Amazon DSP KPIs by Funnel: The Simple Metrics That Matter
Amazon DSP KPIs: The Simplest Funnel-Based Metrics That Measure What Matter Most brands and CTV media buying teams often grade Amazon DSP on the wrong metrics timeline. They expect ROAS from upper-funnel reach-focused campaigns. They expect CTR from streaming music ads that were never meant to drive clicks. And they panic when reporting lag hits and conversions show up days later. This is where performance gets shaky, even for seasoned operators. The truth is simple. Amazon DSP KPIs make sense only when viewed by funnel stage. Awareness uses reach and viewability. Mid-funnel uses DPVR. Conversion proves ROAS and NTB growth. Without this structure, you will feel stuck in signal gaps, attribution delays, and wasted frequency. I’ve seen this firsthand working with growth-focused brands blending CTV and DSP. Performance did not fail due to targeting. It failed because reporting was read through the wrong lens. Once KPIs were aligned by funnel, results stabilized fast. The budget stopped leaking. And DSP finally behaved like a growth engine, not a gamble. Why Funnel-Based KPIs Are the Only Way to Measure Amazon DSP Correctly Many CTV teams still rely on impressions and VCR as their main Amazon DSP metrics by funnel. But these numbers tell only surface-level stories. Impressions show delivery, not real attention. CTR shows clicks, but CTV is a lean-back environment. People watch, they do not tap. Modern shoppers behave across devices. They see an ad on Fire TV, browse on mobile, and buy on the Amazon app later. That delay is why mid-funnel and lower-funnel KPIs often trail behind. You are not looking at failure. You are looking at natural cross-device attribution. AMC reporting is the truth layer here. It brings clarity to View-Through Conversions (VTC), New-to-Brand Purchases, and cross-device reach. DSP alone cannot show this full picture. When buyers ignore AMC, they grade performance like a straight line. But consumer paths today look more like a loop. And when KPIs are not tied to the funnel, frequency runs wild. You pay for the same viewers again and again. The overlap hits between Sponsored Ads, DSP retargeting, and streaming placements. Soon, frequency rises, CPM inflates, and attention drops. Not because DSP does not work. But because the wrong metrics are steering the spend. Top Amazon DSP KPIs by Funnel Stage (Awareness → Consideration → Conversion) Awareness (Upper-Funnel KPIs for CTV Reach & Attention) When you’re buying attention on CTV, it’s easy to get lost in clicks and impressions. But the truth? Upper-funnel metrics are about reach and attention—not sales. Think of it as lighting a spark rather than building a fire. Metrics to Track: Why They Matter: You’re paying for eyes on the screen. VCR and viewability show if people actually watched your ad. Frequency control prevents ad fatigue. Cross-device reach ensures your message hits viewers wherever they consume content. Common Pain Points Solved: Unmanaged frequency leads to wasted spend. Overlap between Sponsored Ads, DSP, and streaming placements often inflates CPM without boosting attention. Upper-funnel Amazon DSP metrics help stop these leaks. Consideration (Mid-Funnel Amazon DSP KPIs) This is where your audience starts warming up. It’s not about clicks alone—it’s about shopping intent. Think of it as guiding shoppers down the aisle before they pick a product. Metrics to Track: Why They Matter:DPVR is the clearest signal someone is interested in buying. CTR is helpful but not the main goal. VTC shows cross-device assist value. Mid-funnel Amazon DSP KPIs give your narrative measurability beyond “just awareness.” Pain Points Solved:CTV may drive views but not move the store. DPVR bridges that gap. Now your ad spend tells a story across devices rather than leaving guesses in your reporting. Conversion (Bottom-Funnel KPIs to Prove ROAS & NTB Growth) Here, it’s all about proving impact. This stage answers the question: Did DSP drive real growth? Think of it as turning a spark into a flame. Metrics to Track: Why They Matter: NTB and ROAS show true DSP growth. VTC captures conversions across devices, especially for CTV-heavy paths. AMC ensures multi-device attribution clarity. Bottom-funnel Amazon DSP metrics prove your money worked—no guesswork. Pain Points Solved: You avoid budget cannibalization between Search Ads and DSP. Misattribution from CTV → mobile → Amazon app purchases gets clarified. Now, your spend drives measurable growth. How to Read Amazon DSP Reports Without Getting Lost in Data Reading DSP reports can feel like staring at a firehose. Numbers fly at you from every angle—impressions, CTRs, VCRs, DPVRs—and it’s easy to panic. But the trick is simple: start with the