Overview

Amazon’s Demand‑Side Platform (DSP) enables advertisers to buy display, video and audio placements on Amazon‑owned properties as well as on a network of external publishers. First introduced in 2012 and continuously expanded, the platform grants sellers direct access to Amazon’s rich shopper data, allowing them to reach audiences before the moment of search. Understanding DSP is critical for sellers who want to supplement Sponsored Products with broader brand‑building campaigns.

Key Points

• Access to first‑party shopper data — Advertisers can target users based on actual purchase history, recent browsing activity and demographic indicators, such as shoppers who bought kitchen gadgets within the last 30 days.
• Cross‑channel inventory — Campaigns can appear on Amazon.com, Fire TV, Kindle devices and on third‑party sites that belong to Amazon’s publishing network, extending reach far beyond the marketplace.
• Programmatic real‑time bidding — Ads are purchased through automated auctions that evaluate each impression in milliseconds, letting bids adjust instantly according to metrics like view‑through rate or cost‑per‑click.
• Creative variety — Brands may upload static banners, rich‑media units or video spots up to 30 seconds, enabling storytelling that Sponsored Products’ text‑only ads cannot provide.
• Granular performance reporting — The DSP dashboard supplies detailed metrics—including impressions, clicks, CPM, CPA and attributed sales—so sellers can evaluate ROI at the ad‑group level.
• Self‑serve and managed options — Amazon offers a self‑service DSP for advertisers willing to spend at least $10,000 per month and a managed service for larger budgets, giving sellers flexibility based on spend and expertise.

How Amazon DSP Works

1. Audience definition — Advertisers choose targeting rules using Amazon’s proprietary data; for example, a premium pet‑food brand creates an audience of “customers who purchased dog treats in the past 60 days and belong to households earning over $75 k.”
2. — The campaign’s total spend and bidding strategy (CPM, CPA or vCPM) are set, such as allocating a $12,000 budget for a 30‑day run with a $15 CPM bid to compete for each eligible impression.