Amazon Ads Updates & Release Notes

LAUNCH ANNOUNCEMENT

What launched?

Amazon DSP now supports publisher-hosted creatives for Google Ad Manager (GAM) programmatic guaranteed (PG) deals. Advertisers can bid on premium inventory where creative assets are hosted directly in the publisher's ad server, rather than being served from Amazon DSP or a third-party ad server. This capability is available for both display and video formats.

Why is it important?

Publisher-hosted creatives unlock access to premium inventory from broadcasters, news platforms, and major publishers that require creative assets to be hosted on their side — for compliance, format, or delivery reasons. This enables advertisers to consolidate their programmatic guaranteed buying in a single platform.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, New Zealand, Singapore

Who can use it?

• Self-service advertisers using Amazon DSP

Where do I access it?

• Amazon DSP Third party display and Third party video creatives (using the new "Publisher-hosted" option)

Existing Amazon DSP advertiser accounts are being upgraded to advertiser accounts, enabling users to manage all Amazon ad products — programmatic campaigns, Sponsored Ads, and Amazon Marketing Cloud — globally from a single account without re-registration.

Additionally, advertisers can now connect their first-party data seamlessly through Ads Data Manager (ADM), which simplifies and streamlines first-party data management across Amazon Ads. Advertisers onboard signals once and leverage them in Amazon DSP and AMC for activation and analysis across linked advertiser accounts.

The advertiser account upgrade delivers the following capabilities to your existing account:

• Multi-country buying: Expand geographically by activating programmatic campaigns across Americas, EMEA, and APAC regions without creating new accounts or completing additional registrations.
• Omnichannel campaign management: If you buy programmatic campaigns alongside Sponsored Ads, you can now manage everything from one advertiser account — no account switching required.
• Amazon Marketing Cloud (AMC) access: Your upgrade provisions AMC access within your advertiser account — making it easier to connect cross-product, cross-region analytics without separate registration.
• Unified billing and permissions: Manage invoices, billing settings, and user roles (admin, editor, viewer) across all ad products globally from a single page.
• Simplified first-party data management: Connect signals once and activate across Amazon DSP, AMC, and Sponsored Ads for measurement, optimization, and audience strategies.

Why is it important?

Managing advertising across Amazon's full suite of ad products and multiple countries has historically required separate accounts, distinct registration processes, fragmented billing and permission workflows, and redundant data uploads. The advertiser account upgrade eliminates this complexity. Users will receive a new advertiser account ID that replaces legacy Amazon DSP advertiser account IDs, supporting a streamlined, omnichannel buying experience across Amazon Ads.

With a single advertiser account supporting global activation, unified billing, standardized permissions, and ADM integrated directly, you can connect first-party signals once and activate them everywhere — spending less time managing operations and more time optimizing campaigns.

Advertiser experience

Once upgraded, the advertiser account will appear under the “advertiser account” category in the account selector. This helps traders navigate to this account directly using the account selector rather than from the “Advertisers” page within the Campaign Manager experience.

Users can access all ad products globally in the same account using the ad products selection navigation within Campaign Manager.

Select a region and country within the same advertiser account when creating a campaign.

Analyze first-party campaign and events data across all products globally within a single AMC instance, no separate advertiser account registration required.

Within the advertiser account, customers can access Ads Data Manager (ADM) to connect first-party data once through the Connector Library, Events, and Audiences — and have it flow automatically across linked accounts to Amazon DSP and AMC.

Advertisers control which datasets are shared with which accounts and for which use cases (audience targeting, conversion attribution, or analytics) at the dataset level.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

Who can use it?

• This upgrade is available to Amazon DSP-only advertisers without any action required.

Where do I access it?

• Access your upgraded advertiser account through the ad platform’s Campaign Manager experience. Your existing account has been automatically upgraded — look for the unified navigation, cross-product campaign creation options, and consolidated billing and permissions settings within your account.

API-specific

Existing advertiser account identifiers (CFIDs) continue to work without modification. Upon upgrade, your account receives a new Global Account ID and additional regional identifiers, enabling multi-country campaign creation via API. Mappings between new and old identifiers can be resolved with POST/adsApi/v1/query/advertiserAccounts.

For multi-country campaign creation, pass an optional country code in the /dsp/campaigns endpoint to create campaigns in new regions. If no country code is passed, campaigns default to the original country. Use the /dsp/advertisers endpoint to retrieve all regional identifiers and the UpdateAdvertiserAccount API to manage account details programmatically.

