Amazon’s advertising platform has grown far beyond sponsored product ads. If your brand is ready to scale, drive brand awareness, and retarget customers across the web—not just on Amazon—it’s time to explore Amazon DSP.
DSP stands for Demand-Side Platform, and it’s Amazon’s programmatic advertising tool that lets you buy display, video, and audio ads both on and off Amazon.
At Prime Rankings, we help brands unlock the full power of Amazon DSP to drive scalable growth, reach new audiences, and improve return on ad spend (ROAS). In this guide, we’ll walk you through what DSP is, how it works, who it’s for, and how you can start using it strategically.
What Is Amazon DSP?
Amazon DSP is a programmatic advertising platform that enables advertisers to:
- Buy display, video, and audio ads programmatically
- Target Amazon audiences across the open web and Amazon-owned properties
- Reach customers on and off Amazon, including on apps, news sites, streaming TV, and more
Unlike Amazon Sponsored Ads (which are keyword-based and only appear on Amazon), DSP allows for full-funnel targeting—from awareness to conversion to retention.
How Is Amazon DSP Different from Sponsored Ads?
While Sponsored Products and Sponsored Brands target shoppers already on Amazon, Amazon DSP allows you to:
| Feature | Sponsored Ads | Amazon DSP |
| Targeting | Keyword-based | Audience-based |
| Placement | On Amazon only | On and off Amazon |
| Retargeting | Limited | Full-funnel retargeting options |
| Ad formats | Text + image | Display, video, audio |
| Minimum Spend | Low to none | Typically starts at $10K/month* |
*Managed DSP typically requires a higher spend, but self-service and agency partners (like Prime Rankings) can offer more flexible options.
Benefits of Amazon DSP
Amazon DSP helps brands grow by reaching customers before, during, and after their shopping journey. Here are the key benefits:
Access to Exclusive Amazon Audience Data
Use Amazon’s first-party shopping, browsing, and behavioral data to target the right customers at the right time.
Remarketing Capabilities
Retarget customers who viewed your product but didn’t purchase, or upsell to those who did.
Cross-Channel Reach
Show ads across websites, streaming services, mobile apps, and Amazon-owned properties like IMDb, Fire TV, and Twitch.
Brand Awareness and Lift
Ideal for top-of-funnel campaigns to introduce your brand to new audiences.
Better ROAS with Funnel Integration
When paired with Sponsored Ads, DSP creates a full-funnel marketing strategy that improves the effectiveness of all your campaigns.
Who Should Use Amazon DSP?
DSP is ideal for:
- Brands with an established product line looking to scale
- Sellers investing $10,000+/mo in advertising
- Brands expanding to DTC (Direct-to-Consumer) while leveraging Amazon’s reach
- Product launches needing mass visibility fast
- Brands in competitive or saturated categories that require sophisticated targeting
If you’re currently spending significantly on Sponsored Ads but feel capped, DSP is the next step.
Key Targeting Options in Amazon DSP
Amazon DSP offers powerful targeting segments not available in Sponsored Ads:
1. In-Market Audiences
Reach shoppers actively searching or buying in a specific category.
2. Lifestyle Segments
Target users based on long-term behaviors and preferences, such as “Tech Enthusiasts” or “Health-Conscious Parents.”
3. Retargeting
- Viewed but not purchased
- Add-to-cart but no conversion
- Lookalike audiences
4. Custom Audiences
Upload customer emails or use pixel tracking to build your own audiences.
What Types of Ads Can You Run?
DSP supports a wide range of ad types:
Display Ads
Static or animated ads across Amazon and 3rd-party websites.
Video Ads
Run short ads before or during streaming content on Fire TV, IMDb TV, and more.
Audio Ads
Play 10–30 second audio spots during Amazon Music’s ad-supported streams.
Each format serves different stages of the funnel, and Prime Rankings helps clients choose the best mix based on their goals.
How Amazon DSP Works: Campaign Process
Step 1: Define Your Objectives
Awareness, consideration, or conversion? We help you set measurable KPIs.
Step 2: Build Target Audiences
We leverage Amazon’s robust data and create multi-segmented audiences.
Step 3: Launch Creatives
We guide you in creating high-quality banners, videos, or audio assets that convert.
Step 4: Optimize and Scale
Ongoing reporting and optimization ensure your ad dollars are working smarter—not just harder.
Reporting and Attribution
DSP offers granular performance reporting with metrics such as:
- Impressions
- Click-through rate (CTR)
- Detail page views
- Add-to-carts
- Purchase conversions
- ROAS (Return on Ad Spend)
Plus, Amazon Marketing Cloud (AMC) enables even deeper analysis of your ad impact across channels and customer behavior.
Common Mistakes to Avoid
While powerful, DSP is also complex. Common pitfalls include:
Targeting too broad or irrelevant audiences Not setting clear campaign goals Poor ad creative that doesn’t align with the brand Lack of frequency capping (showing ads too often) No remarketing structure
At Prime Rankings, we guide brands around these pitfalls to get the most from every campaign.
Why Work With Prime Rankings for DSP?
Amazon DSP can be incredibly effective—but it requires expertise in audience targeting, ad design, data interpretation, and campaign strategy.
We provide:
Strategic campaign planning
Audience segmentation and targeting
Creative asset development
Performance monitoring and reporting
Full-funnel integration with Sponsored Ads
Whether you’re new to DSP or want to take your existing campaigns to the next level, we’re here to guide you.
Let’s Unlock Your Brand’s Next Level of Growth
Amazon DSP is one of the most powerful tools available to sellers and brands today. It gives you the reach, targeting, and control you need to grow beyond the limitations of in-platform ads.
At Prime Rankings, we help our clients tap into this potential to increase brand visibility, retarget customers, and drive full-funnel results with a smart, data-driven approach.
Ready to Explore Amazon DSP?
Contact us today to schedule a consultation and learn how we can help you implement Amazon DSP as part of your advertising strategy.
Have questions? We’d love to hear from you.
Together, let’s unlock what’s next for your brand.
