Amazon Rolls Out Brand+ to Transform TV Ads with AI
New AI-driven feature in the Amazon DSP promises higher conversions
Amazon has unveiled a groundbreaking tool known as Brand+ that aims to reshape TV advertising through advanced AI technology. This update, announced by Amazon in an official blog post, enables advertisers to optimize their brand awareness campaigns by tapping into trillions of shopping, browsing, and streaming signals across the Amazon ecosystem. Brand+ is designed to pinpoint audiences who are most likely to become paying customers, helping marketers connect with potential buyers from the initial stages of the sales funnel.
What Is Brand+?
Brand+ is an AI-driven optimization feature within the Amazon DSP, making it easier for advertisers to run brand awareness campaigns for streaming TV and online video. By leveraging massive datasets from Amazon, it identifies shoppers who have shown in-market behaviour for a brand's product or service. Customers who have recently searched for or bought related items or even streamed shows tied to a particular category are more likely to see relevant ads.
Also Read: Amazon Debuts "Inventory Defect and Reimbursement Portal" for FBA Sellers
According to Kelly MacLean, Vice President of Amazon DSP, this breakthrough technology is "a significant advancement from broad demographic reach to engaging with scaled audiences based on where customers are in the marketing funnel in near real-time." She further noted, "With this advanced AI technology, the Amazon DSP enables advertisers and agencies to automatically reach, engage, and nurture potential customers throughout their journey, turning brand awareness into a strategic driver of conversions."
During its beta phase, Brand+ generated impressive outcomes for several advertisers. Reports suggest that some brands saw over a 10% increase in sales and as much as a 70% boost in website traffic. These results underline the potential power of Brand+ to move beyond simple exposure and directly influence consumer actions.
Real-World Example
A travel company seeking to target customers planning vacations can use the Amazon DSP to upload first-party data. Brand+ then analyzes that data and Amazon Ads shopping and streaming insights to identify who is currently or soon to be in the travel-related products and services market. The AI models continuously adjust the campaign, aiming to find high-intent customers and direct TV ads toward them early in their buying journey.
Voices from the Field
Brands that tested Brand+ are already reporting positive experiences. "Brand+ has been a game changer for us, so much so that we are seeing more ROAS and better reach with customers that engage with our brand over time," said Rajiv Ragu, Senior Vice President of Growth at Thorne. "Given the success we've had, we’re doubling down on our STV strategy in 2025 and are laser focused on Brand+."
How It Works
Advertisers can create Brand+ campaigns in just a few clicks, retaining control over optimization settings and transparency in reporting. These controls allow brands to fine-tune campaign parameters while letting advanced machine learning do the heavy lifting. The feature also integrates with other Amazon Ads AI tools like Performance+ for lower-funnel outcomes and Ad Relevance for smarter ad matching.
With Brand+, Amazon is stepping firmly into the future of advertising by offering a solution that blends ease of use, advanced AI capabilities, and unparalleled reach. As the industry evolves, solutions like Brand+ promise to streamline the ad-buying process and help marketers better connect with potential customers. For businesses looking to optimize their brand awareness and drive conversions, this new offering from Amazon appears poised to be a powerful ally in their advertising toolkit.
Also Read: Increase Your Amazon FBA Margins: A Step-by-Step Seller Guide
By ChannelMAX Staff Writer
Jan-2025#30
Amazon has unveiled a groundbreaking tool known as Brand+ that aims to reshape TV advertising through advanced AI technology. This update, announced by Amazon in an official blog post, enables advertisers to optimize their brand awareness campaigns by tapping into trillions of shopping, browsing, and streaming signals across the Amazon ecosystem. Brand+ is designed to pinpoint audiences who are most likely to become paying customers, helping marketers connect with potential buyers from the initial stages of the sales funnel.
What Is Brand+?
Brand+ is an AI-driven optimization feature within the Amazon DSP, making it easier for advertisers to run brand awareness campaigns for streaming TV and online video. By leveraging massive datasets from Amazon, it identifies shoppers who have shown in-market behaviour for a brand's product or service. Customers who have recently searched for or bought related items or even streamed shows tied to a particular category are more likely to see relevant ads.
Also Read: Amazon Debuts "Inventory Defect and Reimbursement Portal" for FBA Sellers
According to Kelly MacLean, Vice President of Amazon DSP, this breakthrough technology is "a significant advancement from broad demographic reach to engaging with scaled audiences based on where customers are in the marketing funnel in near real-time." She further noted, "With this advanced AI technology, the Amazon DSP enables advertisers and agencies to automatically reach, engage, and nurture potential customers throughout their journey, turning brand awareness into a strategic driver of conversions."
During its beta phase, Brand+ generated impressive outcomes for several advertisers. Reports suggest that some brands saw over a 10% increase in sales and as much as a 70% boost in website traffic. These results underline the potential power of Brand+ to move beyond simple exposure and directly influence consumer actions.
Real-World Example
A travel company seeking to target customers planning vacations can use the Amazon DSP to upload first-party data. Brand+ then analyzes that data and Amazon Ads shopping and streaming insights to identify who is currently or soon to be in the travel-related products and services market. The AI models continuously adjust the campaign, aiming to find high-intent customers and direct TV ads toward them early in their buying journey.
Voices from the Field
Brands that tested Brand+ are already reporting positive experiences. "Brand+ has been a game changer for us, so much so that we are seeing more ROAS and better reach with customers that engage with our brand over time," said Rajiv Ragu, Senior Vice President of Growth at Thorne. "Given the success we've had, we’re doubling down on our STV strategy in 2025 and are laser focused on Brand+."
How It Works
Advertisers can create Brand+ campaigns in just a few clicks, retaining control over optimization settings and transparency in reporting. These controls allow brands to fine-tune campaign parameters while letting advanced machine learning do the heavy lifting. The feature also integrates with other Amazon Ads AI tools like Performance+ for lower-funnel outcomes and Ad Relevance for smarter ad matching.
With Brand+, Amazon is stepping firmly into the future of advertising by offering a solution that blends ease of use, advanced AI capabilities, and unparalleled reach. As the industry evolves, solutions like Brand+ promise to streamline the ad-buying process and help marketers better connect with potential customers. For businesses looking to optimize their brand awareness and drive conversions, this new offering from Amazon appears poised to be a powerful ally in their advertising toolkit.
Also Read: Increase Your Amazon FBA Margins: A Step-by-Step Seller Guide
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.