Amazon Brand+
Brand+ uses Amazon's first-party purchase and behavioral data with AI-driven optimization to simplify and scale brand awareness campaigns, helping advertisers reach high-intent audiences across Amazon's ecosystem and beyond.
Last updated May 11, 2026 by ATDb automated enrichment
- Industry
- Programmatic Advertising / Brand Advertising
- Business Model
- Platform/Managed Service (DSP campaign product)
- Target Market
- Enterprise, Mid-Market
- Employee Count
- 10001+
- Stock Symbol
- AMZN
- Parent Company
- Amazon DSP
- API Available
- Limited
Amazon's AI-automated brand awareness campaign product within Amazon DSP, positioned as a direct competitor to Meta Advantage+ and Google's AI-driven brand solutions
Amazon Brand+ is a managed AI-powered campaign solution within Amazon DSP (Demand-Side Platform), designed specifically for upper-funnel brand awareness objectives. Announced at Amazon's unBoxed 2024 advertising conference and launched globally in 2025, it serves as the brand-awareness counterpart to Amazon's Performance+ product, which focuses on lower-funnel conversion goals. Together, they represent Amazon's push toward AI-automated, full-funnel advertising solutions that reduce the complexity of campaign management for advertisers. Brand+ leverages Amazon's vast first-party shopping, streaming, and behavioral data signals to identify and reach audiences most likely to be receptive to brand messaging. The product uses machine learning to optimize targeting, creative delivery, and media placement across Amazon's owned-and-operated properties as well as third-party publisher inventory accessed through the DSP. It is designed to simplify campaign setup and ongoing optimization, making sophisticated brand advertising more accessible to a broader range of advertisers. In the AdTech ecosystem, Amazon Brand+ represents a significant move by Amazon Ads to compete more directly with Meta's Advantage+ and Google's AI-driven campaign products in the brand-building space. By pairing Brand+ with Performance+, Amazon offers advertisers an end-to-end AI-automated advertising suite that spans awareness through conversion, all anchored in Amazon's unique purchase-intent data — a differentiator that sets it apart from other major digital advertising platforms.
Amazon Brand+
AI-driven brand awareness campaign type within Amazon DSP, using machine learning to automate targeting and optimization for upper-funnel goals
Amazon Performance+
Companion lower-funnel AI-automated campaign type focused on conversions and performance outcomes within Amazon DSP
Amazon DSP
Amazon's demand-side platform enabling programmatic buying of display, video, and audio ads across Amazon properties and third-party inventory
- 2025Founded