Amazon DSP (Demand-Side Platform)
Amazon's programmatic advertising platform for buying display, video and audio ads on Amazon and across the web, targeting audiences rather than keywords.
In practice
Where Sponsored Ads target keywords and products and charge per click, DSP targets audiences (in-market shoppers, lifestyle segments, remarketing to past viewers or buyers, and lookalikes of your customers) and is usually bought per thousand impressions. Ads can run on Amazon, its own properties such as Twitch and Fire TV, and third-party sites and apps.
A furniture brand uses DSP to show video ads to shoppers who viewed its sofas in the last 30 days but didn't buy, bringing them back to the product page.
Why it matters
It reaches shoppers before they search and brings back those who looked but didn't buy - most useful for established brands and for categories where people take time to decide.
Worth knowing
- Available self-serve for larger advertisers or as a managed service, both with meaningful minimum spends.
- Most small and mid-size sellers get more from maximising Sponsored Ads before moving budget to DSP.
- Remarketing to people who viewed your product pages or Store is usually the first DSP campaign worth running.
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