For full technical details, please read the API documentation.

LAUNCH ANNOUNCEMENT

Interactive and Enhanced Ads Powered by BrightLine Now Available on Disney Advertising Supply via Amazon DSP

What launched?

Advertisers can now activate interactive and enhanced ad formats powered by BrightLine on Disney Advertising supply directly through DRAX on Amazon DSP via PMP and Programmatic Guaranteed deals. Interactive ads use remote control interactivity to invite viewers to explore scrollable galleries, play trivia games, and discover more from a brand. Enhanced ads supercharge existing video by layering on high-impact, automated features like animated carousels, branded frames, and QR codes to capture attention and drive action.

Why is it important?

Interactive formats drive stronger brand outcomes across the entire consumer journey vs. standard video, with +33% unaided recall, +12% brand favorability, and +8% purchase intent*. These formats turn passive viewing into measurable engagement across Disney's premium content library.

Format availability varies across properties, devices and buying marketplaces.

*Source: BrightLine, ‘The Engagement Effect: How Interactivity Indicates CTV Success’, 2025

Where is the feature available?

• North America: United States

Who can use it?

• Managed Service and Self-Service advertisers in the US

Where do I access it?

• Amazon DSP

LAUNCH ANNOUNCEMENT

Brand+ and Performance+ expand AI, keep advertiser control

What launched?

Take more control of your AI-powered campaigns — and get better results. Ten new Brand+ and Performance+ capabilities let you guide optimization with your own audience data, reach customers through expanded audio formats, and benefit from smarter models working automatically in the background.

As of 7/20, these ten capabilities have launched or are launching over the next few weeks to Open Beta or GA:

Simplicity: Guide AI with your own expertise — accelerate optimization by connecting your first-party data via Ads Data Manager (ADM)

1. Audience Signals for Brand+ (Open Beta) — Bring your own audience data into Brand+ Prospecting as AI optimization inputs to accelerate performance while retaining full reach discovery
2. Audience Signals for Performance+ (Open Beta) — Guide Performance+ Customer Acquisition and Unified Consideration with first-party audiences brought in via ADM at no additional cost

Scale: Reach new audiences in more moments — expanded formats, supply, and access for more advertisers

1. Audio for Brand+ (GA) — Building on April's Open Beta, Audio officially reaches General Availability with expanded 3PX (third-party exchange) open exchange supply across 16 locales
2. Audio for Performance+ (Open Beta) — AI-optimized audio for mid- and lower-funnel tactics (Customer Acquisition, Remarketing, Retention, Consideration, Search) for the first time
3. Automatic Deal Selection for Brand+ STV (Open Beta) — AI-powered feature that automatically activates and optimizes a group of STV deals using Brand+ audience context and campaign targeting dimensions, expanding access to premium supply across Amazon and the open internet, and helping drive incremental reach
4. Managed Service Campaign Proposal Builder (GA) — Brand+ and Performance+ now accessible to Managed Service AMG (Amazon Media Group) entities through a unified media planning workflow

Performance: Deliver better results automatically — smarter models improve every campaign without action required

1. Brand Outcome Optimization (Open Beta) — Predicts user likelihood to take brand-relevant actions (branded search, detail page views, add-to-cart) beyond reach, across Display, OLV, STV, and Audio
2. Prime Video Signal Integration (Open Beta) — Streaming behavior data enriches Brand+ ranking for improved ad relevancy on Prime Video Ads supply
3. Asynchronous Remarketing for Performance+ (GA) — Richer match-context signals (recency, frequency, dwell time) improve user valuation at bid time for Remarketing and Retention tactics
4. Expanded Conversion Support for App Ads (GA) — Performance+ Remarketing now supports "Other" conversion types from MMP (Mobile Measurement Partner) sources, unlocking the tactic for non-endemic app advertisers

Why is it important?

Your Data, Smarter Optimization

Advertisers can now bring their own audience data directly into Brand+ and Performance+ campaigns as AI optimization inputs — not hard targeting constraints, via Ads Data Manager, in the same way they bring in conversion event data today. Your audiences accelerate optimization and help the models identify high-value customers faster, while the AI retains full freedom to discover users beyond those segments. This makes it easier to integrate existing targeting strategies with Brand+/Performance+ — whether you're working with AMC audiences, DMP segments, or custom-built cohorts connected through Ads Data Manager (ADM). Available for Brand+ Prospecting, Performance+ Customer Acquisition, and Performance+ Unified Consideration at no additional cost.

