What is Amazon DSP
What’s included in our Amazon DSP Services
Standard Amazon Sponsored Ads are incredibly effective, but they suffer from one major limitation: they rely entirely on existing search volume. You are competing with everyone else for the shoppers who are already typing your keywords into the search bar.
Amazon DSP (Demand-Side Platform) unlocks extra layers of influence in the customer journey and changes the game by allowing you to create and capture demand off Amazon, connecting media directly to commerce. Through this full-funnel approach, your brand gains access to exclusive ad-supported environments, reaching over 300 million consumers monthly across Prime Video, Streaming TV, and premium third-party sites.
Key aspects and benefits of our Amazon DSP services include:
1
Initial Assessment
We review whether DSP is actually the right next layer for your brand. That means looking first and foremost at product readiness and PPC maturity, while also considering traffic volume, margins, budget, inventory, and the role DSP would play in growth.
Why it matters:
DSP cannot fix a broken foundation. If your listings aren't converting, driving more traffic just makes your problems more expensive.
2
Audience strategy
We define who DSP should reach, retarget, or exclude. That can include product viewers, Store visitors, past buyers, category shoppers, competitor audiences, lookalikes, and new-to-brand prospects.
Why it matters:
DSP is powerful because it is audience-led. The goal is not just to show ads to more people. It is to put the right message in front of the right audience, at the right stage of the buying journey.
3
Retargeting and high-intent recovery
We build retargeting campaigns for shoppers who already showed interest but did not buy. This can include product views, Store visits, cart behavior, past purchase signals, or other available intent signals.
Why it matters:
PPC, SEO, and organic visibility often create demand that does not convert on the first visit. DSP can help recover that demand instead of letting high-intent shoppers disappear.
4
New-to-brand and awareness campaigns
We use DSP to reach relevant audiences before they search directly for your product or brand. This can support product launches, category growth, brand awareness, and new-to-brand acquisition.
Why it matters:
Sponsored Ads are limited by existing search demand. DSP gives the brand a way to influence shoppers earlier, especially when PPC is already mature or the category is crowded.
5
Placement, creative, and destination planning
We decide where DSP should show, which format makes sense, what message should be used, and where the shopper should land after the click or view depending on the campaign goal.
Why it matters:
DSP can create attention, but the ad, audience, placement, creative, and landing path still need to work together for that attention to become useful.
6
Budget, pacing, and optimization
We manage how budget is phased across audiences, placements, formats, and funnel stages. Different types of campaign do not require the same pacing or the same level of patience.
Why it matters:
DSP can spend quickly if it is not controlled well. Budget should follow the objective, the audience quality, and the amount of signal the campaign needs to produce a useful decision.
7
Measurement and reporting by objective
We share regular DSP performance reports offering full transparency on progress against each campaign goal.
Why it matters:
If every DSP campaign is judged like bottom-funnel PPC, the strategy will be misread. Depending on the objective, we may look at different metrics and at the wider Amazon account.
Amazon DSP Reach
Access the largest supply of premium ad-supported content across across Amazon-owned media and the open internet
Streaming TV & Video
Display & Native
Music & Audio
And thousands more premium digital destinations, Like:
Xumo Play
Bloomberg TV
Crackle
Spotify Video
Yahoo Video Network
Business Insider Video
IFC
SundanceTV
WE TV
A&E
History
Lifetime
Hallmark TV
Tubi
ESPN
The Roku Channel
Local Now
The Weather Channel
MLB.TV
NBA League Pass
NFL Network
LinkedIn CTV Ads
Univision NOW
ViX / ViX+
Warner Bros. Discovery
DirectTv Advertising
A+E Network
Hearst
Vox Media
Refinery29
Televisa Univision
Amazon DSP Strategic fit
Amazon DSP advertising can help brands build a fuller path to purchase, instead of waiting for shoppers to search and click. It can introduce your brand earlier, bring interested shoppers back, and keep your products visible across Amazon-owned and off-Amazon environments. But it only works when there is something solid underneath it. If the product is not ready, the listing cannot convert, or the account has not created enough signal yet, DSP is not the right lever to pull. The foundation needs to be fixed first.
When Amazon DSP may be the right next step
Sponsored Ads are already working, mature, or close to saturation.
The brand has proven products or hero ASINs.
Listings and Stores convert well enough to justify more traffic.
There is enough traffic to support retargeting or audience building.
The goal includes new-to-brand growth, awareness, retargeting, cross-sell, or loyalty.
The budget can support full-funnel testing.
Inventory, margin, pricing, and operations can support increased demand.
The brand is ready to measure DSP by objective, not only by bottom-funnel PPC metrics.
When Amazon DSP may be premature for your brand
DSP PPC is still messy.
Listings and Stores are not converting.
Budget is too limited.
Inventory is unstable.
The brand expects immediate bottom-funnel ROAS from awareness campaigns.
There are no clear products worth scaling.
Beyond standard DSP management
DSP gives brands more ways to reach shoppers, but more reach is only useful when the account can absorb, convert, and measure the demand it creates. This also means that PPC, SEO, listings, creative, stock, margin, and marketplace-specific behavior need to be part of the decision.