funnel. Without it, you’re trying to navigate a maze blindfolded. Always Start with a Funnel KPI Map Think of this as your roadmap. For awareness, track Reach, Viewable Impressions, and VCR. Mid-funnel? Focus on DPVR, CTR, and CPC. At the conversion stage, zero in on ROAS, NTB Purchases, and VTC. Mapping KPIs by funnel stage instantly tells you which metrics matter right now and which ones are supporting actors. Frequency Guardrails Frequency is like seasoning: too little and the ad doesn’t stick; too much and it turns bitter. For CTV DSP campaigns, aim for 3–6 exposures per audience. If you leave this uncapped or don’t watch it closely, and you risk viewer fatigue, wasted CPM, and a drop in engagement. Guardrails like this prevent budget leaks and keep your campaigns crisp. Cross-Device Attribution Matters Here’s where most teams get tripped up. Shoppers hop devices constantly: they see your ad on Fire TV, browse on mobile, and purchase later on the Amazon app. 60–80% of conversions happen off the first device. That’s why AMC reporting is crucial. It connects the dots that DSP UI alone cannot, showing you the true impact of your campaigns across the entire shopping journey. Real Story: How We Fixed CTV KPI Confusion for a Growth-Focused US Brand A US brand came to us with a classic DSP problem: their VCR was sky-high, but nobody knew if it was moving real business. NTB purchases and DPVR were invisible in their reporting. On top of that, frequency had
Amazon DSP Retargeting: Site, Store & Video View Remarketing Playbook
Amazon DSP retargeting is where impressions turn into actual intent, and intent turns into purchases. It works because it doesn’t guess. It uses Amazon first-party shopping signals to follow real shoppers who browsed, paused, compared, and almost bought but didn’t finish. This playbook is not theory. I use this approach every day with Amazon DSP remarketing audiences and Store retargeting segments. I combine it with video-view remarketing and abandoned cart drip paths to drive conversions. When you mix precise lookback windows, audience suppression, and frequency caps, the system stays efficient. It prevents budget leaks even when your CTV spend is high. Why Retargeting Matters for CTV Growth Buyers CTV is great at getting attention, but attention alone won’t move users down the funnel. If you stop at CTV exposure, you end up celebrating impressions without conversions. That’s why CTV often feels inconsistent big screens, big excitement, tiny purchase lift. Amazon DSP retargeting fills that missing middle by nudging shoppers who saw your ad on Prime Video, Fire TV, Twitch, IMDb, or Disney and then scrolled away. It reconnects with them across devices and turns visibility into action. Most shoppers don’t buy where they first see the ad. They watch a trailer on Prime Video, check product reviews on Amazon Store pages, add it to cart on mobile, and then finally purchase from desktop the next day. That journey looks chaotic, but it isn’t random. 70% view ads on TV and convert elsewhere and Amazon DSP remarketing strategies are built for exactly that pattern. Retargeting isn’t a recovery tactic. It is the conversion phase. When Amazon DSP site retargeting, Amazon Store retargeting, and video-view remarketing run in sync, the shopper journey becomes one clear path instead of scattered signals. And when you add abandoned cart audiences with 3–7 day lookback windows, you capture the moments where intent is hottest and hesitation is smallest. What Amazon DSP Retargeting Really Is Amazon DSP retargeting sounds complex, but at its core, it’s simple. It’s the act of gently tapping shoppers who paused, browsed, added-to-cart, watched your ad, and then slipped away. It doesn’t chase cold traffic. It reconnects with people who already showed intent but just needed time, price clarity, review reassurance, or one last nudge. The magic comes from Amazon first-party data. These aren’t random cookies or guesses. They are live shopping signals combined with a real device graph. Someone sees your ad on Alexa, searches later on mobile, then checks reviews on desktop that’s one person, not three. Amazon knows that path, and Amazon DSP remarketing strategies make sure your message follows them without feeling pushy. It works everywhere shoppers move. CTV, display, Twitch in-stream video, IMDb, Prime Video placements, and mobile app inventory are all connected. Amazon DSP retargeting meets shoppers where they left off and doesn’t assume they’ll come back on their own. It’s not chasing. It’s simply showing up again, at the right moment, on the right screen. If you’ve ever watched a trailer and said, “I’ll grab it later,” but bought it two days after seeing a reminder ad on your phone that’s this system doing its