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  • Amazon DSP for Buy with Prime

  • Quick start guide: What is Amazon DSP for Buy with Prime?

    Amazon DSP (Demand-Side Platform) for Buy with Prime uses Amazon shopping signals to remarket to Amazon audiences across the web and send them directly to your DTC site. Using Amazon DSP for Buy with Prime, you can reach audiences browsing and purchasing your products, or similar products and categories on Amazon.com, as they shop on sites other than Amazon. You also receive expert, dedicated agency support to save you time and help you improve the performance of your advertising campaigns. Amazon DSP for Buy with Prime is available only to merchants offering Buy with Prime on their DTC site.

  • Getting started: Set up Amazon DSP for Buy with Prime

    Before using Amazon DSP for Buy with Prime, make sure that you've set up Buy with Prime on your site. Then, work with your agency partner to determine the best marketing solutions for your ecommerce business. 

    To set up Amazon DSP for Buy with Prime:

    Step 1Contact your sales representative directly to identify an agency partner from the Amazon Ads Partner Network to support you with all your Amazon DSP for Buy with Prime campaigns. Note: If you don't yet have a sales representative, reach out to Buy with Prime merchant support.

    Step 2Your agency partner reviews the process with you, and helps you select an Amazon DSP for Buy with Prime advertising package that’s right for your business. The agency partner handles the request to create and launch your campaign. They help you set up your site to monitor performance.

    Step 3Your agency manages your ad campaigns, including optimization and regular reporting.

    To find your Amazon Ads advertiser ID, contact your agency partner. 

    The Amazon Ads advertiser ID is a unique ID used to link to your Amazon Ads account, billing, and campaign performance.

    To enter your Amazon Ads IDs provided by your agency partner:

    Step 1Open merchant console.

    Step 2Choose Settings, and then Advertising IDs.

    Step 3Enter your Amazon Ads advertiser ID.

    Step 4Choose Save.

    Amazon DSP for Buy with Prime FAQ

    Get answers to common questions about advertising with Amazon DSP for Buy with Prime.

    • A demand-side platform (DSP) is software that provides programmatic, centralized media buying.

    • Sponsored Display is a self-service display advertising product that is available to Amazon sellers and vendors. Amazon DSP for Buy with Prime is an agency-managed service solution that programmatically buys ads that include, but are not limited to, display ads. Amazon DSP for Buy with Prime is the display ad solution available for Buy with Prime merchants.

    • Amazon DSP for Buy with Prime uses Amazon shopping signals to remarket to Amazon audiences with relevant display ads across websites other than Amazon, helping send engaged Amazon audiences directly to your DTC site. Amazon DSP for Buy with Prime ads reach audiences that have browsed products and categories on Amazon similar to those on your DTC site. Advertising packages also include agency support to create and manage your Amazon DSP for Buy with Prime campaigns, so that you can spend more time managing your business and less time on advertising. 

    • Amazon DSP for Buy with Prime uses Amazon shopping signals to remarket to Amazon audiences with ads across websites that send Amazon audiences directly to the Buy with Prime product detail pages on your DTC site. Traditional Amazon DSP reaches Amazon audiences with ads that generally link directly to the product detail pages on Amazon.com, for products sold in Amazon’s store.  Amazon DSP for Buy with Prime is an agency-managed service through select Amazon Ads Partner Network agencies. Traditional Amazon DSP is offered as both a managed-service and self-service model.

    • Amazon DSP for Buy with Prime is available to merchants that have the Buy with Prime button live on their DTC sites. This agency-managed advertising option is designed for businesses that want access to Amazon’s DSP advertising inventory or for those that want a managed programmatic advertising experience.

    • Yes, Amazon DSP for Buy with Prime is available to businesses that don’t sell products on Amazon. However, you must have the Buy with Prime button live on your DTC site.

    • Programmatic advertising is the automated buying and selling of digital advertising inventory. Advertising inventory is the space available for different ad types on a website, such as a banner.

    • Amazon shopping signals are created as shoppers browse and interact with products and categories in Amazon stores. With insight from these signals, you can create custom audiences within Amazon DSP based on different types of shopping activity, such as: 1) products viewed and purchased; 2) similar products viewed and purchased; and 3) category of products viewed and purchased, for use in your Amazon DSP for Buy with Prime campaigns.

    • Amazon DSP for Buy with Prime can serve display ads that run across the web on sites that are part of Amazon Publisher Services or through select third-party exchanges.

    • Pricing varies by provider and depends on format and placement. There are curated packages available to suit your needs. Talk to your agency partner to learn more.

    • No, an Amazon DSP for Buy with Prime agency partner will work with you to produce creatives, run and manage ad campaigns, and report on the results.

    • Amazon DSP for Buy with Prime is an agency-managed service. You can work with an agency representative to find a cadence and reporting model that works for your business.

    • If you need to pause, cancel, or change your campaign, work with your agency representative.

    • If your agency is part of the Amazon Ads Partner Network, we'll work with them to provide training for and access to Amazon DSP for Buy with Prime. If you don't have an Ads Partner Network agency, your sales representative can help you select one to support your Amazon DSP for Buy with Prime campaigns.

    • No, if you already have an Amazon Ads account. If you don’t have an Amazon Ads account yet, your sales representative will work with you to set one up for Amazon DSP for Buy with Prime. 

      1. Open merchant console.
      2. Choose Settings, and then Advertising IDs.
      3. If you've already entered your advertiser ID, you'll see the Amazon Ads advertiser ID field populated. Otherwise, your agency partner provides you with the ID information for you to enter into the Amazon Ads advertiser ID field. 

    For more information, go to FAQtionary.

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