Amazon DSP: Reach High-Intent Audiences On and Off Amazon
Amazon advertising isn't only for brands that sell on Amazon. Amazon DSP gives any advertiser access to Amazon's uniquely powerful first-party purchase data and premium media network — reaching audiences across Prime Video, IMDb, Fire TV, and the open web.
The Data Advantage
Why Amazon's Data Advantage Changes Everything
Amazon knows what people actually buy — not just what they search for or browse. This is the fundamental difference between Amazon DSP and every other programmatic advertising platform.
Also see: Amazon Ads Management →- Actual purchase behavior across Amazon.com and Amazon.in
- Product search and browsing history across millions of categories
- Streaming and content consumption via Prime Video
- Life-stage signals — young families, new homeowners, high earners
- In-market audience segments built from genuine buying behavior
- Privacy-safe first-party data that does not rely on third-party cookies
Network Reach
Where Amazon DSP Reaches Your Audiences
Amazon DSP is not just Amazon.com. Campaigns run across a wide network of owned and third-party properties.
Amazon Owned Properties
Amazon.com / Amazon.in
Search results, product pages, homepage
Prime Video
Streaming TV, movies, live sports
IMDb
Movies, TV shows, celebrity content
Fire TV
Connected TV advertising
Kindle
E-reader placements
Amazon Music
Audio and streaming inventory
Third-Party Network
Premium apps and websites through Amazon Publisher Services — including open-web display, video, and connected TV inventory beyond Amazon properties.
Who Is It For?
Amazon DSP Is Not Just for Amazon Sellers
Select the option that describes your business to see how Amazon DSP applies to you.
Endemic Brands
Extend your reach beyond Sponsored Ads — dominate your category with full-funnel Amazon advertising.
Key Business Verticals
Growth Objectives
- Maximize Return on Ad Spend (ROAS)
- Increase Market Share (Share of Voice)
- Scale New Product Launches
- Inventory Liquidation Strategies
- New-to-Brand Customer Acquisition
- Advanced Brand Defence
Ready to achieve these goals?
Schedule a ConsultationBusiness Outcomes
What Businesses Achieve with Amazon DSP
Reach High-Intent Audiences
Use Amazon's first-party purchase data to target audiences who are genuinely in-market for your product or service — not just browsing.
Full-Funnel Advertising
Connect awareness, consideration, purchase, and retention campaigns into a single, measurable framework with consistent audience targeting.
Premium Brand Visibility
Place your brand within Prime Video, IMDb, and connected TV — alongside premium content in high-attention, brand-safe environments.
Advanced Audience Intelligence
Use Amazon Marketing Cloud (AMC) to measure cross-campaign impact, customer journeys, incrementality, and audience overlap.
Ad Formats
Amazon DSP Ad Formats
Amazon DSP supports a range of creative formats across different stages of the customer journey.
Display Ads
Standard and rich media display formats served across Amazon properties and the third-party publisher network on and off Amazon.
Video Ads
In-stream and out-stream video placements across Amazon, IMDb, Fire TV, and third-party inventory — for awareness and consideration.
Streaming TV Ads
Non-skippable ads delivered within Prime Video, live sports, and connected TV — high-attention, brand-safe, and measurable.
Audio Ads
Audio advertising within Amazon Music free tier and podcast inventory for reach during listening moments.
Custom Ads
Bespoke creative executions including interactive formats and rich media — available for larger campaigns requiring custom execution.
Full-Funnel Strategy
From Awareness to Measurement
Awareness
Amazon DSP display and video advertising reaches new audiences using Amazon's purchase intent and behavioral signals.
Consideration
Amazon DSP retargeting and Sponsored Brands re-engage audiences showing product or category interest.
Purchase
Sponsored Products and DSP purchase retargeting convert high-intent shoppers at the decision stage.
Retention
DSP remarketing re-engages past purchasers with replenishment, cross-sell, or loyalty campaigns.
Measurement
Amazon Marketing Cloud (AMC) provides cross-campaign attribution, audience overlap analysis, and incrementality.
Powered by Technology
AdAce
Amazon Advertising Automation & Marketplace Intelligence
AdAce is O3M's proprietary Amazon advertising automation platform. Built from experience managing 6,000+ accounts, AdAce supports DSP campaign workflows, bid management, keyword automation, opportunity identification, and reporting.
