• DE&I Commitment
  • Careers
  • Locations
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Our Platform
    A platform that connects all walled garden media
    Connected Media
    Create and manage campaigns across search, social, retail media and apps, in one platform
    Connected Data
    Make data-driven decisions as you plan and strategize
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Clients
  • News and Events
    Check out recent announcements and see what we’re up to
    News
    Check out our recent media coverage
    Events
    Join us for our next conference or webinar
    Roundtable discussion: Beyond Onsite
    Tackle the next phase of retail media over breakfast with Nectar360 and peers
    Retail Media for Grocery Webinar
    Join us to dig into trends and challenges shaping the industry in 2023
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Blog
    Read the latest insights and thought leadership from our industry experts
    Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    Research
    Explore our reports and whitepapers so you can keep up on the latest industry trends
    Subscribe
    Sign up to get the latest updates straight to your inbox
    Quarterly Trends Report
    Learn digital advertising campaign performance trends from Q4 2022
Back to Blog

Introduction to Amazon DSP Ads

Skai™

December  07, 2022

As Amazon becomes not only a shopping platform but an everyday source of information and entertainment for millions of users around the world, the retail giant’s extensive inventory of ad offerings and broad reach should appeal to nearly every industry, not just retailers. 

Amazon DSP ads provide the opportunity to connect with audiences nearly everywhere they go online: through traditional Amazon display ads, video ads on Amazon properties, such as Fire TV, or via audio spots on smart speakers. 

Here’s everything you need to know to get started with Amazon DSP ads. 

What are Amazon DSP ads?

Amazon DSP is a media buying tool that allows marketers to purchase display, video, audio, and in-app ads both on and off Amazon. Amazon DSP enables brands to target people searching, viewing, or purchasing products on Amazon. 

 A great example:

A vitamin brand has a new promotion for California customers. The brand’s marketing team creates a campaign within Amazon DSP to bid $5 whenever an online user in California is detected. Frank, who lives in Los Angeles, is surfing the web and clicks to a page on his favorite news site, an ad inventory source for Amazon DSP. As the page loads, it detects Frank’s location via his IP address, triggering the brand’s $5 bid. In less than a second, Amazon DSP runs an ad auction, determines the brand’s bid is the winner, and serves up the vitamin brand’s ad to Frank.

Amazon DSP is a complex technology offering a simple solution for finding audiences across devices based on their interests: each time a user loads a new page, this type of ad auction runs, allowing brands to instantly programmatically bid on ads. 

Advertisers can also use Amazon resources to better understand shopper interests, demographics, and preferences. Because of Amazon’s large consumer footprint across Prime Video and other owned sites and apps, Amazon DSP ads provide an excellent chance to build highly specific audience segments.

What types of ads are available through Amazon DSP?

The most common types of Amazon DSP ads are display ads. These ads appear on Amazon’s website, either in search results, product recommendations, product details pages, or nearly anywhere else shoppers might browse within Amazon’s website, But they can also appear across the web on Amazon-owned websites, such as Zappos and IMDB, along with a host of others. Two of Amazon’s most popular ad formats are display ads–Sponsored Products and Sponsored Brands. These are triggered by searches in the site’s search bar. 

Amazon video ads spotlight brands viewing content on any of Amazon’s streaming services, including Prime, Twitch, and FireTV. These ads have an incredibly broad reach, with up to 135 million viewers, according to Amazon. The company’s studies have also found a 90% increase in purchase rate among brands that incorporated streaming ads into their campaigns. 

Audio ads are an interesting way to reach audiences who have stepped away from their screens. With these ads, brands can deliver 10-30 second ads to audiences who are streaming music or podcasts through their Alexa-enabled smart speakers. 

What are the benefits of Amazon DSP ads?

Optimized Targeting: Amazon has become more than a place to buy goods (though consumers are still doing plenty of that). It’s also been the first touchpoint for many shoppers in the discovery stage of the buyer’s journey. In fact, 62% of shoppers begin their research on Amazon, making the marketplace a critical source of audience insights. These insights can then be used to better segment audiences, customize the content, and create more effective campaigns.

Wide Reach. Advertising with Amazon, of course, doesn’t simply mean advertising on Amazon’s main site. Amazon owns such a wide array of properties and partners with so many others that Amazon DSP ads have the potential to appear in a vast array of diverse spots on the web. Amazon DSP ads run across Amazon-owned and operated pages such as Audible, Buy Office Mojo, Goodreads, IMDb, ShopBop, Twitch.tv, Amazon app, and Zappos. There’s also inventory from third-party exchanges, Amazon Publisher Services, and targeted marketplaces that can help advertisers reach Amazon shoppers anywhere they consume content.  

