Amazon DSP Agency
Amazon DSP Management Services
Programmatic ads on and off Amazon, planned around the listings they send traffic to.
Amazon DSP (demand-side platform) buys display, video and streaming TV ads using Amazon's shopping audiences. We plan and run DSP alongside Sponsored Products, Sponsored Brands and Sponsored Display, and report it on total sales and new-to-brand customers.
- Retargeting and new-to-brand prospecting
- Streaming TV, online video and display
- Amazon Marketing Cloud (AMC) audiences and reporting
Amazon DSP Full-funnel reach
Audiences
Who Amazon DSP Reaches, and When
Sponsored ads wait for a search. DSP reaches shoppers at the four moments around it, and we build a plan for each one your catalog can support.
Not searching yet
Streaming TV and online video build awareness with shoppers who fit your category.
Prime Video adsFire TVOnline videoShopping the category
In-market and lifestyle audiences built from Amazon shopping signals.
In-marketLifestyleCategory browsersLooked but didn't buy
Retargeting the shoppers who viewed your product pages or left them in the cart.
Product-page viewersCart abandonersSimilar-product viewersBought before
Bringing past customers back for repeat and adjacent purchases.
Past purchasersReplenishmentCross-sellTrusted by Brands Like
ReviewsDSP vs Sponsored Ads
When Amazon DSP Makes Sense
DSP pays off when your listings already convert and your sponsored ads are profitable, so the extra reach lands on pages that sell.
We cover the signs in when Amazon DSP pays off. Budgets and minimums differ between Amazon's managed service and self-service DSP; see self-service DSP for mid-size brands.
| Sponsored Ads | Amazon DSP | |
|---|---|---|
| Buying model | Cost per click, auction | Cost per thousand impressions, programmatic |
| Where ads show | Amazon search results and product pages | Amazon, Prime Video, Fire TV and third-party sites and apps |
| Audiences | Keywords and product targets | Amazon shopping, in-market, lifestyle and retargeting audiences |
| Best for | Capturing shoppers already searching | Reaching new shoppers and bringing back past visitors |
| Who can use it | Sellers and vendors on Amazon | Brands whether or not they sell on Amazon |
How It Works
How We Launch and Run Amazon DSP
From a readiness check to monthly reporting.
- 1Readiness checkListings, reviews and sponsored ads ready for extra reach.
- 2Audience planRetargeting, new-to-brand and category audiences matched to your goals.
- 3CreativeDisplay and video produced in-house to match your listings.
- 4Launch and optimizeFrequency, bids and audiences adjusted weekly against sales.
- 5Monthly reportingTotal sales, TACoS and new-to-brand, alongside your sponsored ads.
FAQ
Amazon DSP FAQ
What is Amazon DSP?
Amazon DSP is Amazon's demand-side platform. It buys display, video and streaming TV ads programmatically, using Amazon's shopping audiences, on Amazon sites and apps and on third-party sites.
How is DSP different from Sponsored Products?
Sponsored Products are pay-per-click ads in Amazon search results. DSP ads are bought per thousand impressions and reach shoppers across Amazon, Prime Video, Fire TV and other sites, including people who aren't searching yet.
How much do I need to spend on Amazon DSP?
It depends on whether you use Amazon's managed service or self-service DSP through an agency. We explain the options in our guide to self-service DSP and size a budget on the audit call.
Do I need to sell on Amazon to use DSP?
No. Brands can use Amazon DSP whether or not they sell on Amazon, though sellers and vendors get the most from Amazon's retargeting audiences.
How do you measure DSP results?
On total sales, TACoS, new-to-brand share and detail-page-view rate, with Amazon Marketing Cloud (AMC) reporting.
Do you use Amazon Marketing Cloud?
Yes. We run Amazon Marketing Cloud (AMC) for DSP clients: custom audiences built from your own shopper data, and analysis of how DSP and sponsored ads work together on the path to purchase.
Do you manage DSP on its own?
We manage DSP together with Amazon PPC, because the two work best as one plan. Tell us your setup on the audit call.
Is Your Account Ready for DSP?
Book a free call. We'll look at your ads and listings and tell you whether DSP fits yet.
Related: Amazon PPC Management · Amazon Management Services · Amazon SEO Services · Omnichannel Paid Media · Free Amazon Audit
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