job. Core Retargeting Audience Types You Must Use Amazon DSP Site Retargeting (Pixel + Ad Tag) This is where your non-Amazon traffic becomes a remarketing audience. A shopper visits your DTC site, reads reviews, compares SKUs, and leaves without converting. The Amazon Ad Tag catches that visit and retargets them later on Amazon-owned inventory. It works best for buyers in research mode who have interest but no commitment yet. Amazon DSP site retargeting is ideal for education-heavy products, high-AOV items, and comparison categories. You’re not begging them to buy you’re reminding them of what they already wanted. This is where pixel-based audiences feel less like ads and more like memory cues. They saw it once. You simply bring it back. Amazon Store Retargeting Think of this as deep ASIN follow-up. Someone viewed a PDP, checked colors, read reviews, clicked bundle options, and then closed the app. They didn’t say “no.” They said “not now.” Amazon Store retargeting is your chance to re-open that moment. This tactic shines when product depth matters. If you sell variants, accessories, upgrades, or bundles, this retargeting is gold. You can guide shoppers to matching pieces, seasonal combos, or subscription refills without any cold pitch. It’s not new discovery it’s familiar intent warmed back up. Video-View Remarketing (Prime Video, Twitch, IMDb) Most shoppers don’t convert when they first see your ad. They convert when they see it again in a softer, shorter format. Video-view remarketing captures those completed views, 50% views, and even short skips. It turns passive attention into active buying moments. Think about someone watching your brand trailer on Twitch or Fire TV. They smiled, got curious, and then life moved on. Video remarketing meets them later on display or mobile and reminds them without noise. Clean, relevant, familiar. This is the bridge between “I remember that” and “I will finally buy it.” Abandoned Cart Remarketing (DSP for Abandoned Cart) Cart abandonment is not rejection it’s hesitation. Maybe shipping felt high. Maybe color choice felt wrong. Maybe checkout timing was bad. DSP for abandoned cart catches that moment and follows up while the intent is still hot. The sweet spot for lookback windows is 3–7 days. You don’t wait too long. You don’t rush either. Dynamic ASIN creatives do the heavy lifting here. They pull exact product details, prices, ratings, and images to make the reminder feel personal and gentle. Lookback Windows That Actually Work (Avoid Frequency Waste) Timing is everything in retargeting. You don’t want to pester a shopper days after they browsed, and you definitely don’t want to waste impressions on someone who forgot your product months ago. That’s where smart lookback windows come in. Hot audiences (3–14 days) are your “just-missed-it” shoppers. They browsed, maybe added to cart, or watched a video and left. The intent is fresh catch them now, and you’ll see conversion lift. Warm audiences (14–30 days) need
Amazon DSP Audience Types Explained | In-Market, Lifestyle, Contextual, Lookalike & Custom
DSP Audience Types Explained: In-Market, Lifestyle, Contextual, Lookalike & Custom Why Audience Targeting Makes or Breaks Amazon DSP Performance Most brands feel the same pain when they start with Amazon DSP. The audience segmentation feels random, so the budget burns fast with no clear reason. The goal of this guide is simple. I want to break down Amazon DSP audience types in a way that feels clear and easy to use. No jargon, no fluff—just what works in real campaigns. By the end, you will know which audience type to use and when to use it. How Amazon DSP Audiences Work Amazon DSP can feel complex at first, but the core idea is simple. Amazon watches real shopping signals as they happen. These signals show what people search, browse, and buy across millions of products. When you use them the right way, your Amazon audience segmentation becomes much sharper and easier to control. Most programmatic tools guess who a shopper might be. Amazon DSP does not guess. It reads real actions from real shoppers. That is why Amazon DSP audience types feel so accurate when you activate them. Amazon First-Party Data Advantage Amazon first-party data sits at the heart of how Amazon DSP audiences work. The system reads shopping signals, browsing signals, and purchase intent data in real time. These signals show what users want, not what they might want. It is like watching a shopper walk down an aisle instead of reading an old survey. Amazon also connects users with household-level identity and cross-device matching. A person can browse on mobile, watch Fire TV, and buy on desktop—and Amazon links all of it. This device graph makes the targeting far more stable. You stop wasting