Overview

On January 30 2025 Amazon DSP introduced a unified inventory dashboard that merges every Amazon‑owned advertising placement into a single management screen. The change eliminates the need to switch between separate channels and promises up to four times the return on ad spend (ROAS) for direct‑response campaigns, as well as a 72 % lift in overall ROAS when the full inventory is leveraged. Sellers who rely on DSP for product promotion should understand the new workflow and adjust their tactics to capture the reported efficiency gains.

Key Points

• Four‑fold ROAS boost — Performance‑driven campaigns now generate roughly 4× higher return on ad spend compared with the previous fragmented setup.
• 72 % total ROAS increase — Using the entire Amazon owned‑and‑operated inventory lifts overall ROAS by more than two‑thirds.
• Single inventory source ID — Programmatic users can address every eligible placement with the ID 315153005982735861, removing the need to manage multiple IDs.
• Global rollout — The consolidated view is live for self‑service advertisers in 38 markets across North America, Europe, APAC, the Middle East and Latin America.
• ML‑driven optimization — Amazon’s machine‑learning engine automatically distributes spend across the full inventory pool, reducing manual bid adjustments.

How Consolidated Inventory View Works

1. Unified campaign creation — When an advertiser opens the DSP console, the platform presents a single “All Amazon Inventory” option. For example, a seller launching a new kitchen gadget can select this option and instantly gain access to display, video, and mobile placements without navigating separate tabs.
2. Automatic eligibility check — The system scans the product catalog and audience criteria, then auto‑includes every inventory source that meets eligibility rules. A brand promoting a seasonal fashion line will see its ads appear on both the homepage carousel and the video streams of Amazon Freevee without extra configuration.
3. Single‑ID targeting for APIs — Developers calling the DSP API now pass the consolidated inventory source ID (315153005982735861) to the Ad Groups endpoint. A third‑party agency automating campaigns for a cosmetics client can create an ad group with one ID and instantly reach Amazon’s desktop, mobile web, and OTT video placements.