Amazon’s DSP Plus enhancements shift programmatic advertising into a higher gear. Now available globally, theseAI-powered features deliver more automation, stronger measurement, and greater efficiency to Amazon’s Demand-side Platform. To unlock its full value, you need a modern DSP strategy that uses Amazon Marketing Cloud (AMC) analytics, and leverages the advanced measurement, optimization, and reporting capabilities offered in DSP Plus. Read on toexplore:
- How to implement a winning Amazon DSP strategy
- The key features of Amazon Performance+ and Brand+
- How and when to bring Amazon DSP Plus features into play
Why Amazon DSP Plus is Changing the Game for Amazon Advertisers
Amazon leads the way in retail media because of its unparalleled shopper data, end-to-end sales journey tracking, and massive global reach.
Regular innovations to its advertising tech stack makes it increasingly easier for Amazon advertisers to execute campaigns at scale, refine targeting, optimize budgets, and measure success.
Amazon’s tech stack now includes:
- Amazon Marketing Cloud (AMC) for deep data analysis
- Amazon DSP for multi-media programmatic ads, on and off Amazon
- Amazon Sponsored Product Ads and Sponsored Brand Ads Amazon for search-based placements
And now…
- AI-powered DSP Plus, including Performance+ and Brand+ for faster campaign setup, easier ways to optimize, and scalability.
DSP Plus supports ad campaigns through the entire funnel by combining Performance+ (for conversion-focused campaigns) and Brand+ (for awareness-focused campaigns).
The Evolution of Amazon DSP: Beyond the Basics
As retail media matures and competition intensifies, we’re facing new advertising challenges: managing campaign complexity; proving ROI at every funnel stage; and scaling efficiently without losing control. Amazon has responded by evolving its DSP solution into a smarter, more streamlined platform with Performance+ and Brand+.
At a Glance: Amazon Performance+ and Amazon Brand+
Key Features of Amazon DSP Plus – Performance+
Amazon Performance+ supports your bottom of funnel campaigns (in-market/new-to-brand, retargeting, or retention), helping to convert shoppers who are most likely to buy, or buy from you again.
Feature | What it does |
Automation based on goals | Automatically configures campaigns based on conversion goals such as ROAS. |
Simplified setup process | Launches campaigns in five steps or less. |
Automated bidding | Adjusts bids in real time using Amazon’s first-party signals, including shopping and browsing behavior. |
Smart audience targeting | Automatically selects high-intent audiences most likely to convert. |
Multi-channel reach | Places ads across Amazon.com, Fire TV, Twitch, Amazon Music, third-party sites and Amazon Fresh stores. |
Creative optimization using AI | Rotates and prioritizes top-performing ad creatives for better results. |
Closed-loop reporting and attribution | Tracks conversions, new-to-brand sales and performance (ROAS and CPA). |
Integrated with AMC | Enables custom analytics, retargeting and audience segmentation via Amazon Marketing Cloud. |
Key Features of Amazon DSP Plus – Brand+
Complementing Performance+, Amazon’s Brand+ is set up specifically for upper-funnel advertising that helps you build awareness, reach broad audiences and shape perception.
Feature | What is does |
Setup process is geared towards awareness goals | Designed to maximize reach, brand recall and upper-funnel brand impact. |
AI-driven inventory choices | Automatically selects premium placements across Fire TV, Twitch, Freevee and third-party publishers. |
Lifestyle and interest-based audiences | Targets broader audience segments beyond just purchase intent. |
Dynamically optimizes creatives | Matches the most engaging creatives to the right audiences automatically. |
Cross-channel video | Supports video ad placements on Amazon’s streaming channels. |
Measures brand lift | Integrates with survey tools to assess awareness, recall and favourability. |
AMC-ready | Allows deeper analysis of brand impact and audience behaviour using Amazon Marketing Cloud. |
The Power of Combining Performance+ and Brand+ in Your Amazon DSP Strategy
With Performance+ and Brand+ in Amazon DSP Plus, you can execute a full-funnel DSP strategy, from awareness to conversion. It simplifies the traditional 70-step campaign setup process and captures insights throughout the customer journey. When you’re working at scale, the real value is in the convenience of DSP Plus; executing a full-funnel DSP strategy within one ecosystem, powered by and connected to Amazon’s unmatched data.
