Amazon Advertising Platform

Rebranded

Seattle, Washington, United States · Founded 2012

AMZN

Sourced & current · updated Oct 23, 2026

Amazon Advertising Platform (AAP) was Amazon's programmatic demand-side platform, launched in fall 2012 for automated real-time bidding on display and video ads across Amazon and third-party sites. It was renamed Amazon DSP on 2018-09-05, when Amazon unified its ad products under the Amazon Advertising brand.

Where they sit

Demand Side Platform (DSP)Programmatic Platform

Was a leading programmatic DSP differentiated by Amazon's first-party shopper data; rebranded as Amazon DSP in 2018 and continues as a top-tier DSP within the Amazon Advertising ecosystem.

Ownership

Parent: Amazon