Amazon’s Demand-Side Platform (DSP) is a powerful tool for intermediate marketers looking to scale their advertising efforts on Amazon and beyond. Unlike traditional Amazon PPC ads, DSP allows brands to access Amazon's wealth of first-party data to reach new audiences across the web, including Amazon-owned sites, third-party websites, and even Amazon Streaming TV ads.

This guide will walk you through actionable strategies to leverage Amazon DSP effectively and highlight how Amazon Streaming TV ads can become a critical component of your marketing mix.

What is Amazon DSP, and Why Should You Use It?

Amazon DSP is a programmatic advertising platform that enables brands to run display, video, and audio ads both on and off Amazon. It uses Amazon’s first-party shopper data to target audiences with high purchase intent, helping brands expand beyond the limitations of Sponsored Products, Sponsored Brands, and Sponsored Display ads.

Key Benefits of Amazon DSP:

• Access to Amazon’s First-Party Data: Leverage insights like purchase history, browsing behavior, and search intent.
• Audience Expansion: Reach customers outside of Amazon, including competitor audiences.
• Advanced Retargeting: Re-engage shoppers who browsed but didn’t buy, improving conversion rates.
• Diverse Ad Formats: Run display ads, video ads, and even audio ads to connect with audiences across multiple touchpoints.

Step 1: Start with Audience Targeting

Amazon DSP's true power lies in its advanced targeting capabilities. You can segment audiences based on factors like:

• In-Market Audiences: Shoppers actively searching for products in your category.
• Lifestyle Segments: Groups based on long-term behavior and interests.
• Remarketing Audiences: Customers who viewed your product but didn’t convert.

Actionable Tip:

Start by building retargeting campaigns for high-margin products. Use Amazon DSP to serve display ads to shoppers who viewed your product detail pages or abandoned their carts.

Example: If you sell premium pet food, target customers who browsed your product detail pages but didn’t complete a purchase. Use messaging like "Still thinking about premium nutrition for your pet?" to entice them back.

Step 2: Diversify with Amazon Streaming TV Ads

Amazon Streaming TV ads are a subset of DSP that allows you to run ads on Fire TV, IMDb TV, and other streaming platforms in the Amazon ecosystem. These ads appear alongside popular streaming content, providing a premium, non-skippable advertising experience.

Why Use Amazon Streaming TV Ads:

• Massive Reach: Access millions of households using Fire TV and other Amazon-connected devices.
• High Engagement: Non-skippable ads ensure your message is seen in its entirety.
• Brand Awareness: Ideal for introducing new products or growing your brand presence.

Actionable Tip:

Pair Amazon Streaming TV ads with traditional DSP campaigns to create a full-funnel strategy. For example:

• Use Streaming TV ads to drive top-of-funnel awareness.
• Retarget those viewers later with display or video ads on Amazon.com.

Example: A home fitness equipment brand could showcase a 30-second ad on Amazon Streaming TV promoting its new smart treadmill. Then, retarget viewers with display ads offering discounts or highlighting user reviews.

Step 3: Implement Programmatic Retargeting

Retargeting is one of the most effective ways to boost ROI with DSP. With Amazon’s first-party data, you can retarget:

• Shoppers who viewed your competitors' products.
• Customers who purchased from you in the past (upselling or cross-selling).
• Visitors to your Amazon Store.

Actionable Tip:

Use lookback windows to refine your retargeting campaigns. For example, set a 7-day window to target shoppers who browsed recently and are still likely to purchase.

Example: A skincare brand can retarget users who recently purchased a moisturizer with ads for complementary products like sunscreen or face wash.

Step 4: Measure Success with Custom Metrics

One of the standout features of Amazon DSP is its reporting capabilities. Use these insights to optimize your campaigns:

• Detail Page View Rate (DPVR): How often your ads drive traffic to product detail pages.
• Add-to-Cart Rate: A critical metric for evaluating conversion intent.
• Return on Ad Spend (ROAS): Assess profitability by tracking sales generated from your campaigns.

Actionable Tip:

Set up A/B tests to compare different creatives, targeting strategies, or lookback windows. Focus on improving metrics like CTR and ROAS incrementally.

Example: Test whether a product benefits more from lifestyle imagery or direct product shots in display ads.

Step 5: Expand Reach with Third-Party Inventory

Amazon DSP isn’t limited to Amazon-owned properties. You can run ads on third-party websites and apps, giving your brand visibility outside Amazon. This is especially valuable for capturing customers at different stages of their journey.

Actionable Tip:

Create custom creatives for third-party inventory. Ads off Amazon should still reflect your brand voice and drive traffic back to your Amazon Store or product detail pages.

Example: An outdoor gear brand could use Amazon DSP to run display ads on a popular hiking blog, showcasing their best-selling camping tents.

Step 6: Leverage Video Ads for Mid-Funnel Engagement

Video ads aren’t just for top-of-funnel campaigns. They’re incredibly effective for engaging mid-funnel audiences who are aware of your brand but haven’t yet converted.

Actionable Tip:

Use shoppable video ads that link directly to your product pages. Ensure the video highlights key benefits and features while maintaining a professional, engaging tone.

Example: A kitchen appliance brand can run a 15-second video ad demonstrating its latest air fryer in action, with a clickable link driving traffic to the product detail page.

Step 7: Optimize Campaigns Continuously

Amazon DSP requires ongoing refinement to maximize ROI. Regularly analyze campaign performance and make adjustments to targeting, ad creatives, and budgets.

Actionable Tip:

Use dayparting to run ads during peak shopping hours. Monitor which times drive the most impressions, clicks, and conversions, and allocate budget accordingly.

Get on Board the DSP and Streaming TV Train

Amazon DSP is a game-changer for intermediate marketers looking to scale their Amazon presence and connect with audiences beyond the platform. From Amazon Streaming TV ads to advanced retargeting and programmatic campaigns, the opportunities are vast.

To succeed, start with clear goals, leverage Amazon’s first-party data, and continuously optimize your campaigns. Whether you’re driving brand awareness or boosting conversions, Amazon DSP can help you unlock new levels of growth for your brand.

For information about how Nectar can help with your Amazon Advertising check out our Amazon Advertising Service Page.