DSP

Amazon DSP enables advertisers to reach audiences across Amazon-owned sites (like Amazon.com, IMDb, Twitch) and third-party websites and apps using Amazon’s audience data.

Key features of DSP:

• Programmatic ad buying: Automated real-time bidding for ad inventory
• Audience targeting: Based on Amazon’s deep shopper insights (purchase behavior, search history, etc.)
• Ad formats: Includes display, video, OTT (streaming), and audio ads
• Retargeting: Re-engage shoppers who viewed your product but didn’t convert

Who can use DSP:

• 1P Vendors and 3P Sellers (through Amazon-managed or self-service DSP)
• Agencies managing multiple brands
• External brands not selling on Amazon but wanting access to Amazon audiences

Why DSP matters:

• Extends advertising beyond Amazon’s search results
• Drives brand awareness and upper-funnel traffic
• Reaches highly relevant audiences using first-party data
• Supports remarketing strategies and customer acquisition

💡 Example: A fitness brand can use Amazon DSP to serve video ads for their protein powder to users watching workout videos on IMDb or visiting health blogs - even if they’re not currently on Amazon.

In short:
DSP = Amazon’s advertising platform for programmatically buying display and video ads across Amazon and external sites using Amazon’s powerful audience targeting data.