Explore AdAceKey Capabilities
- Campaign Creation & Structuring
- Campaign Optimization
- Bid & Budget Management
- Keyword Intelligence
- Opportunity Identification
Our Approach
How We Approach Amazon DSP
Audience Strategy First
We identify the right audience strategy based on your objectives — endemic or non-endemic — and build targeting segments using Amazon's first-party data signals.
Creative & Format Alignment
We match ad formats and creative to campaign objectives and funnel stage. Awareness campaigns require different creative thinking than retargeting campaigns.
Full-Funnel Activation
We structure campaigns across the customer journey — connecting upper-funnel awareness to mid-funnel consideration to lower-funnel conversion.
AMC-Informed Optimisation
For enterprise campaigns, we use Amazon Marketing Cloud data to understand which audience segments and funnel stages are driving measurable business outcomes.
Why O3M
Why Businesses Choose O3M for Amazon DSP
Amazon Advanced Partner
O3M holds Amazon Advanced Partner status — reflecting deep expertise and strong client outcomes in Amazon advertising.
6,000+ Amazon Accounts Managed
Deep understanding of Amazon's advertising ecosystem across categories, business models, and campaign objectives.
Award-Winning Work
Recipient of the Amazon Ads Partner Award — Challenger Category, Asia Pacific (2023).
Endemic and Non-Endemic Expertise
We serve Amazon sellers and non-endemic advertisers across automotive, education, financial services, real estate, and healthcare.
Technology-Enabled Execution
Supported by AdAce, O3M's proprietary Amazon advertising automation and intelligence platform.
Technology-enabled growth
Frequently Asked Questions
Common Questions About Amazon DSP
What is Amazon DSP?
Amazon DSP (Demand-Side Platform) is Amazon's programmatic advertising platform that allows advertisers to reach audiences both on Amazon's own properties (Amazon.com, Prime Video, IMDb, Fire TV) and across third-party websites and apps — using Amazon's first-party audience data for targeting.
What is the difference between Amazon DSP and Sponsored Ads?
Sponsored Ads target shoppers actively searching on Amazon using keyword matching. Amazon DSP is a programmatic platform that reaches audiences across a much wider network — including non-Amazon websites, Prime Video, IMDb, and connected TV — using behavioral and purchase data. DSP is available to both endemic (Amazon sellers) and non-endemic advertisers.
Can I use Amazon DSP if I don't sell on Amazon?
Yes. Non-endemic advertisers — brands that do not sell on Amazon — can use Amazon DSP to reach audiences using Amazon's first-party behavioral and purchase data. Industries such as automotive, financial services, real estate, healthcare, education, and travel commonly use Amazon DSP without selling a single product on Amazon.
What is the difference between an endemic and non-endemic advertiser?
An endemic advertiser sells products on Amazon and uses DSP to extend reach beyond Sponsored Ads. A non-endemic advertiser does not sell on Amazon but uses Amazon DSP to access Amazon's unique audience data and reach high-intent audiences across Amazon's media network.
Which industries benefit most from Amazon DSP as a non-endemic advertiser?
Automotive, financial services (BFSI), real estate, healthcare, education, and travel and hospitality benefit the most. Amazon's purchase and behavioral data provides unique life-stage and intent signals — such as home improvement purchases indicating relocation, or educational material purchases indicating learning intent.
What is Amazon Marketing Cloud (AMC)?
Amazon Marketing Cloud is a privacy-safe data clean room that enables advertisers to analyse Amazon advertising data at a granular, event level — gaining deeper insights into customer journeys, cross-campaign impact, audience overlap, and incrementality. AMC is particularly powerful when used alongside Amazon DSP campaigns.
What ad formats does Amazon DSP support?
Amazon DSP supports display ads, video ads (in-stream and out-stream), streaming TV ads (Prime Video and connected TV), audio ads (Amazon Music), and custom rich media formats for larger campaigns.
Does O3M support both Amazon DSP and AMC?
Yes. O3M supports Amazon DSP campaign management for both endemic and non-endemic advertisers, and provides AMC-based measurement and audience intelligence for organisations seeking advanced reporting and decision support.
Let's Build Your Amazon DSP Strategy
Whether you sell on Amazon or not, O3M can help you build an Amazon DSP strategy that connects first-party audience data with real business outcomes. Schedule a consultation to explore what's possible.