Amazon DSP: Strategy & Definition for Full-Funnel Growth

What is Amazon DSP? – Definition & Importance

The Amazon DSP (Demand-Side Platform) is a programmatic advertising platform that enables advertisers to automatically buy display, audio, and video ads on both Amazon’s own sites and external websites and apps. Unlike Sponsored Ads (PPC), targeting here is based primarily on audience data rather than keywords.

‍

Why the DSP is central to our strategy:

‍

  • Exclusive audience data: Access to Amazon’s first-party data to target users based on their actual interests and search histories.
  • Full-funnel approach: Supporting the customer throughout the entire customer journey—from the initial contact (awareness) to targeted retargeting just before the purchase.
  • Cross-platform reach: Presence on high-quality third-party websites and apps, while performance is measured directly within the Amazon ecosystem.

‍

Our Approach: How We Manage the Amazon DSP on a Day-to-Day Basis

Programmatic advertising requires much more than just a budget—it requires a precise data strategy. Drawing on over 10 years of marketplace experience and the analysis of more than €350 million in revenue, we closely integrate the DSP with your other Amazon activities.

‍

How we make your DSP campaigns a success:

‍

  • Precise retargeting: We reach out again to users who have already viewed your product but haven't purchased it yet, in order to increase the conversion rate significantly.
  • Leveraging Synergy Effects: We coordinate DSP campaigns with your Amazon SEO and your Sponsored Ads to optimize the entire Amazon Flywheel .
  • Continuous creative optimization: We test various image and video formats to ensure that your brand message is delivered effectively on all devices in Mobile-First Design .
  • Data-driven budget allocation: We dynamically reallocate budgets to where the highest incremental revenue contribution is generated, rather than just isolated ROASvalues.

‍

Other relevant terms

Advertising
CPM (cost per thousand impressions)
The metric used in programmatic advertising (DSP) that indicates the cost per 1,000 ad impressions.
Advertising
Negative Keyword Optimization
The process of excluding irrelevant search terms from advertising campaigns to avoid unnecessary costs from clicks with no intention to purchase.
Advertising
CPC (Cost-per-Click)
The amount an advertiser pays Amazon for each individual click on an ad.
Advertising
Dayparting (Time-Based Bidding)
Strategically adjusting ad bids based on specific times of day or days of the week when the conversion rate is highest.

Do you want to boost your Amazon performance through operational excellence?

Let’s work together to figure out how to turn your brand from a listing into a bestseller. No strings attached and data-driven.

Request a free audit