Expanded Formats, Supply & Access

Building on April's Open Beta announcement, Audio for Brand+ officially reaches General Availability with expanded supply — now including 3PX open exchange inventory alongside 1P (first-party) and 3P (third-party) APD (Amazon Publisher Direct) sources across 16 locales: US, CA, MX, BR, DE, UK, IT, ES, FR (1P+3P supply) and AU, JP, NL, SE, UAE, KSA, TR (3P supply only). Audio for Performance+ enters Open Beta, bringing AI-optimized audio to all Performance+ tactics for the first time.

Brand+ STV line items are now auto-enabled with automatic deal selection (ADS), a feature that automatically activates and optimizes a group of premium streaming TV deals based on Brand+ audience context and campaign targeting criteria. ADS expands supply access from a single, pre-configured APD deal to a broader set of continuously optimized deals containing supply across Amazon and the open internet. ADS is enabled by default on new Brand+ STV Prospecting lines and requires no manual activation.

The Campaign Proposal Builder makes Brand+ and Performance+ accessible to Managed Service AMG entities for the first time through existing media planning workflows.

Smarter AI Under the Hood

Four model and signal upgrades improve every Brand+ and Performance+ campaign without advertiser action required. Brand outcome optimization predicts user likelihood to take brand-relevant actions — moving Brand+ beyond reach-only toward measurable outcomes like branded search, detail page views, and add-to-cart. Prime Video signal integration enriches Brand+ ranking with streaming behavior data for improved ad relevancy. For Performance+, asynchronous remarketing enables richer user valuation at bid time with recency, frequency, and dwell time signals. And expanded conversion support unlocks Performance+ Remarketing for non-endemic app advertisers tracking events through Mobile Measurement Partners.

For more information, please see these educational resources:

• Brand+, now available globally
• A Guide to Performance+
• New Brand+ and Performance+ capabilities
• Open Internet Podcast and Streaming Audio Inventory

(note: podcasts are not yet available for Brand+ or Performance+)

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

Note the following are available in limited regions:

• Audio for Brand+/Performance+, US, CA, MX, BR, DE, UK, IT, ES, FR (1P+3P supply) and AU, JP, NL, SE, UAE, KSA, TR (3P supply only)
• Automatic Deal Selection for B+ STV, US Only

Who can use it?

All ten capabilities are available through the Amazon Ads campaign creation flow. Access and availability vary by feature:

• Audience Signals for Brand+, All B+ Advertisers (Prospecting)
• Audience Signals for Performance+, All P+ Advertisers (Customer Acquisition, Unified Consideration)
• Managed Service Campaign Proposal Builder, AMG Managed Service entities (via Sales)
• Brand Outcome Optimization, All B+ Advertisers (enabled by default on Reach goal lines)
• Prime Video Signal Integration, All B+ Advertisers (enabled by default for PV Ads supply)
• Asynchronous Remarketing, All P+ Advertisers (Remarketing, Retention)
• Expanded Conversion Support, P+ Advertisers using MMP-sourced "Other" conversion types
• Audio for Brand+/Performance+
• Automatic Deal Selection for B+ STV

Where do I access it?

All features are accessed via the Amazon Ads campaign creation flow, as you would normally select Brand+ or Performance+ tactics, goals, and KPIs (with the exception of the Managed Service Campaign Builder).

For Audience Signals, upload your hashed customer lists through Ads Data Manager and activate them as advertiser audiences in Amazon Ads or build custom segments in AMC. To access your audiences, navigate to the Audience section within line item settings to add advertiser or custom audiences as optimization inputs. For more information or to request access, contact your Amazon Ads account representative.

Create a Brand+ or Performance+ campaign today

API and Technical Details

All ten features in this bundle are available through the Amazon Ads user interface. API support details will be communicated separately through technical documentation updates as applicable. Advertisers and agencies accessing Brand+ or Performance+ programmatically should reference the Performance+ and Brand+ wiki for updated API endpoint documentation.

