Performance Marketing

Amazon DSP (Demand Side Platform)

Amazon DSP provides an option for brands to reach audiences both on and off Amazon. By combining AMS and AMC data for targeting through DSP, the Brandwoven team can help your brand reach customers in new and novel ways.
Laptop on a desk with the Pacvue software displayed on the screen
DSP (Demand Side Platform) lets you reach customers outside of Amazon on other Amazon properties (like IMDB or Prime Video) to expand your brand's reach.
Amazon DSP provides the tools to go beyond maxed out AMS and reach your potential customers earlier in the funnel, as well as nurture them through conversion.
Not every scenario is a fit for Amazon DSP. The Brandwoven team can help your brand evaluate current state and whether DSP is the right option to achieve your goals.

Following Your Audience Across Platforms

Audience-Focused Targeting Opportunities

Amazon DSP offers a number of audience-focused targeting strategies, including in-market audiences, lifestyle audiences, and affinity audiences. You can also target based on demographics that are more inclined toward your brand.

DSP Custom Audience Creation

DSP affords the opportunity to build custom audience segments for more specific targeting, such as remarketing to potential customers who previously viewed without purchase, or targeting existing customers for cross-sell opportunities.

Amazon Custom Keyword Targeting

Creating custom audiences based on analyzed keyword performance from AMS allows us to strategically align on high-traffic keywords to target associated audiences, driving traffic back to Amazon based on these searches.

Amazon Custom ASIN Targeting

Creating custom audiences based on ASIN research allows us to optimize based on consideration and timing. We're able to create a tactical approach to reaching competitors with similar price points and reviews, allowing us to focus on targeted audiences.

Resources for Brands on Marketplace 

Check out additional resources that break down how to optimize marketplace campaigns for increased reach and conversions.
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Amazon DSP plus AMC

One of the great benefits of implementing Amazon DSP is that it unlocks access to AMC (Amazon Marketing Cloud), providing even deeper insights into not just DSP, but also AMS performance.

Access to Amazon First-Party Data

Funnel graphic showing when to use DSP retargeting to capture customers

By leveraging Amazon DSP, Brandwoven unlocks access for our clients to Amazon’s wealth of first-party data. This includes data on shopping behaviors, purchase history, browsing patterns, and more. By leveraging this data, we’re able to target customers who are actively searching for and purchasing products similar to yours.

Building on this, the Brandwoven team works with our clients to create more precise audience segmentation, such as in-market, lifestyle, and affinity audiences. By being very specific in our segmentation, we’re able to ensure ads are being presented to relevant customers who are most likely to convert while being as efficient as possible with our spend.

Cross-Platform and Omni-Channel Reach

Screenshot of a brand halo report

Advertising is largely about ensuring we are in front of our target customers at every opportunity. One of the great benefits offered by Amazon DSP is the access it provides to advertise across multiple Amazon properties, extending to Prime Video, IMDB, Kindle, and others. By allowing us to serve ads wherever your audience segments exist, we ensure the greatest chance of presenting relevant ads to your target customers and increase the likelihood of conversion.

Amazon DSP extends beyond just Amazon properties as well, including high-quality 3rd party websites and mobile apps. This extended reach expands the degree to which a brand’s message can be presented to consumers while leveraging these Amazon capabilities.

Benefits of Using Both Amazon DSP and AMS

Screenshot of ad types showing the link between AMS and DSP campaigns

Through leveraging Amazon DSP, we can provide our brands with a better, more holistic, and integrated marketing program. Examples of both benefits and efficiencies of using DSP and AMS together include:

  • Crafting our marketing strategy holistically: By coordinating messaging and creative assets across both platforms, we can ensure consistent brand voice and messaging.
  • Leveraging full-funnel engagement: The combination of DSP and AMS allows us to move up funnel so we can engage our customers throughout the entire buying journey – from initial search to consideration and conversion.
  • Building unified audience targeting: We can leverage audience insights from AMS and DSP for precise targeting across all Amazon properties.
  • Cross-promotion opportunities: Cross-promote products with targeted ads on AMS and DSP to amplify visibility to your target audience and drive conversions.
  • Strategic retargeting: Leveraging Amazon DSP, we’re able to run retargeting campaigns that re-engage AMS traffic and capture additional conversion opportunities.
  • Comprehensive campaign management: We’re able to manage both Sponsored Product ads (AMS) and Display/video ads (DSP) under one dashboard, giving us improved oversight.
  • Data integration: By integrating both AMS and DSP data into our analytics, we can gain better insights into customer behaviors and our campaign effectiveness.

Full-Funnel Marketing Strategies

Screenshot of a line item strategy for Amazon DSP

One of the great benefits of using Amazon DSP is that it allows us rich full-funnel marketing capabilities in ways that AMS does not. Starting with brand awareness, DSP supports the ability to build target customer awareness through video and display ads, as well as by retargeting users with product display ads that entice conversion. Building on the data made available via AMC when using Amazon DSP, we can retarget based on browsing, product views, purchase behavior, and other data points. This allows our brand partners to remain top-of-mind with customers whose behavior indicates interest – even if they have not yet made a purchase. By leveraging campaign strategies from top-of-funnel all the way through to conversion, DSP affords an holistic set of tools to engage with customers at each step of their journey.

Frequently Asked Questions

What targeting options are available on Amazon DSP?

Amazon DSP offers different targeting capabilities, such as audience segments, demographics, interests, and behaviors.

How can I optimize my campaigns on Amazon DSP?

You can optimize campaigns on Amazon DSP with strategic bidding, audience refinement, and creative testing.

What reporting metrics does Amazon DSP provide?

Amazon DSP provides performance metrics such as impressions, clicks, conversions, and cost-per-acquisition (CPA).

Driving and Measuring Growth

Read about our approach to marketplace campaigns and Amazon DSP targeting.
Learn about our clients' success
Dive into the demand generation strategy we used to grow a new sunscreen product line on Amazon and cross-sell additional products to customers, leading to a 171% sales boost.
Over a 4-year partnership, Brandwoven helped Aunt Fannie’s achieve Amazon success with a focus on catalog organization, digital merchandising, logistics, and marketing.
A premium watersports brand's Amazon market share began was declining. Brandwoven helped them grows sales 109% year-over-year.

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Partner with Brandwoven to manage your marketplace business and receive streamlined operations, cohesive branding, efficient logistics, and unified customer support.
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