Amazon DSP

One of the top three DSPs globally, uniquely positioned with exclusive first-party commerce data and closed-loop attribution from Amazon's retail ecosystem

Amazon DSP (Demand-Side Platform) is Amazon's programmatic advertising solution that allows advertisers to programmatically buy display, video, and audio ads both on Amazon-owned properties (such as Amazon.com, IMDb, Twitch, and Fire TV) and across thousands of third-party websites and apps. Launched in 2012, it gives brands and agencies the ability to reach Amazon audiences at scale, leveraging Amazon's unique first-party shopping, browsing, and streaming data to target consumers with precision that few competitors can match. It is a core component of Amazon Advertising, which itself has grown into one of the largest digital advertising businesses in the world. Amazon DSP differentiates itself through exclusive access to Amazon's proprietary audience signals — including purchase intent, product category interest, and in-market behavior derived from hundreds of millions of active shoppers. This data advantage allows advertisers to build highly targeted audience segments, retarget past purchasers, and measure campaign performance against actual sales outcomes, both on and off Amazon. The platform supports a wide range of ad formats including display, online video (OLV), over-the-top (OTT) video, and audio ads. In the AdTech ecosystem, Amazon DSP competes directly with The Trade Desk, Google DV360, and other major DSPs, but holds a unique position due to its closed-loop attribution capabilities and commerce-intent data. It serves enterprise brands, large agencies, and sophisticated mid-market advertisers, and is available either through managed service (with a minimum spend requirement) or via a self-service API for programmatic buyers. Amazon Advertising as a whole generates tens of billions of dollars in annual revenue, making it the third-largest digital advertising platform globally behind Google and Meta.