Amazon DSP Review & Pricing (2026)

Amazon DSP

PPC

Amazon DSP is Amazon's first-party demand-side platform for programmatically buying display, video, audio, and Streaming TV advertising across Amazon-owned properties and third-party sites and apps. Amazon-owned inventory includes Prime Video, Twitch, Fire TV, and Amazon.com, and buying methods include real-time bidding, private marketplaces, private auction, and programmatic guaranteed. The platform is open to advertisers whether or not they sell products in the Amazon store.

Amazon DSP sits above the sponsored ads console in an advertising program, aimed at brands and agencies buying reach at scale rather than at sellers managing keyword-level campaigns. Amazon publishes two access paths, a self-service option the advertiser runs directly and a managed service run by an Amazon Ads account team. Amazon does not publish a media rate card, so display, video, audio, and Streaming TV costs vary by format and placement and are quoted or discovered in platform.

Capabilities
Amazon-Owned Inventory
Placements across Prime Video, Twitch, Fire TV, Kindle, Alexa, live sports, and Amazon.com.
Third-Party Supply
Placements on third-party sites and apps through Amazon Publisher Direct and integrations with third-party exchanges.
Multi-Format Buying
Audio, display, online video, Streaming TV, and physical store advertising bought from a single platform.
Three Audience Categories
Amazon audiences built on first-party signals, advertiser audiences from custom inputs and remarketing, and third-party audiences.
Programmatic Deal Types
Real-time bidding, private marketplaces, private auction, and programmatic guaranteed, with an inventory hub for deal discovery.
Marketing Cloud Integration
Event-level data sets in Amazon Marketing Cloud allow custom analytics across campaigns, with interoperability across AWS.
Media Planning Suite
Cross-channel and channel planners that simulate reach and budget allocation across linear TV, Streaming TV, and audio.
Proprietary Measurement
Reporting includes detail page view rate, add-to-list counts, and new-to-brand metrics alongside reach, frequency, and viewability.
Strengths
The platform is open to advertisers who do not sell products in the Amazon store, not only to Amazon sellers.
It provides access to Amazon-exclusive inventory such as Prime Video, Twitch, and Fire TV that cannot be bought through third-party demand-side platforms.
Targeting can use Amazon first-party shopping, browsing, and streaming signals rather than relying solely on third-party cookies.
The self-service path gives advertisers full control of campaign setup, bidding, and optimization without an Amazon account team.
Amazon Ads Academy offers two free certification paths covering the platform at standard and advanced levels.
Audio, display, online video, Streaming TV, and physical store advertising can be bought from a single platform.
Considerations
The managed service option typically requires a minimum spend of $50,000, and Amazon notes the minimum can vary by country.
Amazon does not publish a rate card, so media costs vary by format and placement and must be quoted or discovered in platform.
The platform is aimed at brand advertisers, agencies, and tool providers rather than at sellers managing keyword-level campaigns.
Availability is limited to 19 listed countries, a narrower footprint than the sponsored ads suite.
Amazon is merging this platform and sponsored ads into a unified Campaign Manager, so product naming and interface may shift.
Pricing
Contact for pricing
No free trial; managed service typically requires a $50,000 minimum spend
Visit website
CategoryPPC
TypeHybrid
Pricing modelCustom quote
MarketplacesAmazon (19 listed countries)
Best forBrands and agencies buying programmatic at scale

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