Amazon DSP is Amazon’s demand-side platform that lets you manage and programmatically buy ads both on and off of Amazon. This tool also gives you access to the audience targeting data that is exclusive to Amazon, helping you reach customers across many platforms.
Check out our Amazon DSP Webinar and learn:
And definitely how to incorporate Amazon DSP into your overall advertising strategy.
Amazon offers an entire toolkit of advertising platforms so you can better connect with your audience. Amazon DSP ads fall into three different categories: display, video, and audio.
Most Amazon video ads are short, branded videos that give customers a glimpse at what your product has to offer. These videos will play automatically as long as half of the video is in view on the screen.
Amazon video ads will be seen on all Amazon websites, both on desktop and mobile. This applies to both home pages and product detail pages.
Amazon audio ads let you reach customers who listen to Amazon Music channels. This helps you maintain your connection with your audience even when they’re not on their screens. Audio ads are still in the beta version, so they are not as widely available.
Your audio ads will play on the free Amazon Music, as well as Alexa-enabled devices, like Amazon Echo and Fire TV.
The services Amazon DSP offers may sound similar to sponsored display ads, which is the Amazon advertising solution that distributes ads to customers both on and off of Amazon. The main similarity between the two tools is that they both help you advertise outside of Amazon and are self-service tools.
There are also plenty of key differences between Amazon DSP advertising and display ads. For example, sponsored display ads are PPC model. DSP is a Display or CPM model, meaning that you pay for the number of impressions your ad makes (or how many times it renders on a screen).
Amazon DSP also does more for your advertising than sponsored display. Think of it as an extension of what’s offered with sponsored display ads, since it also encompasses video and audio advertising.
Amazon DSP is not restricted by whether or not you sell on Amazon, but there are best practices to consider.
For example, if you choose to use Amazon DSP through an Amazon account executive, they require a $35,000 minimum investment. You’ll also be relatively limited in how you can spend that money.
But going through Amazon to access your DSP isn’t your only option. Specialized agencies, like Buy Box Experts, have garnered a lot of attention from both vendors and Amazon with how they approach DSP differently.
With Buy Box Experts on your side, this is what you can expect:
Amazon DSP is great for any company that wants to expand its reach and take advantage of Amazon’s audience. Of course, that encompasses the goals of a lot of companies—who wouldn’t want access to Amazon’s data?
To better illustrate the utility of Amazon DSP, consider the following examples:
When you first open your Amazon shop, you’re putting yourself up against fierce competition. And you need to find a way to outshine veteran vendors and name-brand products quickly if you want to stay in business. That’s where an aggressive advertising strategy with DSP can help.
After you’ve established a modest base of customers and have a few positive reviews in tow, you can use Amazon DSP to further raise brand awareness. Potential customers will start to notice you both on and off of Amazon with display ads and sponsored product placements. And as you raise awareness, you’ll see your sales increase too.
If you’d like to start using Amazon DSP you have two options:
Your ACoS will probably decrease significantly when you utilize Amazon DSP. However, you also shouldn’t focus too much on lowering your ACoS—oftentimes, it will cause more harm than good.
For more on ACoS, read our article,
We heard some great questions about Amazon DSP’s effectiveness in attracting customers during our DSP Webinar. To help summarize, we’ve included those questions and our responses in these FAQs.