Amazon offers a suite of advertising options, but understanding the difference between DSP (Demand-Side Platform) and Sponsored Ads is essential for building the right strategy.
Who Can Use Amazon DSP?
Unlike Sponsored Ads, which are exclusive to Amazon sellers and vendors, Amazon DSP is available to brands that don’t even sell on Amazon. You can use it to advertise on Amazon-owned platforms and third-party sites, reaching audiences across:
- Amazon.com and the Amazon mobile app
- IMDb
- Twitch
- Fire TV
- Kindle
- Prime Video
- Third-party websites and apps
Types of Sponsored Ads
There are three core Sponsored Ads available on Amazon:
- Sponsored Products – Appear in search results and product pages to promote individual listings.
- Sponsored Brands and Sponsored Brand Video – Feature your brand logo, headline, and multiple products or pages of the brand store at the top of search results.
- Sponsored Display – Target shoppers on and off Amazon based on their behaviour (e.g. product views).
How DSP Compares
DSP is often compared to Sponsored Display because both target shoppers based on behavioural signals. However, DSP offers far more robust capabilities:
- Access to deeper audience segmentation
- Retargeting shoppers across Amazon-owned and third-party platforms
- Higher creative control with video and rich media
- Detailed reporting and analytics
When to Use DSP
Use DSP when you want:
- Broader reach beyond Amazon.com
- More refined audience targeting
- Cross-platform campaign control
Ready to unlock the full potential of DSP? Contact us today to find out how we can support your advertising goals.
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