How to Boost Ad Efficiency by 34% with Amazon Ads' 'Verified Supply'

Key Takeaways Amazon Ads is revolutionizing the quality of open internet ad inventory through its 'Verified Supply' system, helping advertisers spend their budgets more safely and efficiently, achieving an average of 34% higher ROAS and 68% lower CPA.

What's New Amazon Ads recently announced its 'Amazon Ads verified supply for programmatic advertising' system via its official blog. This system is designed to fundamentally improve the quality of ad inventory on the Open Internet. Instead of relying on traditional post-bid filtering, it proactively blocks low-quality inventory, such as Invalid Traffic (IVT) or Made-for-Advertising (MFA) sites, before ad bids are placed.

This is Amazon's robust response to industry reports indicating that approximately $63 billion in global digital ad spend was lost to invalid traffic in 2025 alone. The system filtered over 10 trillion bid requests in 2025. As a result, advertisers experienced an average of 34% higher Return on Ad Spend (ROAS) and 68% lower Cost Per Action (CPA).

How Sellers Can Leverage This 1. Ensure Brand Safety and Suitability: When running Sponsored Display or Amazon DSP campaigns, you can ensure brand safety without worrying about your ads appearing on inappropriate content or fraudulent websites. Amazon Ads maintains a Brand Safety Error Rate (BSER) of less than 0.001%, which is significantly lower than the industry average (less than 1%), helping sellers confidently scale campaigns and protect their brand reputation. This allows sellers to reduce the effort of manually excluding ad placements and focus more on targeting and creative optimization. 2. Maximize Ad Budget Efficiency: 'Verified Supply' filters out invalid traffic, MFA sites, and low-viewability inventory before bids are placed, ensuring your ad budget is focused on reaching actual potential customers. Keep an eye on your ROAS and CPA metrics for Sponsored Display or DSP campaigns in Campaign Manager. Thanks to Amazon's proactive quality control, you can expect to reach more real customers and achieve better performance with the same budget. 3. Improve Campaign Performance Metrics: High-quality inventory increases user engagement and conversion potential. Amazon Ads optimizes inventory in real-time, prioritizing ad placements in environments where users are more likely to notice, remember, and act on ads. Sellers can observe improvements not only in Click-Through Rate (CTR) but also in ultimate performance metrics like conversion rate, ROAS, and CPA within their campaign reports. This provides sellers with more reliable data for developing ad strategies and allocating budgets.

Points to Note 💡 Currently, Amazon Ads' 'Verified Supply' primarily focuses on reaching over 90% of verified households in the US on the Open Internet. Therefore, its effects are most significantly felt in Sponsored Display or Amazon DSP campaigns targeting the US market. This feature is not an optional setting that requires specific configuration, but rather a fundamental inventory quality standard applied across the entire Amazon Ads system.

📰 Source: Amazon Ads verified supply for programmatic advertising