Claude
Gemini
ChatGPTQuick Summary
- •Performance+ AI delivers +8.4% paid units and +7.9% conversions vs standard DSP
- •Brand+ consideration tactics drive +7.2% ROAS improvement for upper-funnel campaigns
- •New insight cards show shopper traits, time-to-convert, and audience composition
- •H&R Block case study: 144% conversion lift, 35% CPA improvement
Nova surfaces every Amazon fee, refund, and margin shift in your live P&L, across 21 marketplaces. Explore the live P&L
What's Happening
At Amazon unBoxed 2025, Amazon announced major AI enhancements to its Demand-Side Platform (DSP) Performance+ and Brand+ products. The updates include improved AI-powered targeting, dynamic creative optimization (DCO), and new insight cards that provide real-time campaign intelligence. Early adopters are seeing significant performance lifts across key metrics. Among the brands we work with, the first thing that moves when a change like this lands is fee reconciliation, not ad budgets.
Performance+ now uses enhanced machine learning models to optimize for paid units and conversions, delivering +8.4% more paid units and +7.9% higher conversions compared to standard campaigns. Brand+ focuses on upper-funnel awareness with new consideration tactics that drive +7.2% ROAS improvement. These updates make DSP more accessible and effective for sellers looking to scale beyond Sponsored ads. Learn how this impacts your full-funnel profitability.
Key Performance Data
+8.4%
More Paid Units
Performance+ AI optimization
+7.9%
Higher Conversions
vs. Standard DSP campaigns
+7.2%
ROAS Improvement
Brand+ consideration tactics
| Enhancement | What Changed | Impact |
|---|---|---|
| AI-Powered Targeting | New ML models analyze shopper behavior patterns, purchase history, and browse signals for smarter audience building | More relevant impressions, less wasted spend |
| Dynamic Creative Optimization | Auto-generates and tests ad variations, optimizing creative elements (headlines, images, CTAs) in real-time | +8.4% paid units through personalized messaging |
| Insight Cards | New dashboard widgets showing shopper traits, time-to-convert metrics, and audience composition | Faster optimization decisions with actionable data |
| Consideration Tactics | Brand+ adds mid-funnel targeting for shoppers researching but not yet purchasing | +7.2% ROAS by capturing earlier in journey |
Case Study: H&R Block Results
Amazon highlighted H&R Block as a showcase example at unBoxed 2025. Using the enhanced Performance+ and Brand+ together, they achieved:
144%
Conversion Lift
Compared to previous DSP campaigns
35%
CPA Improvement
Cost per acquisition reduced significantly
Note: Results vary by category, budget level, and campaign setup. H&R Block's results reflect a mature advertiser with significant DSP investment.
Who Should Use Performance+ and Brand+
🎯 Brand-Building Sellers
If you've maxed out Sponsored Products efficiency and need to reach new audiences, DSP opens upper-funnel opportunities.
🏢 Agencies Managing Multiple Brands
AI automation reduces manual optimization time. Scale DSP management across client portfolios more efficiently.
📈 Aggregators & Large Sellers
$10K+ monthly ad budgets see the biggest impact from AI optimization. Volume enables better machine learning.
🆕 DSP Newcomers
Performance+ simplifies DSP complexity. AI handles targeting and bidding, lowering the expertise barrier.
Minimum recommended budget: $5,000/month for meaningful DSP testing. Performance+ AI needs sufficient data to optimize effectively. Sellers spending less should focus on Sponsored Products and Sponsored Brands first.
What You Should Do Now
- 1.Access Amazon DSP Console: Performance+ and Brand+ enhancements are available now in the DSP console. No separate beta signup required. Navigate to Campaigns → Create and select Performance+ or Brand+ goal type.
- 2.Enable Dynamic Creative Optimization: when setting up campaigns, enable DCO to let AI test creative variations automatically. Upload 3-5 headline options and multiple images for best results.
- 3.Review Insight Cards Weekly: the new insight cards surface actionable data. Check shopper traits and time-to-convert metrics to refine your targeting strategy.
- 4.Combine with SP/SB Data: DSP works best as part of full-funnel strategy. Use Nova's profitability dashboard to see how advertising spend impacts your bottom line.
- 5.Test Consideration Tactics: Brand+ now targets shoppers in research mode. If you have products with longer consideration cycles (higher price points, complex features), test these mid-funnel tactics.
How Nova Helps
As DSP becomes more important for full-funnel Amazon advertising, tracking overall profitability becomes critical. Nova tracks your Sponsored Ads profitability with 40+ fee types factored in, so you can see exactly how your Sponsored Products and Sponsored Brands spend impacts margins. For DSP-specific metrics, use Amazon's native DSP console alongside Nova for a complete picture. Try Nova free for 14 days
Track Advertising Profitability with Nova:
→ PPC Analytics: Track Sponsored Products and Sponsored Brands performance → PPC Analytics: Track Sponsored Products and Sponsored Brands performance at the product level
→ P&L Dashboard: See how ad spend impacts overall profitability across your entire catalog
→ Products Feed: Identify which SKUs benefit most from advertising investment
→ Daily Analytics: Monitor daily revenue and ad spend trends to spot shifts early
Frequently Asked Questions
Common questions about this topic
Verified Sources
- Amazon Advertising - unBoxed 2025
- Amazon Ads Blog - DSP Updates
All information verified from official Amazon sources and trusted industry analysts as of publication date.
Deep Dive: Related Guides
For more comprehensive analysis on these topics:
Amazon DSP from scratch: minimum spend requirements, self-serve vs managed, audience targeting setup, and ROAS benchmarks by category. Updated for 2026 campaign structure.
→ Advanced Amazon PPC Strategies: Smarter Spending for 2026Advanced Amazon PPC strategies for experienced sellers in 2026. Master query-level optimization, dayparting, placement bidding, and portfolio management to improve ROAS by 25-40%.
→ TACoS Explained: Total Advertising Cost of Sale vs ACoSMost Amazon sellers track ACoS religiously. But if you're not watching TACoS, you're missing the bigger picture of your business health.