Amazon Demand-Side Platform (DSP) Management

Sponsored Ads capture shoppers already searching on Amazon. Amazon DSP expands brand reach by using advanced audience targeting to retarget high-intent shoppers, re-engage past customers, and reach new audiences both on and off Amazon.

Free DSP readiness Audit

Signs Your Brand listing is ready for Amazon DSP

Sponsored Ads Have Reached a Plateau:

Sponsored Products and Sponsored Brands campaigns remain profitable, but revenue growth has stalled. The brand may have captured most available search demand and needs a broader advertising channel to continue scaling.

Amazon Performance Is Strong, but External Visibility Is Limited:

The brand has established sales history, positive reviews, and consistent Amazon performance but remains largely invisible beyond search results. Amazon DSP reaches shoppers before they begin actively searching for products in the category.

Advertising Spend Supports DSP Testing:

Brands with sufficient media budget may be able to test Amazon DSP’s cost-per-thousand-impressions pricing and audience-based targeting alongside existing keyword-driven campaigns.

More Advanced Retargeting Is Needed:

Amazon DSP enables advanced audience targeting, retargeting, and segmentation, helping brands reconnect with high-intent shoppers and reach new audiences beyond Sponsored Display.

Benefits of Amazon DSP Management

Reach Beyond the Search Bar

Amazon DSP reaches audiences across Prime Video, Fire TV, Twitch, IMDb, Amazon-owned properties, and thousands of third-party websites and apps. This expands visibility beyond shoppers actively searching on Amazon.

Advanced Audience Retargeting

Brands can re-engage product viewers, previous customers, lapsed buyers, and shoppers interested in related products. Custom audience strategies provide greater control over who sees each ad and how often.

More New-to-Brand Customers

DSP helps brands acquire customers who have not previously purchased from them, rather than relying entirely on repeat demand. HEYDUDE used Amazon DSP alongside Buy with Prime to generate 47% of campaign conversions from new-to-brand customers while achieving an 11.4x ROAS to their website.

AI-Powered Performance+ Optimization

Performance+ uses predictive modeling and first-party signals to identify audiences with stronger conversion potential. A Korean beauty brand using Performance+ reported a 97% ROAS increase and 55% lower cost per acquisition.

Amazon’s Proprietary Audience Signals

Amazon DSP uses shopping, browsing, streaming, and purchase signals to build more relevant audiences. Contextual targeting matches ads to real-time content using Amazon’s retail taxonomy.

Luminize’s Full-Funnel Strategy

Luminize adds DSP to an established foundation of Sponsored Ads, optimized listings, and organic growth. This integrated approach allows DSP investment to reinforce existing marketplace momentum rather than operate as a separate channel.

Managed Access at Lower Budgets

Amazon’s managed-service DSP option typically requires a $50,000 minimum monthly spend. Luminize gives qualifying brands managed agency access at lower budgets while providing strategy, campaign execution, optimization, creative oversight, and reporting.

Luminize Amazon DSP Management: What to Expect

Readiness Audit and Phased Rollout

Every Amazon DSP engagement begins with a readiness assessment to evaluate account health, Sponsored Ads performance, and budget before building campaigns that complement existing advertising.

Customer-Journey-Based Audience Strategy:

Amazon DSP audiences are built around shopping behavior and purchase signals, helping brands retarget, re-engage, and reach high-intent customers with greater precision.

Creative Development Across DSP Formats:

Amazon DSP reaches high-intent audiences across Amazon-owned properties and third-party websites and apps, expanding visibility beyond Amazon Search.

Account Level Performance Measurement:

DSP performance is evaluated alongside the broader Amazon account, with Overwatch providing real-time visibility into revenue, risk, and overall performance.

Faster Time To Results

Luminize’s in-house strategy, copy, creative, and account teams reduce handoffs between disconnected vendors. A coordinated workflow supports faster execution, more consistent decisions, and a clearer path from audit findings to implementation.

Ongoing Strategy and Campaign Refinement:

Continuous optimization keeps DSP and Sponsored Ads aligned with evolving customer behavior, supported by real-time reporting in Overwatch and a dedicated account team.

A leading force on Amazon

Top 5

Amazon Seller
by Volume

$ 2.5 B+

Managed Revenue

100 %

Positive
Feedback

15 +

Years of
Experience

Explore Our Services and Solutions

The right Amazon strategy depends on your brand’s goals, challenges, and growth stage. Explore Luminize’s full range of services to find your fit.

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Frequently Asked Questions

What Is Amazon DSP?

Amazon DSP, or Amazon Demand-Side Platform, allows advertisers to programmatically buy display, video, and audio ads across Amazon properties, third-party websites, mobile apps, and streaming environments. It uses Amazon’s first-party shopping and entertainment signals to reach relevant audiences based on browsing, purchasing, and interest patterns. Campaigns can support awareness, consideration, retargeting, and conversion goals both on and beyond Amazon.

What Is the Difference Between Amazon DSP and Sponsored Display?

Sponsored Display, now part of Amazon’s broader display ads offering, provides a simpler self-service option for launching display campaigns.

Amazon DSP supports more advanced programmatic buying, audience controls, measurement, inventory access, and creative formats across Amazon properties and the open internet. DSP generally requires greater expertise and budget, while Sponsored Display is more accessible to advertisers already using the Amazon Ads console.

How Much Does Amazon DSP Cost?

Amazon DSP pricing varies by ad format, inventory and placement, audience, targeting and measurement options, and service model. Amazon DSP supports both cost-plus-fee, which may include a DSP technology fee calculated as a percentage of media cost and optional fees for selected services, as well as fixed-CPM campaigns with prices set according to supply-and-demand factors and, in some cases, pre-negotiated between buyer and seller.

Who Should Use Amazon DSP?

Amazon DSP can be a strong fit for established Amazon sellers whose Sponsored Products and Sponsored Brands campaigns are performing efficiently, whose listings and retail fundamentals convert well, and who have sufficient budget and creative resources to test and optimize audience-based campaigns. These are practical readiness signals, not formal requirements, and DSP may also suit brands pursuing awareness, new-customer acquisition, or off-Amazon conversion goals.

Does Amazon DSP Replace Sponsored Ads?

No. Amazon DSP and Sponsored Ads serve different but complementary roles. Sponsored Ads can help brands capture shoppers as they browse and search on Amazon, while DSP can build awareness, reach relevant audiences earlier in the customer journey, and retarget shoppers across Amazon-owned and third-party environments.

What ROAS Can Brands Expect From Amazon DSP?

Amazon DSP return on ad spend varies by category, campaign objective, audience quality, creative, attribution settings, and targeting strategy. Retargeting and awareness campaigns may also produce results over different timeframes. Luminize establishes account-specific benchmarks during the initial audit and evaluates DSP alongside Sponsored Ads, organic performance, and total revenue rather than relying on a single universal return on ad spend target.

Can Amazon DSP Drive Traffic to a Brand’s Website?

Amazon DSP can direct traffic to an external website, app, or other approved destination, depending on the campaign format and objective. This flexibility allows brands to support both Amazon and direct-to-consumer growth, promote products beyond the Amazon store, and measure off-Amazon conversion activity. However, building an owned customer list depends on the destination site’s consent, tracking, and data collection practices, not on DSP alone.