New Delhi: Amazon has announced a series of new capabilities for its Demand-Side Platform (DSP) and Marketing Cloud (AMC) in India. These enhancements are designed to help advertisers optimize their marketing campaigns across the entire customer journey, from awareness to purchase.
At the annual Amazon Ads event, unBoxed, held in Austin, Texas, the company unveiled new features aimed at providing advertisers with more precise audience targeting, improved measurement, and streamlined campaign management.
“Our deep understanding of the customer journey allows brands to effectively reach and engage audiences at every stage of the marketing funnel,” said Girish Prabhu, Head of Amazon Ads India. “With the new capabilities in Amazon DSP and AMC, we are equipping advertisers with powerful tools to gain a comprehensive view of their customers, plan campaigns efficiently, and optimize their strategies for maximum impact.”
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Key new features available in India include:
- Enhanced user experience in Amazon DSP: The new interface simplifies campaign creation, reducing setup time by up to 75%. Advertisers can also benefit from improved frequency cap controls and reporting to optimize ad exposure across channels and devices.
- Improved interoperability with an ads data manager: Advertisers can now securely upload their data once and use it across both Amazon DSP and AMC for targeted audience engagement, conversion measurement, and campaign optimization.
- New Performance+ tactics: Amazon’s automated optimization feature, Performance+, has been expanded to include remarketing and retention tactics. This helps advertisers acquire new customers more efficiently and improve customer retention.
- New AMC solutions: AMC introduces no-code capabilities, making it easier for advertisers to analyze audience data, measure campaign performance, and optimize their strategies.
- Long-term sales insights: Brands can now estimate future sales based on their campaign’s effectiveness in moving new customers through the purchase funnel.
These new capabilities demonstrate Amazon’s commitment to providing advertisers with the tools they need to succeed in today’s competitive digital landscape. By offering precise audience targeting, improved measurement, and streamlined campaign management, Amazon is helping brands reach their target customers more effectively and drive growth.
