Amazon Brand+

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.