Performance+ display ads are one of Amazon’s newer AI-powered ad offerings, and we’ve been putting it through its paces to see how it stacks up against traditional DSP.

If you’re not familiar, Performance+ uses Amazon’s AI rather than traditional audience segments to determine when, where, and to who your display ad should show up. A big perk of Performance+ is that it can attempt to target shoppers who are ready to convert based on your campaign goals and behavioral signals.

We launched Performance+ for several of our brands, and the results have been off the charts:

💸 Up to a $30 ROAS(!!!), with multiple brands at $15+

⬆️ Growth in page views, total sales, and New-to-Brand (NTB) Sales

💘 Significantly higher amount (50-78%) of purchases from NTB customers/first-time purchasers

😎 Increased Branded search volume, indicating stronger brand awareness

The ROAS figures are obviously fantastic, but the spike in NTB purchases is also huge. Performance+ could turn out to be a powerhouse of a tool for brands looking to grow their customer base, especially in categories where repeat purchases or subscriptions are common.

We also ran a test comparing a traditional DSP campaign with standard audience segmentation against a Performance+ campaign. Performance+ produced nearly 3x the ROAS in the same period as the traditional campaign with no downsides apparent from the data.

A quick note - while Performance+ is obviously a powerful tool, it still requires strong creative and thoughtfully-built campaigns to succeed. It is not some sort of self-driving AI magic bullet that prints money (lot of mixed metaphors there, but you get the idea). Still, these early tests are exciting, especially given that Amazon recently removed the budget requirement for participating in DSP advertising. Now brands of all sizes can get in on this powerful new option.

If you're interested in chatting about how Performance+ could help your brand, reach out using our Contact Us form above or by emailing contact@gocartograph.com!