DSP (Demand-Side Platform)

Amazon DSP is Amazon’s programmatic ad engine that lets brands buy display, audio, and video placements both on Amazon sites and across the open web. A quick primer sits in Amazon’s own overview here. You set audience rules, budgets, and bids, and the platform serves ads to shoppers most likely to convert.

What the Platform Delivers

DSP combines Amazon shopping signals with third-party data so you can retarget past buyers, reach look-alike segments, or build awareness before a launch. Ads appear on Fire TV, Twitch, IMDb, and thousands of publisher sites that partner with Amazon Publisher Services. The result is full-funnel reach from first impression to final cart.

Ad Formats at a Glance

Display creatives follow users across the web. In-stream video runs ahead of Prime Video content. Audio spots surface on Amazon Music. Each format can use dynamic creative optimisation so bids adjust in real time to hit a chosen cost-per-action.

Getting Started

Request access through an Amazon Ads rep or the self-service portal.
Upload brand assets and set audience rules in the campaign builder.
Tag landing pages with Amazon Attribution to trace off-site clicks that return to your listing.
Review reach, click-through, and new-to-brand sales in the reporting suite. Detailed policy notes live here.

SellerSonar Tips 🐠

Keyword Tracker reveals how brand-awareness flights lift organic rank for target phrases.
Product Monitoring watches Buy Box price stability so heavy ad spend doesn’t erode profit.

Start your free SellerSonar trial and pair every DSP flight with listing alerts on the next check

Related Terms

Amazon Advertising, the wider ad umbrella DSP sits inside
Sponsored Display, the self-serve format closest to DSP placements
Share of Voice, what display spend is ultimately buying