Audio Line Item Technical Requirements

For Audio line items (Brand+ GA and Performance+ Open Beta), advertisers should note the following technical requirements:

• Audio ads must be submitted in standard formats (MP3 or WAV, 30-second or 15-second spots) via the Amazon Ads creative workflow.
• Display companion creatives are required for all Audio line items.
• At least one 3P inventory source must be included in Performance+ Audio line items.
• Guaranteed deals are not permitted on Performance+ Audio; non-guaranteed deals are supported.

Audience Signals Technical Details

• Advertisers may add advertiser audiences or custom audiences through the Audience section in line item settings.
• There are no additional fees for including Audience Signals.
• Audience exclusions remain available and function independently of Audience Signals.

LAUNCH ANNOUNCEMENT

Location-based interactive video ads now available in Canada, Mexico, and Brazil

What launched?

We've expanded location-based interactive video ads (IVA) to all eligible advertisers in Canada, Mexico, and Brazil. Location-based IVA enables advertisers to deliver dynamically personalized Streaming TV creative experiences that adapt messaging based on viewer geographic location, helping drive relevance and local engagement at scale.

Advertisers can configure location-based creative variations within the video creative workflow to deliver locally relevant messaging to viewers in Canada, Mexico, and Brazil.

Why is it important?

Advertisers can now extend the power of location-based creative personalization to audiences across three new locales in the Americas. Location-based IVA helps reduce the manual effort of creating separate campaigns for different regions by dynamically tailoring creative elements — such as store locations, local offers, and clickthrough URLs — based on viewer geography (state/province or postal code). This expansion enables brands to deliver more relevant ad experiences that can help improve engagement and performance, all without additional creative production costs.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil

Who can use it?

• Managed Service and Self-Service advertisers except advertisers that that have opted in to restrictions on the use of demographic signals via the "Additional Restrictions: Only use Amazon audiences without demographic signals" checkbox in Advertiser settings. This is only available for 1PAS video creatives.

Where do I access it?

• Amazon DSP

Back to announcements

LAUNCH ANNOUNCEMENT

Omnichannel Metrics now delivers retailer-level breakouts

What launched?

Omnichannel Metrics (OCM) now provides insights into how Amazon DSP campaigns drive sales across specific retailers for US advertisers. Building on the product category-level breakouts earlier this year, this update surfaces retailer-level units and sales at both the study and campaign level, so advertisers can see exactly where beyond-Amazon purchases occur.

Why is it important?

For the first time, advertisers can see which specific retailers their Amazon DSP campaigns drive sales at. OCM leverages a combination of first-party Amazon Shopper Panel and third-party signals to measure impact beyond the Amazon store. Retailer breakouts are grounded in exposure-based attribution, reflecting where ad-exposed shoppers actually purchased and giving advertisers the retailer-level specificity needed to optimize omnichannel strategies.

Where is the feature available?

• North America: United States

Who can use it?

• Amazon DSP Self-Service
• Amazon DSP Managed Service

Where do I access it?

• Amazon DSP

Back to announcements

LAUNCH ANNOUNCEMENT

Amazon DSP expands omnichannel capabilities with new open internet podcast and streaming audio inventory at scale

What launched?

For the first time, self-service advertisers using Amazon DSP can access programmatic podcast ads across premium publishers and SSPs including Spotify Ad Exchange, SiriusXM Media/AdsWizz, and iHeart Media/Triton. With flexible transaction methods across PMP and Programmatic Guaranteed (PG) deals for both podcasts and streaming audio, advertisers can tailor buying to their preferred deal structure and execute Inventory Groups across both formats for unified campaign management. With this global launch, advertisers can plan, activate, and measure podcasts and streaming audio ads at scale alongside display, video, and streaming TV, all within a single omnichannel advertising platform.

Why is it important?

Consumers spend more than 1 hour and 25 minutes per day listening to ad-supported audio, with podcasts and streaming audio representing nearly 40% of that time (Edison Share of Ear, Q2 2026). Amazon DSP now offers full buying flexibility with PMP and Programmatic Guaranteed (PG) enabled across both podcasts and streaming audio, paired with the same measurement capabilities advertisers expect from Amazon Ads across their digital campaigns. By consolidating audio buying into a single solution, advertisers no longer need separate solutions and workflows, reaching engaged listeners more efficiently with consistent campaign management across all formats.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

Who can use it?

• Self-service advertisers

Where do I access it?

