Amazon Performance+

Amazon's AI-automated performance campaign product competing directly with Google Performance Max and Meta Advantage+ for lower-funnel advertising budgets

Amazon Performance+ is an AI-driven campaign type embedded within the Amazon Demand-Side Platform (DSP), designed to optimize performance advertising beyond Amazon's own properties. Launched in March 2024 and made globally available in October 2024, it leverages Amazon's vast first-party shopping, browsing, and purchase intent data to power machine learning models that automatically optimize bids, audiences, and creative delivery for off-Amazon placements across the open web, apps, and streaming environments. The product targets advertisers seeking lower-funnel outcomes such as conversions, app installs, and lead generation, competing directly with Google's Performance Max and Meta's Advantage+ campaign types. By tapping into Amazon's unique consumer purchase graph — encompassing hundreds of millions of active shoppers — Performance+ can identify and reach high-intent audiences at scale without requiring advertisers to manually define targeting parameters. The system automates audience selection, bid optimization, and budget allocation in real time. In the AdTech ecosystem, Amazon Performance+ represents Amazon Advertising's strategic push to capture a larger share of performance marketing budgets that have historically flowed to Google and Meta. Its reported 30-90% reduction in cost-per-acquisition versus traditional DSP campaigns positions it as a compelling alternative for brands already active on Amazon who want to extend their performance strategy off-platform while still leveraging Amazon's proprietary data signals.