Readiness
Foundation Audit First
Before a dollar of programmatic spend, we confirm search is profitable and listings convert. If the foundation isn't ready, we tell you — and we fix that first. DSP amplifies; it does not repair.
Amazon DSP Management
Amazon DSP, Run on Evidence — Not on Faith.
Amazon DSP is the programmatic layer most agencies sell too early and measure too loosely. We run it as one lever of a fractional Amazon team: audience strategy, retargeting, conquesting, and AMC-based measurement — but only once your search program is clean enough to amplify. DSP scales what's already there. If the foundation leaks, DSP just leaks faster. Here's the honest version.
Retarget
The warmest audience on Amazon: shoppers who viewed and didn't buy
Conquest
Reach audiences who viewed or bought competitor products
New-to-Brand
Genuine top-of-funnel demand, measured on the right metric
AMC
Incrementality measurement, not last-click guesswork
How This Fits
DSP sits on top of a working search program — never in place of one.
Amazon DSP is an upper-funnel amplifier. It compounds when your Sponsored Products program is profitable and your listings convert, and it wastes money when they don't. That's why we run DSP as part of the full fractional team rather than as a standalone add-on: the same senior operators who fix search are the ones who decide whether — and when — programmatic earns a place in your budget.
What's Included
The Full DSP Program. Not a Media-Spend Line Item.
DSP is a distinct platform with its own audiences, creative, and measurement. Run as an afterthought on top of a PPC retainer, it underperforms. Here's the actual program.
Audiences
Audience Strategy & Build
Retargeting segments, competitor-conquest audiences, in-market and lifestyle audiences, and past-purchaser reorder segments — built from Amazon's first-party shopping data, not guesswork.
Retargeting
Retargeting the Warm Audience
Shoppers who viewed your detail page and left are the highest-confidence use case in DSP. We start here — display and video that recaptures demand your other channels already generated.
Creative
Display & Video Creative Direction
DSP is a creative channel, not a keyword channel. We direct display and video creative built for the placement and the audience — not repurposed search assets that fall flat in a feed.
Measurement
AMC-Based Measurement
We measure DSP on total ROAS, new-to-brand rate, and — through Amazon Marketing Cloud — incrementality: whether the spend drove sales that wouldn't have happened anyway. Not last-click ACoS.
Sequencing
Search + DSP Sequencing
DSP works best on traffic your search program generated. We sequence the two so they compound instead of competing — and hold the combined program to margin, not vanity impressions.
Honest Qualification
Is DSP Actually Right for You Yet?
Most agencies sell DSP to everyone. We don't. Programmatic is a genuine lever for the right brand at the right stage — and an expensive mistake for the wrong one. Here's the honest test.
The Readiness Test
DSP Amplifies. It Does Not Fix.
DSP tends to be right when: you're doing meaningful Amazon volume — generally north of $5M in revenue — your Sponsored Products program is already profitable and well-structured, your listings convert, you have detail-page traffic worth retargeting, and your budget is large enough for the data to reach significance. In that situation, DSP becomes the compounding upper-funnel layer on top of a working search engine.
DSP is usually premature when: your PPC is unprofitable, your listings don't convert, your catalog is thin, or your budget is small enough that programmatic never gathers meaningful data. For most brands in that position, the money is better spent tightening search and listings first — which is exactly what we'll tell you, even though we sell DSP.
The prerequisite is always the same: a clean, converting search program. If you don't have one, DSP is not the next move — and a senior operator will say so before taking your budget.
DSP is usually premature when: your PPC is unprofitable, your listings don't convert, your catalog is thin, or your budget is small enough that programmatic never gathers meaningful data. For most brands in that position, the money is better spent tightening search and listings first — which is exactly what we'll tell you, even though we sell DSP.
The prerequisite is always the same: a clean, converting search program. If you don't have one, DSP is not the next move — and a senior operator will say so before taking your budget.
Common Questions
Amazon DSP — What People Ask.
What is Amazon DSP?
Amazon DSP (Demand-Side Platform) is Amazon's programmatic advertising platform for buying display, video, and audio ads targeted at audiences rather than search terms. It uses Amazon's first-party shopping data to reach shoppers who viewed but didn't buy, competitor purchasers, and in-market audiences — both on Amazon and across the open web, Twitch, and third-party apps. It's a separate platform from Sponsored Products, with its own budget and skill set.
How is Amazon DSP different from Sponsored Products?
Sponsored Products is search-based — it reaches a shopper based on what they just searched for. Amazon DSP is audience-based — it reaches a shopper based on who they are and what they've done, using display and video, and it can place ads off Amazon. Sponsored Products captures existing demand; DSP creates and recaptures it. The two compound when sequenced correctly.
Is Amazon DSP worth it for my brand?
DSP tends to be worth it for established brands — generally north of $5M in Amazon revenue — that already run a clean, profitable search program and have detail-page traffic worth retargeting. It's usually premature if your PPC is unprofitable or your listings don't convert, because DSP amplifies what's already there. We'll tell you honestly which side of that line you're on before recommending it.
Why can't DSP be measured on ACoS?
Search advertising is last-click and easy to attribute. DSP's value is often in influence — impressions that move a shopper toward a purchase they complete later, sometimes through a different channel. Measuring DSP on ACoS alone understates it. We measure on total ROAS, new-to-brand rate, view-through conversions, and AMC-based incrementality instead.
What is Amazon Marketing Cloud (AMC) and do I need it?
Amazon Marketing Cloud is a privacy-safe clean room where you analyze your own campaign and conversion data at the event level — how search and DSP interact and whether DSP spend is truly incremental. For most brands, AMC is what makes DSP defensible: without it, you're measuring programmatic advertising with tools built for search. We build measurement in from day one.
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