What is Amazon DSP? [Update]

UPDATE: As of September 2018, Amazon is rebranding all of their AMG, AMS, & AAP features under a new name called, “Amazon Advertising”. The Amazon Advertising Platform is now called Amazon DSP.

Amazon’s Vendor Premium Services offer vendors—a.k.a. brand suppliers to Amazon’s retail business—an opportunity to enhance their visibility on the marketplace through a variety of marketing programs.

But which programs warrant your investment and which have no real impact on the bottom line?

In the following blog post, we will focus on the structure of Amazon DSP and how Vendors can leverage Amazon’s Premium Services to generate demand.

What is Amazon DSP?



From home page banner placements to HTML offerings, Amazon DSP is a premium advertising offer available within Amazon Vendor Services.

There are two sides to Amazon Advertising including the Advertising Console and Amazon DSP — one is geared towards PPC (pay for clicks), and one is geared towards Display (pay for impressions).




One of the most effective features of Amazon DSP is the ability to leverage Amazon customer data to target shoppers off Amazon (on any Amazon Ad Network site).

How does Amazon DSP work?

Amazon DSP is a programmatic display advertising platform—meaning it uses technology to more efficiently buy and manage your display and video advertising mix.



“Basically, vendors can layer first party data (3P demo data, client advertising match via Advertiser Audience, and traditional retargeting) across exclusive 1P advertising inventory (Amazon & IMDb) and all of the major exchanges.”

– Jeff Coleman, VP, Marketing Channels at CPC Strategy




These ads can appear in any of the following forms:

  • Desktop Display Ads
  • Mobile Banners Ads
  • Mobile Interstitial Ads
  • Image & Text Ads
  • In-stream Video Ads

While all programmatic ad types can be valuable, we’re especially partial to retargeting.

Here are your options:

Pixel based – Shoppers who visit your brand’s site.
Product remarketing – Retarget shoppers who viewed your promoted products but didn’t convert.
Brand halo remarketing – Retarget shoppers who viewed other products of your brand.
Similar product remarketing –Reach shoppers browsing products similar to yours.

In addition, you can add in targeting layers to reach just the right audiences.

These include:

  • Contextual (content of the website)
  • Demographic (M/F, age, income, education)
  • Geographic (zip code)
  • Time of Day (by the hour)
  • Other (device type, browser, etc.)



“While Amazon Advertising Console (previously known as Amazon Marketing Services) is where we are able to drive significant sales volume for clients, we can only drive so much volume until we hit a plateau. Having the capability to retarget customers gives us the opportunity to target past shoppers and stay top of mind as well as prospect in an effort to gain new customers.”

 Jordan Berry, Lead Marketplace Channel Analyst at CPC Strategy


What is Enterprise Self Service (ESS)?

You can choose to let Amazon manage these ads (Amazon Managed Service) or manage them through ESS (Enterprise Self Service).

ESS is Amazon’s Enterprise Self Service portal in which agencies can access Amazon’s Display/Remarketing (Amazon DSP), rather than going through Amazon’s Internal Managed Services team.

Pro-Tip: Keep in mind brands must go through an agency to gain access to ESS.


What are Dynamic Ecommerce Ads?

Ecommerce Ads boost product visibility through advertising and reach millions of Amazon shoppers with ads linking to product detail pages.

They also help brands drive sales with interest-based or product targeted advertising. This is typically only for current vendors to Amazon and sellers that have access to Amazon Vendor Central.

As seen in the graph below, Dynamic Ecommerce Ads take consumer targeting a step further by showing your potential or returning customer an ad type based on their past purchasing behavior.



According to Nick Sandberg, Marketplace Program Development Manager at CPC Strategy, AMG allows vendors to target a wider range of potential customers referred to as “in-market” or “lifestyle.”



Every customer interacts with your ad and values product content differently, which is why Dynamic Ecommerce Ads can be extremely valuable to advertisers.

Within a particular segment, Amazon might advertise to:

“Head of the Household” – Also known as a shopper responsible for running the household

“Product Researches” – A shopper with lots of purchasing power, yet routinely scrutinize even the smallest online items before committing to purchase.

“Impulse Buyer” – A college student on a strict budget

  • In this example, Amazon’s DEA model might determine that the “Head of Household” is more likely to act on a coupon offer, but the “Product Researcher” is more likely to respond to a Customer Review ad, and the “Impulse Buyer” is more likely to add items to her cart.

Learn more about Dynamic Ecommerce Ads:


Kindle & Fire Experiences

Amazon offers ads that appear on Kindle and Fire tablet lock screens as well as placement at the top of the Fire TV home screen. These ads are integrated into the product design and enable vendors to speak directly to their targeted consumers.


aap kindle & fire experiences


According to Amazon, Kindle, Fire tablet, and Fire TV campaigns can drive measurable brand awareness at cost-per-consideration rates at or below similar web-based campaigns.

Vendors seeking brand awareness rather than a distinct ROI can benefit from programs such as Kindle & Fire Experiences since these programs are similar to the way Display Ads work.

Want to learn more about Amazon DSP & Amazon Advertising Console, download our recent guide The Definitive Guide to Amazon Advertising & Premium Services” and learn how to leverage Amazon’s Premium Services to Generate Demand.

Get an update of the latest promotional options for vendors so you can take full advantage of the ones that matter to your business.

What’s Inside the Guide:

    • Dissecting the Amazon Marketplace advertising flywheel
    • How to leverage Amazon customer data to drive your AMG strategy
    • What’s the deal with Amazon Stores & how to drive traffic to them
    • How enhanced marketing content contributes to your bottom line
    • How vendors can get reviews without violating Amazon policies


About the AuthorTara graduated from the University of New Hampshire with a B.S. in Journalism / Business. Her passion for creative publishing and quality reporting landed her work opportunities at several companies in Massachusetts, New York and California. She is a leading voice behind CPC Strategy’s Blog. See all posts by this author here.