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Most of you Amazon sellers are probably familiar with Amazon Sponsored Products or Sponsored Brands Ads, but have you heard of Amazon Demand Site Platform (DSP)? In this article, you will learn details about Amazon DSP and how you can leverage it to retarget existing customers and reach new customers.

What is Amazon Demand Site Platform (DSP)?

Amazon Demand Site Platform - or Amazon DSP - is Amazon's programmatic advertising platform. DSP enables advertisers to buy, display and use video ads and efficiently reach Amazon shoppers on Amazon sites, across the web, and on mobile apps. Another factor that makes Amazon DSP unique is that you have access to ad reports that include Amazon-specific measurement capabilities.

Amazon rebranded all its advertising features into one new name called Amazon Advertising back in September 2018. Amazon Advertising Platform (AAP), Amazon Media Group (AMG), and Amazon Marketing Services (AMS) are now simply called Amazon Advertising.

The main difference between Sponsored ads and Display ads is that one focuses on Pay-Per-Click (PPC) while the other is sold on a CPM (cost-per-thousand impressions) basis, and prices can vary depending on the format and placement.

Amazon DSP Ad Types

Advertisers can use the Amazon Demand Site Platform to reach shoppers through six core types of advertising placement:

1. Amazon’s website(s)

2. Apps

3. Devices (i.e. Fire TV, tablet, and Kindle)

4. Amazon-owned and operated sites (i.e. IMDb)

5. Publisher sites

6. Third-party exchanges

How Does Amazon DSP Work?

Advertisers can use Amazon DSP to drive more value and increase ROI by delivering relevant ads to audiences (i.e. past purchasers, specific ASIN viewers, and category viewers) across devices and ad formats. Amazon Demand Site Platform ads can appear in any of the following forms:

1. Mobile and desktop web display ads across the web. You can find the creative guidelines HERE.

2. Mobile app banners ads on iOS, Android, and Kindle Fire platforms. You can find the creative guidelines HERE.

3. Full-screen mobile interstitial ads. You can find the creative guidelines HERE.

4. 5+ seconds in-stream and out-stream video ads. You can find the creative guidelines HERE.

Recently in March 2019, Amazon rolled out 4 key updates to the Amazon DSP user interface:

  1. Navigation – Amazon DSP is now more intuitive and efficient with more prominent layout, buttons, toggles, and campaign status information.
  2. Bulk Editing – You can bulk edit the domain, audience, and location targeting settings for the line items.
  3. Custom Reporting – You can create a report based on your unique requirements (i.e. exact columns) and save it within the Amazon DSP report center. You also have the option to email reports to specific recipients.
  4. Creative Moderation – Amazon has significantly reduced the average time it takes for you to be notified if your creative needs to be revised.

Who Can Use Amazon DSP?

Amazon DSP is available to both sellers (vendors and third-party sellers) who sell products on Amazon and those who do not as well. The Amazon Demand Service Platform is best suited to advertisers who want to programmatically buy display and video ads on a large scale.

Amazon DSP Management Options

There are two management options available for sellers:

  1. Amazon Managed-Service – The managed-service option typically requires a minimum spend of $35,000 but has access to white-glove service and guidance to those with limited programmatic experience.
  2. Enterprise Self-Service (ESS) – Self-service advertisers are in full control of their campaigns, and there are no management fees.

Amazon DSP Retargeting Options

Sellers also have four retargeting options with Amazon DSP:

  1. Pixel-based – This targeting option focuses on shoppers who visit your brand’s website.
  2. Product Remarketing – This option allows you to retarget shoppers who viewed your promoted items but didn’t convert.
  3. Brand Halo Remarketing – This option allows you to retarget shoppers who viewed other products from your brand.
  4. Similar Product Remarketing – This option allows you to retarget shoppers that are browsing products similar to yours.

Final Thoughts

By leveraging on Amazon Demand Site Platform data, you can have a more effective ad spend by creating highly targeted audiences. You can also be in front of shoppers who have yet to purchase your products using the ASIN and category viewers targeting options. In a nutshell, Amazon DSP helps you establish a better online presence and convert shoppers into customers.

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