{"id":84364,"date":"2021-08-31T08:47:00","date_gmt":"2021-08-31T08:47:00","guid":{"rendered":"https:\/\/www.sellerlogic.com\/blog\/amazon-dsp-demand-side-platform-ist-ein-leistungsstarkes-tool-das-es-werbetreibenden-ermoeglicht-ihre-zielgruppen-ueber-verschiedene-digitale-kanaele-hinweg-zu-erreichen-hier-sind-einige-wichtige\/"},"modified":"2025-12-04T14:22:35","modified_gmt":"2025-12-04T14:22:35","slug":"from-the-advertising-column-to-the-digital-age-how-you-benefit-from-amazon-dsp","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/en\/blog\/from-the-advertising-column-to-the-digital-age-how-you-benefit-from-amazon-dsp\/","title":{"rendered":"From the advertising column to the digital age \u2013 How you benefit from Amazon DSP"},"content":{"rendered":"

In the digital age, we have a wealth of data. Advertisers also benefit from this. Gone are the days when advertising was posted on the good old advertising column. What did marketers know about the purchasing behavior of those who saw the ads? Little. Certainly, location played a role, but a variety of characters likely passed by the column: parents with children, executives of large corporations, fans of AC\/DC as well as fans of Johnny Cash.<\/p>

Today, things look a bit different. Certainly, all of the aforementioned groups also shop on Amazon. However, they are shown different advertisements based on their interests. If customers purchase the new album by Iron Maiden, they might also be recommended AC\/DC. This is made possible by the vast amount of customer data that Amazon collects daily about its customers.<\/p>

You as an advertiser can benefit from this by relying on Programmatic Advertising. The Demand Side Platform, or simply Amazon DSP, is exactly what you need.<\/p>

What is Amazon DSP?<\/h2>

With Amazon DSP, targeting becomes child’s play. The platform offers space for programmatic advertising opportunities.<\/p>

Programmatic Advertising refers to the automatic buying and selling of advertising space in real-time in online marketing. The ads are displayed based on user data, thereby reaching a precisely tailored target audience.<\/span><\/p><\/blockquote>

With DSP, Amazon enables you to reach your exact target audience \u2013 not only on the marketplace itself but also outside of it. By the way, outsiders can also use Amazon DSP.<\/p>

\"Amazon<\/figure><\/div>

What is targeting?<\/h3>

You probably know this: You are looking for a specific item, such as Adidas sneakers. And suddenly, you see ads for various sneakers all over the web. That is targeting.<\/p>

A target audience is precisely defined. This includes both demographic data as well as interests, search, and purchasing behavior.<\/p>

Amazon itself collects a vast amount of data about its customers. The online giant has the advantage of not only knowing what is liked or clicked on, but it also knows what is actually purchased.<\/p>

Based on this data, Amazon then displays ads that the company believes align with the shopper’s previous purchasing behavior. This targeted advertising is much more likely to be viewed than ads that have nothing to do with the user’s interests.<\/p>

Retargeting<\/h3>
\"Amazon<\/figure><\/div>

Targeting also includes retargeting. If a shopper clicks on a listing but does not make a purchase, you as a seller want to encourage these customers to buy. Since the product detail page has already been clicked, there is obviously interest in your product.<\/p>

With Amazon DSP, you can reach these undecided customers again on other sites, such as while they are browsing social media. This way, your product remains in the spotlight for shoppers and can still encourage them to make a purchase with the right ads.<\/p>

The Demand Side Platform allocates advertising space to marketers. The ads that are displayed are perfectly tailored to the customers, significantly increasing the likelihood that the advertising will be viewed rather than ignored.<\/p>

These advertising spaces are not only on the marketplace itself but also on other pages of the company, such as FireTV. DSP ads can even be displayed on the pages of authorized third-party providers.<\/p>

That brings us to the next question:<\/p>

Who can use Amazon DSP?<\/h2>

In principle, all advertisers can use Amazon DSP as an advertising form. However, you should note that this tool is not free.<\/p>

You need the necessary funds<\/h3>

In our expert talk about the future of Amazon<\/a>, Ronny Marx, Managing Director at Intomarkets, mentions at least \u20ac3,000 per month if you use the self-service option or reach out to an Amazon DSP partner agency like intomarkets<\/a>. However, he also recommends approaching the matter with a significantly higher budget.<\/p>

Alternatively, you can also use the managed service of the online giant. In this case, a dedicated account manager will be provided to assist you with your campaign management specifically for Amazon DSP. Here, you need to dig a little deeper into your pockets, starting with a minimum budget of \u20ac10,000 per month for the Amazon DSP service in Germany. However, these costs vary depending on the country.<\/p>

Your products must be ready!<\/h3>

It is clear that no advertising in the world will help you if your products are not properly optimized. Amazon DSP is no exception to this. The best advertising campaign will do you little good if potential customers are directed to a product page with poor photos, spelling mistakes, and zero reviews. Keyword: Retail Readiness.<\/p>

You can learn how to optimize your listings on Amazon<\/a> in our corresponding blog post.<\/p>

It is also recommended that the products cost around \u20ac25 to \u20ac30 and achieve a decent margin. Having experience with PPC campaigns for these products is also beneficial if you want to start with DSP. Amazon partners have found that products that performed well with PPC campaigns<\/a> are likely to perform well with DSP as well.<\/p>

Your target audience must be defined and targetable<\/h3>

It is no great surprise that targeted advertising can only work if it is shown to the right audience. However, it is necessary to define this audience. What are your customers’ interests, and what demographic characteristics define them? The more you know, the better for your success with Amazon DSP.<\/p>

With the Demand Side Platform, cross-device targeting is also possible. This allows you to reach potential customers in various ways.<\/p>

Especially when selling more expensive items like coffee machines, the purchasing decision can take some time. If a shopper has already viewed your offer on their computer but did not click the purchase button, they are likely still undecided. It is now important to reach out to them again (i.e., retarget). This could be possible if they are currently searching for a new e-book on their Kindle. This way, you ensure that your offer is not forgotten and encourage the shopper to complete the purchase with the right ads.<\/p>

\"Amazon<\/figure><\/div>

Your products do not belong to a prohibited category<\/h3>

The rule also applies to DSP that certain products cannot be advertised. This includes, for example, medical products, tobacco products, and alcohol.
So much for the requirements. But what about the benefits?<\/p>

Why should you use Amazon DSP?<\/h2>

You may now be wondering why it should be Amazon DSP and not just Sponsored Ads. Let’s start with the fact that PPC campaigns are only displayed on the marketplace, whereas an Amazon DSP campaign is also displayed on third-party sites. This allows you to reach significantly more potential customers and increases awareness for your products. More information on the differences between DSP and PPC will follow below.<\/p>

There is a kind of DSP-lite in the form of Sponsored Display Ads<\/a>. However, this program is still partially in beta version.<\/p>

Many users of Amazon DSP have good experiences with the excellent targeting that the online giant provides. Unlike Google, users on Amazon are often browsing with a specific purchase intent. While Google knows which pages a user visits, Amazon knows which products users buy.<\/p>

If diapers are ordered on Amazon, it is likely that there is also an interest in wet wipes \u2013 perhaps even from the same brand, as the diapers were obviously exactly what the shopper wanted.<\/p>

Another advantage of Amazon DSP is that sellers who do not sell on the marketplace themselves can also use this service.<\/p>

Here are the advantages summarized briefly:<\/p>