Display Ads
Banner ads on and off Amazon, aimed at in-market, product engagement and site visitor audiences.
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Programmatic platform
Amazon DSP Management (Amazon Ads Agent and DVA+)
Amazon DSP is Amazon's programmatic platform for buying display, video and audio ads on Amazon's own properties and on third-party sites, using Amazon's shopping, streaming and browsing signals. On September 29, 2026, it moved under the Amazon Ads Agent umbrella, and programmatic buying is shifting to DVA+ campaigns, rolling out gradually from the end of October. You do not need to sell on Amazon to use it, and Türkiye is one of the countries where Amazon DSP operates.
Purpose and appearance
What do we use this platform for?
With Amazon DSP, we look for people close to buying your product, on and off Amazon, using Amazon's shopping and streaming signals. We combine these signals with your own customer data into one programmatic plan: awareness on the TV screen with Prime Video, and conversions on your website or app with display and Performance+.
Funnel stages it serves
- Awareness
- Consideration
- Conversion
- Loyalty
Amazon DSP
campaign types and ad formats within Amazon DSP
Online Video
Amazon DSP in-stream and out-stream video on desktop, mobile and tablet, with viewer audiences followed up through display.
ExplorePrime Video Ads
Full-screen, non-skippable pre-roll and mid-roll in films and series. Most viewing is on TV screens, with a light ad load.
ExplorePerformance+ and Brand+
Brand+ for reach and consideration, Performance+ for conversions and ROAS. Both combine first-party data with Amazon signals.
ExploreMobile App Campaigns
Amazon DSP app install and in-app event campaigns with CPI or CPA goals, measured in Events Manager with MMP data.
ExploreAmazon DSP is now part of Amazon Ads Agent: what changes?
On September 29, 2026, Amazon brought the DSP and the ads console together in a single platform with a conversational AI assistant, under Amazon Ads Agent. Programmatic buying will be managed as DVA+, by turning on "advanced settings". According to Amazon's announcement, DVA+ is rolling out gradually from the end of October; the announcement does not detail how existing campaigns will be migrated, so we track the transition account by account.
In practice, the classic DSP interface will remain visible in many accounts for a while. That is why we say "Amazon DSP (Amazon Ads Agent)" on our pages. During the transition, our first task is to check how the order and line item structure maps to the new screens, and to make sure frequency caps and brand safety settings are not lost in the move.
Amazon DSP for brands that don't sell on Amazon
A bank, a car brand or a mobile app may have no products on Amazon; their audience still shops on Amazon, watches Prime Video and visits IMDb. Amazon DSP lets you combine this first-party behavior with the brand's own data. According to Amazon data, Amazon Ads' monthly ad-supported reach in Türkiye exceeds 20 million; in planning we read this figure not as a ceiling but as a pool that narrows with audience selection.
- Ready-made audiences: Amazon audiences, lifestyle and in-market segments of people who recently researched a specific category
- Product interaction audiences: product views, purchases and views of similar products
- Entertainment signals: Prime Video viewers, Twitch, IMDb and Kindle readers
- Advertiser audiences: web traffic via the Amazon Ads tag, pixel-based lists and DMP integration
- Audience overlap report: to find new audiences with a high affinity score for the target segment
Amazon DSP inventory: Amazon properties and the open web
Amazon DSP sources inventory from three places: Amazon-owned placements, direct integrations with publishers and third-party SSPs. On the open web, buying is similar to Display & Video 360; since the inventory is largely the same, the difference comes from targeting with Amazon's shopping data. For brands using both platforms at once, we cap frequency separately and use reports to monitor whether the same user receives back-to-back impressions from two DSPs.
We cover campaign types in detail on separate pages: Prime Video ads are for the TV screen, while Performance+ and Brand+ use automation for conversion or reach goals. We decide which type to start with based on the creative the brand has; rather than launching a brand without a TV spot on Prime Video, we recommend testing the audience first with display and online video.
Why we don't launch before measurement is set up
For campaigns sending traffic to a site outside Amazon, without the Amazon Ads tag or the Conversions API, no retargeting audience is built and Performance+ cannot learn. We usually install the tag through Google Tag Manager and map event names to GA4. This lets us compare the conversions Amazon reports with your own analytics; we do not increase budget before we see the gap between the two numbers.