• Amazon DSP

LAUNCH ANNOUNCEMENT

Self Service Sponsored Tiles ads now available on Alexa+ conversational entertainment content discovery

Amazon is extending Alexa conversational entertainment ads for self service advertisers buying Sponsored Tiles on FireTV and Prime Video. Conversational Entertainment Ads, are a new display advertising format on eligible Echo Show devices that seamlessly integrates sponsored Media and Entertainment (M&E) content into entertainment-related voice queries with Alexa+, our next-generation conversational AI assistant. Customers can engage with the ads through voice and touch to subscribe to Prime Video Channels or buy/rent titles directly on their Echo Show devices. With this launch, Alexa will be available as a self service inventory source alongside FTV and Prime Video for all new self service Sponsored Tile ads.

Conversational Sponsored Tiles Ads

Following the exciting announcement about Alexa+, our next-generation conversational AI assistant, conversational entertainment ads present a seamless expansion opportunity for Prime Video Channels and Transactional Video On Demand advertisers' self service Sponsored Tile campaigns, from FireTV and Prime Video to now include Alexa devices, requiring no additional setup or creative development. This expansion connects advertisers with millions of Echo Show users during highly relevant entertainment discovery moments through both touch and voice interactions, creating incremental subscription opportunities when customers actively seek content; helping maximize advertisers' customer acquisition efforts through a single unified solution.

Where is the feature available?

• North America: United States

Who can use it?

• Self service

Where do I access it?

• Amazon DSP

Back to announcements

LAUNCH ANNOUNCEMENT

Streamline campaign analysis with unified reporting, now generally available

What launched?

Unified reporting is now generally available in Ads Console, consolidating reporting across Amazon Ads into a single interface. Instead of combining separate reports, you can now create one report that includes campaigns across multiple manager or advertiser accounts, ad products, countries, metrics, and dimensions. Access the new page in the left navigation (Measurement and Reporting > Reporting), where you can build and schedule a custom report or use a pre-built template as shown below.

The reporting landing page

How to create a report using report builder

Why is it important?

Unified reporting reduces report generation time from hours to minutes, with standardized metrics and dimensions across ad products for consistent measurement. You can analyze results by multi-dimensional combinations such as campaign, placement, and audience for deeper insights across your campaigns. Access up to 15 months of daily or weekly data and up to 6 years of monthly, yearly, or summary-grain data for year-over-year analysis or seasonal reporting.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

What's New since Beta

Based on beta feedback, this GA release includes key improvements: a template gallery to reduce time to create report for new advertisers, streamlined single-account workflows to simplify the experience for advertisers managing one account, standardized metrics, dimensions and attribution methodology (from conversion to traffic based attribution) to ensure consistent measurement across ad products, and managed service support to extend unified reporting to advertisers working with Amazon managed services.

The template gallery within reporting page on Ads Console

Who can use it?

• All advertisers worldwide who access Amazon Ads reporting via the Ads Console can access unified reporting.

Where do I access it?

• Amazon Ads Console (UI)
• Amazon Marketing Stream (beta)
• Reporting API (beta)

What’s next?

• As part of this launch, we're sunsetting Sponsored Ads reports (Measurement and reporting > Sponsored Ads reports) and Amazon DSP reports (Measurement and reporting > Amazon DSP reports) by December 31, 2026. To learn more, see this Help Center article.
• To get started creating or recreating your reports in unified reporting, see this link. An automated subscription migration tool will be available soon to help you transition your existing scheduled reports.

Amazon launched Brand Gallery, a new Sponsored Brands creative format available within reserve share of voice (RSOV) campaigns

Brand Gallery enables advertisers to deliver a more immersive, brand-forward experience at the top of search for branded keywords.

With Brand Gallery, advertisers can move beyond individual product ads and instead showcase their brand using lifestyle imagery with support for custom text, custom headlines, and curated navigation into Brand Store categories or collections. The format includes a media block, brand messaging, a call-to-action linking to the Brand Store, and a carousel of three to five Brand Store categories or collections.

This new experience is designed for branded search queries, where shoppers have already chosen a brand and are looking to explore its offerings. By aligning the creative format with this discovery intent, Brand Gallery helps advertisers guide shoppers into richer, more cohesive brand experiences.

Brand Gallery is fully self-service within RSOV campaigns, allowing advertisers to select creative assets, configure Brand Store destinations, and launch campaigns through the Ads Console or API.

