{"id":10796,"date":"2024-11-11T17:50:52","date_gmt":"2024-11-11T17:50:52","guid":{"rendered":"https:\/\/www.aihello.com\/resources\/?p=10796"},"modified":"2025-09-06T18:47:59","modified_gmt":"2025-09-06T18:47:59","slug":"amazon-dsp","status":"publish","type":"post","link":"https:\/\/www.aihello.com\/resources\/blog\/amazon-dsp\/","title":{"rendered":"A Complete Guide to Amazon DSP"},"content":{"rendered":"

Amazon<\/a> DSP (Demand-Side Platform) was introduced in 2012 as a programmatic advertising<\/a> solution that allows you to reach targeted audiences on Amazon and third-party sites. By tapping into Amazon\u2019s vast first-party data, DSP empowers you to run full-funnel campaigns and retarget potential buyers even after they\u2019ve left Amazon.<\/p>

In this guide, we’ll break down everything you need to know<\/a> about Amazon DSP\u2014what it is, how it works, and its benefits. By the end, you\u2019ll know if running DSP ads is right for your business, how to<\/a> start using it, the key metrics to track, and the common mistakes to avoid.<\/p>

DSP vs. Sponsored Display: Understanding the Differences<\/strong><\/h2>

While Amazon DSP<\/a> and Sponsored Display<\/a> both offer display advertising to reach a wider audience, they are not the same.<\/p>

Amazon Sponsored Display<\/strong>

<\/h6>
Amazon DSP
<\/s><\/strong><\/s><\/h6>

Here\u2019s a breakdown of their key differences:<\/p>

<\/td>Sponsored Display<\/td>DSP<\/td><\/tr>
Audience<\/td>Primarily targets shoppers within Amazon\u2019s ecosystem, with some reach on partner sites.
<\/td>		Targets a wider audience on and off Amazon, using Amazon\u2019s first-party data.<\/td><\/tr>
Ad Types and Placements<\/td>Limited to image and video ads<\/a> on product detail pages and search result pages, with some placements on third-party sites.<\/td>Offers a variety of ad formats, including video, audio, and dynamic display ads, appearing on Amazon and across the web.
<\/td><\/tr>
Cost<\/td>More budget-friendly, and accessible to smaller advertisers.<\/td>Requires a larger budget<\/a>, typically around $20,000+
<\/td><\/tr>
Control and Customization<\/td>Simple setup with less control over targeting and customization.
<\/td>		Highly customized campaigns with advanced targeting and creative options.



<\/td><\/tr>
Use Case<\/td>Best for small-scale advertisers looking for simple use cases that they can run with lower budgets.
<\/td>		Best for large-scale advertisers that want to expand their reach across the entire funnel with high quality placements and targeting.
<\/td><\/tr><\/tbody><\/table><\/figure>

Who Should Use Amazon DSP?<\/strong><\/h2>

Brands that use DSP typically already spend at least $80,000 monthly on ads on and off Amazon. <\/p>

You need a $20,000+ monthly DSP ads budget to be able to buy ad placements via Amazon directly. But you can start with a lower budget if you go through an agency.<\/p>

How to Get Access to Amazon DSP<\/strong><\/h2>

There are two ways to access Amazon DSP: working directly with Amazon or partnering with a third-party DSP provider.<\/p>

  1. Direct Access through Amazon<\/strong>

    Amazon provides two options for managing DSP campaigns: a managed service and a self-service option.

    Amazon\u2019s managed service is for advertisers without an in-house team with experience running programmatic ads. It requires a minimum ad spend of $50,000 per month, and Amazon\u2019s team will handle your DSP account setup and management.

    Alternatively, if you have the expertise and prefer more control over your campaigns, you can opt for the self-managed DSP service. This option allows advertisers to handle all aspects of campaign setup, targeting, and optimization directly.

    To get started<\/a> with either option, visit the Amazon DSP page and complete the registration process, which includes submitting details about your business and advertising goals.

    A     sales<\/a> representative will get in touch and guide you on the next step to take.
    <\/li>
  2. Working with a DSP Provider<\/strong>

    <\/strong>If you prefer more direct control without needing a high monthly spend, you can go through an agency with a DSP seat with Amazon.

    This option does not have a minimum ad spend requirement, making it accessible to smaller advertisers.

    Plus, the DSP partner can assist you with account setup and management at a fee.<\/li><\/ol>

    Amazon DSP Ad Types and Placements<\/strong><\/h2>

    Amazon DSP offers several ad types that let you reach potential customers in different ways and at various points in their online journey.
    <\/p>

    1. Video Ads<\/strong>

      Video ads allow you to engage your audience with dynamic and visually rich content. These ads can appear on Amazon-owned sites, like IMDb and Fire TV, as well as on other apps and websites.

      <\/span>

      Video ads can quickly capture attention and communicate       your brand<\/a> message in a more memorable way than static images would. 

