Amazon DSP
Demand side platform (DSP)
- Features
- Ease of use
- Ease of management
- Quality of support
- Affordability
- Market presence
Take the quiz to check if Amazon DSP and its alternatives fit your requirements.
$50,000 typical minimum campaign spend for managed-service
Free Trial unavailableFree version unavailable
Small
Medium
Large
- Retail and wholesale
- Transportation and logistics
- Arts, entertainment, and recreation
What is Amazon DSP
Amazon DSP is a demand-side platform used to buy programmatic advertising across Amazon-owned properties and third-party inventory. It supports campaign planning, audience targeting, and measurement for advertisers and agencies running brand and performance media. The platform is closely integrated with Amazon Ads data and reporting, and it is commonly used for retail media and off-Amazon reach tied to Amazon audiences.
Strong Amazon audience signals
Amazon DSP provides access to Amazon Ads audiences and commerce-related signals that can be used for targeting and measurement. This is particularly relevant for advertisers that sell on Amazon or want to reach shoppers with retail intent. The integration reduces the need to stitch together separate data sources for Amazon retail media use cases.
On- and off-Amazon reach
The platform supports buying across Amazon-owned inventory (such as Amazon sites and apps) and third-party exchanges. This enables advertisers to run coordinated campaigns that extend beyond Amazon while using consistent audience definitions. It can simplify media execution when teams want a single workflow for Amazon and broader programmatic buys.
Retail media measurement options
Amazon DSP includes reporting designed to connect media exposure to downstream outcomes relevant to Amazon Ads, such as product detail page views and purchase-related metrics where available. It supports attribution and performance reporting within the Amazon Ads ecosystem. For brands focused on commerce outcomes, this can reduce reliance on separate measurement tooling.
Ecosystem-dependent data portability
Many of the most valuable audiences and measurement features are tied to Amazon’s ecosystem and identifiers. Exporting audience logic or performance insights for use in other ad platforms can be limited compared with more vendor-neutral approaches. This can increase switching costs for teams that want cross-platform standardization.
Complexity for smaller teams
DSP workflows (deal setup, frequency controls, audience strategy, and reporting) can require specialized programmatic expertise. Smaller advertisers may need agency support or managed service options to operate efficiently. This can make total operating cost higher than simpler self-serve ad buying tools.
Less flexible for ABM needs
Amazon DSP is built primarily for consumer and commerce-oriented programmatic advertising rather than account-based marketing workflows. Native features for account targeting, CRM-driven orchestration, and sales-aligned reporting may require additional tooling and integration work. B2B teams may find the platform less direct for account-centric execution than solutions designed around ABM.
Plan & Pricing
Pricing model: Pay-as-you-go (cost + fees and CPM-based)
Free tier/trial: No permanently free tier or time-limited trial information is published on the vendor site.
Pricing details (official site statements):
- Amazon DSP supports a cost + fees pricing model; advertisers can add a la carte fees for opt-in features and services (targeting, measurement, managed services fee, etc.). Fixed CPM campaigns are also supported and can be pre‑negotiated.
- Amazon Ads audiences (first‑party) are invoiced based on published CPM prices. (CPM)
- Third‑party audiences and third‑party pre‑bid targeting are invoiced based on published CPM prices. (CPM)
- Amazon DSP Technology Fee (also called platform/console fee) is charged as a percentage of media cost; the percentage is set at the entity level and is disclosed at campaign setup. (Percentage of media cost)
- Managed services fee (Amazon Ads full campaign management) is a percent‑based fee added to the media cost and invoiced separately. (Percentage of media cost)
- Omni‑channel Measurement (Omnichannel Metrics / OCM) is charged as a percent of media cost. (Percentage of media cost)
How to buy / minimums:
- Amazon DSP offers two paths: self‑service and managed‑service. Self‑service customers control their own campaigns; managed‑service is consultative and typically requires a minimum spend.
- The managed‑service option typically requires a minimum spend of $50,000 USD (minimum may vary by country) — stated on the official Amazon DSP product page and pricing transparency guide.
Notes & call to action:
- Many fee elements (technology fee percentage, managed services fee rate, and CPMs for specific audiences/targets) are not published as fixed rates on the public site and are disclosed or negotiated during campaign setup or via account executive. Advertisers are directed to register or contact an Amazon Ads account executive for detailed pricing and to set up campaigns.
(Items above are taken only from official Amazon Ads pages: Amazon DSP product page and the Amazon Ads pricing transparency guide.)
Seller details
Amazon Web Services, Inc.
Seattle, Washington, USA
2006
Subsidiary
https://aws.amazon.com/
https://x.com/awscloud
https://www.linkedin.com/company/amazon-web-services/
