Amazon Marketing Agency

In today’s digital-first world, businesses cannot rely only on traditional marketing channels. Customers spend a significant part of their shopping journey online, comparing options, reading reviews, and making purchase decisions at the click of a button. Among all platforms, Amazon has emerged as one of the strongest marketplaces, not only for e-commerce but also for digital advertising. This is where the role of an Amazon marketing agency comes into play.

At the same time, there are other advertising platforms such as Google’s DV360 (Display and Video 360) that agencies use to plan and run digital campaigns. Many brands are often confused about the difference between an Amazon marketing agency and a DV360 marketing agency. Understanding this difference is critical because your choice of agency will directly affect how much return you get from your marketing budget.

In this blog, we will explain:

• What an Amazon marketing agency is
• How it differs from a DV360 marketing agency
• Why Amazon marketing agencies often deliver better results for product-focused brands
• How to select the right Amazon marketing agency for your business
• Why DWAO can be your preferred Amazon marketing agency partner

Let us dive in.

What is an Amazon Marketing Agency?

An Amazon marketing agency is a specialized service provider that helps brands grow their presence, visibility, and sales on Amazon. Unlike general digital marketing agencies, these agencies are focused on maximizing performance specifically within the Amazon ecosystem.

They work on areas such as:

• Sponsored Ads (PPC campaigns): Driving targeted traffic to your product listings.
• Display and Video Ads (Amazon DSP): Expanding reach across Amazon-owned platforms and partner websites.
• Storefront Optimization: Designing and optimizing branded stores within Amazon.
• Search Optimization (SEO for Amazon): Helping products rank higher in organic search results on Amazon.
• First-party Data Utilization: Using Amazon’s valuable customer purchase and browsing data to create sharper audience targeting strategies.

The key goal of an Amazon marketing agency is to drive sales conversions and improve return on investment (ROI) for sellers and brands.

What is a DV360 Marketing Agency?

DV360 (Display and Video 360) is Google’s demand-side platform (DSP). A DV360 marketing agency manages advertising campaigns through this platform, focusing mainly on broader digital advertising goals.

Typical focus areas include:

• Branding and Awareness: Reaching large audiences through display, video, and connected TV ads.
• Programmatic Buying: Automating ad placements across millions of websites, apps, and streaming services.
• Audience Targeting: Leveraging third-party data and Google ecosystem signals to reach potential customers.
• Cross-platform Campaigns: Running unified campaigns across YouTube, Google’s partner sites, and third-party platforms.

A DV360 marketing agency’s strength lies in scaling reach, building awareness, and delivering consistent brand messaging across multiple digital channels.

Amazon Marketing Agency vs DV360 Marketing Agency

Let us compare the two more clearly.

1. Primary Focus

• Amazon Marketing Agency: Focuses on driving sales conversions, increasing product visibility, and leveraging first-party Amazon customer data to target audiences who are already in the buying mindset.
• DV360 Marketing Agency: Focuses on branding, awareness, and reach. It is best suited for top-of-the-funnel campaigns to create interest and recall.

2. Use of Data

• Amazon Marketing Agency: Relies heavily on Amazon’s first-party data such as purchase history, browsing behavior, and intent signals. This allows precise targeting of users who are most likely to purchase.
• DV360 Marketing Agency: Uses third-party data combined with Google ecosystem insights. While effective for mass reach, it is less accurate in predicting actual purchase intent compared to Amazon’s data.

3. Results for Programmatic Guaranteed (PG) Deals

• Amazon Marketing Agency: Often delivers better results for PG deals, especially for branding activity, because Amazon’s platform costs are more favorable compared to DV360. In addition, campaigns can be directly linked to purchase actions on Amazon, providing measurable results.
• DV360 Marketing Agency: Effective for branding but the higher platform costs and weaker direct purchase linkage make it less efficient for sales-driven campaigns.

4. Conversion vs Branding

• Amazon Marketing Agency: Primarily conversion-driven. Success is measured by actual product sales, ROI, and performance-based metrics.
• DV360 Marketing Agency: Primarily branding-driven. Success is measured by reach, impressions, video completions, and awareness uplift.

