser focused on Brand+. We’re excited to see the positive momentum and are looking forward to its continued impact for our brand and customers.
Rajiv Ragu, Senior Vice President of Growth, Thorne
The Bottom Line
Brand+ is another major shift in how Amazon brands can leverage AI for more efficient and impactful TV and video advertising, with plenty of potential to reduce wasted ad spend and help brands reach audiences that actually matter.
But, as ever, while automation makes audience targeting smarter and more scalable, success will still depend on strong creative, a data-driven approach and clear campaign objectives.
With AI updates rolling out across the Amazon Ads landscape, now’s the time to get ahead of the curve – and our award-winning Amazon Ads Team is here to help you do just that, bringing bags of commercial clarity and smart strategy to the table. Get in touch today.