So what actually is Amazon DSP? Amazon DSP or “Demand-Side Platform” is a software that enables businesses to engage in the automated buying and selling of ad space on a given website, otherwise known as Programmatic Advertising. Overall, Amazon DSP is an advertising platform that helps both B2B and B2C organizations to drive quality traffic, increase brand visibility, and boost sales via first-party advertising – both on and off Amazon. 

A valuable tool in your toolbox, Amazon DSP will help you get more out of your marketplace – you just need to know how to utilize it. 

Take a look at our latest whitepaper, Amazon DSP: Advertising with First-Party Data for B2B and B2C Businesses, a playbook of tips and tricks on the fundamentals of Amazon DSP.

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What’s in the whitepaper?

• What is Amazon DSP?
• The General Features of Amazon DSP
• Who Can Use Amazon DSP and the Value It Brings to Business
• Two Ways to Use Amazon DSP: Self-Service vs Managed-Service
• The Two Categories of Amazon Advertising
• Why Should Brands Use Amazon DSP?
• The Benefits of Amazon DSP
• Audience Segmentation
• Unique Inventory
• Results Measurement
• Is Amazon DSP for You?

Key Takeaways 

1. Amazon DSP is not only for brands selling products on Amazon; it’s valuable for B2B and B2C
   Virtually any brand selling on the Amazon marketplace can make use of Amazon DSP. And at the same time, if you don’t sell on Amazon but you have an online store, you can also use Amazon DSP. This applies whether you are a B2B or B2C company. Amazon has a rich inventory of data that’s beneficial for both B2B and B2C businesses.
2. Amazon DSP is a way for businesses to advertise using first-party data that isn’t available on any other ad platform like Google or Meta
   Amazon is a massive source of first-party consumer data. What’s more, this is data that you can’t find on any other ad platform – not even Google or Meta. Amazon has years and years worth of Amazon consumer data that is unique to Amazon. This comes from not only all the people around the world who shop on the Amazon marketplace, but also those who use Amazon-owned platforms such as Twitch Audible, Amazon Web Services, Goodreads, IMDb, and more. Are you interested in consumers who bought a product from your brand but haven’t in a certain amount of months? What about consumers who buy from your competitors? Would your product be perfect for people who have just recently purchased garden supplies? A baby cradle? Skin care? Pajamas? Geography books? You can pull in this information via Amazon DSP and build audiences with it.
3. Amazon DSP doesn’t just work within the Amazon platform; push relevant audiences to your Amazon store, or to your owned off-Amazon channels
   Amazon DSP helps businesses leverage a plethora of data insights and shopping signals to connect with relevant audiences not just on Amazon, but also outside of it.  The insights available on Amazon DSP include a wide range of data points, from manual site reviews to real-time bid evaluations, which can be used to purchase audio ads, display ads, and video ads. By using Amazon DSP you can increase the visibility of your brand and products because your ads will be placed on popular, high-traffic websites. In other words, it helps businesses reach hyper-targeted audiences based on customer search and buying behavior. What’s more, Amazon DSP also provides businesses with exclusive access to prime ad space on Amazon’s websites and apps; you can push off-Amazon users to your Amazon store, or influence on-Amazon consumers to your own off-Amazon (owned) channels or sites. 

Want to learn more about Amazon DSP? Get access to your copy of “Amazon DSP: Advertising with First-Party Data, On and Off Amazon”.

To contact a specialist for more in-depth information about Amazon DSP and how you can fit it into your strategy, or how to optimize your existing advertising strategy, get in touch for a free consultation with Mikel de Juan (mikel.dejuan@incubeta.com), Incubeta’s Head of Advertising for Marketplaces in Europe.