I've watched Amazon DSP evolve for years. Brand+ stands out because it does some
By Melissa Burdick · May 5, 2026 · Curated by George's Blog
I've watched Amazon DSP evolve for years.
Brand+ stands out because it does something most upper-funnel tactics haven't: it proves what it drives.
📺 CTV is proving it can do more than build awareness. Brand+ places ads across Amazon's premium CTV inventory, connecting exposure directly to outcomes through AMC. What used to require multiple platforms now lives in one system.
⚖️ The "brand vs. performance" debate is getting outdated. Brand+ for reach. Performance+ for conversion. Same data. Same ecosystem. Effective brands are running them as one strategy, not two.
📊 One Pacvue customer tested Brand+ against their standard DSP approach and saw 4x reach, 23% lower eCPM, and 3x more sales. Upper funnel doesn't have to mean unaccountable.
Curious how others are approaching Brand+ vs. traditional DSP strategies? 👇