Amazon DSP
Amazon DSP gives advertisers unparalleled access to Amazon's first-party purchase and behavioral data to reach high-intent audiences programmatically across Amazon properties and premium third-party inventory, driving measurable outcomes tied directly to commerce.
Last updated May 22, 2026 by the ATDb Editorial Team · Connections updated May 26, 2026
- Industry
- Demand-Side Platform (DSP) / Programmatic Advertising
- Business Model
- Managed Service / Self-Service Platform with CPM-based media spend
- Target Market
- Enterprise and Mid-Market
- Employee Count
- 10000+
- Funding
- -
- Revenue Range
- $46B+ (Amazon Advertising total, 2023)
- Stock Symbol
- AMZN
- Parent Company
- Amazon
- API Available
- Yes
One of the top three global DSPs, uniquely positioned with proprietary first-party commerce and audience data; dominant in retail media and connected TV advertising
Amazon DSP (Demand-Side Platform) is Amazon's programmatic advertising solution that enables advertisers to buy display, video, audio, and out-of-home ad inventory at scale across Amazon-owned properties (including Amazon.com, IMDb, Twitch, Freevee, and Fire TV) as well as thousands of third-party publisher sites and apps. It is a core component of Amazon Advertising, which has grown into one of the world's largest digital advertising businesses. Amazon DSP differentiates itself through access to Amazon's proprietary first-party shopping, browsing, and streaming data, allowing advertisers to reach audiences based on actual purchase intent and behavior rather than inferred signals. Amazon DSP serves both managed-service clients (where Amazon's team runs campaigns) and self-service advertisers who manage their own campaigns through the platform's console. It supports a wide range of ad formats including display banners, online video (OLV), over-the-top (OTT) video, audio ads, and dynamic e-commerce ads. Advanced audience targeting capabilities include in-market, lifestyle, demographic, and remarketing segments built from Amazon's vast consumer data ecosystem. In the AdTech ecosystem, Amazon DSP is a major competitive force against Google's DV360 and The Trade Desk, particularly for brands in retail, CPG, consumer electronics, and entertainment verticals. Amazon Advertising as a whole generated over $46 billion in revenue in 2023, making it the third-largest digital advertising platform globally. Amazon DSP is central to Amazon's full-funnel advertising strategy, connecting upper-funnel brand awareness to lower-funnel conversion and purchase measurement through Amazon Attribution and Amazon Marketing Cloud.
Amazon DSP Console
Self-service interface for programmatic campaign management across display, video, audio, and OTT inventory
Managed Service
Amazon-operated campaign management for advertisers with higher spend thresholds requiring hands-on support
Amazon Audience Segments
Pre-built and custom audience segments derived from Amazon's first-party shopping, streaming, and browsing data
Dynamic E-Commerce Ads
Automatically generated ad creatives that pull product imagery, pricing, and ratings from Amazon product listings
Amazon Marketing Cloud (AMC)
Privacy-safe clean room solution enabling custom audience analysis and cross-channel measurement using Amazon signal data
Amazon Attribution
Measurement solution connecting off-Amazon media activity to Amazon sales and conversion outcomes
OTT/Streaming TV Ads
Video ad inventory across Amazon Freevee, Fire TV, Twitch, and third-party streaming apps
Audio Ads
Programmatic audio advertising on Amazon Music and Alexa-enabled devices
Contextual Targeting
Targeting based on content categories and page context across Amazon-owned and third-party publisher inventory
Deals & Private Marketplace (PMP)
Access to curated premium inventory deals with publishers through private marketplace arrangements