Why we care<\/strong> This gives advertisers the opportunity to diversify their ad spend and avoid relying solely on Google and Meta for AI-based campaigns. Advertisers may prefer Amazon’s solution over Google and Meta because it offers more control.<\/p>\n How it works.<\/strong> Performance+ is hosted on Amazon’s Demand Platform and uses an AI model to predict how likely users are to convert per hour.<\/p>\n Advertisers set target cost-per-acquisition goals and Amazon’s algorithms (using first-party signals) manage campaign settings, audience targeting, and optimization. Automated ad campaigns can run on Amazon-owned and operated properties as well as third-party publisher inventory.<\/p>\n Key features<\/strong><\/p>\n Safety, pacing, frequency and brand visibility controls Custom attribution and reporting settings Designed for brands that don’t currently sell on Amazon’s e-commerce platform<\/p>\n Performance claims.<\/strong> From launch<\/a> as of March, Amazon claims that most Performance+ campaigns achieved a 30-90% lower CPA compared to standard Amazon DSP ad buys with the same targets and formats.<\/p>\n What Amazon says. <\/strong>An Amazon spokesperson said Digiday<\/a> <\/strong>(subscription required):<\/p>\n “<\/strong>Our goal is to provide advertisers and agencies with AI-driven efficiency with clear oversight, improving their marketing tactics and achieving their business goals..<\/strong><\/p>\n “Performance+ simplifies programmatic buying while providing visibility into creatives, placements and audiences reached, along with a range of controls to ensure ads are reaching the advertiser’s intended audience.” <\/p>\n Get the daily search newsletter marketers trust.<\/p>\n bottom line<\/strong> With Performance+, Amazon aims to leverage its valuable shopping data to generate more ad dollars while offering an automated ad product comparable to Google and Meta’s AI ad offerings.<\/p>\n