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Amazon DSP Ads Performance+

Published on July 28, 2025

About this video

Amazon DSP Ads Performance+ - This comprehensive guide covers everything you need to know about Performance Plus customer acquisition, remarketing, and retention tactics in Amazon DSP campaigns. Learn about the key differences between Performance Plus line items and regular Amazon DSP campaigns.

The video demonstrates how to set up Performance Plus campaigns, including customer acquisition strategies for Amazon sellers and brands looking to optimize their Amazon advertising performance.

Key topics covered include Amazon DSP audience targeting options, Performance Plus eligibility requirements, and inventory selection strategies. We examine how Performance Plus differs from standard Amazon DSP line items, focusing on audience targeting limitations and the automated optimization features Amazon provides.

The video details specific requirements for different Performance Plus tactics: customer acquisition has no minimum audience requirements, while remarketing needs at least 2,000 active users within listings, and retention requires 2,000 users over 13 months. For off-Amazon targeting with conversion tracking, requirements drop to 200 users for each tactic within specified timeframes.

Amazon DSP viewability settings are discussed, explaining why selecting 70% viewability or greater provides better ad quality despite potentially lower delivery rates. The tutorial covers frequency capping strategies and demonstrates how to analyze inventory reports to identify top-performing placements.

Notable findings include Alexa devices showing strong performance in Performance Plus campaigns, which differs from traditional Amazon DSP campaign patterns. The video also covers the exclude past purchasers feature, which automatically excludes customers who made purchases within the last 90 days for customer acquisition tactics.

This Amazon advertising guide is essential for brands and agencies running Amazon DSP campaigns who want to understand and implement Performance Plus tactics effectively. The tutorial provides practical insights for Amazon advertising optimization and campaign management strategies.

**Contents**

0:00 - Introduction to Amazon DSP Performance Plus tactics 0:37 - Performance Plus setup and inventory selection overview 1:37 - Three Performance Plus tactics: customer acquisition, remarketing, retention 2:14 - Audience requirements and eligibility criteria for each tactic 2:47 - Performance Plus audience targeting interface walkthrough 4:38 - Viewability settings and delivery rate considerations 6:47 - Frequency capping and additional campaign settings 7:22 - Inventory report analysis and Alexa device performance 8:17 - Exclude past purchasers feature explanation 8:49 - Final thoughts and next steps

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Transcript

Hi guys and welcome to another video on our YouTube channel. This time I'm going to talk about Amazon DSP and what is performance plus tactic. It's something that's been around for I think last 6 months or so, but I've never had any chance to actually test it and see how it works. So in this video, I'll try to explain what I've seen and some of the differences compared to the usual line items that you can see in Amazon DSP. So by the end of the video you will have comprehensive understanding on what is perform performance plus and how it can help you with your sales. So in a nutshell everything is the same. So you have your creatives inventory report line items and and history. There are by the way some slight differences that you will see. Uh so in this one I've selected that most of the things stay as they are suggested when you actually create performance plus line item simply because I wanted to see what is it that Amazon is pushing and what is it that they want to test. So I've selected Amazon owned and operated inventory and left the Amazon publisher direct um as an inventory and also all the third party exchanges by default all mobile operating systems are in place and this is where it's the most interesting. So for audience you have this performance plus customer acquisition because when I selected to to actually create performance plus line item because this brand is eligible for that I was presented to select three tactics. One was customer acquisition as in this case the second one was remark remarketing and the third one was retention. uh there are for each of the tactics there is there's some kind of requirements except for customer acquisition there is no minimum size of audience or or whatever but for remarketing and retention there is for remarketing you need to have at least 2,000 users active within your listings that advertising in the last 14 days and for retention uh 2,000 users in 13 months. So those are some of the things that your brand and your asent needs to um fulfill in order to be able and eligible to use performant plus. If you're using performance plus for off Amazon targeting and you have your conversion tracking enabled on your website, the requirements are a little bit different. So I think it's down to 200 for each. So 200 for remarketing and 20 200 for retention in the last 14 days and last 13 months. Um yeah so let's go ahead and check the audience one. So I'm going to hit the change and right away you will see that the audience tab is completely different from what you can see on the on the regular line items. So I've selected all the audiences and you can see that there's not many of them and some of them are pretty interesting you know and I see that they they're focused a lot of devices for some strange reason and there alternatively there are some some de demographics so take a look at this for example of course you have so to to target or exclude uh devices like iPad mini or some Google Nexus devices prices. Um, you can add demographics. This is interesting. So, households with children 7, 8, and 9 years old. So, that's interesting. Um, uh, looking it's it's interesting to to to note that it's interesting to note that some of these actually cannot be additionally included once you've added performance plus customer acquisition as a as a default audience. When you hover over it, it'll say additional audiences can be included on performance plus line items, but you can exclude them for whatever reason. If some of these limited options um are suitable for your targeting like hey, I don't want to target households with um kids this age or I don't know some some of the if you know from the past um reports that some of the devices are not performing well uh for your ad. So you can exclude older people or I don't know if that's old but 56 to 65 not that old but still if you want to exclude them um and some of the others. So that's the biggest change. So no it's almost like a black box. So you let c you let Amazon decides on customer acquisition and everything else. Uh additional thing that I've changed which is by default completely different is viewability because I don't want any line items run on viewability less viewability less than 70%. Simply because viewability for those who who haven't seen my previous videos viewability is that for which part of your ad is seen during one second. So for example it can be let me show you it can be up to 40% of ad. So it can be you know in lower right or left corner less than 40% of your ad can be shown and that's going to count as an impression. So 1,000 of these and you get charged you know because in the you get charged by impressions which is ridiculous. not the charging but seeing the the the ad up to 40%. Then you have 40% and greater 50 and 60. I always select 70% and greater that gives you most viewability but the uh lowest reach but you know at the end of the day is it really reach if somebody saw less than 40% of your ad. So that doesn't mean that even they saw it just it was served you know and Amazon grabs the money from it. So I selected 70% um or greater that creates an issue that you can see that delivery rate is going to be sorry it's going to be lower than what you want to have like because again sorry I don't know what's my voice okay my voice is back so that that uh higher viewability setting affects the delivery rate you know because Amazon is showing this in red yeah I can push the delivery rate to the maximum if I select the lowest was setting like less than 40% of ad and then my delivery rate going to be fantastic you know by the numbers but I don't want to do that so next up uh let's just scroll down I don't think there's anything else that we want to set differently frequency I like to have for this account not more than five and you have that frequency report that I've showed you how to pull from Amazon marketing cloud in my previous videos and to decide what's the ideal frequency cap uh for this one. Uh then uh that's basically it for line item uh for performance plus on for the customer acquisition. When I try to test the detention one and the marketing one, I'm going to record again what are the options and what we can see. Um by the way, it's interesting to see the inventory report. Let me navigate to that and we'll continue. As you know, VSP sometimes takes a while to to load. Um here in inventory you can see all the supply sources and cost and performances what whatsoever in the last what is it July. Okay. What's very interesting to me is that when you sort by cost you get that most of the cost came on Alexa devices and actually also a lot of most of the sales actually came from Alexa. That's something that I haven't seen in the past on the other line items, the regular one that we use. But on this one, Alexa devices is is hot. So that's very interesting thing that I saw over here. Okay. Uh I I just remember that I didn't mention that about targeting and acquiring new customers. There's this fancy little option inside audience uh area that you can exclude past purchasers. And this is very useful because as you seen in audience you don't have an option to use custom audience that you previously created with your previous buyers and then exclude those um in your audience targeting. But here you can check this box and it will exclude past purchases but limitation is that that's only for the last 90 days for the customers acquisition tactics. And yeah, let me know if you like this or not. Subscribe if you haven't because I'll regularly post about new things on DSP on Amazon PPC. And let me know if you have any questions about performance plus. And I will let you know once the campaign is finished and what are the final thoughts about these fancy new tactics. Stay tuned. Bye-bye.