money on the same user across different screens. This is what makes Amazon DSP so different from other programmatic platforms. Most tools rely on third-party data that fades fast. Amazon uses fresh, live data pulled from real shopping behavior. Real-Time & Dynamic Audience Updates Amazon DSP audience types update all the time. Lookback windows help you reach people who showed interest within a set number of days. Recency targeting lets you reach shoppers who acted in the last few hours or days. This keeps your targeting sharp and avoids stale users. Predictive refinements also shape the audience. Amazon uses machine learning to spot patterns before buyers convert. It feels like seeing the turn before the road bends. This helps you reach shoppers right before they take action. Where Amazon DSP Audiences Come From Amazon pulls audiences from several sources. The main one is the Amazon Advertising system that tracks real shopper behavior. This includes search queries, product views, and purchase data. These signals help build strong Amazon shopping signal audiences. Another big source is AMC, also known as Amazon Marketing Cloud. AMC lets you build deeper insights and model custom journeys. You can create audiences based on steps a shopper takes across ads, pages, and devices. It feels like drawing the full map instead of looking at one stop. You can also track actions with the Amazon Ad Tag, often called the pixel. This helps create pixel-based audiences and event-based audiences from your own site. Off-Amazon signals also feed into the DSP when you upload customer data or use remarketing flows. All these inputs come together to build Amazon audience types that feel clean and strong. You get real actions, real timelines, and real identity signals. This is what makes the system so powerful. Amazon DSP Audience Types (Full Breakdown) 1. In-Market Audiences (High Intent) Amazon in-market audiences reach people already searching, browsing, and comparing products in your category. These users show real Amazon shopping signals and purchase intent data, so they are ideal for mid-funnel and lower-funnel conversions. The groups stay fresh with recency targeting and audience lookback windows. When I switched a cookware brand to in-market audiences, the CPA dropped fast without changing bids. 2. Lifestyle Audiences (Long-Term Behavior) Amazon lifestyle audiences follow long-term habits and affinity patterns based on browsing signals and purchase behavior. They scale well for upper-funnel awareness and CTV because the behavior stays stable over time. These audiences help widen reach without wasting budget. A wellness client saw stronger CTV reach and lower CPMs when we used lifestyle audiences tied to health-focused shoppers. 3. Amazon Contextual Targeting (Content-Based Signals) Amazon contextual targeting matches ads to real browsing and content consumption across Amazon Publisher Services, Fire TV, and Freevee. It works well when behavioral or in-market signals are weak. You reach users based on what they watch, read, or explore right now. I used contextual layers on Fire TV home-improvement shows to drive awareness when search demand was low. 4. Amazon Lookalike Audiences (Modeled Expansion) Amazon lookalike audiences use seed audiences, AMC signals, the device graph, and household-level identity to find new users with similar buying signals. They are ideal for scaling mid-funnel reach with high quality. These modeled groups help you grow without losing accuracy. A new brand with no DSP history scaled quickly when we built lookalikes from early pixel-based audiences. 5. Amazon Custom Audiences (Your Data + Amazon Data) Amazon custom audiences combine your own data with Amazon DSP first-party data. You can build pixel-based audiences, event-based audiences, remarketing audiences, demographic targeting groups, behavioral targeting segments, and brand affinity audiences. These audiences work best for high-intent flows, retargeting, and lower-funnel conversion paths. One strong setup is a CTV → retarget → purchase loop using off-Amazon audience activation. Bonus Audience Categories Buyers Often Overlook Streaming TV Audiences Streaming TV audiences come from Fire TV, Freevee, and Twitch signals. These viewers behave differently because they are relaxed, focused, and watching on the biggest screen in the home. Amazon DSP uses household-level targeting and the device graph to connect these moments back to real Amazon shopping signals. I once ran a CTV test on Fire TV, and the brand saw a spike in new-to-brand lift faster than expected. Predictive Audiences Predictive audiences use machine-learning models to forecast upcoming
Prime Video vs YouTube Advertising: Which Platform Drives Better Brand Awareness & Attention?
