What is Amazon DSP?
Amazon DSP is Amazon's demand-side platform. It lets advertisers buy display, online video, audio and streaming TV ads programmatically, both on Amazon-owned properties and on third-party websites and apps. Its main draw is targeting built on Amazon's first-party shopping and streaming signals, and you do not need to sell products on Amazon to use it.
It sits inside the wider Amazon Ads business, next to sponsored ads that appear in Amazon search results. Sponsored ads are keyword and product driven and live mainly on Amazon, while Amazon DSP buys audiences and placements across Amazon and the open web.
How Amazon DSP works
Advertisers set up campaigns with budgets, flight dates, goals and audiences. The platform then bids on eligible impressions across its supply and reports results back in one place.
Inventory: Amazon-owned and operated properties such as Amazon.com, Fire TV, Twitch, IMDb and Prime Video ads, plus third-party publishers reached through exchanges and direct supply deals.
Audiences: segments based on Amazon signals such as shopping and browsing behavior, plus your own first-party data uploaded through supported integrations.
Formats: standard display, video, streaming TV, audio and Amazon-specific creatives that link to product detail pages.
Measurement: standard delivery reporting, and for brands that sell on Amazon, metrics tied to product views, add-to-carts and purchases on Amazon.
Amazon also offers Amazon Marketing Cloud, a data clean room where advertisers can run custom analysis on campaign data with privacy controls in place.
Why Amazon DSP matters
Purchase-based audiences: targeting people based on what they shop for is a strong signal, and it does not depend on third-party cookies.
Closed-loop results: brands selling on Amazon can connect ad exposure to sales on Amazon, which makes retail media reporting more direct.
Premium streaming reach: Prime Video ads and Fire TV give access to large streaming TV audiences in one buy.
Useful for non-endemic brands: brands that do not sell on Amazon, such as finance, travel or auto, can still use Amazon audiences to reach in-market people.
Full-funnel use: the same platform can run awareness on streaming TV and then retarget people who later browse related products.
Amazon DSP vs DV360
Both are full programmatic DSPs, but they lean on different strengths. DV360 is Google's platform with very broad open-web, YouTube and private deal access, plus tight links to the Google Marketing Platform. Amazon DSP stands out for Amazon shopping signals and Amazon-owned inventory, which works a bit like a walled garden with programmatic access. Many advertisers run both: DV360 for broad reach and deals, Amazon DSP for commerce-driven audiences and Amazon properties.
Amazon DSP with AdGeeks
AdGeeks gives brands and agencies seat-level access to Amazon DSP, with campaigns run by senior traders and no monthly spend minimum. That means you can test Amazon audiences, streaming TV or Amazon-linked creatives without a large upfront commitment, and pair them with DV360 when broader reach makes sense. To get started, request access.
