Unlocking Dynamic Creative Optimization for Amazon Sponsored Brands
The Basics
Dynamic Creative Optimization (DCO) for Sponsored Brands lets Amazon’s machine-learning elves test and tweak your ad headlines in real time. Instead of hard-coding one line of copy and praying it sticks, you give Amazon permission to remix and refine the headline so it better matches shopper intent. Think of it as having an on-call A/B-testing intern—only faster, smarter, and never sleeps.
TL;DR
Let Amazon’s AI remix your Sponsored Brands headlines and watch CTR climb. One API flag, potentially double-digit gains. Easy win.
Why It Matters to Amazon Advertisers
You live and die by click-through rate. Better headlines = higher CTR = fatter ROAS. Handing headline optimization to DCO:
- eliminates manual headline testing
- personalizes copy by query, device, and shopper profile
- compounds gains across every campaign touchpoint
Want more brand-building ammo? Dive into our guide on Amazon DSP best practices
The Backstory
Amazon launched Sponsored Brands back in 2018, letting you splash branded banners atop search results. Early creatives were static; then came custom imagery, then video. Headlines lagged behind—until now. With the Ads API’s new creativePropertiesToOptimize flag (set it to ["HEADLINE"]), DCO is finally in play.
Where Things Stand Now
According to Amazon internal tests, advertisers saw up to a +10% lift in CTR after enabling headline DCO.¹ Early adopters in the electronics category reported a 7% lower CPC within two weeks.² Outside Amazon, eMarketer notes that 41% of brands plan to increase dynamic-creative budgets in 2025.³
¹ Amazon Ads release notes
² Pilot data shared at unBoxed 2025
³ eMarketer DCO forecast, 2025
What Comes Next
Expect the API to unlock DCO for images and calls-to-action next. Rumor mill says Amazon is testing AI headline suggestions inside the console (think ChatGPT but brand-safe). Keep an eye on the official Ads API changelog
Actionable Takeaways
- Flip the switch: In the Ads API request, add
creativePropertiesToOptimize : ["HEADLINE"]. - Feed strong options: Provide 2-3 high-quality seed headlines; DCO refines, it doesn’t perform miracles.
- Map KPIs: Track “headline CTR” and “brand search lift” separately in your reporting stack.
- Schedule reviews: Check performance after 7 days; Amazon needs data to stabilize.
- Negate losers: Pause any seed headline that underperforms by > 20%.
- Sync with creative calendar: Coordinate DCO tests with product launches for fresh buzz.
- Document gains: Share wins via our reQuery data chat tool to keep clients hyped
FAQs
Q: Do I need brand approval each time Amazon changes a headline?
A: No. You pre-approve the variations; Amazon only serves those.
Q: Does DCO work on video SB units?
A: Not yet—headline only for Product Collection and Store Spotlight campaigns.
Q: Will DCO override trademarked terms?
A: It follows your supplied copy; Amazon won’t invent off-brand phrases.
Q: Can I use DCO and custom images together?
A: Absolutely. They’re separate creative properties.
Q: Is there extra cost?
A: Zero. You just pay the usual CPC when someone clicks.
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