For brands that are selling on Amazon, have achieved growth with Amazon advertising (PPC), but have seen this slow, the question is: “where do we go from here?”
These brands are seeking effective, more measurable ways to connect with consumers so they can continue to scale, and one of the most powerful tools available in this landscape is Amazon DSP, the Amazon Demand-Side platform.
Whether your business sells products on Amazon or not, Amazon DSP offers a unique opportunity to reach relevant audiences across the web, powered by some of the world’s most valuable first-party shopping data.
Fluid Marketplaces provides Amazon DSP agency services to brands and manages the whole process for them, planning their campaigns, buying ad space programmatically and providing creative services.
In this guide, we’ll break down what Amazon DSP is, how it fits into the programmatic ecosystem, and how brands can use it effectively in 2025.
What is Amazon DSP?
Amazon DSP (demand-side platform) is Amazon’s programmatic advertising solution that allows advertisers to buy display, video, and audio ads programmatically, both on Amazon-owned properties (like Amazon.com, IMDb, Twitch, and Fire TV) and across the broader web via Amazon’s network of third-party sites and apps.
Unlike Amazon Sponsored Ads, which primarily target shoppers actively searching on Amazon, DSP casts a wider net, reaching potential customers wherever they spend time online.
How Amazon DSP fits into the programmatic ecosystem
Programmatic advertising automates the process of buying digital ad placements. Instead of negotiating directly with publishers, advertisers use DSPs to bid in real time for impressions that match their targeting criteria.
Amazon DSP sits alongside other major DSPs such as Google Display & Video 360 and The Trade Desk, but it has one major differentiator: Amazon’s proprietary first-party shopping data.
This means advertisers can reach audiences based on:
- What they have searched for on Amazon
- What they have viewed or added to cart
- What they have purchased recently
- Their demographic, lifestyle, and media consumption patterns
Because this data is tied to verified Amazon accounts, it is more accurate and privacy-compliant than many third-party data sources used by other platforms.
Amazon DSP’s unique advantages
1. Unmatched shopping intent data
Amazon knows what millions of users are shopping for right now. That data fuels precise targeting for every stage of the customer journey, from awareness to conversion and retention.
2. On and off Amazon reach
You can use Amazon DSP to reach audiences on Amazon-owned sites (Amazon.com, IMDb, Twitch, Fire TV) or off Amazon across thousands of third-party websites and apps that are part of Amazon’s ad network.
3. Closed-loop attribution
Unlike many programmatic platforms, Amazon DSP allows advertisers to track performance directly to sales outcomes, and gain additional cross-channel attribution insights through Amazon Marketing Cloud (AMC) for off-Amazon conversions.That makes campaign measurement and ROI reporting significantly clearer.
4. Privacy-ready targeting
As third-party cookies continue to phase out, Amazon’s first-party data ecosystem ensures advertisers can still reach high-intent audiences without relying on outdated tracking technologies.
How brands can use Amazon DSP
Amazon DSP is not just for Amazon sellers, it is a powerful tool for brands of all types, including those that sell through their own websites or retail partners.
Here are a few key ways to use it effectively:
1. Drive awareness
Reach new audiences who fit your target customer profile, even before they start searching for your products. Use Amazon’s in-market and lifestyle segments to build top-of-funnel awareness.
2. Retarget shoppers
Reconnect with users who have viewed your products (on or off Amazon) but haven’t purchased yet. DSP retargeting campaigns can help increase conversion rates dramatically.
3. Protect market share
Stay visible to existing customers and defend your brand from competitors targeting your audience or product category.
4. Expand beyond Amazon
Even if you don’t sell directly on Amazon, you can use DSP to run display or video ads targeted by Amazon data across the open web, driving traffic to your own site or DTC store.
Getting started with Amazon DSP
There are two main ways to access Amazon DSP:
- Managed service – Run by Amazon Ads representatives (usually with higher minimum spends, typically around $50,000 USD).
- Self-service via an Amazon DSP partner – Specialist Amazon agencies and certified partners, such as Fluid Marketplaces.Our Amazon agency provides Amazon DSP services, providing direct access for brands, management and optimisation of campaigns, with lower spend thresholds and more flexibility.
Working with a specialist Amazon agency with experience in Amazon DSP ensures expert guidance, data-driven optimisation, and better use of your ad spend, especially if you are new to programmatic buying.
The future of Amazon DSP
Amazon DSP continues to evolve with:
- AI-driven bidding and optimisation tools
- Enhanced video and streaming TV inventory
- New contextual and audience signals that adapt to a cookieless world
For brands, that means more reach, more precision, and more measurable results, all within one of the most successful ecosystems in ecommerce.
Amazon DSP represents the next frontier of performance-driven advertising. It combines the scale of programmatic media with the power of Amazon’s consumer insights, helping brands build awareness, drive sales, and grow loyalty, both on and off Amazon.
Need support with Amazon DSP?
If your brand is ready to scale beyond search, and you would like a no-obligation chat around whether Amazon DSP is right for it, contact us here and one of our Amazon experts will be in touch as soon as possible.
