Let me put it this way — if you’re still treating Amazon DSP like it only works inside Amazon, you’re playing in the sandbox while others are building skyscrapers. 🏗️
📈 The Bigger Picture: Why Off-Amazon DSP?
If you’re already running Sponsored Products, Sponsored Brands, maybe even Sponsored Display… great. That means you’ve got the core in place.
But let’s be honest — competition is up. CPCs are up. Just waiting for shoppers to find your listing on Amazon? That’s a maintenance strategy. Not a growth one.
Amazon DSP is how you step outside the walled garden.
It’s where you start creating demand — not just harvesting it. 🌱
We’re talking about targeting:
- People who almost bought from you,
- People who bought from your competitor,
- Or folks who haven’t even discovered you — yet.
And it’s not just Amazon. You’re hitting Fire TV, mobile apps, Amazon-owned sites, and premium inventory across the web. This is retail media 2.0. 🛰️
🧠 How We Use DSP at True Online Presence
At True Online Presence, we use DSP in 3 core ways — and each has a laser-focused goal.
- Retargeting Across the Web
Your warmest prospects? They’ve already seen your stuff. Maybe even added to cart. But they didn’t buy (yet).
DSP lets us follow them (not in a creepy stalker way, I promise) with ads that reflect what they viewed. Sometimes we sprinkle in a coupon. Sometimes social proof. Always dynamic. These are high-ROI campaigns — our go-to starting point. 🔁
- Prospecting Audiences Beyond Amazon
Now this is where it gets fun. Using Amazon’s powerful behavioral data, we build audiences that look like your best customers.
Launching a new product? We target based on purchase history, search behavior, even lifestyle. So when that shopper finally gets to Amazon, they’re already thinking:
“Oh yeah, I’ve seen this brand before.”
Trust me — that changes the math on conversions. 💡
- Driving Traffic Off Amazon
If you’ve got your own site (think Shopify, WooCommerce), DSP can send traffic directly there.
That’s right — from Amazon to your own turf.
Here’s the catch: your site better be built to convert. We usually start on-Amazon and expand out once we’ve validated the audience. That way you’re not throwing spaghetti at the wall (or dollars into the abyss). 🍝💸
💼 Real World Case Study
Let me give you a real-life example.
We worked with a supplement brand — solid niche, good product-market fit. But their Sponsored Ads were cooked. Done. Tapped out.
We launched DSP to:
- Retarget PDP visitors,
- Target competitors’ loyal customers,
- Build awareness with slick video ads.
In 45 days?
- 6.1x ROAS from DSP 💰
- Blended ACoS dropped 11% 📉
- Total traffic and brand searches went through the roof 📈
That’s the halo effect. When you do DSP right, it makes every other channel perform better.
🧩 Where DSP Fits in the Bigger Retail Media Puzzle
Retail media is booming. Walmart Connect. Target Roundel. Instacart Ads. Everyone’s trying to be the next big ad platform.
Amazon’s still the 800-lb gorilla. But with DSP, you get to use its goldmine of data to advertise everywhere.
It’s like bringing a sniper rifle to a laser tag game. 🎯
Running Google Shopping or Bing Ads already? DSP becomes the next layer — not just defense, but offense. You’re creating demand at the top, middle, and bottom of the funnel.
That’s how brands go from six figures to seven. Then eight.
🚦 How to Start Without Wasting a Dime
Now, let’s be honest: DSP isn’t plug-and-play. You’re not going to YOLO your way to success here. 😅
Here’s how to do it smart:
- ✅ Start with retargeting — Fastest path to return. Focus on cart abandoners and product viewers.
- 🎥 Use strong creatives — No lazy Amazon repurposing. Bring lifestyle photos, videos, reviews.
- 🧪 Test different audiences — Build smart segments from your data. Try A/Bs. Keep tweaking.
- 📊 Measure blended ROAS — Don’t judge DSP in a silo. Look at the lift across all channels.
- 🤝 Work with a partner — Shameless plug, but hey — this is exactly what we do at True Online Presence. And we work with budgets lower than Amazon’s managed service minimums.
🎤 Final Thoughts
If you’re serious about scaling your ecommerce business, Amazon DSP isn’t optional. It’s the secret weapon that lets you amplify what you’re already doing — not replace it.
And with retail media growing faster than TikTok trends, the time to act is now. ⏰
So if you’re wondering if now’s the time to test DSP beyond Amazon — yes. The window’s wide open, my friend.
Need Help with Amazon Ads? If you’re looking to maximize your Amazon ad returns, sometimes you need an expert who’s been there, done that. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Amazon’s PPC landscape can be overwhelming, but with the right guidance, you can make every dollar count, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.