Connecting Amazon DSP ads with PPC and SEO
The connection:
DSP creates interest, PPC captures the searches that follow
DSP retargets visitors, SEO and listings convert them
PPC search terms show which DSP-driven demand is worth owning
SEO turns paid insights into organic visibility
Margin and inventory decide whether demand should scale
Localizing Amazon DSP ads by marketplace
What changes by market:
DSP availability
audience behavior and shopper intent
creative, messaging, and localization needs
competitors and category maturity
margin, pricing, stock, and product readiness
Amazon DSP & customer journey
Full-funnel Amazon DSP, built around the customer journey
Amazon DSP can support multiple stages of the buying journey. It helps brands build a full-funnel strategy that introduces products to new audiences, stays visible during consideration, reconnects with interested shoppers, and encourages repeat purchases.
STAGE 1
Awareness
Reach relevant shoppers even before they start searching on Amazon.
STAGE 2
Consideration
Stay visible while shoppers compare categories, brands, or competitors.
STAGE 3
Retargeting
Bring back product viewers, Store visitors, or other high-intent audiences.
STAGE 4
Acquisition
Reach new-to-brand shoppers with the right audience and message.
STAGE 5
Loyalty
Re-engage buyers, support cross-sell, and encourage repeat purchase.
What we can do for you
Your Tailored amazon Services model
Standalone
Targeted Amazon DSP Support
Best for
Includes
Account audits
Campaign restructuring
Brand Protection
Seasonal push planning
Sponsored Products
Sponsored Brands
Sponsored Display
Reporting
PPC-to-SEO insights
Pricing
Full Stack
The complete Amazon infrastructure behind your brand
Best for
Can Include:
Account Management
Amazon SEO
Amazon Advertising
Content Optimization
Logistics
Brand Protection
Localization
International Expansion
….
Pricing
Amazon Management Services
Amazon PPC Advertising
We create fully optimized Amazon listings with keyword-rich titles, bullet points, and A+ Content. Our SEO-focused enhancements improve rankings, lower your ACoS, and turn product pages into high-converting sales tools that increase click-through and conversion rates.
What are Amazon DSP ads, and how are they different from Amazon PPC or Sponsored Ads?
Amazon DSP ads are programmatic ads bought through Amazon’s Demand-Side Platform. In simple terms, Amazon DSP lets brands use Amazon’s audience signals to reach shoppers through display, video, audio, Streaming TV, and other eligible placements across Amazon-owned environments and selected third-party sites and apps.
Where do Amazon DSP ads appear? Can they reach shoppers off Amazon?
The fact that it can reach shoppers beyond Amazon search and beyond the product detail page is one of the main reasons brands use Amazon DSP.
What is Amazon Marketing Cloud, and why does it matter for DSP?
Amazon Marketing Cloud, often called AMC, is Amazon’s analytics environment for deeper advertising measurement. For DSP, it can help brands move beyond simple last-click reporting and understand how different audiences, placements, impressions, and touchpoints contribute to downstream results.
Does Sellerpass Global recommend Amazon DSP for every brand? Is it worth it for smaller brands?
No. We do not recommend Amazon DSP for every brand.
Can we work with Sellerpass Global only on Amazon DSP?
Yes, in some cases.
What budget do you need for Amazon DSP, and what is the minimum spend?
Amazon DSP budget depends on how you access the platform and what kind of campaign you want to run.
How is Sellerpass Global’s approach to Amazon DSP different from a standard agency?
Sellerpass Global’s approach is different because we do not treat Amazon DSP as a standalone media buy. DSP can create awareness, retarget interested shoppers, and reach new audiences, but the rest of the account still has to support that demand.
Can Amazon DSP retarget shoppers who viewed a product but did not buy?
Yes. This is one of the clearest use cases for Amazon DSP!
Can I target my competitors’ customers with Amazon DSP?
In some cases, yes, but it is better to think of it as reaching competitor-adjacent audiences, not as “taking over a competitor’s customer list”.
What types of creatives can be used with Amazon DSP ads?
Amazon DSP supports several creative formats, including display, component-based creatives, video, and audio. Depending on the campaign objective, placement, and marketplace, this can include static or responsive display ads, video, Streaming TV, and audio ads.
How do you measure Amazon DSP performance, and how long before I see results?
Amazon DSP performance is measured by the job the campaign is supposed to do. Lower-funnel DSP campaigns are usually closer to conversion, so we may look at purchases, ROAS, cost per purchase, detail page views, and conversion activity. Awareness or new-to-brand campaigns need a wider read: reach, frequency, viewability, engagement, detail page activity, new-to-brand signals, and how the campaign supports PPC, branded search, or wider account growth.
How can Amazon DSP support a new product launch?
Amazon DSP can support a new product launch by helping the product get seen even before shoppers start searching for it.
Can Amazon DSP help reduce wasted media spend?
Yes, when it is planned and managed correctly.
What information do I need to provide to start Amazon DSP with Sellerpass Global?
You do not need to arrive with a perfect DSP strategy already mapped out. That is part of what we help define. What we do need is enough context to understand whether Amazon DSP is the right next step, which products it should support, and what kind of campaign would actually make sense.
Do I need a Seller Central or Vendor Central account to use Amazon DSP?
Not necessarily. Amazon DSP can be used by advertisers whether or not they sell products on Amazon. So, strictly speaking, a Seller Central or Vendor Central account is not always required to access Amazon DSP.