Amazon Ads launches new full-funnel advertising capabilities

Amazon Ads has unveiled new full-funnel advertising capabilities, including enhanced measurement and reporting tools. 

Phil Christer, managing director of Amazon Ads UK, made the announcement at the tech giant's annual event, unBoxed 2024.

He said: “Advertisers need unified insights and an end-to-end view of the customer journey, but face significant obstacles in the highly fragmented media landscape.

“Today’s launches provide advertisers the ability to consolidate signals across channels and streamline campaign planning and optimization with direct measurement – from the first impression all the way through to purchase.”

Amazon’s demand-side platform has undergone a significant upgrade with a streamlined user interface, which reduces the time needed to set up campaigns by 75%, across desktop, mobile and app inventory, taking just a few clicks. 

New features include enhanced reporting tools – powered by machine learning – as well as real-time insights and recommendations with insight cards, which alert users when a campaign is underdelivering and offer one-click optimisation suggestions to improve performance. Amazon's DSP now has frequency cap controls, which give advertisers greater ability to manage ad exposure across various channels and devices at a household level. 

Amazon also used the event to announce enhancements to Performance+ – the AI-driven optimisation tool within Amazon DSP, which automates audience targeting and campaign optimisation to meet lower-funnel goals using advertiser-provided signals and predictive AI. 

New features for Performance+  available in beta include, remarketing and retention, whereby advertisers can set goals for conversion or awareness and choose KPIs such as cost-per-acquisition and let Performance+ manage optimisation. 

The company has also launched Amazon Marketing Cloud solutions, which allow advertisers to combine first-party data with Amazon Ads signals to understand customer journeys and target audiences. The solutions include a no-code, user-friendly interface, which makes the analytics accessible to brands of all sizes. 

Additionally, high-value audience analysis now enables advertisers to visualise how a customer base