Full-funnel DSP campaigns leveraging Amazon's unique shopping data
Amazon DSP (Demand-Side Platform) extends advertising reach beyond Amazon's owned properties to premium websites, apps, and streaming services across the internet. Unlike Sponsored Ads which only reach shoppers actively searching on Amazon, DSP enables brands to build awareness with audiences earlier in the consideration journey, retarget visitors who viewed products but didn't purchase, and conquest competitor customers through strategic audience targeting.
DSP's unique advantage is access to Amazon's first-party shopping data - the richest behavioral dataset in ecommerce. We can target audiences based on actual purchase history, category browsing patterns, brand loyalties, and shopping frequency. Want to reach weekly grocery shoppers who've purchased premium pet food in the past 30 days but never bought your brand? DSP makes that possible with precision that Facebook and Google can't match.
Our Amazon DSP specialists develop full-funnel strategies that coordinate awareness, consideration, and conversion tactics. Upper-funnel campaigns build category awareness through contextually targeted display ads on relevant lifestyle websites. Mid-funnel campaigns retarget audiences who've viewed your products or competitor products. Lower-funnel campaigns drive conversions through dynamic product ads that showcase specific products with real-time pricing and Prime eligibility.
Top websites, apps, streaming
Shopping behavior targeting
Awareness to conversion
Display, video, dynamic ads
Success with Amazon DSP requires sophisticated audience segmentation that goes beyond basic demographics. We build custom audiences based on multiple data signals: in-market audiences currently researching products in your category, lifestyle audiences aligned with your brand positioning, competitor conquest audiences actively purchasing rival brands, and lookalike audiences that mirror your best customers' shopping behaviors.
Creative strategy matters enormously on DSP. While Sponsored Ads rely on Amazon's product images, DSP enables branded creative that tells your story. We develop multi-format creative suites including static display ads, animated HTML5 ads, video ads for streaming content, and dynamic product ads that automatically populate with your catalog. Creative testing identifies which messages resonate most with different audience segments, continuously improving performance over time.
Our Amazon Marketing Cloud (AMC) integration enables us to measure DSP's true impact on Amazon sales. Through AMC analysis, we quantify how upper-funnel DSP exposure influences downstream Sponsored Ads performance, prove incrementality of audience targeting strategies, and optimize budget allocation across Sponsored Ads and DSP for maximum total efficiency.
Advanced programmatic display management
Custom audiences based on purchase history, browsing, competitor behaviors, and lookalikes.
Multi-format creative suites: static, animated, video, and dynamic product ads.
Amazon Marketing Cloud integration to measure incremental lift and cross-channel impact.
Strategic alignment of DSP awareness with Sponsored Ads conversion campaigns.
DSP requires minimum spend thresholds. Let's discuss if it's right for your brand.
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