Most online stores pay for clicks and hope some of them turn into sales. Amazon DSP for ecommerce works the other way round. Instead of guessing who might be interested, you reach people based on what they have actually bought on Amazon.In this short video, we explain how Amazon DSP works, who it's for, what it costs, and how a campaign goes from first call to live in five days.
If your ad costs keep going up while results stay flat, you’re not alone. Two things are squeezing ecommerce brands at the same time:
The result is more guesswork and more wasted spend. That’s where Amazon’s own shopper data comes in.
Amazon DSP is a programmatic platform for buying ads. It lets you show display, video, audio and streaming TV ads on Amazon's own sites and apps, and across thousands of other websites and apps on the open web.What makes it different is the data behind it. Amazon knows what its 300M+ shoppers search for, browse and buy. Amazon DSP uses that first-party shopper data to decide who sees your ad. And you don't need to sell on Amazon to use it: the ads can send people straight to your own store.
Most ad platforms target people based on interest signals: what they click, like and watch. That tells you what someone might want.
Amazon DSP can also target based on purchase signals: what people have actually bought. If someone bought running shoes last month, there’s a good chance they’ll want socks, a fitness tracker or a water bottle soon. Purchase data is simply a stronger sign of buying intent than a like or a click.
Amazon’s own managed service usually asks for around $50,000 in monthly spend before it will run your campaigns. For most growing ecommerce brands, that’s out of reach.
The good news is that you can access Amazon DSP through an agency partner instead. At App66, we run Amazon DSP campaigns for ecommerce brands at much lower budgets, so you get the same inventory and data without the huge minimum.
Brand awareness and retargeting | |
Telling your product’s story | |
Non-skippable awareness on the big screen | |
Brand moments on Amazon Music and Alexa |
Most ecommerce brands start with display retargeting, because it's the quickest way to win back shoppers who viewed a product but didn't buy. Video and streaming TV come next, to reach new customers
These are the targets we work towards on a typical ecommerce campaign:
KPI | Target |
CPM (cost per 1,000 impressions) | $5 to $15 |
CTR (click-through rate) | 0.08% or higher |
ROAS (return on ad spend) | 3x to 5x or higher |
Viewability | 60% or higher |
We track the full path from click to conversion using the Amazon pixel, GA4 and your store's sales data, so you always know what's working.
After launch, we send weekly reports and optimise bids, audiences and creatives every week.