What Brands Really Want From Connected TV Advertising Today The Connected TV (CTV) world feels noisy right now. Everyone talks about reach, attention, and big screens, yet the results often tell a different story. Many brands feel confused because Prime Video and YouTube results don’t match their expectations. Most growth teams share the same pain. They deal with inconsistent CTV performance and do not know which metrics to trust. Reports show gaps, platforms overlap, and budgets get hit with wasted frequency. I hear this most when brands run YouTube and Amazon CTV ads at the same time with no control over frequency. It is hard to act when you cannot see the full picture. It feels like trying to steer a car at night with the headlights off. I get it because I’ve lived it. I work with performance-driven brands, and I’ve tested both YouTube and Prime Video across many CTV setups. I’ve watched CPM shifts, attention swings, and real reach differences between platforms. I’ve seen how YouTube vs Amazon Prime Video ads behave when budgets scale fast. And I’ve seen how simple fixes can save brands from a lot of waste. That is why I want to break this down in a clear and calm way. No jargon. No hype. Just what matters for brand awareness on real CTV platforms today. My goal is to compare Prime Video vs YouTube through a practical lens that puts reach, attention, and outcomes first. If you have ever wondered where your CTV dollars should go, this guide will help you see the path forward with confidence. YouTube vs Amazon Prime Video Ads — What Makes Them Different? Platform Purpose & Viewer Mindset YouTube and Prime Video may both sit under the CTV umbrella, but they serve very different roles. YouTube is a creator-driven space where people jump between videos with a clear intent and a short attention loop. Prime Video is the opposite: it is a premium ad-supported streaming space built for long, calm sessions on large screens. When you compare Prime Video vs YouTube advertising, this difference in mindset becomes the biggest driver of brand awareness. I see this difference every time I run both channels in the same media mix. YouTube advertising works well when users search, explore, or follow creators they trust. Prime Video works when people lean back on the couch and stay present on the big screen. One feels like a busy street, the other feels like a quiet living room. Viewer presence is a major factor in the attention economy. People may watch YouTube on phones, tablets, desktops, or TV, and that mix changes how they take in ads. Prime Video ads land mostly on large screens with viewers in a relaxed state, and that boosts attention and video completion rate without extra effort. When I see higher engagement on Amazon Prime Video ads, it is usually because the environment encourages focus by default. This shift in mindset explains why YouTube attention metrics vs Amazon often look different even with the same creative. A skippable YouTube ad fights for a moment in a crowded feed. A Prime Video ad has the full screen, no scroll, and predictable viewer presence. The screens may look similar, but the context is not the same. Ad-Supported Reach & Composition Prime Video’s ad tier has grown fast, and that expansion has changed how brands think about Amazon streaming TV ads. More viewers now watch premium shows with built-in ad breaks, which opens the door for clean reach on quality content. This growth gives brands new room to scale without fighting the noise of creator content. When I run campaigns here, I see more stable delivery and cleaner CPM patterns. YouTube CTV usage has also exploded, especially on living room devices. Many households use YouTube as their “second TV,” and that boosts reach for YouTube brand awareness ads across all screens. It is great for wide discovery, and it scales fast when budgets grow. The mix of screens helps reach people anywhere, but it also adds complexity when you try to control frequency. This is where deduplicated reach becomes a big deal. Many brands do not realize how much overlap happens when YouTube and Amazon Prime Video ads run side by side. The same viewer may see both campaigns many times without any control. When I look at reports, this overlap is often the hidden cause of wasted budget. Running both platforms is still smart, but you need a plan. Upgrading Amazon DSP controls helps with cross-device frequency capping. YouTube gives broad reach, but Amazon gives cleaner household-level identity resolution. When you combine them with a clear strategy, you get stronger brand awareness CTV platforms without heavy waste. Comparing CPMs: Prime Video CPM vs YouTube CPM When brands compare Prime Video vs YouTube advertising, CPM is often the first thing they look at. Most teams expect one clear winner, but the truth is more nuanced. YouTube CPMs tend to fall in a lower range because the supply is huge and the formats are flexible. Prime Video CPMs often sit higher because the ads land in a premium place with viewers who stay present on the big screen. These typical CPM ranges are broad by design, since each brand sees different costs based on targeting and setup. YouTube often sits in a lower band with skippable ads, and non-skippable formats push the cost up. Masthead ads can spike the CPM far above normal because they grab so much instant reach. Prime Video CPM ranges start higher but stay steady, and that stability helps when planning a brand-awareness budget. Prime Video CPMs skew higher for a reason that becomes clear when you see the ads live. The viewer sits back and watches on a large screen with full focus. The room is calm, and the ad takes over the whole space without scroll or skip. That presence boosts attention in a way that raw CPM cannot explain. YouTube CPMs move around because the
Amazon DSP for Non-Endemic Brands
