Advertising
Amazon DSP Gets Smarter
Amazon DSP Performance+ and Brand+ enhanced with AI-powered targeting, dynamic creative optimization (+8.4% paid units), and new insight cards. H&R Block case study shows 144% conversion lift.
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Dec 17, 2025 · 4 min read · 868 words
Updated December 17, 2025
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Frequently Asked Questions
Common questions about this topic
- Performance+ is an AI-enhanced DSP campaign type optimized for lower-funnel goals like conversions and paid units. New ML models analyze shopper behavior for smarter targeting, delivering +8.4% more paid units and +7.9% higher conversions vs standard campaigns.
- Brand+ is optimized for upper-funnel awareness and consideration. The December 2025 update added new consideration tactics that target shoppers in research mode, driving +7.2% ROAS improvement for brand-building campaigns.
- Insight cards are new dashboard widgets showing actionable data like shopper traits, time-to-convert metrics, and audience composition. They help advertisers make faster optimization decisions based on real-time campaign intelligence.
- Amazon recommends $5,000/month minimum for meaningful DSP testing. Performance+ AI needs sufficient data volume to optimize effectively. Sellers with smaller budgets should focus on Sponsored Products and Sponsored Brands first.
Verified Sources
All information verified from official Amazon sources and trusted industry analysts as of publication date.