Overview

Amazon DSP advertisers who omit frequency caps often waste budget on repeat impressions that add little or no incremental sales. New tools inside Amazon DSP and Amazon Marketing Cloud (AMC) now enable sellers to pinpoint the exact point where additional exposures stop delivering value and to set data‑driven caps. Properly applied caps can trim wasted spend by roughly 15‑26 % while expanding unique reach by up to 21 %.

Key Points

• Household‑level caps — DSP now tracks exposure across all devices linked to a single Amazon account, preventing double‑counting of impressions.
• Unified line‑item type — A single line item can serve desktop, mobile web, and in‑app inventory, so the same cap applies everywhere.
• AMC query templates — Pre‑built queries group shoppers by impression count and return conversion rates for each bucket, making the “diminishing returns” point obvious.
• AI‑driven recommendation cards — The campaign health dashboard suggests specific cap values based on recent performance, and sellers can apply them with one click.
• Incremental reach reports — New reports show how much budget is spent on impressions beyond the optimal frequency, turning invisible waste into a measurable metric.
• Cross‑format frequency control — Caps can be applied jointly to display, video, and audio ads, protecting against fatigue across a multi‑format strategy.

How Frequency Analysis Works

1. Extract impression logs — Pull the last 30 days of DSP impression data for a given campaign. Example: a seller retrieves 2.4 million impressions for a spring‑fashion display campaign.
2. Count impressions per household — Aggregate the logs by Amazon household ID to determine how many times each shopper saw the ad. Example: 150 k households received 1‑3 impressions, 80 k received 4‑7, and 20 k received 8‑12.
3. Segment into frequency buckets — AMC automatically places households into predefined ranges (e.g., 1‑3, 4‑7, 8‑12, 13+).