Amazon DSP — Programmatic Reach Powered by Shopping Data.
Amazon knows what people actually buy — and Amazon DSP lets you target on that purchase behaviour across display and video, on and off Amazon. We run Amazon DSP to reach and retarget audiences using shopping data no other platform has, extending Amazon beyond the search result, profitably.
Targeting on Real Purchase Behaviour
Amazon DSP — its demand-side platform for programmatic advertising — has one defining advantage: Amazon's shopping data. Where other platforms target on inferred interests and behaviours, Amazon DSP can target on what people have actually browsed and bought, because Amazon sees real purchase behaviour at enormous scale. Targeting based on genuine buying data, rather than inferred signals, is a meaningful edge — you can reach people who bought a competitor's product, browsed your category, or purchased complementary items, with confidence the behaviour is real.
Amazon DSP also extends advertising beyond Amazon itself. Unlike Sponsored Products and Brands, which appear within Amazon, the DSP runs display and video advertising across the web, apps, streaming and Amazon's own properties — reaching audiences wherever they are, but targeted with Amazon's shopping data. This combination of real purchase-based targeting and off-Amazon reach makes the DSP a distinctive tool for both upper-funnel reach and retargeting that converts.
SCALE D2C runs Amazon DSP for D2C and ecommerce brands, turning Amazon's shopping data into effective programmatic reach. We build audiences from real purchase and browsing behaviour, run display and video on and off Amazon to reach and retarget them, and measure against real outcomes — so the DSP's unique data advantage delivers profitable reach and conversion rather than untargeted programmatic spend.
Our Amazon DSP Services
Our Amazon DSP Process
1. Audience & Goal Definition
We define your goals and build audiences from Amazon's real purchase and browsing data to target genuine buying behaviour.
2. Plan Reach & Retargeting
We plan display and video across the web, apps, streaming and Amazon to reach and retarget the right audiences.
3. Build Creative
We build display and video creative suited to programmatic reach and the brand and performance goals of each campaign.
4. Run On and Off Amazon
We run the DSP across Amazon and the open web, extending purchase-based targeting wherever audiences are.
5. Measure & Optimise on Outcomes
We measure against real outcomes and blended economics, optimising the DSP for profitable reach and conversion.
Real Behaviour Beats Inferred Interest
The core reason Amazon DSP can outperform other programmatic platforms is the quality of its targeting data. Most programmatic and social advertising targets on inferred interests — signals that suggest someone might be interested in a category, assembled from browsing and engagement. Amazon DSP targets on actual purchase behaviour: it knows who genuinely bought a product, browsed a category, or purchased complementary items, because Amazon observes real transactions at massive scale. Real behaviour is a far stronger signal than inferred interest.
This data advantage is most powerful for specific, high-value audiences. Reaching people who bought a competitor's product, or who purchase in your category but not your brand, or who bought a complementary product that signals a need for yours, is enormously valuable — and Amazon DSP can target these audiences with confidence the behaviour is real, where other platforms can only approximate them through inference. For the right strategy, this precision makes programmatic spend dramatically more efficient.
We run Amazon DSP to exploit this advantage rather than treating it as generic programmatic. We build audiences from the specific purchase behaviours that matter for your brand, target them across on- and off-Amazon inventory, and measure against real outcomes. Used this way, the DSP turns Amazon's unique shopping data into a genuine targeting edge; used carelessly, it becomes untargeted programmatic spend that wastes the very data advantage that justifies the platform.
DSP Alongside Sponsored Ads
Amazon DSP complements Sponsored Products and Brands rather than replacing them. Sponsored ads capture high-intent shoppers at the point of purchase within Amazon; the DSP reaches and retargets audiences across the funnel and across the web using shopping data, including upper-funnel reach and the off-Amazon presence sponsored ads cannot provide. Run together, they cover the full journey — DSP creating and nurturing demand, sponsored ads capturing it at purchase.
We run the DSP and sponsored ads as a coordinated Amazon strategy, and within the wider paid portfolio. The DSP's purchase-based audiences and off-Amazon reach extend what is possible beyond Amazon's search results, while sponsored ads win the on-Amazon purchase moment — and both are measured against real outcomes rather than impressions or in-platform vanity metrics.
If you want to exploit Amazon's unique shopping data for programmatic reach and retargeting on and off Amazon, or extend your Amazon strategy beyond sponsored search ads, we can run Amazon DSP that turns the data advantage into profitable reach and conversion.
Frequently Asked Questions
Amazon DSP (demand-side platform) is Amazon's programmatic advertising platform for buying display and video ads, on and off Amazon, targeted with Amazon's shopping data. Unlike Sponsored Products and Brands which appear within Amazon, the DSP reaches audiences across the web, apps and streaming — but targeted on real purchase behaviour Amazon observes, giving it a distinctive data advantage over other programmatic platforms.
Its data. Most programmatic and social advertising targets on inferred interests, while Amazon DSP targets on actual purchase behaviour — who genuinely bought a product, browsed a category, or purchased complementary items — because Amazon observes real transactions at scale. Real behaviour is a far stronger targeting signal than inferred interest, making the DSP especially powerful for reaching specific, high-value behavioural audiences.
Sponsored Products, Brands and Display are keyword and product-targeted ads that appear within Amazon, capturing high-intent shoppers at the point of purchase. Amazon DSP is programmatic display and video that runs on and off Amazon, targeted with shopping data, often for upper-funnel reach and retargeting. Sponsored ads capture demand at purchase; the DSP reaches and nurtures audiences across the funnel and the web. They complement each other.
Yes — that is a key advantage. Unlike sponsored ads which appear within Amazon, the DSP runs display and video advertising across the open web, apps, streaming services and Amazon's own properties, reaching audiences wherever they are. Crucially, it targets these off-Amazon audiences using Amazon's real shopping data, combining broad reach with purchase-based targeting other platforms cannot match.
Brands that want to exploit Amazon's purchase-based targeting for reach and retargeting beyond Amazon's search results — reaching competitor buyers, category browsers or complementary purchasers, on and off Amazon. It suits brands looking to extend an Amazon strategy beyond sponsored ads, or to use real shopping-behaviour data for programmatic reach. We assess fit and run it where the data advantage genuinely pays off.
Against real outcomes and blended economics rather than impressions or in-platform vanity metrics. We judge the DSP on its contribution to profitable sales — for both brand reach and performance goals — and optimise audiences, placements and creative against that. Because the DSP can run upper-funnel, we account for its role in creating and nurturing demand that converts across channels, not just last-click.
They are complementary parts of a coordinated Amazon strategy. Sponsored ads capture high-intent shoppers at the point of purchase within Amazon; the DSP reaches and retargets audiences across the funnel and the web using shopping data. Run together, they cover the full journey — the DSP creating and nurturing demand, sponsored ads capturing it at purchase — and we measure both on real outcomes within the wider portfolio.
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