When your brand has outgrown Sponsored Ads and manual campaign tweaks, the next frontier for scale is Amazon DSP — the platform that lets you buy highly targeted, programmatic ads across Amazon and beyond. For mid-to-large brands, DSP isn’t just a tool — it’s the engine behind awareness, retention, and measurable lifetime value.
What Is Amazon DSP?
Amazon DSP (Demand-Side Platform) allows advertisers to programmatically buy display, video, and audio ads both on and off Amazon, reaching audiences based on real shopping and behavioral data — not just demographics.
Unlike Sponsored Ads, DSP targets users before, during, and after purchase intent.
This means you can:
- Re-engage shoppers who viewed your products but didn’t purchase.
- Reach new audiences similar to your best customers.
- Promote your brand on premium placements like IMDb, Twitch, and Fire TV.
(Source: Amazon DSP Overview)
Why DSP Matters for Growth-Stage Brands
If you’re a brand doing $5M+ in annual Amazon revenue, chances are you’ve optimized PPC to a ceiling. DSP breaks through that plateau by:
- Scaling reach beyond the search results page.
- Driving branded searches that lift your PPC performance.
- Strengthening retention through retargeting and sequential messaging.
- Unifying data across campaigns to improve TACoS efficiency.
Brands that integrate DSP with PPC often see a 10–20% lift in total Amazon revenue due to improved brand recall and multi-touch attribution.
(Source: Amazon Advertising Help)
How Amazon DSP Works
- Audience Targeting: Amazon segments audiences by shopping behavior, purchase intent, and lifestyle.
- Creative Delivery: Display and video creatives are dynamically optimized for device and context.
- Attribution: Conversion paths are tracked across Amazon’s ecosystem for real ROAS visibility.
- Optimization: Bids and placements auto-adjust based on live performance and custom KPIs.
At Albert Scott, we integrate DSP data directly into your PPC and content strategy, ensuring every ad dollar builds toward compounding growth — not just impressions.
DSP vs. Sponsored Ads: The Key Difference
| Feature | Sponsored Ads | Amazon DSP |
| Reach | On-platform (search & product pages) | On + off Amazon (web, apps, streaming) |
| Audience Type | Keyword & product intent | Behavioral & lifestyle segments |
| Goal | Conversion | Awareness, retargeting, retention |
| Ad Formats | Sponsored Product, Brand, Display | Display, Video, Audio |
| Access | Seller/Vendor | DSP Console or Agency Partner |
Where Sponsored Ads convert high-intent shoppers, DSP expands your funnel — reaching new audiences and re-engaging old ones.
Albert Scott manages both under one unified growth model, connecting ad performance, creative, and analytics across every touchpoint.
Best Practices for Mid-to-Large Brands
1. Define your audience beyond keywords.
Move past manual targeting. Use DSP’s predictive segments (like “repeat grocery buyers” or “luxury skincare shoppers”) to reach intent-rich audiences.
2. Sync DSP with PPC and creative.
The most effective brands coordinate messaging — ensuring DSP ads mirror the visuals and offers shoppers see in Sponsored Ads and listings.
3. Track total TACoS, not just ROAS.
DSP’s influence often shows up indirectly — through organic lift and improved click-through on branded keywords.
4. Iterate weekly.
Amazon DSP data updates daily. Continuous optimization of frequency caps, creative formats, and segment weights can double campaign efficiency within 90 days.
How Albert Scott Scales DSP for Clients
Our Amazon DSP framework is built around data synchronization and creative storytelling:
- Unified dashboards combining PPC + DSP + listing data.
- DSP creative informed by live search term performance.
- Custom remarketing that reconnects with high-margin SKUs.
- Attribution analysis linking DSP exposure to organic ranking lift.
This approach gives clients clarity and control — every impression, every dollar, every click tied to business outcomes.
Key Takeaways
- DSP amplifies visibility beyond Amazon’s search results.
- It complements, not replaces, your PPC strategy.
- It’s the bridge between brand storytelling and measurable growth.
For brands ready to move from optimization to orchestration, Amazon DSP is the next evolution — and Albert Scott is the partner to get you there.
References:
Amazon Advertising. “Amazon DSP.” Amazon Advertising.
https://advertising.amazon.com/en/dsp
Amazon Advertising. “Help Center: Amazon Advertising Documentation.”
https://advertising.amazon.com/en/help
Statista. “Amazon Advertising Revenue Worldwide – Statistics & Facts.”
https://www.statista.com/topics/8465/amazon-advertising/