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How to retarget shoppers with Amazon DSP
Kelly
Account Performance Manager at Amersify
Introduction
Ever notice how some Amazon brands seem to follow you around the internet? That’s Amazon DSP (Demand-Side Platform) in action.
DSP lets advertisers retarget Amazon audiences both on Amazon and across third-party sites and apps. It’s ideal for re-engaging shoppers who viewed your products but didn’t purchase, scaling visibility, boosting conversions, and nurturing brand recall over time.
This guide breaks down how DSP retargeting works, how it differs from Sponsored Ads, and how you can use it effectively to grow sales and strengthen your brand.
What Is Amazon DSP?
Amazon DSP is a programmatic advertising platform that enables you to buy display, video, and audio ad placements both on Amazon properties and across third-party sites like IMDb, Twitch, and Fire TV.
Unlike pay-per-click Sponsored Ads that appear on Amazon search and product pages, DSP lets you reach highly targeted audiences based on shopping behaviour, purchase history, and interests via multiple rich ad formats.
Key Benefits:
Retarget shoppers who engaged with your products but didn’t buy.
Reach new-to-brand audiences with awareness campaigns.
Build brand visibility across Amazon and the wider web.
Serve dynamic ads personalised to shopper behaviour using live product data.
💡 Amersify Tip: Think of Sponsored Ads as your short game for direct sales; DSP is your long game for sustained brand impact.
How DSP Retargeting Works
DSP retargeting identifies shoppers who interacted with your brand and serves tailored ads to encourage purchase completion.
Core Retargeting Audiences:
Audience Type | Description | Example Use-Case |
|---|---|---|
Product Viewers | Shoppers who viewed product but didn't buy | Show dynamic ads highlighting features or offers |
Brand Shoppers | Viewed multiple listings from your brand | Cross-sell related products |
Cart Abandoners | Added to cart but didn’t checkout | Use urgent offers or discounts |
Previous Purchasers | Bought your products | Upsell complementary goods |
Pro Insight: Amazon DSP leverages Amazon’s first-party data—such as search, browse, and purchase signals—offering unmatched targeting precision.
Getting Access to Amazon DSP
Firstly, you need your own Amazon DSP seat, therefore there are two main routes:
Amazon Managed Service: Amazon’s internal team runs your campaigns, ideal for enterprise brands with high budgets (minimum typically $35,000–$50,000 per month). This offers consultative support but less direct control.
Self-Service via Partners: Work directly with Amazon Ads certified SaaS partners (e.g., Pacvue, Perpetua) or agencies like Amersify that provide the platform for you to control your campaigns. Minimum spends are typically lower (£5,000–£10,000 monthly), giving you transparency and flexibility.
Setting Up Retargeting Campaigns
Define Audiences: Use Amazon’s segments or upload your own, e.g., “Viewed ASINs last 30 days, no purchase.”
Choose Campaign Goals: Awareness (reach), Consideration (traffic), or Conversion (sales).
Select Ad Formats: Display for broad reach, video for engagement, dynamic eCommerce ads for personalised retargeting.
Set Budget & Bids: Use CPM bidding; start with £2,000–£5,000 test budgets.
Launch & Optimise: Monitor impressions, CTR, conversion lift; adjust bids, creatives, and audience segments accordingly.
Where DSP Ads Appear
Amazon homepages and product detail pages
Third-party sites: IMDb, Twitch, Fire TV
Across Amazon mobile & desktop apps
Pro Insight: Retargeting extends beyond Amazon—upload CRM data to reach your direct-to-consumer customers across the web.
Measuring DSP Performance
Metric | What It Measures | How to Use |
|---|---|---|
Impressions | How often your ad is shown | Gauge visibility and scale |
Click-Through Rate (CTR) | Engagement with your ads | Identify top-performing creatives |
Detail Page View Rate | How many viewed your product page | Assess interest level |
Purchase Rate | Percentage who bought after seeing ad | Track conversion success |
New-to-Brand % (NTB) | % of new customers reached | Measure brand growth |
ROAS / ACOS Equivalent | Return on ad spend | Evaluate campaign profitability |
Amersify Tip: Don’t judge DSP solely by ROAS; consider its halo effect on organic sales and total Advertising Cost of Sales (TACOS). DSP is ‘filling the funnel’, driving awareness and traffic.
Balancing Retargeting with Prospecting
Retargeting focuses on high-ROI re-engagement but is limited to your existing traffic pool. Prospecting campaigns build awareness and continuously feed new shoppers into the funnel.
A commonly effective split is roughly 70% prospecting, 30% retargeting for balanced growth.
Common Mistakes to Avoid
Treating DSP like Sponsored Ads — DSP is programmatic, tailored, and holistic.
Overspending without clear audience segmentation.
Reusing the same creative for all campaigns.
Expecting instant returns — DSP gains ramp up over weeks.
Instead, test multiple creatives, run campaigns for 4-6 weeks minimum, and focus on total sales lift.
FAQs
Do I need DSP if I already use Sponsored Ads?
Yes. DSP complements Sponsored Ads by capturing shoppers who don’t immediately convert and building brand awareness off-platform.
Is DSP only for big brands?
No. Self-service DSP options with lower minimum spends now make it accessible to mid-sized brands.
Can Sellers use DSP?
Yes, Sellers with Brand Registry and Vendors can both use DSP.
Does DSP use my own data?
DSP leverages Amazon first-party data but allows layering your CRM and custom audience data for deeper personalisation.
Summary
Amazon DSP rewrites the playbook for retargeting by letting brands stay visible, relevant, and persuasive throughout the customer journey. When combined with Sponsored Ads, DSP drives both short-term sales and long-term brand growth.
At Amersify, we build DSP campaigns that convert lost visitors into loyal customers—maximising your impact well beyond the first click.