Pacvue’s long-standing partnership with Amazon means that the Pacvue’s advertising and commerce solutions are fully integrated with Amazon’s advertising tech stack, including Amazon Marketing Cloud and Amazon DSP Plus. Going beyond Amazon’s native capabilities, you can blend DSP Plus activations with AMC analytics and layer Pacvue’s advanced, multi-channel campaign execution and measurement on top.
Launch a Modern DSP Plus Strategy in Five Steps
This five-step process shows how simple it is to launch and measure a full-funnel Amazon DSP Plus campaign using Performance+ and Brand+:
1. Set Campaign Objectives
- Define your KPIs for each stage: awareness (Brand+), consideration, and conversion (Performance+).
2. Build Audiences
- Use AMC insights to segment your audiences into:
- Brand+: Target in-market, lifestyle, and contextual segments.
- Performance+: Retarget cart abandoners, product viewers, and past purchasers.
3. Design Creatives for Each Funnel Stage
- Brand+: High-impact display or video ads for reach and awareness.
- Mid-Funnel: Consideration ads with product features and reviews.
- Performance+: Shoppable display or dynamic eCommerce creatives for retargeting and conversion.
4. Activate with DSP Plus
- Launch your campaigns via the Amazon DSP Plus interface:
- Select Brand+ placements for upper-funnel reach.
- Enable Performance+ automation to optimize lower-funnel bids in real time.
- Combine both in a unified campaign.
5. Monitor and Optimize
- Use AMC with DSP reporting to track:
- New-to-brand metrics
- Detail page views
- ROAS and attributed sales by stage
- Adjust budgets and bids based on funnel performance.
The Pacvue Advantage: More Wins for Amazon Advertisers Using DSP Plus
If you’re using Pacvue’s integrated Amazon + DSP platform there are some extra advantages to gain. Pacvue enhances Amazon’s automation with additional layers of control, intelligence, and retail integration. Here are some easy ways to get stronger results:
Automate your Amazon retail media campaigns based on retail-readiness
Pacvue connects real-time retail data (e.g. inventory, Buy Box status, pricing, organic rank) with Amazon DSP. While Performance+ uses Amazon’s shopper intent signals, Pacvue overlays those signals with real-time retail status. Your ads will only run when you’re in stock, in the Buy Box, and price-competitive.
- Fewer wasted impressions
- Higher ROAS
- Better shopper experience
AI and human guidance with Pacvue’s rules-based automation
Amazon’s Performance+ and Brand+ utilize AI for optimization. Pacvue lets you customize your bid logic using rules-based automation. This means you can automatically shift budget between DSP and Amazon Sponsored Ads, or trigger retargeting campaigns based on real-time cart or browser behavior. You can also use advanced advertising KPIs such as iROAS, not just ROAS or CPA.
- You keep control, while still benefiting from automation
- Use DSP dynamically, responding to real business signals
- Distinguish between the sales you would have made without advertising and the sales directly attributable to your campaign
Cross-channel and full-funnel campaign visibility
Pacvue unifies performance data across Amazon DSP (via Performance+/Brand+), Amazon Sponsored Ads, and marketplaces such as Walmart, Target and Instacart.
- See the full impact of brand and performance ads across the funnel, in one place
Audience insights and AMC integration
You can use Pacvue to plug Amazon Marketing Cloud (AMC) data into DSP Plus without using SQL queries or manually manipulating the data. Pacvue’s templates, which are customizable, will help you with your analysis and tracking the shopper journey. You can automatically feed Amazon DSP Plus campaigns with audience segments based on detailed multi-touch attribution using Pacvue.
