Amazon DSP Advertising
Amazon DSP Is the Most Underused Ad Format for Brands Already Running PPC. We Run It.
SellTru manages Amazon DSP for brands doing $1M+ on Amazon. Retargeting, full-funnel display, and video campaigns built on Amazon's first-party audience data — the layer that extends growth beyond search once your PPC foundation is profitable.
The Real Problem
Most Brands Either Skip DSP Entirely or Start It Too Early
Both are expensive mistakes. DSP is an amplifier, not a rescue plan.
Adding DSP before PPC is profitable. DSP amplifies what's already working. If your Sponsored Products campaigns are running at a high ACoS with duplicate keywords and no negative strategy, DSP spend on top of that is just more money going nowhere. Every brand that has run DSP at a loss did it before the PPC foundation was ready. The sequence matters: get search profitable first, then layer in audience-based spend.
Treating DSP as a replacement for Sponsored Products. They do fundamentally different things. Sponsored Products captures shoppers actively searching for what you sell. DSP reaches shoppers based on how they browse and buy, building awareness and recovering viewers who didn't convert. Running one without the other leaves money on the table. The brands that grow fastest run both as a coordinated full-funnel strategy.
No audience strategy — just retargeting product viewers with no structure. Setting up a single product viewer retargeting campaign and calling it DSP is not a strategy. The real value is in building segmented audience layers: recent viewers vs. 30-day viewers vs. competitor product viewers vs. category browsers, each with different creative, bids, and frequency caps. Without that structure, you're paying CPM rates for impressions that never convert.
What We Manage
Full Amazon DSP, Built Around Audience Strategy
Every DSP format, managed together, with targeting logic that reflects how shoppers actually move through your category.
Product Viewer Retargeting
The highest-return DSP use case. We build segmented retargeting audiences by recency — 7-day, 14-day, 30-day viewers — with separate bids and frequency caps for each window. Shoppers who viewed your product in the last week convert at a higher rate than 30-day viewers and deserve a different bid strategy.
Competitor Conquest
We build audiences from shoppers who viewed your competitor's product pages. These are buyers actively in your category who haven't committed yet — the most valuable new-to-brand audience available in DSP. Combined with strong creative, competitor conquest campaigns consistently generate new customers at scale.
Video Advertising
Amazon DSP includes streaming TV, online video, and out-of-stream video inventory. For brands with video creative, DSP video ads reach shoppers on Amazon-owned properties and across the open web, building brand recognition alongside your retargeting and display campaigns. We handle placement strategy, frequency, and performance tracking.
Prospecting Campaigns
For brands ready to scale beyond retargeting, we run prospecting campaigns using Amazon's in-market and lifestyle audiences — pre-built segments of shoppers Amazon has flagged as actively shopping your category. Prospecting extends your reach to new-to-brand shoppers who match the profile of your best existing customers.
Purchase Remarketing
We build campaigns targeting past purchasers for repeat buy, Subscribe and Save upsell, and cross-sell to related products. For consumable brands, past-purchaser audiences are the highest-LTV segment you can target. We structure these campaigns separately with appropriate messaging and bid levels distinct from new-to-brand retargeting.
Reporting and Attribution
DSP attribution works differently from PPC, and reporting is where most agencies lose clients. We provide clear monthly reporting showing ROAS, new-to-brand percentage, detail page view rate, and how DSP is contributing to total account TACoS. No black-box numbers — you see exactly what the DSP spend is producing.
How We Run It
The 90-Day Amazon DSP Onboarding Process
DSP is not a set-it-and-forget-it channel. Audience strategy is where it's won or lost, and that takes real setup time.
Days 1–14: PPC and Account Audit
Before touching DSP, we audit your existing Sponsored Products and Sponsored Brands to confirm the foundation is ready. We check ACoS, TACoS, campaign structure, keyword coverage, and wasted spend. If PPC isn't in the right shape, we fix that first. DSP on a broken PPC account makes both worse. You get a written findings doc before anything changes.
Days 14–30: Audience Architecture Build
We build the full audience structure — product viewer segments by recency window, competitor viewer audiences, past purchaser lists, and in-market prospecting pools where appropriate. We set frequency caps, bid floors, and creative assignments for each audience tier. Every layer gets a defined purpose: retargeting, conquest, repeat purchase, or prospecting.
Days 30–60: Baseline and Initial Optimization
With campaigns running, we gather impression, click, and conversion data across audience segments. Weekly: review frequency by segment, adjust bids on underperforming audiences, pull detail page view rate and new-to-brand metrics. Month-end: full ROAS and attribution report showing how DSP is affecting total account TACoS alongside PPC.
Days 60–90 and Ongoing: Scale What Works
By day 60 you have real audience performance data. We identify the highest-converting audience segments, shift budget toward them, and begin testing prospecting campaigns for brands where retargeting alone has been capped out. We also flag creative performance gaps — because DSP creative directly affects click-through rate, and weak creative is often the ceiling.
Why SellTru
DSP and PPC Managed Together, Not by Two Separate Teams
The gap between your DSP agency and your PPC agency is where the attribution breaks. We close that gap.
PPC and DSP under one roof
Most brands running both channels use separate agencies for each. That creates reporting gaps, misaligned bidding, and no one accountable for total account performance. We manage Sponsored Products, Sponsored Brands, and DSP together, with a unified strategy and one set of numbers that reflects the whole picture.
DSP access at a fraction of Amazon's minimum
Amazon's own managed DSP service requires $50,000 per month in ad spend. We run DSP for brands starting around $5,000 per month, giving you access to the same first-party audience data and placements at a spend level that actually makes sense for a $1M to $10M brand.
Audience strategy first, not just retargeting setup
Most agencies set up one product viewer retargeting campaign and call it DSP. We build structured audience architecture: segmented by recency, purchase behavior, competitive exposure, and funnel stage. Each tier gets its own bid logic, frequency cap, and creative assignment. That's what separates DSP that pays off from DSP that drains budget.
Flat retainer, not percentage of spend
We charge a flat monthly fee. Not a percentage of ad spend. That means our incentive is to get you the best ROAS, not to run your DSP budget up. Percentage-of-spend pricing creates a structural conflict of interest, especially in DSP where spend levels are easy to inflate without accountability.
Weekly management, monthly reporting
We review every active DSP account every week — audience performance, frequency, pacing, and new-to-brand metrics. Monthly reporting is clear and shows how DSP is contributing to total account TACoS, not just isolated DSP ROAS numbers that ignore how the channels interact.
Honest audits before any commitment
We audit your current PPC and DSP setup before you decide whether to work with us. If your PPC foundation isn't ready for DSP, we'll tell you that and show you what needs to be fixed first. The audit quality reflects our expertise better than any pitch would.
Common Questions
Amazon DSP: What Brands Ask Us
Free Audit
Find Out If Your Brand Is Ready for Amazon DSP
We'll audit your current PPC campaigns, confirm whether your foundation is ready for DSP, and show you exactly what an audience strategy would look like for your account. No pitch deck. No obligation.
For brands doing $1M+ on Amazon with an active PPC campaign
Related Resources
Amazon DSP Explained →
What DSP is, who it's for, and when you're ready to run it
Full Amazon Agency Services →
PPC, DSP, listing optimization, and full account management
Amazon Agency Pricing →
What Amazon agencies actually cost and how to evaluate them
Amazon TACoS Explained →
The metric that tells you whether your full ad stack is working