Amazon DSP for Non-Endemic Brands: Lead Gen, App Growth & Off-Amazon Sales Why Non-Endemic Brands Are Moving to Amazon DSP You don’t need to sell on Amazon to use Amazon advertising ecosystem. This shocks many brands at first. But the truth is simple. Amazon DSP is a giant door that opens to millions of shoppers, viewers, and app users. And that door stays open even if all your sales happen on your own website or inside your app. It also stays open if you run a service-based business. Most non-endemic brands come to ADSP because their current ads feel like guesswork. Some tell me their CTV results swing up and down like a shaky WiFi signal. Others deal with scattered data, weak reporting, and a story that never feels complete. It is hard to scale when your data lives in ten places and none of them agree. This is the pain point where Amazon DSP ads steps in with clarity, control, and real scale. I got pulled into helping non-endemic brands with DSP by accident. A client once told me, “I don’t sell on Amazon, but I still want to use their data and ad system.” He said, “They’ve been collecting customer data since 1996, back when they only sold books.” That line stuck with me. I knew DSP could fix that problem, so I ran their first campaign. The results changed everything. They finally saw who was converting, where they came from, and what’s working across devices and platforms. That moment made me focus on non-endemic brands because they need this kind of support the most. Summary Non-endemic brands can use Amazon DSP to drive lead generation, app growth, and off-Amazon sales by tapping Amazon’s first-party data across premium O&O and third-party inventory. Core advantages include full-funnel reach, precise targeting (in-market, lifestyle, lookalikes), transparent frequency controls, and unified measurement via Amazon Ad Tag and AMC. The guide covers practical tactics—link-out campaigns, geo-targeting and retargeting, dynamic creative, CTV-to-mobile orchestration, and Performance+ optimization—plus when to choose managed vs self-serve access. It concludes with a four-step framework: audience planning, creative and messaging, multi-channel activation, and measurement. What is non-Endemic vs Endemic Brands? Endemic brands are sellers already selling products on Amazon, so their ads promote items available directly on the marketplace. These types of ads are also known as “Link-in campaigns.” They drive traffic and engagement inside the same platform where the ads are shown. Non-endemic brands don’t sell on Amazon, but they still use Amazon Ads to reach their audience. This includes hotels, banks, insurance companies, telecom brands, travel businesses, automotive brands, and even B2B companies. These campaigns are also called “Link-out campaigns.” They drive traffic and engagement outside the platform where the ads are running. In this guide, you’ll learn how non-endemic brands use Amazon DSP for lead generation, app installs, re-engagement, and off-Amazon sales. You’ll see how link-out campaigns work and how first-party shopper data can help off-Amazon, B2B, or service-based businesses. You’ll also see how Amazon-owned platforms—like Prime Video, Alexa, Amazon Music, Fire TV, Twitch, IMDb, Amazon Ad Tag, and AMC—can give you an edge. Most importantly, you’ll understand how to build a full-funnel Amazon DSP strategy that is simple, clean, and built for real results. What Is Amazon DSP for Non-Endemic Brands? Amazon DSP is an ad platform that helps you reach people both on and off Amazon. You can show your ads on Prime Video, Fire TV, Twitch, Amazon Music, Alexa, IMDb, and top sites and apps across the web where your target persona spends their time. You don’t need an Amazon store to use it. You just need a clear goal and a place where you want people to land. The real power of Amazon DSP comes from its first-party shopper data. Amazon knows what people search for, watch, and buy. That data helps you target in-market, lifestyle and custom curated audiences who are ready to act. And that means less wasted spend and more focus on people who are a real fit. ADSP also gives you tools like Amazon Marketing Cloud (AMC), the Amazon Ad Tag, and rich audience segments. You can reach users cross device and platforms while having centralized measurement system that can track the entire customer journey. You can retarget people who clicked your site. It feels like having a map where you can see where your customers walk, pause, and make decisions. Why Amazon DSP Works Even If You Don’t Sell on Amazon Access to Amazon’s First-Party Audiences Amazon DSP lets you reach people based on real behavior. You can tap into in-market audiences who show intent for B2B tools, apps, or local services. You can reach people with clear habits like travel, fitness, finance, and more. It feels like talking to the right person at the right time. Lookalike audiences take things further. DSP builds models based on your best users. This helps you find people who act like them. It is like finding “hidden twins” of your top customers. This is why Amazon DSP for non-endemic brands is so strong for scaling reach fast. Full-Funnel Reach Across Premium Inventory Amazon DSP gives you access to some of the best screens in the world. Your ads can show across multiple O&O platforms like Prime Video, Amazon Music, Alexa Fire TV, Twitch, and IMDb as well as 3P CTV and display publishers. You can use high-impact video or clean display. And you can reach the same user across many places. I meet many CTV buyers who tell me their performance feels like a roller coaster. Platforms give them reach but no predictability. DSP fixes that with better data and frequency control. It brings stability to CTV spend that felt random before. Better Measurement With Amazon Ad Tag + AMC Measurement is where Amazon DSP shines for non-endemic brands. The Amazon Ad Tag tracks how users behave on your site. AMC connects the dots and shows which ads played a role in each step. You can see view-through, click-through, and