What is Amazon DSP?

Amazon DSP (Demand-Side Platform) is Amazon's programmatic advertising solution that allows advertisers to reach audiences across Amazon-owned sites, apps, and third-party exchanges with display, video, and audio ads.

What Makes DSP Different

Unlike Sponsored Products/Brands (which are keyword-targeted PPC ads), Amazon DSP is:

• Programmatic - Automated bidding across ad exchanges
• Impression-based - Pay per 1,000 impressions (CPM)
• Full-funnel - Awareness, consideration, and retargeting
• Cross-platform - Ads appear on Amazon, Fire TV, Twitch, IMDb, and third-party sites

Amazon DSP Ad Formats

Display Ads

• Standard banners (300x250, 728x90, etc.)
• Amazon.com homepage placements
• Mobile and tablet formats

Video Ads

• In-stream video (pre-roll, mid-roll)
• Out-stream video
• Fire TV and streaming placements

Audio Ads

• Amazon Music (free tier)
• Alexa-enabled devices

Who Can Use Amazon DSP

Self-Service

• Minimum $35,000 spend
• Full control over campaigns
• Requires expertise

Managed Service

• Minimum $50,000 spend
• Amazon team manages campaigns
• White-glove service

Amazon DSP Targeting Options

1. Amazon Audiences - Based on shopping behavior
2. In-Market - Actively browsing categories
3. Lifestyle - Interest-based segments
4. Lookalike - Similar to your customers
5. Retargeting - Viewed products, purchased, etc.
6. Contextual - Based on page content

When to Use DSP

• Brand awareness at scale
• Retargeting non-converters
• Reaching shoppers off Amazon
• Video advertising campaigns
• Competitor conquesting at scale