Nowadays, consumer demand for safe and sustainable poultry feed is increasing. This has resulted in a challenge for poultry scientists and a heightened interest in the use of natural feed supplements. The addition of bioactive components containing natural products in poultry diets has shown promising results. One of these natural feed supplements is Purple Coneflower (Echinacea purpurea), one of the most vital medical herbs. Purple Coneflower has anti-inflammatory, antioxidant and immuno-stimulatory activities. It is considered a natural, non-toxic and residue-free feed additive, and can be successfully used in poultry nutrition. Immuno-modulatory agents in the diet are the key to enhancing immune system integrity and the productivity of birds. E. purpurea is considered one of the most favourable phytogenic supplements, owing to its immuno-stimulatory and antioxidant properties. It contains a variety of active constituents such as phenolic compounds, polysaccharides, glycoproteins, alkamides, flavonoids, cinnamic acids and essential oils that are effective in sustaining redox status, and improving immunity and health. These constructive effects of Echinacea may be attributed to pharmacologically active constituents, which are able to prompt pharmacological influences against diseases. This review contributes to updating our knowledge of the influence of Echinacea on the productive performance and blood parameters, immunity and health of poultry.