Amazon DSP (Demand-Side Platform)

Is Amazon Advertising Part of Your Business Strategy?

What Is the Amazon DSP (Demand-Side Platform)?

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Amazon DSP allows advertisers and their consultants to purchase and manage ads that display on and off Amazon. Advertisers reach target shoppers with display, video or audio ads across myriad Amazon-owned properties (e.g., Audible, FireTV, Kindle, Twitch and IMDb) and various third-party publishers with Amazon Prime services (HGTV, TNT, History Channel and more).

Amazon DSP helps advertisers grow their brand’s visibility and increase sales by retargeting their current customers, targeting prospects that meet their desired customer parameters (i.e., gender, age, lifestyle, purchase behavior, etc.) or by engaging their competitors’ customers (conquest marketing). An automated process, Amazon DSP uses data to determine ads that are geared to your target audience and the correct price to spend on each ad, so you don’t overspend your budget.

Straightforward Strategy Consolidates Ad Efforts

Besides cutting straight to the chase by going directly to the source, using a DSP makes the process of buying ads cheaper and more efficient by offering a single tool for ad campaign launches, optimization and analytics. Advertisers gain a significant competitive edge over traditional ad networks while saving money on advertising; however, businesses generally spend more for the initial setup and maintenance of this types of advertising.

Using Amazon DSP means you run more ads across more channels for less effort. Consolidating your advertising into one convenient platform frees you from having to juggle multiple sites and accounts. Amazon DSP provides all the tools found in other DSPs, plus it has the advantages of leveraging vast amounts of Amazon data and providing access to exclusive Amazon audiences.

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Get the Biggest Bang for Your Buck

The Amazon DSP Audience Builder is a proprietary tool that gives advertisers the ability to create and outline specific competitor audiences on a self-service basis. You create your target audience based on data collected previously — data that pertains to the interactions your customers have had with your page, different brands, products and searches. The Audience Builder tool allows you to effortlessly create retargeting and conquest marketing campaigns.

In the past, digital ads were bought and sold by ad buyers and salespeople, making the whole process slow, time-consuming and extremely expensive. With the advent of the DSP, negotiations between media buyers and publishers have been greatly reduced, and ads are now affordable, highly targeted and more effective as a result.

Is Your Business Eligible to Use Amazon DSP?

  • Those who sell on Amazon and those who do not may use the Amazon DSP platform.
  • Only companies operating in the United States, United Kingdom, France, Italy, Spain and Germany are eligible.
  • A minimum investment of $35,000 is required and limitations exist as to how the money may be spent.

Should You Consider Using Amazon DSP?

Buying ad space in real time through Amazon DSP gives you the opportunity to run highly targeted ad campaigns to your buyers across numerous platforms, not just Amazon. An additional benefit is that these ads run at peak times and in the correct format, minimizing sluggish ad campaigns that don’t deliver the desired results.

Amazon DSP is available to advertisers who sell products both on and off Amazon and is best suited to advertisers who want to programmatically buy display and video ads at scale. This advanced advertising platform takes the guesswork out of the ad game and provides you with all the tools you need — right at your fingertips.

What Are the Pros and Cons of DSP Advertising?


Time Savings. Advertising using a DSP streamlines the management of campaigns across multiple networks.

More Targeted Advertising. DSPs offer advertisers a variety of targeting capabilities, including geotargeting, demographic targeting, retargeting, keyword targeting and more.

More Ad Options. Advertisers have access to a wider variety of advertising platforms (with the ability to advertise within Amazon and outside of Amazon) than working through a single network.


Complex System. Multiple bidding options are available, which makes the system difficult to master. 

Investment. Access to DSPs can be expensive, especially for smaller businesses.

Ready to Get Started Using the Amazon DSP?

Self-service and managed-service options are available with Amazon DSP. Self-service customers are in full control of their campaigns, and management fees are not required.

The managed-service option (through Amazon) is a solution for companies that have a large budget and want access to Amazon DSP inventory with white-glove service, and for those with limited programmatic experience. The managed-service option typically requires a minimum spend of $35,000.

Get in touch with our Awesome Dynamic Amazon ad consultants. We have the knowledge and experience to create a DSP strategy that targets the right audience for your products. Whether you’re new to selling on Amazon or you’re an established seller with new products, Amazon DSP advertising can help expand your brand’s visibility and increase sales.

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