Amazon Demand Side Platform for Non-Amazon Sellers

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The Amazon Demand-Side Platform (ADSP) enables advertisers to run display and video ads on Amazon, as well as in numerous apps and on other websites. 

Sellers benefit from a broad reach and can address their audience in a targeted manner. ADSP’s goal is to help sellers effectively advertise their products and services and increase sales.


Can non-Amazon sellers also use the Amazon DSP?


Yes, even ecommerce companies who do not sell on Amazon can use ADSP, regardless of their product line. In this case, however, merchants cannot advertise directly on Amazon to redirect customers to their own store. 

What off-Amazon sellers can do is access the extensive network of the Amazon Demand Side Platform service. This includes Twitch, Fire TV and many well-known websites, to direct potential customers to their store on other websites and apps.

Related content: Amazon Marketing Services


Why is the Amazon DSP so powerful?


The Amazon Demand Side Platform is an indispensable tool for modern marketing strategies. Its power and effectiveness lie in a variety of factors that set it apart from other advertising platforms. 

From its access to extensive data to its diverse targeting options, ADSP offers businesses an unparalleled opportunity to reach their target audience and achieve their marketing goals. 

Let’s take a closer look at why Amazon DSP is such a powerful platform for advertisers, and how it can help boost the success of their marketing campaigns.


Access to Amazon’s Extensive Data and Ads Universe


Amazon’s DSP gives you access to an extensive wealth of data. By using the ADSP, you gain insight into Amazon’s customer data and analytics, which includes customer search and purchase behavior. 

This rich data provides you with a valuable resource that neither Google nor Facebook can offer you to the same extent. By using this data, you can target your audience, which often leads to an increase in conversion rates.

Using the ADSP can significantly increase the visibility of your brand and products as your ads will be displayed on popular websites as well as Amazon’s platforms such as Fire TV. 

In addition, you have the ability to precisely target your audience and manage your advertising campaigns with extreme precision. 

You also receive data-driven insights and performance reports. This information enables you to continuously optimize your marketing strategies and increase your success.


Numerous targeting options


Amazon DSP offers a range of targeting options that allow you to address your niche audience in different ways, and target your advertising campaigns.

  • Lifestyle targeting. Select your target group based on the search and purchasing behavior of customers on Amazon. For example, you can target expectant parents who have searched for baby accessories in the past and may need a bigger car.
  • Behavioral targeting. Target your ads to people who have frequently bought expensive technology devices in the past and offer them device insurance, for example. Behavioral targeting takes into account the purchasing and search behavior of customers.
  • Lookalike audience. Get the attention of people who behave similarly to your existing customer base. This allows you to reach potential customers who match your ideal customer profile.
  • Contextual targeting. Here, the search behavior on other websites is taken into account for targeting. You can present your ads to people who are interested in topics related to your product or service.
  • Retargeting. This tactic can be used for different stages of the buying process and offers different ways to retarget potential customers who have already interacted with your brand.
  • Demographic targeting. Select your target audience based on demographics such as age, gender, income, education, geography or household size.
  • Other options. In addition, you can also select users by specific browsers or devices to further refine your target audience.

Related content: The Power of Tailored Marketing


Full Funnel Marketing 


The Amazon Demand Side Platform offers the opportunity to address customers at every stage of the sales funnel.

Regardless of whether a potential customer is just becoming aware that they need a particular product or is already actively considering making a purchase decision, DSP enables the targeted placement of advertisements that appeal to the customer at their particular stage. 


This means that companies can both attract the attention of potential customers by making them aware of their products, and guide customers who are already interested further toward a purchase. 

By precisely targeting advertising messages to the different stages of the sales funnel, companies can increase the effectiveness of their marketing campaigns and achieve a higher conversion rate.


Amazon DSP: Practical examples


With the Amazon DSP, you can target potential customers who have recently purchased products on Amazon that match your offer.

  • An example. You run an online store for high-quality cooking utensils. With the Amazon DSP, you can target your ads precisely to those who have recently purchased cooking accessories or cookbooks on Amazon. 
  • Another scenario. You sell sports apparel and equipment. By using the Amazon DSP, you can reach people who have recently purchased sports equipment or fitness clothing on Amazon. By targeting your ads to this audience, you can showcase your offer and target potential customers who have already shown an interest in sports and fitness.


Measuring success as a non-Amazon seller


By using a DSP pixel, you can track all interactions on your website. Here’s how to do so: 

  1. Create conversion tags that can be implemented in the header and body of your website. These tags provide important data for the platform. 
  2. When customers click on your ads and arrive on your website, the transaction is tracked using the conversion tracking tag. This data is sent to the ADSP to track your sales results and optimize your campaigns.


How can I use the Amazon DSP?


The Amazon Demand Side Platform can be used either via the Amazon Managed Service or in cooperation with a registered DSP partner such as BidX

Our team of experts has extensive expertise in DSP advertising and successfully manages seven-figure advertising budgets. Book a demo to see the many benefits of BidX for yourself.


Final Thoughts


The Amazon Demand-Side Platform offers both Amazon sellers and other ecommerce merchants valuable opportunities to achieve their marketing goals. 

The accessibility to Amazon’s extensive data, as well as the broad advertising universe in which ads can be placed, make the ADSP an invaluable resource for all advertisers.



BidX is a certified Amazon Advanced Partner, with a wide range of benefits for sellers. BidX is characterized by cost-effective management fees and offers comprehensive support, full setup of your campaigns, continuous optimization, strategic consulting, regular reporting and much more. 

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