Easily optimizable campaigns. All too often, campaigns need to be adjusted on the fly to ensure that the right message is reaching the right audience at the right price. Amazon DSP enables advertisers to manually update many aspects of a campaign, from budgets to supply, audiences, bids, and frequency caps, which drives better overall performance. Advertisers can also have plenty of creative options to choose from no matter what type of campaign they’re running, including standard images, video, third-party, and display ads with ecommerce creative. In many cases, Amazon allows advertisers to either build custom ads or use Amazon’s myriad tools and templates to create content more easily. 

If you’re ready to harness the power of Amazon to reach a wider audience, Amazon DSP ads might just be the solution you’re looking for!

Skai helps you maximize your Amazon DSP ads and all of your retail media programs

As part of Skai’s omnichannel marketing platform, our Retail Media solution empowers brands to plan, execute, and measure digital campaigns that meet consumers when and where they shop. Built with best-in-class automation and optimization capabilities, our unified platform allows you to manage campaigns on 30+ retailers, including Amazon, Walmart, Target, and Instacart all in one place.

Client results include:

  • 461% increase in Amazon Ads ROAS and 57% increase in page traffic for Bondi Sands
  • 92% increase in share of voice on Amazon for a Fortune 500 CPG brand
  • 72% increase in revenue for VTech
  • 1,390% year-over-year sales growth for Kamado Joe

For more information, we invite you to schedule a brief demo to see all of our cutting-edge retail innovations for yourself.

Request a Demo of Skai

Related Posts

  • Inside Amazon DSP: The 9 Types of Amazon DSP Audience Targeting
    Read More
  • How Does Skai Use Amazon DSP and Amazon Attribution to Contribute to Client Success?
    Read More
  • [WATCH] What Amazon DSP Benefits Does Skai Offer for Advertisers?
    Read More
  • amazon ads advanced partner
    Skai Achieves Amazon Ads Advanced Partner Status 
    Read More
  • [WATCH] How Should Advertisers Think About Measuring Success on Amazon DSP?
    Read More
  • Skai Offers Advertisers Expanded Reach on Amazon with Advanced DSP Campaign Management and Optimization
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Amazon, Audience, Create, Data, DSP, Measure, Optimize, Plan, Retail, Retail Media, Target, xPSx

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
Provider Owner of this website, Imprint
Purpose Saves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s) .skai.io, skai.io
Cookie Name borlabs-cookie
Cookie Expiry 1 Year
Name
Provider Owner of this website
Purpose This cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie Name acsbState, acsbReset
Cookie Expiry n/a
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name wordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie Expiry Session / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Owner of this website
Host(s) .chilipiper.com, skai.chilipiper.com
Cookie Name fs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie Expiry Session / 2 Years
Accept
Name
Provider Owner of this website
Host(s) .comeet.co, www.comeet.co
Cookie Name visid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie Expiry Session / 1 Year
Accept
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name moduleFormPardotDownload
Cookie Expiry 30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name _ga,_ga_*,_gat,_gat_*,_gid
Cookie Expiry 2 Months
Accept
Name
Provider Hotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
Purpose Hotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s) *.hotjar.com
Cookie Name _hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie Expiry Session / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Linkedin
Cookie Name lidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie Expiry Session / 1 Year
Accept
Name
Provider Skai
Accept
Name
Provider 6sense
Cookie Name _gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie Expiry Session / 400 Days
Accept
Name
Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, pi.pardot.com, skai.io
Cookie Name pardot, visitor_id*, lpv*
Cookie Expiry Session / 10 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name IDE, 1P_JAR, NID, SOCS, CONSENT, AEC, _gcl_au, OTZ, test_cookie
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Wistia
Host(s) .wistia.com
Cookie Name cb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Used to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s) .instagram.com
Cookie Name pigeon_state
Cookie Expiry Session
Accept
Name
Provider Openstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
Purpose Used to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s) .openstreetmap.org
Cookie Name _osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry 1-10 Years
Accept
Name
Provider Twitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
Purpose Used to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s) .twimg.com, .twitter.com
Cookie Name __widgetsettings, local_storage_support_test
Cookie Expiry Unlimited
Accept
Name
Provider Vimeo Inc., 555 West 18th Street, New York, New York 10011, USA
Purpose Used to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s) player.vimeo.com
Cookie Name vuid
Cookie Expiry 2 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Used to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s) google.com
Cookie Name CONSENT
Cookie Expiry 6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint