Increase Your E-commerce Sales with Amazon DSP

Advertising and digital marketing concept representation in 3D rendering.

Table of contents

Amazon Demand Side Platform (Amazon DSP) is a platform that allows marketers to buy display, video, and audio advertisements. They can achieve this across Amazon's massive media network programmatically. Amazon DSP's major benefit is that it allows marketers to use Amazon's first-party data. This platform records every search, view, click, purchase, and review you make on Amazon. Data collection extends across all of Amazon's businesses. This includes their websites and applications and consumer products like the Amazon Fire TV and Amazon Echo. In other words, Amazon has a considerable amount of information about how, what, when, and maybe why people buy what they buy. Amazon DSP allows marketers to promote their items while keeping the data anonymous. With Amazon DSP programmatic advertising server, you can now use an intuitive interface to manage your campaigns across the web and mobile channels. Here you can access, analyze, and act on data about your ads running on Amazon sites - all in one place.

Advertising and digital marketing concept representation in 3D rendering.

What is Amazon DSP?

The Amazon Demand-side Platform (DSP) is what you call a display advertising platform. It allows you to target relevant audiences programmatically across Amazon sites and applications, as well as third-party exchanges. It's crucial to grasp some of the foundations of programmatic advertising before diving into DSP.

Amazon demand-side platform is a software that provides sellers with automated and centralized media buying from multiple sources.

Amazon Demand Side Platform: Programmatic Ads

The purchasing and selling of digital advertising spots on websites, mobile applications, and other platforms are programmatic ads. A dynamic Cost per Thousand (CPM) model determines the price in programmatic advertising. Advertisers can use a dynamic CPM to alter the price of their bids based on inventory, competition, time of day, or seasonality. All of these affect the spending and value of a certain placement.

A fixed CPM approach, on the other hand, has a fixed price per bid. Programmatic advertising's technology enables us to bid more effectively in order to meet our campaign objectives. The following are some of the distinguishing characteristics of programmatic ads:

  • Fully automated purchasing procedure.
  • In most cases, the software does not guarantee supply (competition affects price)
  • Advertisers place real-time bids on impressions to target a specific audience.
  • A dynamic pricing methodology is used to determine the price.

What are the advantages of Programmatic Advertising?

There are several advantages to using programmatic advertising. Advertisers may benefit from increased efficiency, better targeting, transparency, and real-time measurement and optimization.

Advertising Efficiency

Developing requests for bids (RFPs) and quotations, conducting negotiations, and creating insertion orders all take time in traditional advertising. The procedure is more simplified using programmable. Real-Time Bidding allows advertisers to buy and position advertising fast (more on that later). By distributing advertising to appropriate audiences and reducing ad fraud risk, programmatic media purchasing reduces wasted ad impressions while also being cost-effective.

Audience Reach

Advertisers may target audiences based on a variety of signals, such as purchasing and browsing activity across devices, using programmatic.

Advertising Transparency

You can acquire Ads in bulk with traditional media buying, and advertisers have minimal control over inventory and placement. Advertisers may be more certain that their advertisements will appear in relevant brand contexts with programmatic ads since they know where they will appear.


Programmatic allows for real-time measurement and optimization in order to get the best possible outcomes.

Where are Amazon Demand-Side Platform ads displayed?

You can see the ads on the following platforms:

  • Amazon's homepage, Amazon Live page, product detail page, all reviews page, search page, offers page, and thank you page.
  • Audible, Buy Office Mojo, Goodreads, IMDb, ShopBop, Twitch.TV, and Zappos are all Amazon-owned websites. 
  • Apps owned by Amazon
  • The Amazon Echo, Fire TV, Fire Table, and Kindle.
  • Amazon's network and affiliate websites and apps

Amazon DSP Benefits

1. Features for advanced targeting.

We'd all like to see more complex targeting tactics in Amazon's advertising campaigns, such as:

  • Geographic location
  • Demographics
  • Date and Time schedules
  • Capabilities for segmentation

Here's a sample list of DSP's extra targets that you might not have considered:

  • Ads for mobile devices vs. desktop devices
  • Creative A/B testing
  • Ad frequency per unique visitor
  • Above or below the fold advertising strategy
  • Specific domains (can exclude or include)
  • ZIP code
  • In-market audiences

2. Amazon DSP benefits accommodate customization through user-built audiences.

Want to target people who haven't bought from your brand in the last nine months? You may do this with the help of Amazon demand-side platform.

Have you ever wished to target people who buy from your competition by creating an audience? With the broad Amazon DSP benefits, you can accomplish this.

3. Amazon DSP benefits include Dynamic targeting

Data is a very strong tool. It's incredibly effective to use statistics to decide where to advertise your goods next. There are some things you can't manage that can throw your data out of whack or go against your plan. These can be issues like a pandemic, algorithm changes, and much more.

It's crucial to employ dynamic campaigns since they can detect changes in the environment and adjust the ads accordingly.

This might include shifting the ad to the top of the page to improve impressions. It can focus spending on alternative creative sizes that include discounts or an "add to cart" button. Amazon demand-side platform can also focus on changing the domains where ads are delivered to better reach your target demographic. This type of advertising that is adaptable is quite beneficial.

4. Retargeting

For a company to grow, it must acquire new customers. Keeping recurring customers, on the other hand, is a more cost-effective method to spend your advertising efforts. Campaigns focusing on recurring customers offer a far larger immediate return than those focused on brand recognition. The latter is targeted at educating consumers about your product. Amazon DSP benefits include two major types of retargeting.

Using ASIN and pixel retargeting, you may reach out to and re-engage customers who have already purchased your product. Pixel targeting is when you use pixels that are tied to your Amazon demand-side platform account to track potential consumers. As a result, you're "following" those customers in order to present your product ads to them.

The retargeting of ASINs are similar. You do, however, track from Amazon's product page rather than your own website. You can use the retargeting features of the Amazon Demand-Side Platform to:

  • Visitors to the site or former clients should be cross-sold complementary products.
  • To enhance brand exposure, re-engage consumers who have already visited your site.
  • Inform prior site visitors or clients about new products that they might be interested in.
  • It's a good idea to remind past customers when they'll need to buy your product again.

Now that we have seen the Amazon DSP benefits, let's take a closer look at what the Amazon Demand Side platform is all about.

How can Amazon DSP help my e-commerce business?

You should be aware of the following if you are considering using Amazon's DSP for your online business:

The programmatic ad buying method means that Amazon's algorithm automatically chooses and bids on the best ad spaces (both on and off the platform). It chooses ads that meet your budget, bid range, and target demographic. It's really simple to scale because the process is automated. The algorithm is always learning from the behavior of Amazon customers. This means that the longer you use it, the smarter and more accurate it will become.

These Amazon DSP benefits are advantageous because it isn't just for advertising on and other Amazon domains (a power example being You may advertise all across the internet with Amazon's DSP. It's also the easiest method to get advertising space on Amazon-owned devices like the Kindle or Fire TV. This allows you to show ads over the top (OTT) when someone is watching a show on their smart device. This is how you can get into these markets if you've always wanted to.

Amazon Demand Side Platform Ad Targeting

The key benefit of the Amazon Demand Side Platform is that it can target advertising based on Amazon's vast database of customer activity data. Amazon demand-side platform offers six targeting options to take advantage of this tremendous knowledge:

1. Targeting by behavior

This focuses on clients who have been browsing a specific product category for the past 30 days, for example.

2. Contextual Targeting

As individuals explore the internet, it displays relevant advertisements in real-time.

3. Lifestyle Targeting

It offers advertising that is relevant to consumers who buy from a specific category, such as Exercise & Fitness, on a regular basis.

4. Remarketing

This type of ad re-engages consumers or buyers that have previously interacted with your brand or products.

5. Audience Lookalike

This type of ad looks for consumers who are comparable to your current customers.

6. Audiences of Advertisers

This targeting ad uses data from a company's database, such as CRM data or a hashed email list. It can also use a tracking pixel on a product page. You'll be able to locate your brand's next loyal fans with all of these targeting possibilities and the huge detail coverage Amazon data provides.

Types of Amazon Demand Side Platform ads

1. Dynamic e-commerce

Every day, Amazon's machine learning offerings become more amazing and approachable. Based on your campaign aim, dynamic e-commerce advertisements automatically optimize which creative shows. You might include coupon codes or user reviews in your creative to entice customers to check out the product on Amazon. Only a product detail page can be linked from a dynamic ad.

They'll serve a dynamic ecommerce ad with a review if a customer is inclined to read reviews before purchasing a product. If a customer is more likely to buy on impulse, a dynamic e-commerce ad featuring an add-to-cart button will be shown to them.

2. Static ads

The lack of dynamic features in static ads necessitates specific call-to-action statements. For example, the statement "Shop Now,". You can consider this as a middle and upper-funnel strategy for bringing in customers and increasing brand awareness. These ads take you to a personalized landing page, a product detail page, or an Amazon Marketplace.

3. Video ads through DSP

You can use video ads to communicate your brand's narrative to your target audience. It can help you connect with your audience on an emotional level. DSP allows you to place video advertising as part of a display ad or within video content (in-stream video) (out-stream video). Through DSP, you may link your video advertising to a product detail page on Amazon or your own website.

Amazon DSP benefits allow you to use Amazon's audiences to target the correct customers by using DSP to create video advertising.

4. Over-the-top video ads (OTT)

On the DSP platform, you can also see OTT advertisements. On linked TV sources, these unskippable, full-screen commercials are a terrific method to reach millions of people (like the Amazon Fire TV Stick). These adverts are not clickable and can be targeted to certain Amazon audiences.

Key Takeaways

Amazon Demand-Side Platform may be a terrific alternative for you if you're looking to enhance revenue, new customer acquisition, and exposure. Visit the Seller Universe Ecommerce Group website and contact us today to discover more about how you may expand your ecommerce business.