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Amazon DSP ad model

Amazon DSP Display Ads Management

Amazon DSP display ads are banner and rich media ads shown on Amazon's own properties and on third-party sites and apps. We use this model most to find people again who recently researched a category, or who came to your site and left without converting. The creative is simple; what does the work is audience selection and frequency.

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publisher-site.comYour brandYour campaign messageViewYour product₺ 899Buy nowYour display ad
Illustrative view: illustrative view of a product-focused display ad.
Purpose and appearance

What do we use this format for?

We launch display for two concrete jobs: bringing back visitors who came to your site and left without converting, and catching Amazon shoppers looking at competing products before they decide. We reach these close-to-purchase users with frequency set by audience layer and bring qualified traffic to the site or the product detail page.

Funnel stages it serves

  1. Awareness
  2. Consideration
  3. Conversion
  4. Loyalty

Amazon DSP audiences for display: the order we use them in

Instead of piling a display campaign into one line item, we split it into layers by audience warmth. The warmest layer is site visitors and cart abandoners captured by the Amazon Ads tag. Next come users who viewed related or similar products on Amazon. The widest layer holds in-market and lifestyle segments. Each layer has its own frequency cap and bid; seeing the same banner a few times a day is enough for a warm audience, a few times a week for a cold one.

  • Site visitors and cart abandoners: short lookback window, high bid
  • Amazon shoppers who viewed the product or similar products: category message
  • In-market segment: people who recently researched the category
  • Lifestyle segment: awareness-led, low frequency
  • Existing customer list: exclusion or cross-sell

Amazon DSP display ad specs and banner sizes

On desktop, 300x250, 728x90, 160x600, 300x600 and 970x250 are the core set. On mobile, 320x50 and 300x250 are used; 414x125 is a size specific to Amazon's mobile shopping site and app. Mobile banners are designed at double resolution, so a 640x100 pixel file is prepared for 320x50. Static files must be JPG or PNG-8 with a 40-50 KB limit for most sizes; third-party HTML5 creatives are served only as iframes.

Mobile creative text should be readable at 16 points or larger. All units that send users to a page outside Amazon.com must also have the Amazon pixel integrated. That is the first thing we check in setup: even if the creative is ready, without the tag the campaign cannot see beyond the click.

Amazon DSP display vs. other retargeting tools

Tools that generate banners automatically from a product catalog, such as Criteo dynamic retargeting, are more practical for showing the product a user viewed on your site. Amazon DSP's difference is that it can see the user's shopping behavior on Amazon: it can find someone who never visited your site but is looking at competing products. So we plan the two as different layers, not as rivals.

For open web display buying, inventory overlaps heavily with DV360 Display and Native. We use Amazon DSP for audiences where Amazon data makes a difference and prefer to keep the rest on one platform. For brands that want automation in conversion-focused display, Performance+ is also worth considering.

Display Ads: when do we recommend it?

We recommend it

  • E-commerce and service brands with site traffic that want to bring back non-converting visitors
  • Brands whose products sell on Amazon and want traffic to product detail pages
  • Consumer brands that want to reach Amazon shoppers browsing a competing category
  • Accounts that want to try programmatic awareness without producing video

We don't recommend it

  • Campaigns sending traffic outside Amazon where the Amazon Ads tag cannot be installed
  • Brands that want to launch with one banner in one size
  • E-commerce sites with hundreds of products that need personalized catalog banners; catalog-based retargeting is more efficient there

How we manage Display Ads

  1. Tag and audience poolWe install the Amazon Ads tag with Google Tag Manager and split visitor, cart and conversion events into separate audiences.
  2. Size setWe have the full set of desktop and mobile sizes prepared, mobile at double resolution and within file limits.
  3. Layered line itemsWe set a separate line item, frequency and bid for each audience warmth level.
  4. Creative rotationAfter two or three weeks we replace images whose click-through rate drops and tailor the message to each audience layer.
  5. Visit quality checkWe read display traffic behavior on site with GA4 and exclude low-quality inventory.

Display Ads: metrics and requirements

Metrics we track

  • Viewable impressions
  • Click-through rate
  • Frequency
  • Pages per visit
  • Cost per conversion
  • Detail page views

What you need to get started

  • The Amazon Ads tag on the website (required for campaigns sending traffic outside Amazon)
  • A desktop and mobile banner set, with 2x resolution on mobile
  • At least two different messages for the audience layers
  • An existing customer list for exclusion

Official sources

The Brand Move Amazon DSP Team

To learn more about Display Ads or other Amazon DSP ad formats, contact The Brand Move Amazon DSP team today.

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Explore further

Other Amazon DSP campaign types and ad formats

Amazon DSP overview

Online Video

Amazon DSP in-stream and out-stream video on desktop, mobile and tablet, with viewer audiences followed up through display.

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Prime 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.

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Performance+ and Brand+

Brand+ for reach and consideration, Performance+ for conversions and ROAS. Both combine first-party data with Amazon signals.

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Mobile App Campaigns

Amazon DSP app install and in-app event campaigns with CPI or CPA goals, measured in Events Manager with MMP data.

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Related pages

Frequently asked questions

Display Ads: frequently asked questions

What are Amazon DSP display ads?

They are programmatic banner and rich media ads bought through Amazon DSP, shown on Amazon's own properties and across third-party sites and apps, and targeted with Amazon audiences such as in-market shoppers and product viewers.

Do our display ads appear on Amazon's own site?

Partly. Amazon DSP display runs on Amazon's own properties and on the open web through directly integrated publishers and third-party SSPs. We choose which inventory is enabled in the campaign settings and narrow low-performing placements based on reports.

Can we use animated or HTML5 banners?

Yes. Third-party served rich media creatives are accepted as iframes, with initial load on mobile limited to between 100 and 200 KB. Static banners must be JPG or PNG-8, with a 40-50 KB limit for most sizes. We recommend starting the first test with a static set.

Can we run display campaigns without the Amazon Ads tag?

Yes, if the ad only goes to a product detail page on Amazon. For units sending traffic to your own site, the Amazon pixel must be installed. Without the tag, neither conversions nor site visitor retargeting audiences are possible. We usually complete the setup through a tag manager within one business day.

Amazon DSP or Criteo for retargeting?

They do different jobs. Criteo is more practical for showing the exact products someone viewed on your site. Amazon DSP can also reach people who never visited your site but browse competing products on Amazon. We often run them as separate layers.

Let's run a first Display Ads review together.

In a free call we review your audience, inventory needs and measurement setup, then tell you in writing which platform makes sense to start with.

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