Online shopping has slowly become the norm, and the only e-commerce platform synonymous with online shopping is Amazon. The influence Amazon has on shoppers’ lives is immense.

However, for sellers, this means increased competition. Thankfully, there are multiple ways to advertise your products on Amazon, and if implemented effectively, it can help you stay ahead of your competitors and succeed.

But how do you reach customers outside of Amazon? How do you advertise your products effectively on and off Amazon to acquire new customers and engage existing customers? This is when Amazon DSP comes into the picture!

Mastering Amazon DSP

There are 5 million sellers on Amazon against hundreds of millions of shoppers. With such an imbalance in the ratio of both, Amazon’s PPC rates have dramatically risen.

Previously, before Amazon DSP existed, your advertisements were only limited to the Amazon platform. If your shoppers did not use the website or Amazon app to shop, your advertisements would not be visible to them.

With Amazon DSP, sellers can reach out to their customers and engage with new customers outside of Amazon, increasing their business reach and maximizing conversions.

What Is Amazon DSP?

Amazon DSP stands for Amazon Demand Side Platform. This type of advertising allows sellers to purchase video and image ad placements on and off Amazon. Like Google Ads, Amazon DSP allows you to display your ads on any platform owned or partnered by Amazon.

Amazon DSP Ads is a powerful tool to advertise your products because it grants you access to behavioral data of your shoppers’ shopping habits, which you cannot access elsewhere. Amazon is the largest e-commerce platform in the US, with a 50% online retail market share.

This makes the platform easily one of the most comprehensive e-commerce databases in the world. What this means for you as a seller is that Amazon knows every detail about your shoppers, and you can leverage that data to create highly converting display ads.

With the right ad strategy, you can use Amazon DSP to target the following people who can aid in your business growth.

• Users who have browsed your products on Amazon
• Users who have browsed a specific product category
• Users with a history of shopping from popular brands
• Users searching for complementary products
• Lookalike audiences from your current customer base

Reach A Wide Range Of Audience With Amazon DSP!

Before Amazon DSP existed, sellers could only target the middle and bottom of their sales funnel. With Amazon Sponsored Products and Amazon Sponsored Brand Ads, you could only advertise to customers with search intent, limiting your reach drastically.

You couldn’t reach an audience who weren’t actively looking for what you sell, making it impossible to build brand awareness and further hindering your business growth on the Amazon platform. But with Amazon DSP, you can practically reach anybody globally and advertise to an audience who never even knew your product existed!

Amazon DSP Advanced Targeting Options for Business Growth

Lifestyle Targeting

You can display your ads to a group of audience following a particular lifestyle and groups with specific, broad interests like cooking, gardening, gaming, fashion, etc. Lifestyle targeting helps sellers target audiences whose lifestyle aligns with the products they want to sell, increasing the chances of conversion for your brand.

In-Market Targeting

With In-Market Targeting, sellers can reach a particular audience based on their recent searches and browsing behavior. Such targeting will help sellers reach an audience with high search intent, boosting reach for your products and, most likely, conversions.

Contextual Targeting

As the name suggests, Contextual Targeting allows sellers to target an audience currently browsing a similar product to what the seller deals with and maximize reach for their products by displaying it to shoppers looking for similar products.

Demographic Targeting

With the help of Demographic Targeting, sellers can reach their desired target audience based on demographics such as age, gender, income, location, etc.

For example, women’s fashion products can be directed to a specific gender in a particular age group to increase the relevancy of that particular shopper’s search query.

Remarketing

Remarketing allows you to target an audience who has looked at and/or purchased your products in the past, encouraging them to consider re-buying your products or buying products similar to the ones they have previously bought.

Kinds of Remarketing Target available on Amazon DSP include:

• Pixel-Based Remarketing: Retarget users who have visited your brand’s website
• Views Remarketing: Retarget users who have viewed your products but did not make a purchase
• Purchased ASIN Remarketing: Retarget users who have purchased one of your products
• Brand Halo Remarketing: Retarget users who purchased other products from your brand
• Similar Product Remarketing: Retargeting users who have browsed similar products to yours

Lookalike Targeting

Another kind of targeting allowed by Amazon DSP is Lookalike Targeting. Lookalike Targeting enables Amazon to look for an audience similar to your current customer base.

Amazon looks for an audience based on customer behavior and users with similar interests to your current/previous customers.

Wrapping Up

Amazon offers various targeting options to advertisers using DSP to reach a great range of audiences at different stages of their buying journey. Utilize the benefits Amazon DSP offers for you as a seller, advertise your products correctly, and achieve maximum reach and conversions for your business on Amazon.