Brand+ and Performance+ added audio, video generator, and mid-funnel tactics (30 April 2026)
AmazonはSeller CentralとAdsの告知を英語で出します。出典の文言を落とさないため、下のブリーフは英語のままです。レビュー・フォーム・ポリシーは日本語です。金額はSeller Centralで確認してください。
Who it hits
Advertisers already in Brand+ / Performance+ or being pitched them as “the 2026 stack.” Not a first campaign for a messy SP account.
What to do this week
If SP exact is not converting, do not add Audio for Brand+. If you already run B+/P+, confirm which tactics are actually GA in your account and cap them. Amazon’s reach stats are theirs, not your bid ceiling.
Operator translation
This is Amazon making DSP-shaped products easier to turn on. The order on this desk does not move: Sponsored Products converting, waste harvested, listing able to take the click, then Sponsored Brands, then display, then a capped Brand+ / Performance+ test if you can read the KPI they optimize (DPVR, CPDPV, sign-ups — not last-click ROAS). Amazon published Audio vs Streaming TV reach numbers in that post. They are Amazon’s study, not a promise that audio will pay for itself on your catalog.
- Video Generator from ASINs will quote the detail page. A thin listing becomes a thin video. Fix the page first.
- Automated REC is the same risk in display: ASIN in, creative out, no strategist.
- Live Events Optimizer is pacing for live sports inventory. It is not a Prime Day SP tactic.
- View-through rules still apply: January 2026 attribution.
This week
- If you do not already run Brand+ or Performance+, stop here. Read DSP vs Sponsored Display.
- If you do: campaign builder → which of the seven tactics are selectable. Screenshot. Cap any new line.
- Do not let an Ads Agent or a partner IO add Audio because the What’s New post is pretty.
Source: Amazon Ads What’s New, 30 April 2026, plus the unBoxed Brand+/Performance+ notes. Confirm tactic, geo, and endemic vs M&E eligibility. This page is the no-skip-the-queue rule.
FAQ
Is Brand+ a replacement for Sponsored Brands?
No. Sponsored Brands is the Store/headline unit next to search. Brand+ is the broader multimedia product. Different console objects. Confirm names in your account.
Should I use Video Generator this week?
Only if the ASIN already converts on SP and you can watch the line item daily. Generated video is not a listing strategy.
Source: Amazon Ads: new Brand+ and Performance+ capabilities (30 April 2026) · Confirm live numbers in Seller Central. This desk is the method, not a rate card.
Stuck on this change?
I will walk the public listing, say whether this change is leaking spend, and what week one would be.