Branded searches represent some of the highest-intent moments on Amazon, where shoppers are actively seeking a specific brand. However, traditional top-of-search ad experiences are primarily designed for product comparison, often presenting individual product listings that may not fully support brand exploration.

Brand Gallery introduces a creative experience purpose-built for these moments. By emphasizing brand storytelling and curated navigation instead of isolated product listings, advertisers can better match shopper intent, improve engagement, and drive deeper exploration of their brand.

Early beta results show strong performance improvements compared to product-focused formats. Additionally, worldwide data shows that shoppers spend 1.5x more per order and purchase 12% more units per order when Sponsored Brands campaigns use a Brand Store as the landing page, compared to campaigns that direct to product detail pages.

By combining the predictable top-of-search presence of RSOV with a more engaging creative format, Brand Gallery helps advertisers strengthen brand visibility, improve shopper engagement, and drive incremental sales during key moments such as product launches, seasonal campaigns, and tentpole events.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, France, United Kingdom, Belgium, Poland, Turkey, Netherlands, Sweden
• Middle East: Saudi Arabia, United Arab Emirates, Egypt
• Asia Pacific: Australia, India, Japan

Who can use it?

• Amazon Sellers
• Vendors
• Partners
• Agencies

Where do I access it?

• Ads Console
• Amazon Ads API

Register to get started with Sponsored Brands reserve share of voice

Already a registered advertiser? Sign in.

LAUNCH ANNOUNCEMENT

Benchmarks reporting is now generally available across all supported marketplaces (US, CA, MX, BR, AU, JP, IN, DE, FR, IT, ES, UK, NL, TR, SE, SA, UAE, EG). Previously in beta and limited to the US, benchmarks provide standardized performance comparisons against category peer brands, allowing advertisers to contextualize performance, evaluate optimization opportunities, and confidently invest with Amazon Ads.

Benchmarks are available for the following metrics: 1) percent of purchases new to brand, 2) purchase rate (new to brand), 3) cost per purchase (new to brand), 4) click-through rate (CTR), 5) cost per click (CPC), 6) completion rate (video), 7) cost per completed view (video), and 8) cost per impressions (CPM).

Why is it important?

Benchmarks empower advertisers to make confident investment decisions by providing category-specific performance standards across their advertising portfolio. Now available worldwide, these expanded capabilities—including sophisticated peer brand matching and transparent methodology—allow advertisers to instantly understand what performance looks like in their category. This enables them to make data-driven decisions about their advertising investments. Advertisers can analyze performance at daily, weekly, or monthly intervals to match their business needs, while filtering by ad formats and campaign goals to pinpoint specific optimization opportunities. Through direct integration with Ad Console and APIs, advertisers can seamlessly access these insights within their existing workflows, eliminating barriers to data-driven decision making.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Turkey, Netherlands, Sweden
• Middle East: Saudi Arabia, United Arab Emirates, Egypt
• Asia Pacific: Australia, India, Japan

Who can use it?

• Brand owners and representatives registered in Amazon's Brand Registry
• Endemic advertisers in US, CA, MX, BR, AU, JP, IN, DE, FR, IT, ES, UK, NL, TR, SE

Where do I access it?

• Available across Amazon DSP, Sponsored Products, Sponsored Brands, Sponsored Display, and Sponsored TV campaigns

API specific:

• Benchmarks reports are available as crossProgramBenchmarks (Sponsored Ads) and dspBenchmarks (Amazon DSP) report types in the Reporting API.

LAUNCH ANNOUNCEMENT

Self-Service Third Party Measurement Studies

May 15, 2026

What launched?

Amazon Ads launched a self-service workflow for third-party measurement studies in 18 countries. Advertisers and agencies can now discover which of 50+ 3P vendor products are supported for their campaigns, setup and fund 3P measurement studies, and obtain study results within Amazon DSP.

Access the Studies page in Amazon DSP to browse available third-party measurement options in your region and select the study type that aligns with your campaign objectives.

Under Study products, select either 'Managed within Amazon DSP' to configure and manage everything within Amazon DSP including direct billing through Amazon, or 'Managed with Vendor' if you have existing vendor relationships and want to measure both Amazon and non-Amazon campaigns. You'll receive a notification once your study is approved.