      You can also use them to showcase how your product works and its key benefits, making them effective for top-of-funnel campaigns, where your goal is to introduce potential customers to your       brand<\/a> or product.
      <\/li>
    2. Display Ads
      <\/strong>
      <\/span>Display ads on DSP come in various formats, including static images and interactive banners, and they can be used to       target<\/a> shoppers at different stages of the purchase process.



      They are usually seen on Amazon\u2019s search results and product detail pages, and across third-party websites and mobile apps.

      They work well for       retargeting<\/a>, especially engaging people who have visited your product page but haven\u2019t yet purchased\u200b.
      <\/li>
    3. <\/span>Audio Ads
      <\/strong>
      Audio ads on Amazon DSP allow brands to reach listeners on Amazon Music and other audio platforms.



      These ads play while people listen to music or podcasts, delivering your brand message to users who may not be actively shopping but are still receptive to ads. <\/span><\/span>

      They are useful for reinforcing brand identity and awareness outside of visual platforms\u200b.
      <\/span><\/div><\/span><\/li><\/ol>

      Amazon DSP Targeting Capabilities<\/strong><\/h2>

      <\/p>

      Amazon DSP uses Amazon\u2019s first-party data and external data sources to help you target specific customer<\/a> groups with high precision. Here\u2019s a breakdown of its different targeting options:
      <\/p>

      1. Demographic<\/a> Targeting

        <\/strong>This option allows you to target Amazon shoppers based on demographic information such as age, location, gender, and income level, ensuring that your ads are shown to customers who match your brand\u2019s ideal customer profile.

        For example, a brand selling luxury items can target high-income households to improve the chances of their ads reaching people who can afford these products.
        <\/li>
      2. Behavioral Targeting

        <\/strong>With behavioral targeting, you can reach shoppers based on past actions such as browsing specific categories, clicking on particular product listings, or viewing product videos. This allows you to target shoppers already interested in similar products, increasing the chances of a purchase.

        For example, if you sell organic skincare products, you can target shoppers who have frequently browsed natural beauty products in the past 30 days.
        <\/li><\/ol>
        1. Interest Targeting

          <\/strong>Interest targeting allows you to reach customers based on the shows, movies, or even music they\u2019re interested in. This is especially useful for introducing your products to people with relevant interests who may not yet know your brand.

          For example, a fitness equipment brand can target people who listen to \u201cThe Well Balanced Podcast\u201d or other health and wellness podcasts on Amazon Music.
          <\/li><\/ol>
          1. Contextual Targeting<\/strong>
            <\/strong>
            <\/strong>Contextual targeting displays your ads on websites, product pages, and apps related to your product, making them more relevant to viewers and increasing the likelihood of             conversions<\/a>.

            For example, displaying an ad for noise-canceling headphones on tech blogs and gadget review sites increases the relevance of your ads and the likelihood of a conversion.
            <\/li>
          2. In-Market Targeting <\/strong>
            <\/strong>
            <\/strong>In-market targeting focuses on shoppers who are actively searching for, or have recently purchased products similar to yours. This ensures your ads reach potential buyers at the moment when their purchase intent is strongest.

            <\/strong>For example, if you sell pet supplies, you can target users who have viewed or bought items in the pet supply category within the past 7 days.
            <\/li>
          3. Retargeting

            <\/strong>This option allows you to re-engage customers who have interacted with your brand\u2014whether by visiting your product page, adding items to their cart without checking out, or even purchasing your product.

            Retargeting keeps your brand top-of-mind and encourages these high-intent shoppers to complete their purchase or return for more.

            For example, if a customer viewed a product but didn\u2019t buy, you can retarget them with ads featuring customer             reviews<\/a>, promotions, or product benefits to bring them back.
            <\/li>
          4. Lookalike Audience Targeting

            <\/strong>Lookalike targeting helps you reach new shoppers who share characteristics with your existing DSP audience, making them more likely to be interested in your products.

            For example, if your current customers are parents of young children, you can use lookalike targeting to reach other parents with similar profiles.<\/li><\/ol>

            Combining Targeting Strategies for Maximum Impact<\/strong><\/h3>

            The true power of DSP targeting lies in your ability to combine multiple targeting strategies<\/a>. By layering demographic, behavioral, and contextual targeting with retargeting and lookalike audiences, you can create highly specific and effective campaigns that speak directly to the needs of your audience.
            <\/p>

            For example, you can maximize the chances of conversion by using demographic targeting to reach high-income households and in-market targeting to ensure your ads are shown to those actively shopping for luxury items.

            After the initial exposure, you can then implement retargeting to re-engage visitors who viewed your product but didn\u2019t purchase.
            <\/p>

            By strategically using these targeting capabilities, you can ensure that your Amazon DSP campaigns reach the most relevant audiences and deliver better results.<\/p>

            How to Set Up Campaigns with Amazon DSP<\/strong><\/h2>

            To launch an Amazon DSP campaign, you need to set up three core components: Orders, Line Items, and Creatives.

            Step 1: Create an Order<\/strong>
            <\/strong>
            <\/strong>Start by defining your campaign\u2019s objective. You can choose one of three objectives:<\/p>