Amazon DSP

Amazon DSP: A Complete Guide for Marketers in 2025

In the fast evolving world of digital advertising , programmatic platforms are reshaping how brands connect with their audiences. One of the most powerful tools in this ecosystem is Amazon DSP (Demand Side Platform). As a marketer or brand , understanding and leveraging Amazon DSP can give you a major competitive edge , especially in 2025 when precision targeting , first party data , and measurable ROI are more important than ever.

What is Amazon DSP?

Amazon DSP is a demand side platform that allows advertisers to programmatically buy display , video , and audio ads both on and off Amazon using Amazon's rich first party data. It enables you to reach Amazon users across the web , whether they're browsing Amazon , watching content on Prime Video , or surfing other websites and apps.

Unlike other DSPs , Amazon DSP offers unique access to Amazon’s consumer behavior data , such as product views , purchases , and browsing habits making it a data powerhouse for intent based targeting.

Key Benefits of Amazon DSP

1. Access to Amazon's First Party Data

Advertisers can target users based on:

• Past purchases
• Search history
• Wishlist items
• Product category views

This data is exclusive to Amazon DSP and unavailable on other platforms.

2. Cross Channel Reach

Run ads on:

• Amazon owned sites (Amazon.com , IMDb , Kindle , Fire TV, MXPlayer)
• Third party exchanges and websites
• Connected TV (CTV)
• Mobile apps and desktop browsers

3. Audience Targeting Options

• Lifestyle segments (e.g. , Fitness Enthusiasts , Parents , Pet Owners)
• In market segments (users actively looking to buy)
• Lookalike audiences
• Retargeting (cart abandoners , product viewers)

4. Brand Safety & Transparency

Amazon ensures brand safe inventory through:

• Pre bid filters
• Viewability tracking
• Custom site exclusions

5. Detailed Reporting & Attribution

Get real time metrics on:

• Ad impressions and clicks
• Detail page views
• Branded search lift
• Purchase conversions

How Does Amazon DSP Work?

Amazon DSP uses programmatic technology to buy ad inventory across various publishers. Here's a simple breakdown:

1. Audience Definition: Choose from predefined or custom segments based on Amazon user behavior.
2. Ad Creative: Use display banners , video ads , or dynamic eCommerce creatives.
3. Bidding: DSP places real time bids on available ad inventory that matches your criteria.
4. Placement & Delivery: Ads are shown on the highest performing inventory.
5. Measurement: Campaigns are tracked using Amazon Attribution and other in platform tools.

Types of Ads You Can Run on Amazon DSP

1. Display Ads

Static or dynamic banners shown across Amazon sites and third party placements.

2. Video Ads

Run as:

• In stream video
• Out stream video
• OTT (over the top) / CTV ads

3. Audio Ads

Target listeners on Amazon Music’s ad supported tier.

4. Dynamic eCommerce Ads

Automatically pull in real time product info (price , image , reviews) based on user interest.

Who Should Use Amazon DSP?

Amazon DSP is ideal for:

• Brands selling on Amazon: Increase visibility and sales.
• Brands not selling on Amazon: Build brand awareness and drive traffic.
• Agencies: Run full funnel campaigns for clients.

It's also great for:

• Launching new products
• Retargeting users
• Competing with rival products
• Re engaging previous customers

Amazon DSP Best Practices

1. Use Full Funnel Strategy

Combine:

• Upper funnel awareness campaigns (video , display)
• Mid funnel consideration (retargeting viewers)
• Lower funnel conversion (dynamic eCommerce ads)

2. Leverage Amazon Audience Insights

Use behavioral data to target segments like:

• Recently purchased
• Recently viewed
• Top spenders in category

3. Creative Optimization

• Test multiple variations
• Use high quality images and product info
• Incorporate social proof like ratings and reviews

4. Frequency & Recency Capping

Avoid ad fatigue and overspending by limiting how often users see your ads.

5. Use Amazon Attribution

Track non Amazon ad performance and understand how off Amazon media influences Amazon sales.

Measuring Success: Key Metrics

• Detail Page View Rate (DPVR)
• Click through Rate (CTR)
• New to Brand (NTB) purchases
• Return on Ad Spend (ROAS)
• Cost per Acquisition (CPA)
• Total Purchases Attributed to DSP

Final Thoughts

Amazon DSP is no longer just a platform for Amazon sellers it’s a critical tool for any brand looking to tap into audience intent , premium inventory , and real time reporting. Whether you’re launching new products , building brand awareness , or retargeting high intent shoppers , Amazon DSP offers a level of targeting and efficiency few platforms can match.

If you're not yet using Amazon DSP , now is the time to explore its potential. Whether you go self service or work with a certified partner , this platform can dramatically improve your programmatic strategy in 2025 and beyond.