One of the first things I want to understand when evaluating an Amazon DSP strat
By Harriet Carson · November 5, 2026 · Curated by George's Blog
One of the first things I want to understand when evaluating an Amazon DSP strategy:
How many of these shoppers are we actually reaching for the first time?
Not just new-to-brand purchasers.
I'm talking about incremental audience reach.
A brand can have multiple DSP campaigns, different audience strategies, and impressive attributed performance while still delivering a significant portion of its impressions to the same shoppers.
And that gets even more complicated when multiple agencies or DSP accounts are involved.
This is where Amazon Marketing Cloud becomes incredibly valuable.
Rather than looking at campaigns independently, we can start asking:
→ How much audience overlap exists between campaigns and advertisers?
→ Which tactics are introducing genuinely new shoppers to the brand?
→ How does frequency differ across prospecting and remarketing?
→ Are we reaching shoppers who haven't engaged with the brand previously?
→ Where are we paying repeatedly to reach the same audience?
The objective isn't to eliminate overlap entirely.
It's to understand whether that overlap is intentional, valuable, and contributing to the customer journey.
Because increasing impressions isn't the same thing as increasing reach.
And increasing reach isn't automatically the same thing as driving incremental sales.
Three different metrics. Three very different questions.