- Sharper audience modelling = higher precision and reduced waste
- Easy access to complex AMC data
- Automatically load AMC audience data into DSP Plus
- Unify your measurement and optimization
Advanced Amazon DSP analytics and reporting
Make more informed decisions using advanced analytics from Pacvue that cover ‘Subscribe and Save’, Lifetime Value (LTV), the effectiveness of your Sponsored TV based on AMC data, and how you’ve performed across multiple Amazon channels.
- Reach your most valuable customers
- Make better advertising decisions that lead to growth
Unlock more retail media insights from first-party data
Pacvue allows you to upload and blend your first-party (advertiser) data with AMC data. You can identify high-potential audiences within your own customer dataset using metrics like purchase frequency, purchase value and frequency of engagement. Blending your own data with AMC data means you can get more demographic insights such as income, age, gender, property ownership, and more.
- Precision targeting
- Better customer insights
Use Cases: Brands Using Amazon DSP Plus, AMC, and Pacvue
Global CPG Brand Delivers 9 % Sales Uplift with Pacvue’s Amazon DSP & AMC Automation
A global consumer goods firm, working with a major media agency, used Pacvue’s integrated Amazon DSP Plus and AMC platform to enable AMC-powered audience targeting, ASIN and keyword level segment generation, and rule-based automation. As a result, they saw a 9% increase in sales, a 13% boost in conversion rate, a 34% higher detail page view rate, a 39% greater ROAS, increased new-to-brand purchases and saved nine hours per week on manual tasks.
Filorga Powers Double Digit Media Growth with Pacvue’s Full Funnel AMC Integration
Filorga partnered with Labelium, an international digital strategy agency, and used Pacvue’s Amazon Marketing Cloud integration to adopt a full-funnel DSP strategy. With just a 10% boost in monthly ad spend, they achieved a 45% rise in unique impressions, a 51% lift in detail page views and a 15% increase in purchases. Filorga improved reach and ROI by using enhanced measurement, audience overlap insight and automated targeting.
Scaling Up Your Full-Funnel Advertising with Amazon DSP Plus
Amazon DSP Plus isn’t just a tech upgrade. It’s a smarter way to run full-funnel campaigns with less effort and more precision. With Performance+ and Brand+, you can launch faster, optimize in real time, and measure results at every stage. When you combine AMC insights and Pacvue’s added retail intelligence, you can unlock serious competitive advantages, such as better targeting, cleaner measurement and higher returns — all from one integrated platform. If you’re aiming to scale up your retail media campaigns, Amazon DSP Plus is the way to go, and we’re here to help you get started.
Find out how to improve your retail media campaigns using Amazon’s tech stack. Connect with a commerce expert to start your AMC + DSP integration.
You can also download our complete Guide to Getting started with Amazon DSP advertising.
FAQs: Performance Plus, Brand Plus, and Advanced DSP
What is the difference between Amazon DSP Performance Plus and Brand Plus?
In Amazon DSP, the Performance Plus feature focuses on conversions using real-time signals and predictive automation to drive sales. Brand Plus aims to build awareness with high-impact, upper-funnel formats that maximize reach and engagement across Amazon and third-party sites.
How does AMC integrate with DSP?
Amazon Marketing Cloud (AMC) integrates with DSP by providing detailed, customizable insights into user behavior. Using these signals, advertisers can build audience segments, measure campaign performance, and refine targeting based on insights that span the entire shopper journey, from awareness to purchase.
Who should use DSP Plus solutions?
DSP Plus is ideal for advanced advertisers (or brands and agencies operating at scale) who want greater control, automation, and insight. Brands with sufficient budget, strong retail readiness, and a focus on growth across the funnel will benefit most from Performance+ and Brand+ AI-driven capabilities.
How do I measure cross-channel advertising impact?
Advertisers can use Amazon Marketing Cloud (AMC) reports to measure cross-channel impact by tracking user journeys across Amazon ads, organic interactions, and external media. AMC helps link upper-funnel awareness to lower-funnel sales, revealing true campaign incrementality.