Amazon DSP (Demand-Side Platform) is Amazon's programmatic advertising solution that allows brands to buy display, video, and audio ad inventory both on Amazon's owned properties (Amazon.com, IMDb, Twitch, Fire TV) and across thousands of third-party websites and apps in Amazon's publisher network.
DSP vs. Sponsored Ads
| Sponsored Ads (PPC) | Amazon DSP | |
|---|---|---|
| Targeting | Keywords, ASINs | Audiences, behaviours, demographics |
| Ad formats | Text + product image | Display banners, video, OTT/CTV |
| Pricing | CPC (cost-per-click) | CPM (cost-per-thousand-impressions) |
| Placement | Amazon search + PDP | Amazon + off-Amazon web |
| Min spend | No minimum | Typically $10,000+/month managed |
| Access | All sellers self-serve | Managed service or self-serve DSP |
Key DSP Audience Types
Amazon audiences (based on shopping and browsing behaviour):
- In-market: Shoppers actively researching a category
- Lifestyle: Broad interest-based segments (e.g., "Pet owners")
- Remarketing: People who viewed your product pages, visited your Store, or purchased previously
Custom audiences:
- CRM retargeting (upload your customer list)
- Lookalike audiences based on your purchasers
- Pixel-based website retargeting
Who Should Use DSP
DSP is best suited for:
- Established brands with $50,000+ monthly Amazon revenue looking to build awareness and drive top-of-funnel traffic
- Brands with an existing audience they want to retarget (past purchasers, website visitors)
- Categories with long consideration cycles (furniture, appliances, electronics) where repeat exposure before purchase matters
For most small-to-mid-size sellers, Sponsored Ads (PPC) should be maximised first before moving to DSP budgets.
Access to DSP
Managed service: Through an Amazon Ads partner agency (minimum $50,000/month commitment). Agency manages campaign setup and optimisation. Self-serve DSP: Available to larger advertisers directly — requires approval and a lower (but still significant) minimum spend.