"Amazon DSP does not work" - Let's talk about it 👇

🔶 Amazon DSP is about creating demand, and increasing customer retention.

There are two sides of the spectrum with DSP.
One side drives retention and purchases, the other drives demand and awareness. Both sides of the spectrum are beneficial, it just depends on what your goals are.
Your DSP budget should be shifted between both sides of the spectrum until you find the appropriate mix for YOUR brand needs month over month.


🔶 Amazon DSP results should NOT be compared directly to Amazon PPC.
They are two very different advertising products.

This being said, their performance should be viewed hand in hand, as good DSP management should positively influence your sponsored ad performance. (You can lean on AMC for this)

🔶 Amazon DSP attribution is broken.

I hear this often. It's not that Amazon attribution is broken or "wrong", it's that it is not being viewed appropriately. If being ran correctly, you can segment your audiences in a that allows you to have a much better understanding of what is incremental, and what is not.

🔶 Amazon DSP is a "black box".

You can segment your DSP campaigns to the same level of granularity as you can search if you wanted to.
We break out our targeting by objective and audience in order to get a better understanding of incrementality, and new customer acquisition. Most agencies don't do this due to operational complexities, but it can be done.
When you can see your DSP performance broken out in this way, it helps to drive trust in the product.