Amazon DSP adds a prebuilt brand penetration index in nine countries

Impact level

🟡 Consider

⚠ Risk:The index definition, geographic granularity, and degree of adjustment have not been disclosed; low penetration does not necessarily indicate a high-growth opportunity.

What happened

According to a report on October 11, Amazon Ads added a prebuilt brand penetration index to DSP on October 2, 2026, covering the United States, Canada, Germany, Spain, France, Italy, the United Kingdom, Australia, and Japan. Based on retail data and the account’s tracked ASINs, the index compares a brand with its category and is refreshed weekly, without requiring prior AMC configuration. The announcement says self-service advertisers and technology service providers can use it through the interface and API, but the current availability of the DVA+ interface outside the United States has not been specified. [1]

Seller impact

• InferenceThe prebuilt index may reduce geographic modeling and configuration work, but there is no evidence of increased ad performance or improved return on investment. Weekly updates may also change geographic budget allocation, so actual campaign changes should be checked weekly. [1]

Evidence that would disprove the assessment

• Assessment 1：If using it still requires building an AMC model, or if two consecutive weekly updates do not change geographic weighting, the relevant assessment should be revised.