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What is Amazon DSP?
What is Amazon DSP?

Read this article for an overview of Amazon DSP—what it is, why it's beneficial, and how you can use it.

Kenton Snyder avatar
Written by Kenton Snyder
Updated over a week ago

What is Amazon DSP?

DSP is Amazon’s programmatic display platform, allowing brands to target users both on and off of amazon through a variety of placement types, including mobile, display, video, and connected tv. These ads are charged on a CPM basis and give access to in depth amazon data for audience creation and targeting. Below, we will dive into some of the different nuances of the platform.

DSP vs. Sponsored Ads

DSP campaigns generally sit higher in the funnel then Sponsored Ad campaigns. Most DSP campaigns fall within two buckets, retargeting and IM/Lifestyle. Both of these targeting focuses fall in separate areas of the funnel, and are both necessary for long term success. DSP is best used as a compliment, not a substitute, for sponsored ads. Once your SA spend begins to meet its cap at your desired performance, DSP allows you to expand your audience pool.

How is DSP managed?

There are a few options for DSP management based on your situation, these include:

  • Managed Service by Amazon ($50k minimum)

  • Managed Service by an Agency

  • Self-Service with an Amazon DSP API Partner

  • Self-Service with your own DSP seat (spend minimums)

Explore the nuances of managing DSP with Amazon, an agency, or Intentwise.

Inventory and Bidding Model

DSP is based on a CPM bidding model, meaning that you will pay based on impressions instead of clicks. This is especially useful for awareness focused campaigns.

Placements on DSP are both on and off of amazon, including mobile, display, and video inventory.


DSP differs from sponsored ads as all DSP targeting is audience based, compared to typical keywords within SA targeting. However, advertisers can still be very strategic in their targeting by layers audiences together, or using audiences as negative targets. The different audience types include:

  • In-Market - Target shoppers currently in-asile for products on Amazon

  • Demographic - Target shoppers in focused demographics like age or income level

  • Lifestyle - Shoppers who are determined to fit a certain lifestyle such as travelers or sports fans

  • Life Event - Target shoppers based on recent events in their life such as recent movers or shoppers who had a child

  • View / Purchase Audience - Target shoppers who viewed or purchased your product, or a competitor's product

  • Custom AMC audience - Target shoppers through any data points that can be pulled via AMC such as cart abandoners, add-to-lists, or branded searches

Creative Types

DSP includes 4 main creative types, which are:

  • Static Display

  • Responsive E-Commerce

    • Responsive e-commerce creatives are built directly in Amazon and are a great option for any brand lacking creative options

  • StreamingTV

  • Video

Benefits and Challenges


  • Expanded audience pools

  • Advanced Amazon data on customer purchase behaviors

  • ML bidding algorithm

  • Custom generated ecommerce creatives

  • Targeting options for shoppers who have engaged with your products or competitor products

  • More comprehensive targeting options than Sponsored Ads, for example by placement and device types


  • Getting access can be tricky, depending on your situation

  • The structure and nomenclature is different than search ads

  • Building new orders & line items can be time consuming to do manually

  • There is so much automation already built into DSP, knowing how and when to optimize orders/line items can be tricky

  • Tracking sales attribution can be difficult because of the last-touch model.

  • Since DSP offers such a large audience pool, it can often be difficult to know which audiences to utilize.

How do I get started?

To get started on DSP, there are a few things you need to consider. Here are some important factors to consider before diving in:

  • Understand Your Audience: Evaluate your target audience, whether it's based on demographics, interests, or in-market segments.

  • Develop a Comprehensive Plan: Make a plan for how your DSP, sponsored ads, and organic traffic will work together to ensure you create incremental dollars. Create a strategy for data collection across these channels.

  • Craft a Creative and Placement Strategy: Decide on the type of ads you'll use (e.g., video or display) and where you'll place them. Will you target shoppers off-Amazon or only on-site?

Want to learn more about DSP or get started with the platform? Intentwise is here to help, reach out to our team at [email protected] or on chat for details about getting started.

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