Monitor study progress and download results directly from the Studies page. For studies billed to advertiser accounts, advertisers will receive a separate monthly invoice covering 3P study costs after studies are completed.

Why is it important?

This streamlined, self-service workflow makes it easier for advertisers and agencies to setup and manage their 3P measurement studies.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

Who can use it?

• Managed-service and self-service advertisers and agencies

Where do I access it?

• Amazon DSP

LAUNCH ANNOUNCEMENT

What launched?

Amazon Marketing Cloud (AMC) now offers household-level measurement capabilities through two new fields: household ID and household size. This enhancement enables advertisers to analyze how media is consumed collectively across shared devices and screens within households, providing a more accurate view of campaign reach and frequency.

Why is it important?

Household-level measurement reflects how media is actually consumed - collectively across shared devices and screens. With the majority of streaming and TV consumption occurring in multi-viewer settings, this capability helps advertisers understand true reach and frequency at the household level. This privacy-compliant solution helps reduce waste from overexposure across shared devices and enables more accurate cross-device attribution.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

Who can use it?

• Any advertisers located in the above marketplaces who have access to AMC
• Managed service advertisers
• Self-service advertisers
• Agencies
• Tech Provider
• Enterprise and Small businesses

Where do I access it?

• Amazon Marketing Cloud

Whom do I reach out for questions?

• For more questions, reach out to AMC Support [email protected]

Note: The data will only be available from 4/10/26 onwards.

LAUNCH ANNOUNCEMENT

Scale product discovery with AI-powered Sponsored Brands collections

What launched?

Amazon is launching Sponsored Brands collections, a new ad format that lets advertisers promote multiple related products in a single ad unit through either automatic (AI-powered) or manual product selection. Advertisers can choose to opt into automatic control to allow Amazon’s AI to dynamically curate the most relevant product groupings from their catalog based on campaign targets and shopping signals, or manually select ASINs. Each ad showcases key product details (such as price, ratings, and deals) and drives shoppers to the product detail page with additional information, helping shoppers explore and purchase seamlessly.

Why is it important?

Sponsored Brands collections uses Amazon’s AI to dynamically surface the most relevant products to each shopper, based on signals like search intent, product context, and browsing behavior. This ensures shoppers see the best selection from your catalog they’re most likely to engage, improving discoverability without requiring advertisers to build or manage multiple campaigns. This format also offers a manual option, allowing advertisers to select up to 10 products to feature in a single ad.

FAQs

How does automatic control work?

Automatic control uses AI to curate and display the most relevant set of products from your catalog for each shopper, based on your campaign’s targets and shopping signals. This means you no longer need to manually select products as Amazon automatically assembles collections that best align with shopper intent, helping you scale discovery and performance effortlessly.

Can I still control which products are included?

Where is the feature available?

• North America: United States

Who can use it?

• Amazon Sellers
• Vendors
• Partners
• Agencies

Where do I access it?

• Ads console
• Amazon Ads API

Amazon Ads' Brand+ and Performance+ products launch or expand seven new capabilities — building on the momentum of Brand+ announcing general availability in February. Together, these help advertisers reach audiences in new moments (Audio for Brand+, Brand+ for Live Events Optimizer), simplify ads creation by removing the creative production barrier (Video Generator, Automated REC), and improve performance by optimizing across the entire customer journey (Unified Consideration, CPSU Customer Acquisition, Remarketing/Retention for Consideration KPIs).

These seven capabilities have recently launched or are recently launching to Open Beta or GA:

1. Audio for Brand+ (Open Beta) — Audio drives +43% incremental reach vs. STV by extending into screen-free moments (Note: Stats represent Audio as a format, not specific to Brand+ campaigns)
2. Video Generator OLV Upsell — Improved quality models for Video Generator, enabling AI-generated video ads from ASINs in minutes (Open Beta, GA in June 2026)
3. Brand+ for Live Events Optimizer (Open Beta, GA 5/14) — AI-optimized pacing for live sports inventory
4. Automated REC Integration (GA Worldwide) — Automatic display creative generation from ASINs
5. Unified Consideration Tactic for Performance+ (GA) — Mid-funnel DPVR and CPDPV optimization for endemic advertisers
6. CPSU Customer Acquisition (GA) — AI-powered subscriber acquisition for M&E advertisers
7. Remarketing/Retention for Consideration KPIs (GA) — Broader re-engagement with mid-funnel goals

Why is it important?

