Amazon DSP: Reach Shoppers Beyond Search.
Amazon DSP advertising lets your brand reach 300 million Amazon shoppers on and off the platform using first-party purchase data that no other ad network can match. We build, manage and scale Amazon DSP campaigns that drive awareness, retarget high-intent browsers and convert ready-to-buy audiences across display, video and OTT.
Our Worldwide Clients
Trusted by growth-stage brands globally.
Every client has a documented case study with attributed revenue. Real results, not agency estimates.
Amazon DSP vs Sponsored Ads: Key Differences.
Amazon DSP (Demand-Side Platform) is Amazon’s programmatic advertising solution that allows brands to reach audiences both on and off Amazon. Unlike Sponsored Ads which are keyword-triggered and appear only on Amazon search results, Amazon DSP uses audience-based targeting powered by Amazon’s first-party shopper data to reach the right people across 2.5 billion placements globally.
Who Should Use Amazon DSP?
Amazon DSP advertising is ideal for brands with established Sponsored Ads campaigns that want to extend reach beyond search, build brand awareness, retarget product page visitors, and acquire new-to-brand customers at scale. It is also available to brands that do not sell on Amazon who want to leverage Amazon’s audience data.
Amazon DSP Minimum Budget
Managed service Amazon DSP typically requires $10,000 to $35,000 per month. However, through an Amazon DSP partner agency like EmergingAds, self-service DSP access can begin from as low as $5,000 per month depending on your goals and category. We recommend starting with retargeting campaigns before expanding to full-funnel awareness.
Amazon DSP vs Google Display Network
The key advantage of Amazon DSP over Google Display or The Trade Desk is Amazon’s first-party purchase data. No other platform knows what shoppers actually buy. This purchase-intent data makes Amazon DSP significantly more precise for e-commerce and D2C brands targeting buyers rather than browsers.
| Feature | Sponsored Ads | Amazon DSP |
|---|---|---|
| Ad Trigger | Keyword search only | Audience behaviour and purchase intent |
| Placement | Amazon search results only | Amazon + 2.5B+ off-Amazon placements |
| Ad Formats | Product listings, banners | Display, video, audio, OTT/CTV |
| Audience Data | Search terms only | Purchase history, browsing, lifestyle segments |
| Retargeting | Very limited | Full remarketing across web and app |
| Non-Amazon Brands | Must sell on Amazon | Available to any brand or advertiser |
| Funnel Coverage | Lower funnel only | Full funnel: awareness to conversion |
Every DSP Format We Manage.
Display Ads
Static and dynamic banner ads across Amazon-owned sites and the broader publisher network. Best for retargeting and awareness at scale with audience-level precision.
Always OnOnline Video
Pre-roll and mid-roll video ads on Amazon-owned properties and third-party sites. Full viewability and brand safety controls with attribution back to purchase.
High ImpactOTT / CTV Ads
Non-skippable ads on Prime Video, IMDb TV and Fire TV. 100% viewability, premium brand-safe inventory with closed-loop attribution to Amazon purchases.
PremiumAudio Ads
30-second spots on Amazon Music reaching listeners during commutes, workouts and household tasks when visual ads cannot. Lower competition, unique audience reach.
Low CompetitionSix Ways We Target Your Best Customers.
Amazon’s first-party data advantage is the reason Amazon DSP outperforms other programmatic platforms for e-commerce brands. Here are the six audience types we build and optimise for every DSP account.
In-Market Audiences
Target shoppers actively researching your category based on recent Amazon browsing and purchase signals. Highest purchase intent of all DSP audience types.
- Category-specific purchase intent signals
- Recent product page views in your vertical
- High-intent buyers within 30-day windows
Lifestyle Audiences
Reach consumers defined by long-term purchasing habits across 200+ pre-built segments based on 12-month Amazon purchase history.
- Fitness enthusiasts, pet owners, beauty buyers
- Based on 12-month verified purchase history
- Highly predictive of future purchase intent
Lookalike Audiences
Build audiences that mirror your best customers using Amazon’s machine learning. Scale new customer acquisition without sacrificing precision.
- Seed from your existing customer list
- Amazon ML identifies statistically similar profiles
- Efficient new-to-brand customer acquisition
Retargeting Audiences
Re-engage shoppers who viewed your listings, added to cart, or previously purchased. Highest ROAS audience type in most categories.
- Product detail page viewers last 30 to 90 days
- Cart abandonment sequences
- Lapsed customer re-engagement flows
Competitor Conquesting
Target shoppers who have viewed or purchased from your competitors. Capture in-market buyers who have not yet discovered your brand.
- Competitor ASIN viewer and buyer targeting
- Category conquesting at scale
- Lower CPM than Sponsored Ads conquesting
Contextual Targeting
Place ads alongside relevant content across Amazon-owned sites and premium publisher inventory based on page content and category context.
- Category and keyword contextual matching
- Brand-safe premium publisher inventory
- Complements audience targeting for reach
From Strategy to Scaled Performance.
Audience Strategy and Goal Setting
We map your customer journey, define funnel stages, and build an Amazon DSP audience strategy that matches the right format to each stage. We align KPIs to your business goals: ROAS, new-to-brand rate, reach, or frequency targets depending on where you are in your Amazon advertising journey.
Audience Build and Creative Brief
We build all six audience segment types: in-market, lifestyle, lookalike, retargeting, competitor and contextual. We brief creatives on ad specs, messaging hierarchy and call-to-action requirements per format and funnel stage, ensuring every creative is matched to the right audience intent level.
Campaign Launch and Frequency Control
Campaigns launch with strict frequency caps to prevent ad fatigue. We set impression share targets per audience segment, monitor delivery pacing daily and ensure budget is distributed correctly across the funnel. No audience oversaturation, no wasted impressions.
Weekly Optimisation and Creative Rotation
Weekly review of CTR, view-through rate, ROAS, new-to-brand metrics and CPM by audience segment. Underperforming audiences are suppressed, winning segments scaled. Creative is rotated every 3 to 4 weeks to prevent fatigue and maintain performance benchmarks.
Monthly AMC Attribution and Reporting
We use Amazon Marketing Cloud (AMC) to build multi-touch attribution models showing how DSP upper-funnel exposure contributes to Sponsored Ads conversions downstream. You receive a live Looker Studio dashboard updated daily plus a monthly strategic report with path-to-purchase analysis.
Complete Your Amazon Growth Stack.
Amazon DSP works best when combined with a strong Sponsored Ads foundation and optimised listings. Explore our full range of Amazon advertising and account management services.
More Ways We Grow Your Brand.
Amazon DSP is one layer of a full-funnel strategy. Pair it with our other paid media and automation services for compounding results across every channel your customers use.
Amazon DSP Advertising Questions Answered.
Ready to Scale Beyond Amazon Search?
Book a free Amazon DSP strategy session. We audit your current advertising setup and show you exactly how DSP can extend your reach, reduce new-customer acquisition costs and grow your brand profitably across every channel your shoppers use.
