Reach the right shoppers, on Amazon and far beyond it.

Amazon DSP is Amazon's demand-side platform, a tool for buying display, video and streaming TV ads programmatically. It uses Amazon's audience insight, based on shopping and browsing behaviour, to reach people on Amazon's own sites, apps and devices and across a wide range of third-party publishers. Advertisers can use it to build awareness, find new customers and bring past visitors back, and it can drive traffic to an Amazon listing or to your own website.

Sponsored ads, such as Sponsored Products and Sponsored Brands, appear in Amazon search results and product pages and are usually bought on a cost-per-click basis. Amazon DSP is programmatic, buying display, video and streaming TV placements based on audiences rather than keywords, on Amazon and across other sites. Sponsored ads capture shoppers who are already searching, while the DSP helps reach people earlier and bring them back later. Our Amazon Ads page covers sponsored ads in detail, and the two work best when planned together.

No. Amazon DSP can send people to your own website, app or store as well as to Amazon listings. Brands that do not sell on Amazon use it to reach audiences defined by shopping interests and life events, then measure results through site visits, sign-ups and sales on their own channels. We set up tracking so these outcomes are recorded properly and compared fairly with your other channels, which tells you whether Amazon audiences are worth more budget.

An Amazon DSP agency plans, buys and manages your programmatic campaigns. At Vertical that includes audience strategy, creative for each format, campaign build, frequency and placement controls, measurement and reporting. Because we also run sponsored ads, paid social, search and email, we plan the DSP as part of your whole mix rather than as an isolated channel. You work with senior people who understand programmatic media and the commercial goals behind it, supported by AI agents that watch performance daily.

Budgets vary with the goal, the audiences and the formats involved. Access to the DSP can be self-service or managed, and the managed route often expects a meaningful minimum commitment. Streaming TV and broad awareness campaigns need more spend to reach useful frequency than focused remarketing. We would rather begin with a clear, testable plan than spread budget too thinly. Once we can see which audiences and formats are working, we scale them with confidence.

Amazon DSP offers audiences based on shopping and browsing behaviour, such as people interested in a category, in-market shoppers and those who viewed or bought related products. You can also use your own customer data, retarget visitors to your listings or website and build lookalike groups. We design each audience for a specific purpose and stage, keep prospecting and remarketing separate and remove audiences that bring impressions without results, so spend stays focused on likely customers.

We look at the outcomes that matter to your business, such as new customers, purchases, sign-ups and return on ad spend, rather than impressions or clicks alone. For Amazon sellers that includes detail page views, purchases and new-to-brand results. For website traffic we set up conversion tracking properly. Where it makes sense we use aggregated, privacy-safe analysis and test designs to understand incremental impact, so you know what the DSP is truly adding.

Yes. Amazon DSP can place video ads on streaming TV services, reaching people watching on television screens as well as on other devices. It gives brands the impact of TV with audience targeting and measurement that traditional broadcast cannot offer. We plan streaming TV around a clear goal, set sensible frequency limits and look at how viewing affects searches, visits and sales, so you can judge whether the channel deserves a larger share of budget.

Start with a conversation about your products, your customers and where you sell today. If you already use Amazon DSP, we usually begin with an audit of your audiences, creative, frequency and measurement, then share a prioritised plan. If you are new to it, we look at how it would fit alongside sponsored ads and your other channels and scope a sensible first phase. Either way, we will tell you plainly whether we think it is worth doing and how.