Introduction
While most Amazon sellers in India are familiar with PPC formats like Sponsored Products or Sponsored Brands, few know about a much more powerful — and often underutilized — advertising solution: Amazon DSP (Demand-Side Platform).
Amazon DSP is not part of Seller Central and isn’t about bidding on keywords — it’s about programmatic display advertising, allowing brands to reach highly targeted audiences both on and off Amazon.
In this blog, we’ll explain what Amazon DSP is, how it works, and who should consider using it in India.
What Is Amazon DSP?
Amazon DSP is a programmatic advertising platform that allows advertisers to:
- Buy display, video, and audio ads
- Target users based on their shopping behavior, demographics, and interests
- Reach them across Amazon-owned properties (Amazon.in, IMDb, Fire TV) and third-party websites/apps
🔐 Unlike Sponsored Ads, Amazon DSP is not limited to Amazon sellers. Even non-Amazon brands can use it to reach Amazon shoppers.
How Does Amazon DSP Work?
Amazon DSP uses audience data and machine learning to deliver personalized ads to high-intent shoppers.
Key Features:
- Retargeting Ads: Reach customers who viewed but didn’t purchase your product
- In-Market Targeting: Show ads to people actively shopping in your product category
- Lifestyle Segments: Target users by interests (e.g., fitness, parenting, tech lovers)
- Lookalike Audiences: Target users similar to your best customers
Ad Placements:
- Amazon.in homepage, product pages, search results
- Amazon Fire TV, IMDb, Alexa devices
- Third-party websites and mobile apps through Amazon ad inventory
Benefits of Amazon DSP for Indian Brands
🎯 1. Advanced Targeting Options
Amazon DSP lets you go beyond keywords. You can target:
- Recent buyers of similar products
- Shoppers who abandoned carts
- Customers by income level, location, device type
🧠 2. Audience Retargeting
Retarget customers who:
- Viewed your product
- Searched for your brand
- Visited your Storefront
This leads to higher conversion rates and lower acquisition cost.
📈 3. Off-Amazon Reach
Amazon DSP ads can appear on:
- News apps
- OTT platforms
- Websites like NDTV, Cricbuzz, and Times of India
This helps expand your brand visibility beyond Amazon’s ecosystem.
🖥️ 4. Video & Rich Media Ads
Create immersive ad experiences with:
- Video in-stream or out-stream ads
- Display banners with dynamic content
- Audio ads for Alexa-enabled devices
📊 5. Deep Performance Analytics
Amazon DSP offers detailed insights on:
- View-through conversions
- Audience overlap
- Post-impression behavior
Who Should Use Amazon DSP in India?
Amazon DSP is best suited for established brands or growing D2C businesses with:
- A minimum ad budget of ₹3–5 lakhs/month (for managed services)
- Interest in building long-term brand equity
- A focus on retargeting, awareness, or scaling beyond search traffic
Ideal Use Cases:
- 📦 CPG Brands: FMCG, personal care, packaged foods
- 🛋️ Home Decor & Furniture: Long decision cycles benefit from remarketing
- 🎧 Consumer Electronics: High AOV + research-heavy purchase journey
- 🧴 Beauty & Wellness: Repeat buyers, strong lifestyle targeting potential
- 📱 Apparel & Fashion: Seasonal campaigns, style-focused storytelling
Amazon DSP vs Sponsored Ads: What’s the Difference?
| Feature | Amazon DSP | Sponsored Ads (Products/Brands) |
|---|---|---|
| Platform | Separate from Seller Central | Inside Seller Central |
| Ad Type | Display, Video, Audio | Search + Display within Amazon |
| Targeting | Audience-based | Keyword/ASIN-based |
| Placement | On & Off Amazon | Mostly on Amazon only |
| Budget Requirement | ₹3L+/month | ₹500/day and up |
| Reporting | Advanced audience analytics | Standard CTR, ACoS metrics |
⚠️ DSP is not a replacement, but a complement to Sponsored Ads.
How to Get Started with Amazon DSP in India
Option 1: Amazon Managed Service
- Minimum ad budget: ₹3–5 lakhs/month
- Amazon provides strategy, creatives, optimization
- Best for large brands with scale
Option 2: Self-Service DSP (Through Agencies)
- Available via Amazon DSP partners or certified agencies
- More flexible, less minimum spend (usually ₹1 lakh/month)
- You manage targeting, creatives, bidding, and optimization
📩 Need an Amazon DSP partner? We can help you get started.
Final Thoughts
Amazon DSP is no longer a luxury for global brands — it’s now a serious performance tool for Indian businesses looking to:
- Build visibility across platforms
- Retarget users with higher accuracy
- Unlock rich audience insights beyond traditional ads
If you’re already scaling with Sponsored Ads and want to dominate your category, Amazon DSP could be your next big growth lever.
📢 Ready to Explore Amazon DSP?
At bizconsulting.io, we help Indian brands:
- Assess DSP fit based on your business goals
- Set up audience targeting strategies
- Manage creatives, tracking, and reporting
- Reduce cost-per-acquisition and improve ROI
📧 Contact us today for a DSP demo or media kit.
