Overview

Amazon’s Demand‑Side Platform (DSP) enables sellers to buy display and video ad inventory both on Amazon properties and on external publisher sites. Since its self‑service launch in 2022, the platform has added fine‑tuned audience filters, live reporting dashboards, and automated bidding tools that help sellers increase brand exposure and drive sales across the full shopper journey.

Key Points

• Programmatic Reach — Sellers can automatically purchase ad slots on Amazon.com, the mobile app, Fire TV, Kindle devices, and third‑party sites such as news portals, extending visibility beyond the marketplace.
• Audience Segmentation — The DSP allows creation of custom audiences using purchase history, search queries, and demographic signals; for example, a brand can target shoppers who bought yoga blocks in the last month when promoting a new yoga mat.
• Creative Flexibility — Advertisers may upload static banners, rich‑media units, or video clips up to 30 seconds, letting them match creative style to product launch phases, such as rotating three scent‑focused videos for a seasonal candle line.
• Budget Control — Minimum daily spend is $1,000, but sellers can set caps at the campaign, ad‑group, or line‑item level, enabling precise cash‑flow management while testing new audience segments.
• Performance Insights — Real‑time dashboards surface impressions, click‑through rate (CTR), view‑through conversions, and return on ad spend (ROAS), allowing sellers to tweak bids or swap creatives within hours.
• Attribution Integration — DSP data can be merged with Amazon Attribution reports, linking off‑Amazon impressions to on‑Amazon purchases and providing a complete view of cross‑channel effectiveness.

How Amazon DSP Works

1. Audience Definition — Sellers choose an existing audience or build a new one, such as “customers who purchased premium pet food in the past 60 days.” A pet‑food brand could then serve ads to owners who recently bought high‑end dog accessories, increasing relevance.
2. Creative Upload & Optimization — Advertisers upload their chosen assets and configure dynamic product ads that pull live product images, pricing, and inventory. For a summer apparel line, the seller might rotate two banner designs—one featuring bright beach colors and another with muted pastel tones—to see which drives higher engagement.