On April 30, 2026, Amazon Ads rolled out seven new capabilities across its Brand+ and Performance+ products. Most coverage just lists them. Here’s what actually matters for sellers thinking about full-funnel growth.
The three that stand out
1. AI video in about five minutes. Video Generator now produces broadcast-ready online video ads straight from your featured ASINs — no existing video assets required. Amazon reports campaigns combining online video and display delivered +210% detail-page view rate and +145% branded search rate. The barrier to running video used to be production; this largely removes it.
2. Audio for Brand+. You can now extend campaigns into screen-free moments — commutes, workouts, cooking — across Amazon Music, iHeart, and Pandora. Per Amazon, audio drove +43% incremental reach versus Streaming TV, and paired with video improved ROAS efficiency by roughly +6.7%–8.7%. (Those reach stats describe audio as a format, not Brand+ specifically.)
3. Mid-funnel optimization. Performance+ moved beyond last-click. New Unified Consideration, remarketing, and retention tactics let you optimize for consideration KPIs like CTR, CPC, and detail-page views — not just the final conversion.
The other four (Live Events Optimizer, Automated REC creative, CPSU subscriber acquisition, and broader retention KPIs) round out the bundle, most now generally available worldwide.
The honest take
This is genuinely useful tooling — especially AI video, which puts a format that used to need a production budget within reach of smaller brands. But two cautions:
- These are upper- and mid-funnel plays (Brand+/Performance+, DSP-style). They’re powerful for brands ready to invest in awareness and consideration — and overkill for a seller still fixing a leaky Sponsored Products account.
- AI-generated video is a starting point, not a finished brand asset. Review what it produces before you put spend behind it.
Get the fundamentals profitable first. Then these tools compound your growth instead of papering over a weak foundation.
Not sure whether you’re ready for full-funnel yet? Get a free audit and we’ll tell you straight.