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Marketing | Amazon
Amazon DSP offers powerful advertising opportunities, but accessing it requires...
By Vanshaj Sharma
Feb 06, 2026 | 5 Minutes | 
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The world of Amazon advertising has gotten complicated fast. Between Sponsored Products, Sponsored Brands and the various display options, sellers are constantly trying to figure out where their next dollar should go. But there one advertising channel that often gets overlooked, even though it can deliver serious results: Amazon DSdemandSide Platform, or Amazon DSP.
Here the thing though. You can't just log into Seller Central and start running DSP campaigns like you would with regular sponsored ads. Amazon DSP works differently, which is where the concept of an Amazon DSP partner comes into play.
Amazon DSP is a programmatic advertising platform that lets you buy display, video and audio ads both on Amazon properties (like product detail pages) and across the wider internet. Think of it as Amazon answer to Google Display Network, except with something Google can't match: actual purchase data from millions of shoppers.
The platform gives advertisers access to Amazon audience data, which is frankly unmatched. When someone browses products, adds items to their cart, or completes a purchase, Amazon knows. That information becomes targeting gold for advertisers who know how to use it.
But Amazon has set up some barriers to entry. You need to either have a managedservice account with Amazon (which requires spending $50,000 minimum) or work through an Amazon DSP partner. Most businesses choose the partner route because it makes more sense financially.
An Amazon DSP partner is an agency or service provider that Amazon has authorized to manage DSP campaigns on behalf of advertisers. These partners have direct access to the DSP platform, which means they can create, launch and optimize campaigns for their clients.
The partner model exists because Amazon doesn't want thousands of inexperienced advertisers fumbling around in the DSP interface. The platform is complex, the costs can add up quickly and frankly, Amazon would rather work with fewer, more sophisticated partners than deal with a flood of support tickets from confused sellers.
When you work with a DSP partner, they handle the technical setup, campaign creation, audience targeting, bid management and performance optimization. You're essentially renting their expertise along with their access to the platform.
Lower barrier to entry is the obvious one. You don't need to commit $50,000 to Amazon directly. Most partners will work with monthly budgets starting around $5,000 to $10,000, though some accept lower amounts depending on the situation.
But the spending threshold isn't the only advantage. DSP campaigns require a different skill set than regular Amazon PPC. You're dealing with display creatives, video assets, audience layering, retargeting strategies and crossdevice attribution. That a lot to figure out on your own.
A good partner brings experience from managing campaigns across multiple accounts. They've seen what works, what doesn't and how to avoid burning through budget on poorly targeted impressions. They understand things like frequency capping, lookback windows and how to structure campaigns for new customer acquisition versus retargeting.
The reporting also tends to be better. Amazon native reporting can be clunky, but partners often provide cleaner dashboards with better insights into what actually driving sales.
Not all Amazon DSP partners are created equal. Some are massive agencies managing millions in ad spend across hundreds of clients. Others are smaller shops with a tight focus on certain product categories or business sizes.
The big agencies have resources and sophisticated tech stacks. They might have proprietary algorithms or machine learning tools that smaller partners can't afford. But you might also feel like a small fish in a big pond, especially if your monthly budget is on the lower end.
Smaller partners often provide more personalized service. You'll actually talk to the person managing your campaigns instead of getting routed through account coordinators. The tradeoff is they might not have the same level of technology or breadth of experience.
Ask potential partners about their client roster. Do they work with brands similar to yours? What categories do they have the most experience in? How many campaigns are they currently managing? You want someone who isn't stretched so thin that your account gets neglected.
Pricing structures vary too. Some partners charge a percentage of ad spend, typically ranging from 10% to 25%. Others charge flat monthly fees. Make sure you understand exactly what you're paying for because those costs eat into your overall advertising ROI.
This is where things get real. Amazon DSP isn't a magic button that instantly doubles your sales. It a tool and like any tool, the results depend on how it gets used.
DSP excels at topoffunnel awareness and retargeting. If you're launching a new product, DSP can help you reach people who have never heard of your brand but fit your ideal customer profile. If someone visited your product page but didn't buy, you can follow them around the internet with display ads reminding them to come back.
The metrics that matter most are newtobrand customers and total return on ad spend when you look at both direct and attributed sales. Some purchases happen days or even weeks after someone sees a DSP ad, so you need to look at the full attribution window.
Don't expect immediate direct sales from every campaign. Display advertising works differently than search advertising. Someone who clicks your sponsored product ad is actively shopping. Someone who sees your display ad might just be browsing Facebook. The buying intent is different.
Jumping into DSP without a clear strategy is the biggest mistake. You need to know whether you're trying to build brand awareness, drive consideration, or recapture lost shoppers. Each goal requires different campaign structures, creative assets and success metrics.
Poor creative will kill your campaigns faster than anything else. Blurry images, confusing messaging, or ads that don't match your brand identity will waste impressions. Your DSP partner should help with creative strategy, but you need to provide highquality assets.
Ignoring the learning phase is another common error. DSP campaigns need time to gather data and optimize. Shutting things down after a week because you haven't seen massive sales yet means you're not giving the platform a fair chance to work.
The best clientpartner relationships involve regular communication but not micromanagement. You should get weekly or biweekly performance updates with clear insights about what working. But calling your partner every day asking why sales aren't higher yet isn't productive.
Provide context about your business goals, seasonal patterns, new product launches and competitive landscape. The more your partner understands your business, the better they can structure campaigns that align with your objectives.
Be realistic about budgets too. If you're only spending $5,000 per month on DSP, you're not going to dominate your category. That budget might be enough for focused retargeting campaigns or testing specific audience segments, but it won't fund a massive awareness push.
Amazon DSP represents a powerful advertising channel that most sellers aren't using yet. Working with the right partner gives you access to that channel without the massive upfront commitment or the steep learning curve of managing campaigns yourself.
But choosing a partner requires homework. Look for someone with relevant experience, transparent pricing, solid reporting and a track record of actual results. The cheapest option usually isn't the best option.
If you're serious about growing on Amazon beyond the basics of sponsored ads, finding the right Amazon DSP partner might be the smartest move you make this year. Just make sure you go in with realistic expectations and a willingness to give campaigns enough time to actually work.