Scale: Reach audiences in new moments. Audio for Brand+ (Open Beta) extends campaign reach into screen-free environments — commutes, workouts, cooking — via Amazon Publisher Direct, accessing Amazon Music, iHeart, and Pandora. On average, Audio campaigns drove +43% incremental reach compared to Streaming TV campaigns. During Open Beta, Audio inventory is limited to 1P and 3P supply via Amazon Publisher Direct, After the default audio line has been added to your B+ campaign, you can manually add your 3PX deals — which include Spotify, for example — during the Open Beta. 3PX open exchange inventory will expand at GA. Audio is more than an incremental reach play — it is a full-funnel multiplier: Audio paired with other Amazon Ads formats drives +1.8x higher consideration and +2.2x higher purchase intent. When combined with video, Audio improves ROAS efficiency by +6.7%–8.7%. Brand+ for LEO, now Open Beta, captures premium live sports audiences with AI-optimized pacing that concentrates delivery during peak live moments for improved reach efficiency (expect GA May 2026).

Simplicity: Remove the creative production barrier. Video Generator generates broadcast-ready OLV ads from featured ASINs in approximately five minutes — no existing video assets required. If you're currently launching a Display-only Performance+ and Brand+ campaign, you'll see an in-workflow recommendation card to add AI-generated video instantly — expanding your reach with no additional creative needed. Campaigns combining OLV and Display deliver +210% DPVR and +145% Branded Search Rates. Automated REC automatically generates Responsive e-Commerce creatives from order-level ASINs and associates them to live line items, significantly reducing creative setup time, and is now available worldwide.

Performance: Optimize across the entire customer journey. Three new tactics expand Performance+'s optimization surface beyond last-click conversion. Unified Consideration, announced in Open Beta at Unboxed 2025, is now GA, along with Remarketing and Retention tactics that will now support Consideration KPIs (CTR, CPC, DPVR, CPDPV). We're expanding the ability for advertisers to reach customers mid-funnel and letting advertisers re-engage past visitors and retain existing customers with mid-funnel optimization. CPSU Customer Acquisition gives Media & Entertainment advertisers an AI-powered path to growing Prime Video Channel subscriber bases — automatically generating cross-format line items across Display, OLV, and STV optimized for Cost per Sign Up.

Where is the feature available?

Automated REC Integration (GA Worldwide).

Unified Consideration Tactic for Performance+ (GA Worldwide).

CPSU Customer Acquisition (GA Worldwide).

Remarketing/Retention for Consideration KPIs (GA Worldwide).

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

Audio for Brand+ (Open Beta) — US, CA, UK, DE, ES, IT, FR, MX, BR. Supply: 1P + 3P via APD (Open Beta); manual 3PX deals also available in NL, AU, JP; 3PX expansion at GA

Note:

Video Generator OLV Upsell — US Only. International expansion expected in Q2 2026

Brand+ for Live Events Optimizer (Open Beta, GA 5/14) — Worldwide.

Who can use it?

All seven capabilities are available to advertisers using Brand+ and Performance+ through the Amazon Ads campaign creation flow. Access and availability vary by feature.

• Audio for Brand+ — All B+ Advertisers
• Video Generator OLV Upsell — Endemic B+/P+ advertisers
• Brand+ for Live Events Optimizer — All B+ STV advertisers
• Automated REC Integration — All endemic B+/P+ advertisers
• Unified Consideration Tactic for Performance+ — All endemic P+ advertisers
• CPSU Customer Acquisition — All P+ advertisers
• Remarketing/Retention for Consideration KPIs — All P+ advertisers

Where do I access it?

All features are accessed via the Amazon Ads campaign creation flow, as you would normally select Brand+ or Performance+ tactics, goals, and KPIs. For more information or to request access, contact your Amazon Ads account representative.

API specific:

All seven features in this bundle are available through the Amazon Ads user interface. API support details will be communicated separately through technical documentation updates as applicable. Advertisers and agencies accessing Brand+ or Performance+ programmatically should reference the Performance+ and Brand+ wiki for updated API endpoint documentation.

For Audio for Brand+, advertisers should note the following technical requirements: audio ads must be submitted in standard formats (MP3 or WAV, 30-second or 15-second spots) via the Amazon Ads creative workflow. Display companion creatives are required for Audio line items.