Performance+ Powers Efficiency in a High-Cost Amazon Market
Learn how Revive tested Amazon’s newest AI powered campaign type, Performance+, and enhanced it with additional strategic levers to drive higher new to brand performance while lowering costs. By combining deep ecommerce expertise, first party signals, and intelligent optimizations, Revive helped brands reach the right customers at the right moment.
The Problem
Rising costs and declining ROAS pushed Revive to explore more efficient, AI-driven targeting.
Key Pain Points
Retargeting ROAS was trending down as competition increased.
Contextual performance was not as strong and dependable as it once was.
CPM’s are getting continuously more expensive, especially within competitive CPG categories.
Revive needed a targeting solution that could scale efficiently while stabilizing performance across the funnel.
The Approach
Revive activated a full-funnel Performance+ strategy across Retargeting, Customer Acquisition, and Retention.
What We Tested
Performance+ Retargeting & Customer Acquisition
Allowed Amazon’s ML model to auto-expand audience pools using real-time signals.
Focused on increasing NTB purchases while maintaining sustainable CPMs.
Performance+ Retention
Leveraged first-party audiences to drive repeat purchases
Allowed Performance+ to identify high-intent past customers most likely to convert again.
The Results
Reach
55% Lower CPMs
Performance+ reached significantly broader audiences at a fraction of the traditional CPM, improving scale and increasing reach.
Click-Through Rate
18% CTR higher
Compared to custom targeting. Performance+ uses Amazon’s machine learning to prioritize users most likely to engage, not just convert.
New-to-Brand Acquisition
45% Lower eNTBCPP
45% lower cost to acquire net-new shoppers, driven by Performance+ campaigns based on eNTBCPP (new-to-brand cost per purchase).
Things to Remember
Performance+ is an AI-driven glass box, meaning control is limited compared to manual DSP.
Limited visibility into who is being targeted** due to machine-learning-driven audience expansion.
Requires **continuous budget**, as pausing resets learning.
Works best when brands are comfortable with *less granular segmentation* in exchange for lower costs and improved scale.
Revive needed a targeting solution that could scale efficiently while stabilizing performance across the funnel.
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