Amazon continues to introduce cutting-edge solutions in digital advertising, with Brand+ being one of the latest innovations. This beta feature enhances video awareness tactics while driving conversion-based outcomes.
By combining Amazon’s first-party audience data with advertiser site insights, it offers a more intelligent, full-funnel advertising strategy.
How Brand+ Works
At its core, Brand+ enables advertisers to leverage AI and machine learning to better target, engage, and convert customers. The process works like this:
Advertiser EventsAdvertisers select conversion events as a seed to create a bespoke Brand+ model. This includes implementing the Amazon Ad Tag, Conversion API, Amazon ASINs, and Mobile MMP to capture relevant data. |
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Addressability GraphConversions are matched to Amazon’s Addressability Graph in a privacy-safe and aggregated manner. Billions of unique Amazon signals, including those from Alexa, Amazon Fresh, Fire TV, and Prime Video, are used to train the model. |
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AI PredictionA Deep Neural Network processes the signals, identifies patterns, and generates predictive scores that enhance campaign targeting. |
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Campaign DeliveryAmazon DSP delivers ads based on dynamic predictive scores, factoring in seasonality and trends. Ads are distributed across Amazon Publisher Direct, Prime Video, Fire TV, and trusted third-party partners like CNN, BuzzFeed, and NFL. |
Brand+ leverages Amazon’s first-party signals in a privacy-compliant manner, easing concerns about data sharing while enhancing ad performance.
Brand+ vs. Performance+: Understanding the Difference
While Brand+ may sound similar to Performance+, there are key distinctions between these two Amazon ad offerings:
- Brand+ is focused on video advertising and awareness while still linking efforts to measurable outcomes like site engagement or conversion.
- Performance+ is designed for customer acquisition and lower-funnel actions, such as driving sign-ups or purchase intent.
- Both require advertisers to implement the Amazon Ad Tag to collect off-site signals and optimize campaigns.
The Key Benefits of Brand+
Amazon’s Brand+ offers several advantages that set it apart from traditional DSP tactics:
Enhanced Audience TargetingBy leveraging AI-driven prospecting, advertisers can reach high-potential customers more effectively than broad-based video strategies.
Full-Funnel Optimization
Instead of focusing solely on awareness, Brand+ ensures that top-of-funnel efforts (video exposure) contribute directly to bottom-funnel results (conversions).
Premium Inventory Access
Advertisers can secure placements across Amazon’s high-value inventory, including Streaming TV (STV), Online Video (OLV), and display ads.
AI-Driven Efficiency
With automated insights and predictive modeling, Brand+ ensures campaign budgets are allocated to the highest-performing opportunities.
What’s the Catch? The Amazon Ad Tag Requirement
For advertisers to take full advantage of Brand+, they must implement the Amazon Ad Tag or Conversion API on their O&O platforms. This is a critical step because without these integrations, advertisers won’t be able to pass their audience signals into Amazon DSP, making it difficult to optimize campaigns effectively.
However, many advertisers have yet to adopt this setup, meaning there is an untapped opportunity for early adopters to gain a competitive edge.
Why Brand+ is a Game-Changer
Amazon’s Brand+ is a significant shift in how brands can approach video advertising. Historically, video has been seen as a brand awareness tool, difficult to connect to real conversion metrics. Brand+ changes that by:
- Using AI to identify high-intent audiences rather than simply optimizing for reach.
- Providing detailed performance insights that allow advertisers to track engagement over time.
- Bridging the gap between awareness and conversion in a way that traditional video campaigns cannot.
Why Advertisers Should Take Action Now
With Amazon Brand+ still in beta, now is the perfect time for advertisers to test and integrate this feature into their ad strategy tool belt. The combination of AI-driven audience insights, first-party data integration, and premium video placements makes it a powerful solution for brands looking to maximize their reach while driving meaningful business outcomes.
At Channel Bakers, we know Amazon’s ad landscape can be tricky, but you don’t have to figure it out alone. Whether you're curious about Brand+ or looking to fine-tune your current strategy, we’ve got you covered.
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