Frequently asked questions

What is Amazon DSP Performance Plus and how does it differ from standard DSP line items?

Performance Plus is a newer Amazon DSP line item type that hands most of the audience targeting decisions to Amazon's automated optimization system rather than the advertiser. In a standard DSP line item, you manually select audiences, set inclusion and exclusion logic, choose inventory types, and define targeting parameters. In a Performance Plus line item, Amazon determines who to show your ads to based on the objective you select, and the available audience controls are significantly more limited. The practical trade-off is less granular control in exchange for Amazon's machine learning optimizing toward your stated goal, which can be useful for brands that want to test algorithmic targeting without building complex audience structures manually.

What are the three Performance Plus tactics and what audience size is required for each?

The three tactics available within Performance Plus are customer acquisition, remarketing, and retention. Customer acquisition has no minimum audience size requirement, making it the most accessible starting point for brands of any size. Remarketing requires at least 2,000 active users within your advertising listings in the last 14 days. Retention requires at least 2,000 users across 13 months of purchase history. For brands using Performance Plus with off-Amazon conversion tracking enabled through a website pixel, the thresholds are lower: 200 users within the relevant time frame for both remarketing and retention. These requirements exist because the algorithm needs a sufficient audience signal to optimize toward, and smaller audiences do not provide enough behavioral data for the system to function effectively.

Why should you set viewability to 70% or greater in DSP line items, including Performance Plus?

Amazon DSP charges per impression, and an impression is recorded when as little as 40% of your ad is visible on screen for one second. This means that at the default or lowest viewability setting, a significant share of your impressions and therefore your budget may go toward ad exposures where less than half the creative was actually seen. Setting the viewability threshold to 70% or greater ensures that you are only paying for impressions where the majority of your ad was genuinely visible. The trade-off is a lower delivery rate because fewer available inventory slots meet the higher viewability standard, which Amazon flags in the interface as a warning. However, an impression where 40% of your ad appeared in a corner of the screen has almost no value, so a lower delivery rate at higher viewability is a better outcome than a high delivery rate at low viewability.

What does the exclude past purchasers option do in Performance Plus customer acquisition campaigns?

In standard DSP line items you can exclude previous buyers by building a product purchases audience and applying it as an exclusion, but this requires having created that custom audience in advance. Performance Plus customer acquisition includes a built-in checkbox that automatically excludes shoppers who have purchased from your brand in the last 90 days without requiring any separate audience setup. This is particularly useful for customer acquisition campaigns where reaching new-to-brand shoppers is the explicit goal, because spending impressions on existing customers is directly opposed to the campaign's objective. The 90-day lookback is a limitation compared to the 365-day window available when using custom purchase audiences in standard line items, but for most categories 90 days captures the relevant repeat purchase cycle.

What unexpected performance finding emerged from the Performance Plus inventory report?

When reviewing the inventory report for a Performance Plus customer acquisition line item, Alexa devices emerged as both the highest cost and the highest sales contributor. This was notably different from standard DSP line item patterns, where Alexa typically represents a minor share of inventory and performance. The reason for this difference is not entirely clear from the data alone, but it suggests that the Performance Plus algorithm identified Alexa device users as a high-converting audience for this brand's product category and allocated budget there accordingly. This kind of outcome illustrates why reviewing the inventory report regularly in Performance Plus campaigns is worthwhile: the algorithm may find high-performing inventory sources that you would not have manually selected or even considered in a standard line item setup.