Glossary

Amazon DSP

Last updated: March 17, 2026

Amazon DSP defined: the demand-side platform

Amazon DSP (demand-side platform) is Amazon's platform for programmatic advertising. It lets advertisers buy display, video and audio ads in an automated way and reach audiences both on Amazon properties and across the wider web.

The decisive advantage of Amazon DSP: you gain access to Amazon's unique first-party data – real purchase-behavior data from millions of customers. This lets you address audiences based on actual buying behavior, not just on interests or demographic assumptions.

Good to know:

Amazon DSP can also be used by companies that do not sell on Amazon (non-endemic advertisers). Industries such as finance, automotive, education or local services use the DSP to leverage Amazon's audience data for their campaigns.

How does Amazon DSP work?

Amazon DSP uses programmatic technology to buy ad space in real time. The process runs automatically:

1. Define the audience: You choose from Amazon's audience segments or build your own custom audiences
2. Create the campaign: Set the ad format, budget and bidding strategies
3. Real-time bidding: Amazon bids on available ad space in milliseconds
4. Delivery: Your ad appears in front of the right user at the right time
5. Optimization: AI-powered algorithms continuously optimize performance

Performance+ (AI-powered):

With Amazon DSP Performance+, you tap into AI models that analyze customers in real time and predict conversion probabilities. Advertisers report up to 51% lower acquisition costs compared with classic DSP campaigns.

Ad formats and placements

Amazon DSP offers several ad formats for different campaign goals:

Display ads

Static and dynamic banners in a range of sizes. Responsive ads automatically adapt to the available space.

Video ads

In-stream and out-stream videos. Available on Prime Video, Twitch, IMDb and third-party websites.

Audio ads

Advertising on Amazon Music (the ad-supported tier) and other audio platforms.

Connected TV (CTV)

Advertising on Fire TV, Roku and other streaming devices. Reaches households that no longer use traditional TV.

Placements: Amazon-owned properties (Amazon.com, Prime Video, Twitch, IMDb, Kindle, Fire TV) as well as premium publishers across the web via the Amazon Publisher Services network.

Targeting options

Targeting is the biggest strength of Amazon DSP. You use Amazon's first-party data for precise audience addressing:

Behavioral targeting

Based on real purchase behavior: buyers of specific categories, brands or products. Also “in-market” audiences for users who are actively searching for certain products.

Lifestyle audiences

Predefined segments such as “fitness enthusiasts”, “tech early adopters” or “eco-conscious shoppers”.

Retargeting

Users who have viewed your products, added them to the cart or already bought them. Ideal for cross-selling and repeat-purchase campaigns.

Lookalike audiences

Find new customers who resemble your best buyers. Amazon analyzes purchase behavior and finds matching users.

Contextual targeting

Placement based on website content, keywords or product categories – without cookies.

Access and costs

Amazon DSP offers two ways to get access:

Managed service

For advertisers without programmatic experience
Amazon or an agency manages the campaigns
Minimum budget: approx. USD 50,000 (varies by country)
Includes consulting and campaign optimization

Self-service

For experienced advertisers and agencies
Full control over campaigns
No fixed minimum budget
Requires DSP certification or an agency partner

Billing model: CPM (cost per mille) – you pay per 1,000 impressions. CPMs vary depending on the audience, placement and competition, typically between €2–10 for display and €15–30 for video.

Frequently asked questions (FAQ)

What is the difference between Amazon DSP and Sponsored Display?

Sponsored Display is easier to use and available directly in Seller Central, but it has more limited targeting and placement options. Amazon DSP offers more control, advanced targeting, video/audio formats and access to premium inventory – but it requires more budget and know-how.

Do I need an Amazon store to use Amazon DSP?

No. Amazon DSP can also be used by companies that do not sell on Amazon (non-endemic advertisers). You can drive traffic to your own website and still use Amazon's audience data for targeting.

How do I measure the success of DSP campaigns?

Amazon DSP offers extensive reporting options: impressions, clicks, detail page views, purchases and ROAS. For deeper analysis, the Amazon Marketing Cloud (AMC) is recommended, as it enables cross-channel attribution.

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