• by Laurie Sullivan  @lauriesullivan, January 27, 2025

PALM SPRINGS, CA -- Brand+ became available to all advertisers on Monday in the Amazon DSP.

The AI-driven optimization platform, which is intended to simplify brand-awareness campaigns, now enables marketers to deliver video ads across Amazon's properties such as Prime Video and Twitch, as well as premium video publishers like Buzzfeed, Fox Corporation, and Dotdash Meredith.

Kelly MacLean, Vice President of Amazon DSP, believes this is the future of advertising, where advanced AI works with human expertise to drive business outcomes across the entire marketing funnel and provide transparency to advertisers.

By combining trillions of shopping, browsing, and streaming signals from across Amazon to model streaming television and online video audiences, the technology predicts the consumers who are looking for a brand's product or service and will convert over time.

Advertisers can create Brand+ campaigns in as few as four clicks.

During Brand+ beta testing, some advertisers experienced more than a 10% increase in sales and an increase of over 70% in website traffic.

Rajiv Ragu, senior vice president of growth at Thorne, said the wellness company, which develops dietary supplements, has seen a much greater return on ad spend since using Amazon’s platform. Given this improvement, Thorne will expand on its streaming TV strategy in 2025.

Brand+ builds on Amazon Ads recent AI-driven programmatic media-buying innovations including the launch of Performance+, which automatically optimizes campaign performance for lower-funnel outcomes, and Ad Relevance, which uses advanced machine learning to match ads.