Amazon DSP: when do we recommend it?
We recommend it
- Consumer brands whose audience shops on Amazon, whether or not they are Amazon sellers
- Brands that want to appear on the TV screen with Prime Video and can produce TV ads
- Accounts with conversion tracking on their website that want to try automation with Performance+
- Brands looking for a second programmatic data source alongside DV360
We don't recommend it
- Setups where the measurement tag cannot be installed or conversions happen entirely offline
- Small accounts that sell only on search intent and set aside no display budget
- Brands whose audience consists of very narrow B2B decision makers; shopping signals say little here
How we manage Amazon DSP
- Access modelBased on budget and goals, we choose between a self-service account, managed service or an authorized partner for Prime Video.
- Tag and data connectionWe install the Amazon Ads tag and, if needed, the Conversions API, and upload customer lists after checking them against KVKK (Türkiye's personal data protection law).
- Audience mapWe compare in-market, lifestyle and product interaction segments with the overlap report and layer them.
- DVA+ setupWe use Brand+ or Performance+ depending on the goal and set frequency and brand safety manually in advanced settings.
- Cross-checkWe compare Amazon's reporting with GA4 and other DSPs, and assess unique reach and incremental impact separately.
Amazon DSP: metrics and requirements
Metrics we track
- Unique reach
- Frequency
- Cost per conversion
- ROAS
- New customer rate
- Video completion rate
What you need to get started
- An Amazon Ads account or managed service access
- The Amazon Ads tag or Conversions API on the website
- Images in display sizes and at least one video
- If available, a customer list collected in line with KVKK
Official sources
The Brand Move Amazon DSP Team
Contact us nowTo learn more about Amazon DSP ad formats, contact The Brand Move Amazon DSP team today.
Explore further
Programmatic Advertising overview
Other Programmatic Advertising platforms
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Google's DSP. We buy YouTube, open web, CTV, audio and DOOH inventory with one frequency control, private deals and Floodlight measurement.
ExploreCriteo
Dynamic retargeting on the open web with OneTag and a product feed, new customer campaigns, and retail media on retailer sites.
ExploreRTB House
RTB House retargeting and prospecting on the open web, with deep learning bidding and product recommendations, usually as a managed service.
ExploreTheADX
TheADX, a local DSP developed in Türkiye that says it hosts data in the country: for financial brands and local publisher inventory.
ExploreTaboola
Taboola advertising on Realize: native, video and display ads on news and content sites, managed for conversions beyond search and social.
ExploreFrequently asked questions
Amazon DSP: frequently asked questions
What is Amazon DSP?
Amazon DSP is a demand-side platform for buying display, video and audio ads programmatically on Amazon-owned properties such as Prime Video, Twitch and IMDb, through direct publisher integrations and through third-party SSPs. Its main difference from other DSPs is targeting with Amazon's shopping and streaming signals.
We don't sell products on Amazon. Can we still use Amazon DSP?
Yes. Amazon DSP is open to brands whether or not they sell on Amazon. For brands that don't, the ad points to your own website or app; we install the Amazon Ads tag or Conversions API for measurement and use Amazon's shopping and streaming signals for targeting.
Self-service or managed service: how do you buy Amazon DSP?
It depends on budget and goals. We choose between a self-service account, Amazon's managed service or, for Prime Video inventory in Türkiye, an authorized partner. In every case we install the Amazon Ads tag first and check customer list uploads against KVKK (Türkiye's personal data protection law).
Will the move to Amazon Ads Agent break our existing campaigns?
Amazon says advanced settings are designed to resemble today's workflow for experienced buyers, but its announcement did not explain how existing campaigns will be migrated. So after the transition we check frequency caps, brand safety settings and audience assignments one by one, because settings move to different places on the new screens.
Does it make sense to use Amazon DSP and DV360 together?
It depends on the goal. Open web inventory overlaps heavily; we prefer Amazon DSP for shopping signals and Prime Video, and DV360 for YouTube and Google data. When both run together, we cap frequency separately and measure unique reach separately.
Let's run a first Amazon DSP review together.
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