Amazon Ads has introduced new capabilities for its Amazon Demand-Side Platform (DSP) and Amazon Marketing Cloud (AMC) designed to bring full-funnel measurement, optimization and audience-building capabilities to more marketers through self serve tools.

In Canada, advertisers using the Amazon DSP have access to a new user experience with streamlined workflows that enable campaign creation in just a few clicks. Amazon says that in early tests the new consolidated display line-item feature reduced campaign setup time by 75%. New frequency cap controls and reporting help manage ad exposure across channels, campaigns and devices. Reportedly, these controls have saved advertisers up to 26% of their campaign budgets by avoiding duplicate impressions.

Amazon Ads is also launching an ads data manager. The interface allows advertisers to safely upload their signals once, and then use them across Amazon DSP and AMC.

Performance+, the automated optimization feature within the Amazon DSP, uses predictive AI to automate campaign setup, audience relevancy and optimization for lower-funnel goals like customer acquisition. Amazon says results have shown that advertisers using Performance+ have seen a 51% improvement in customer acquisition costs on average.

New Performance+ tactics, now in open beta, expand advertiser campaign strategies to include remarketing and retention, in addition to the prospecting tactic that was already available. The entire workflow has been streamlined to as few as four clicks, while still providing flexible optimization controls and transparency

AMC solutions include no-code capabilities in an interface that advertisers can use to uncover advanced audience and measurement insights. Features include high-value audience analysis and optimal frequency solution.

Conversion path reporting has also been launched in AMC to show brands their top-converting paths to purchase from the previous 30 days. With long term sales insights, brands can estimate the expected sales over the next year based on how effectively their campaign moves new-to-brand shoppers down the purchase funnel.

AMC also enables advertisers to join their first-party data with Amazon Ads signals to understand the customer journey and build and activate audiences.