Amazon DSP, in advertising, is Amazon's demand-side platform: software for buying display, video and audio ad impressions programmatically, both on Amazon's own sites and apps and on third-party websites and apps, using Amazon's shopping and browsing signals to choose the audience. It is priced per thousand impressions and is a different thing from the Amazon Delivery Service Partner programme for logistics businesses.
A DSP buys ad impressions in real-time auctions across many publishers. Amazon's DSP does that with two things others lack: inventory on Amazon itself and audiences built from what shoppers searched, viewed and bought. An advertiser sets a CPM bid, a budget, a creative and an audience, such as shoppers who viewed the brand's detail pages in the last 30 days but did not buy, and the DSP serves impressions to those shoppers wherever they browse.
Worked example: a brand books a retargeting line at a ₹200 CPM with a ₹2,00,000 monthly budget, which buys 10,00,000 impressions. If 0.4% of impressions are clicked, that is 4,000 visits, and at a 5% conversion rate, 200 orders. Cost per order is ₹1,000, which only makes sense on a product with a high price or strong repeat purchase. The same arithmetic in AED applies for a UAE brand on amazon.ae.
Attribution follows views as well as clicks, so a DSP report will credit orders from shoppers who saw the ad and later bought without clicking it. Compare it with Sponsored ads only after separating view-through from click-through sales.
| Sponsored Display | Amazon DSP | |
|---|---|---|
| Who can use it | Any Brand Registry seller in campaign manager | Advertisers with DSP access via Amazon, agency or tool |
| Billing | CPC, or vCPM for some awareness goals | CPM |
| Creative | Auto-generated from the listing, some custom | Custom display, video, audio |
| Inventory | Amazon placements plus limited off-Amazon | Amazon plus a large off-Amazon network |
| Minimum | None beyond a daily budget | Managed service carries a minimum monthly spend quoted by Amazon Ads |
For most sellers on Amazon India the order is Sponsored Products first, Sponsored Brands and Sponsored Display next, and DSP only once those are saturated and there is a brand story worth paying to show to people who were not searching. Blooprint's glossary on blooprint.in covers Sponsored Display itself.
The clean room used to measure DSP alongside Sponsored ads.
Learn more →The metric DSP spend is usually judged on.
Learn more →When an Indian brand should add DSP to Sponsored ads, with costs.
Learn more →Filter every keyword by ACoS, CVR and spend, then change bids in bulk on Amazon India.
Learn more →DSP stands for demand-side platform. Amazon DSP is Amazon's programmatic tool for buying display, video and audio impressions on and off Amazon, targeted with Amazon's shopping signals and billed per thousand impressions.
Demand-side platform. The same initials are used for Amazon's Delivery Service Partner programme, which is a logistics business scheme and has nothing to do with advertising.
No. Sponsored Display is a self-service ad type in campaign manager, mostly billed per click, with auto-built creative. Amazon DSP is programmatic, billed on CPM, with custom creative and a much larger off-Amazon reach.
Self-service DSP through an agency or tool has no fixed price beyond the CPM you bid, typically plus the partner's fee. Amazon's managed service quotes a minimum monthly spend on request; the figure varies by market.
No. BlooprintAI creates and optimises Sponsored Products, Sponsored Brands and Sponsored Display campaigns through the Amazon Ads API, in bulk, with a summary before every change.
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