Amazon Ads is rolling out Brand+, a new offering for advertisers that combines what it estimates are “trillions of signals” from shopping, browsing and streaming across its footprint.
The aim of the data-powered offering is to identify consumers who are predicted to be in the market for a brand’s product or service within the next three months.
Marketers can use Brand+ to deliver their messages on video streaming platforms like Prime Video and Twitch as well as top video publishers like BuzzFeed, Fox Corp. and Dotdash Meredith, Amazon said. In addition to its own platforms, Amazon is also a massive gateway to the broader streaming marketplace with Fire TV connected devices and the Amazon Channels store offering access to tens of millions of households beyond Prime and Twitch.
During Brand+ beta testing, Amazon Ads said, some advertisers experienced a sales increase of more than 10% increase and a website traffic jump of more than 70%.
Simplifying the buying process is a key goal of Brand+, with Amazon Ads affirming that inventory can be purchased via the platform in as few as four clicks.
“For the first time on the Amazon DSP, advertisers can apply AI-optimized automation to purchase TV advertising that reaches unique audiences of customers most likely to buy their products or services – 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,” said Kelly MacLean, VP of Amazon DSP. “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.”
In one hypothetical use case offered by Amazon Ads, a travel company looking to drive awareness among their highest potential customers could upload their first-party signals to the Amazon DSP. Brand+ would then analyze these signals and incorporate with Amazon Ads shopping and streaming signals to power machine learning, identify valuable patterns and recognize customers who have searched for travel gear, bought travel guides, and streamed travel shows. Brand+ then delivers TV ads for the travel services to this audience of potential customers.
The relevance of the resulting ads, as envisioned by Amazon, would fulfill the longtime promise of streaming. Unlike the “spray-and-pray” mode of linear TV, streaming can harness digital technology to give ads more traction for both seller and audience, at least under the industry’s long-held theory. Any viewer of ad-supported streaming platforms can attest that the industry has not arrived at Valhalla just yet.
Rajiv Ragu, SVP of Growth at wellness company Thorne, said Brand+ has been a “game changer” during its beta phase, increasing reach, brand engagement and returns on ad spending. “Given the success we’ve had, we’re doubling down on our STV strategy in 2025 and are laser focused on Brand+,” he said. “We’re excited to see the positive momentum and are looking forward to its continued impact for our brand and customers.”
