Amazon DSP (demand-side platform) is Amazon’s tool for buying display, video, streaming TV and audio ads programmatically, on Amazon and across third-party sites and apps. It targets audiences using Amazon’s shopping signals rather than search keywords. It suits brands that already run Sponsored Ads well and want to reach new shoppers or bring back people who viewed their products.
DSP in one picture
What you can do with it
DSP vs Sponsored Ads at a glance
| Sponsored Ads | Amazon DSP | |
|---|---|---|
| Targeting | Keywords and products | Audiences |
| Where | Mostly Amazon search and product pages | On and off Amazon |
| Usual pricing | Cost per click | Cost per thousand impressions |
| Best at | Capturing existing demand | Building and recapturing demand |
For the full breakdown, read Amazon DSP vs Sponsored Ads.
Who should use Amazon DSP?
Good fit
- Sponsored Ads already running and profitable
- Listings with solid reviews and good conversion
- Steady inventory
- Growth goals beyond branded and category search
Not yet
- Brand-new launches with few reviews
- Listings that don’t convert well yet
- Frequent stockouts
- Sponsored Products not yet under control
How CommerceKind uses DSP
We run DSP as part of full-funnel Amazon advertising, tied to Sponsored Ads and Amazon Marketing Cloud, with reporting on new-to-brand and incremental sales rather than clicks alone.
See our Amazon advertising services for how DSP fits with search ads.
FAQ
What does DSP stand for?
Demand-side platform. It’s software advertisers use to buy ad placements programmatically, meaning the buying happens automatically against audiences rather than through fixed placements.
Where do Amazon DSP ads appear?
On Amazon-owned properties such as Amazon.com, Fire TV, Prime Video and Twitch, and on third-party websites and apps reached through ad exchanges. Formats include display, video, streaming TV and audio.
How is Amazon DSP different from Sponsored Products?
Sponsored Products targets shoppers by keyword or product in Amazon search and pays per click. DSP targets audiences, runs on and off Amazon and is usually bought on impressions (CPM). See our full DSP vs Sponsored Ads comparison.
Do I need to sell on Amazon to use Amazon DSP?
No. Brands that don’t sell on Amazon can use DSP to reach audiences too, though most Amazon sellers use it to retarget shoppers and grow new-to-brand sales.
Can I run Amazon DSP myself?
Amazon offers DSP as self-service or through its managed service. Self-service needs someone who understands audiences, frequency and reporting. Many brands use an agency for this.