Amazon DSP is still a relatively new tool to promote your products on and off Amazon, but it is noted that more and more advertisers are interested in the possibilities offered by this solution to carry out large-scale marketing campaigns. scale on the internet.

To give you an idea of ​​what Amazon DSP looks like, and to help you start your own DSP campaigns, in this article we will cover everything you need to know about Amazon DSP and how to use it in the best possible way.

What is Amazon DSP?

Amazon DSP stands for “Amazon Demand Side Platform” and belongs to the world of programmatic advertising . Concretely, this means that your advertisement will participate in an auction where the highest bidder wins. This happens a few Poland Phone Number List milliseconds before the ad is displayed on a particular website. Amazon DSP is available as an Amazon-managed or self-service service.


The main benefit of Amazon DSP is the ability to use Amazon’s own behavioral data on its customers, which the US company collects over the years. In addition, Amazon has an exclusive Amazon inventory, which is only accessible through Amazon DSP.

With DSP campaigns, you can reach new customers by targeting new audiences potentially interested in your products, or by targeting other products similar to yours. Additionally, Amazon DSP can be used to retarget consumers who know your brand, are interested in the type of products you market, or have purchased your products in the past.

The most important difference between Sponsored Ads / Sponsored Ads and Amazon DSP is that with the latter solution, you can promote your products outside of the Amazon platform.

Advertising budget: what amounts are at stake?

The recommended budgets for running and launching an Amazon DSP campaign are higher than for Sponsored Ads and Display Ads. There is also a difference if you use the service managed directly by Amazon, which has a minimum budget of € 10,000 per month. If you manage the campaigns yourself, you can reduce your budget. But if your advertising budget is less than $ 5,000 per month, Sponsored Ads may be a better solution for your advertising needs.

When it comes to setting up Amazon DSP, there are four main points to consider when starting your campaign:

  • Audiences: who do you want to target?
  • Campaign Orders: Which ASINs (Amazon Standard Identification Number) are supposed to be tracked / tracked? Which ASIN do you want sales attributed to?
  • Line Items: on which websites do you want to advertise your ad?
  • Ad creation: what is the ideal size for your ad?

Audiences: who do you want to target?

There are different ways to choose the people you want to target with your ads. You can choose from the audiences and segments provided by Amazon in the DSP console, or you can create your own audiences.

This includes “Lifestyle”, demographic, or specific market segments. For example, you can try to determine where your customers live, their income level, their potential hobbies, and if they have children.

If you are running a retargeting campaign, you can target customers who have already purchased your product, seen it before, or searched for the right keyword or viewed similar products on Amazon. You can set an analysis window to set a period to see if any of the aforementioned actions have been performed by a potential customer. We recommend that you set a 30-day period for the following audiences: “product views”, “similar product views”, and “keyword search”. 

In addition, we also suggest creating a single “product purchase” audience, with both a 90-day Lookback window and a 365-day Lookback window. Then you can set the “first buy” audience to negative mode. Thereby, those who purchased your product in the last 90 days will not be targeted and those who purchased your product more than 90 days ago will be targeted. This ensures that you are going to target the customer when they are in the market again to buy your product.

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