Amazon Ads Adds 10 New Brand+ and Performance+ Capabilities — First-Party Audience Signals at No Extra Cost, Audio for Brand+ Hits General Availability Across 16 Locales (July 22, 2026)
Amazon Ads announced ten new capabilities across Brand+ and Performance+, its two AI-driven DSP campaign products, grouped around three themes: simplicity, scale, and performance. The headline changes are Audience Signals, which lets advertisers feed their own first-party audience data into Brand+ Prospecting and Performance+ tactics as AI optimization inputs at no additional cost, and Audio for Brand+ reaching General Availability with expanded third-party exchange (3PX) open exchange supply across 16 locales. Audio for Performance+ also entered Open Beta, bringing AI-optimized audio to Performance+ tactics for the first time. The rest of the release covers automatic streaming TV deal activation, a Managed Service proposal builder, and several under-the-hood model upgrades for bid and ranking optimization.
Real-World Impact
Audio for Brand+ is now generally available in 16 locales, but supply depth is uneven: nine markets (US, CA, MX, BR, DE, UK, IT, ES, FR) get both Amazon first-party and third-party supply, while the other seven (AU, JP, NL, SE, UAE, KSA, TR) get third-party supply only.
Key Points
- Audience Signals for Brand+ (Open Beta) lets advertisers bring their own audience data into Brand+ Prospecting as AI optimization inputs while retaining full reach discovery — at no additional cost
- Audience Signals for Performance+ (Open Beta) applies the same first-party audience inputs to Customer Acquisition and Unified Consideration tactics, also at no additional cost
- Audio for Brand+ reaches General Availability with expanded 3PX open exchange supply across 16 locales — 1P and 3P supply in US, CA, MX, BR, DE, UK, IT, ES, FR, and 3P-only supply in AU, JP, NL, SE, UAE, KSA, TR
- Audio for Performance+ enters Open Beta, extending AI-optimized audio to Performance+ tactics including Customer Acquisition, Remarketing, Retention, Consideration, and Search
- Automatic Deal Selection for Brand+ STV (Open Beta, US only) automatically activates and optimizes a group of streaming TV deals across Amazon and open internet supply
- Model-side upgrades: Brand Outcome Optimization (Open Beta) optimizes toward branded search, detail page views, and add-to-cart; Prime Video signal integration (Open Beta) feeds streaming behavior into Brand+ ranking; Asynchronous Remarketing for Performance+ (GA) adds recency, frequency, and dwell-time signals to bidding
- Expanded conversion support for app ads (GA) enables Performance+ Remarketing for non-endemic apps using Mobile Measurement Partner data, and a Managed Service Campaign Proposal Builder (GA) extends Brand+/Performance+ to Amazon Managed Service entities
What You Should Do Now
- 1If you already have first-party audience data in Ads Data Manager, request the Audience Signals Open Beta for Brand+ Prospecting and Performance+ — Amazon states there is no additional cost to use it
- 2Review whether audio belongs in your DSP mix now that Brand+ audio is GA with open exchange supply; check whether your target markets get 1P+3P or 3P-only supply before setting reach expectations
- 3US advertisers running Brand+ streaming TV should evaluate Automatic Deal Selection against manually curated deal lists before handing deal activation to the AI
- 4Expect Performance+ bidding behavior to shift as asynchronous remarketing signals (recency, frequency, dwell time) go GA — re-baseline performance before judging campaign changes made this month