5. E-commerce Integration

• Amazon Marketing Agency: Fully integrated with Amazon’s marketplace. Ads can directly drive users to product listings or stores, making purchase seamless.
• DV360 Marketing Agency: Drives users to websites or landing pages outside Amazon. Conversions depend on website experience and customer journey outside the platform.

Why Amazon Marketing Agencies Deliver Stronger Results for Conversions

One of the biggest advantages of an Amazon marketing agency is the direct link between advertising and sales. Since Amazon itself is a marketplace, ads can target shoppers who are already looking to buy.

Here are some reasons Amazon marketing agencies excel in driving conversions:

1. High Purchase Intent: Customers on Amazon are already browsing products, which makes them more likely to convert compared to audiences reached through general display ads.
2. Better ROI on PG Deals: For branding activities, Amazon offers more cost-effective options compared to DV360, making it a better choice for sellers with limited budgets.
3. Rich First-party Data: Unlike third-party data that may be outdated, Amazon’s data is fresh, based on recent searches and purchases. This ensures accurate targeting.
4. Seamless Path to Purchase: Ads on Amazon lead directly to product listings. Customers do not have to leave the platform to complete a purchase.

How to Select the Best Amazon Marketing Agency

Choosing the right agency is crucial for success. Here are the key factors you should consider:

1. Proven Experience with Amazon Advertising

Look for an agency that has a track record of running successful campaigns on Amazon. Ask for case studies, client references, and performance metrics.

2. Expertise in Amazon DSP

A capable agency should be skilled in using Amazon’s DSP for both branding and performance campaigns. This includes managing programmatic guaranteed deals effectively.

3. Strong Martech Capabilities

Do not only look at Amazon expertise. The best agencies also bring in broader marketing technology capabilities such as conversion rate optimization (CRO), analytics, and customer journey mapping. These capabilities ensure that your campaigns are not only driving traffic but also converting visitors into customers.

4. Focus on ROI

The agency should have a clear methodology to measure ROI. Ask how they track conversions, optimize campaigns, and ensure every rupee spent generates measurable business results.

5. Customized Strategy

Avoid one-size-fits-all solutions. The right Amazon marketing agency will create tailored strategies for your products, category, and target audience.

6. Creative Capabilities

Since visual appeal and content matter on Amazon, ensure the agency has expertise in creating engaging ad creatives, videos, and product listings.

Why DWAO as Your Preferred Amazon Marketing Agency

At DWAO, we understand that Amazon is not just a marketplace but a full-fledged ecosystem where data, creativity, and technology come together to drive results. Our expertise goes beyond running ads—we focus on building strategies that deliver measurable growth.

Here is why brands choose us:

1. Deep Amazon Expertise
   We specialize in Amazon advertising, including Sponsored Ads, Amazon DSP, and Storefront Optimization.
2. Martech-Driven Approach
   Our team combines Amazon expertise with advanced marketing technology capabilities such as analytics, attribution modeling, and CRO. This ensures that campaigns deliver higher ROI.
3. Focus on Conversions
   Unlike agencies that only focus on branding, we align our efforts with your business goals. Our campaigns are designed to drive conversions, sales, and repeat customers.
4. Cost-Effective PG Deals
   We help brands make the most of Amazon’s competitive platform costs for programmatic guaranteed deals, ensuring better results for branding activities compared to DV360.
5. End-to-End Services
   From campaign strategy and creative design to optimization and reporting, we provide complete Amazon marketing solutions under one roof.
6. Client-Centric Approach
   Every brand is unique. We design custom strategies that match your category, audience, and business objectives.

When choosing between an Amazon marketing agency and a DV360 marketing agency, the decision comes down to your business goals. If your focus is on branding and broad awareness, DV360 may serve you well. However, if you want measurable sales, high ROI, and the ability to leverage first-party data effectively, an Amazon marketing agency is the better choice.

At the end of the day, the right partner will not only manage your campaigns but also act as a strategic advisor who ensures your marketing investments deliver growth.

DWAO brings the perfect balance of Amazon expertise and martech capabilities to help you win in this competitive landscape. If you are looking for a partner who can maximize your presence and performance on Amazon, we are here to help.