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Search finds the hand already reaching. DSP finds everyone else.

Sponsored Products has a ceiling built into it. It can only show your product to a shopper already typing your keyword. Once you own that pool, more budget just buys the same people at a higher price. DSP buys audience instead, on inventory nowhere near a search bar.

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Checked by Amazon rather than claimed by us. It is the one credential in this industry that somebody else has to agree to.

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Amazon DSP

Search finds the hand already reaching. DSP finds everyone else.

Sponsored Products has a ceiling built into it. It can only show your product to a shopper already typing your keyword. Once you own that pool, more budget just buys the same people at a higher price.

Shoppers reachable 0

Every dot is a shopper.
Search reaches the red ones.

It targets behaviour, not keywords. Shoppers who viewed you and left. Shoppers who just viewed a competitor. Shoppers Amazon knows are in the market this week.
It brings new customers, not cheaper ones. DSP is judged on new to brand, the shoppers who had never bought from you. Search almost never finds them.
It makes your search spend work harder. A shopper who has already seen you converts on search at a better rate. DSP lifts campaigns it never touches.
It defends what you have built. Competitors are conquesting your detail pages right now. Retargeting your own viewers is the cheapest defence there is.
It is a standalone service, not an add on. Amazon gates it behind eligibility and a media commitment, so we confirm the account qualifies first.
If you are not ready, we say so. DSP amplifies whatever is already there. On a listing that does not convert, it just loses money faster.

Not sure whether your account qualifies for DSP yet? We will tell you honestly, in the audit.

Check If You QualifyTalk It Through
Straight talk

DSP is not the next tier up. It is a different job.

It is judged on new to brandNot on ACOS. The question DSP answers is how many buyers you reached who had never bought from you, and what they went on to be worth.
It lifts campaigns it never touchesA shopper who has already seen you converts on search at a better rate. Part of DSP's return shows up in the Sponsored Products line, which is why the two are read together.
Amazon gates itThere is an eligibility bar and a media commitment. We confirm the account clears both before anyone signs anything, so nobody is sold something they cannot use.
If you are not ready, we say soDSP amplifies whatever is already there. On a listing that does not convert it just loses money faster. That answer costs us the upsell and keeps the client.
Results

What this looks like on a real account.

Amazon Advertising console, one week across the whole funnel
Advertising console, one full funnel week with 836 new to brand purchases
● Amazon · seven days

Eight hundred and thirty six buyers who had never bought the brand before

Six and a third million impressions inside a single week, 53,314 clicks and 15,298 detail page views. The number that matters is at the far right of the strip: 836 new to brand purchases. That is what a funnel looks like when the top of it is actually being fed.

Impressions
6.34M
one week
New to brand
836
purchases
Week sales
$201,294
15,298 page views
Amazon DSP Goal performance, cost against sales and new to brand sales
Amazon DSP goal performance, seventeen months, 3.14 combined ROAS
● Amazon DSP · seventeen months

Nearly three quarters of the sales came from people who had never bought the brand

Every day the DSP has run, March 2025 to July 2026: $101,970 of media returning $320,437 in combined product sales at a 3.14 combined ROAS. The line that matters is the one on the right. $233,105 of that, 72.7%, is new to brand — buyers who had not purchased from this brand in the previous twelve months. Search almost never finds those people.

Media cost
$101,970
17 months
Product sales
$320,438
3.14 combined ROAS
New to brand
$233,105
72.7% of all sales
See Every Case Study
What it costs

Amazon DSP pricing, published in full.

Management fee 13% of ad spend

The standard shape for a managed DSP seat. Quoted on its own, and the only fee we charge that moves with spend.

What that covers
  • Seat access, so you need no separate Amazon contract
  • Audience build: retargeting, in market, competitor and lookalike
  • Streaming, Fire TV, Twitch, IMDb and Amazon owned inventory
  • Open web and Amazon Publisher Direct
  • Creative production, static and video
  • New to brand and halo reporting read alongside search
Check If You Qualify See The Full Rate Card
What they say

From brands we run this for.

They told us to fix our listings before spending another pound on DSP. It cost them the sale that month and won them the account.

Daniel Boateng

They told us to fix our listings before spending another pound on DSP. It cost them the sale that month and won them the account.

Daniel Boateng

They showed us the account screens on the first call instead of a slide about their process.

Tom Ashworth
Read more

Everything we know about it, written down.

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Questions

Straight answers, no call required.

How do I know whether my account qualifies?

Amazon gates DSP behind seat access and a monthly media commitment, and it only pays off once the listings convert. We check both in the audit and tell you plainly if you are not ready, along with what to fix first.

What is the minimum spend?

It varies by market and by the seat, and it is the first thing we confirm rather than guess at. As a rule, DSP is not a channel to trial with a few hundred pounds: it needs enough impressions for the audiences to learn.

How is DSP judged, if not on ACOS?

On new to brand sales and on what it does to the rest of the account. Across the DSP accounts on our case studies page, between 72% and 81% of the sales came from buyers who had not purchased the brand in the previous twelve months. Search almost never produces that.

Where do the ads actually run?

Amazon's own detail and search pages, Prime Video, Freevee, Fire TV, Fire tablets, Twitch, IMDb, live sport and Amazon Music, plus a large amount of ordinary web and app inventory through Amazon Publisher Direct and third party exchanges, all targeted with Amazon shopping behaviour.

Do I need to run Sponsored Products as well?

Effectively yes. DSP creates demand that search then captures, and a shopper who has seen your DSP creative converts on search at a better rate. Running DSP with no search underneath it wastes most of what it produces.

Something we have not covered? Ask it and a person replies, usually the same working day.

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We read the account properly and write back with where the money is going, what it is buying, and the three things we would change first. You keep it either way.

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