Amazon Ads Adds Pre-Built Brand Penetration Indices to Geographic Insights and Activation — Map Where Your Brand Under- or Over-Indexes in DVA+ Without AMC (October 2, 2026)
On October 2, 2026, Amazon Ads added pre-built brand penetration indices to Geographic Insights and Activation (GIA). Instead of building a model in Amazon Marketing Cloud, advertisers can open the location widget in DVA+ (advanced settings), see on an interactive map how their brand's penetration compares with its broader product category, and pick a strategy such as targeting markets with low or high brand penetration at the ad group level. The indices are built from Amazon first-party retail data based on the advertiser's tracked ASINs, refresh weekly, and are available in nine countries including the US and Canada. Amazon did not publish performance results, and the announcement does not define the index methodology or geographic granularity.
Key Points
- Announced October 2, 2026: GIA now offers pre-built penetration indices directly in the DVA+ location widget with advanced settings
- No Amazon Marketing Cloud setup is required — Amazon says the work of sourcing regional data, building AMC models and translating results into campaign settings goes from days to minutes
- Indices use Amazon first-party retail data generated from the advertiser's tracked product ASINs and compare brand penetration against the broader product category
- Advertisers view an interactive map, select an index, and choose strategies such as reaching markets with low or high brand penetration, applied at the ad group level
- Indices refresh weekly; tech providers can activate them programmatically at the ad group level through the public API
- Available in nine countries: United States and Canada; Germany, Spain, France, Italy and the United Kingdom; Australia and Japan
What You Should Do Now
- 1If you run DVA+ campaigns, open the location widget under advanced settings and review the brand penetration map for your tracked ASINs before Q4 budgets are finalized
- 2Test a low-penetration strategy in a separate ad group to reach shoppers in regions where your brand under-indexes against its category, and compare new-to-brand results with your existing geographic setup
- 3If an agency or tool provider manages your DSP spend, ask whether they will activate the indices through the public API
- 4Because indices refresh weekly, recheck the map periodically rather than treating one snapshot as fixed