Advertising outside Amazon with Amazon Ads: display, DSP, Streaming TV and AMC

On Amazon, customers come to buy: purchase intent is strong. To build awareness for a brand, though, Amazon alone has its limits, Quentin explains. Amazon Ads still lets you advertise outside Amazon, using your Amazon products.

SKYVISION is an agency specialised in Amazon advertising, so our view is biased. Quentin, co-founder of SKYVISION, goes through the options on screen in this video (10 minutes 30 seconds, in French with English subtitles), published in July 2025:

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Why leave Amazon when you already sell there?

According to Quentin, Amazon is an excellent place to sell but a limited place to get known. So Amazon Ads also runs your ads elsewhere: on its own properties, such as Prime Video or Twitch, and on third-party sites and apps. The Amazon Ads DSP page, read on 21 October 2026, lists Prime Video, Twitch, Fire TV and thousands of third-party sites and apps.

The video dates from July 2025. We checked each product against the Amazon Ads pages read on 21 October 2026, and we date what may have changed. This article complements our pieces on brands that do not sell on Amazon and on Amazon DSP audience types: here, the brand already sells on Amazon.

Display: the basic version

This is the first solution. You create a display campaign with a reach objective if you are after awareness: as many impressions as possible among relevant people. Amazon now calls this product "display ads" (our Sponsored Display tutorial covers the setup).

For targeting, Quentin shows in-market (Amazon's own market), interests and lifestyle. His example: outdoor enthusiasts, meaning customers whose buying behaviour on Amazon points to that interest. Amazon describes four predefined audience categories: in-market, lifestyle, interests and life events.

In this example, billing is per thousand impressions, not per click, and Quentin advises not to hesitate on bids. Amazon describes two models, per click or per thousand viewable impressions, the latter being used to optimise for viewable impressions, for awareness.

Quentin adds contextual targeting, by category (sports and leisure, then for example sports electronics). It is a context rather than an audience. He suggests mixing both to see what suits your product. According to Amazon, these ads appear on Amazon, on Twitch and on thousands of third-party sites and apps.

DSP: the "big brother" of display

Quentin finds that DSP works much better than display, which remains his opinion. In his view its targeting is both more precise and broader. Example: retargeting people who added your product, or a competitor's, to their basket without buying it. That is conversion logic rather than awareness, on Amazon as well as outside.

On screen, creating a DSP campaign starts with the type of ad:

• display, on Amazon and on third-party sites;
• video, notably on Twitch and Prime Video;
• audio, on Amazon Music, to choose according to your field.

Many settings follow. In Quentin's example: computer or mobile, categories, third-party inventories (he removed a few), audiences, interests and countries. He also points out that audiences can be excluded, for instance people who recently bought this product or a competing one, when it is not bought often.

Since the video, Amazon has announced access to Netflix from the fourth quarter of 2025 and to Spotify since 1 October 2025, France included. In France, advertisers who used Amazon DSP keep the Amazon DSP interface. The entry budget is not a single figure: see our article on the Amazon DSP minimum budget.

Sponsored TV, now Streaming TV

According to Quentin, Sponsored TV remains limited and suited to very specific cases. These are video ads, useful for consideration and awareness, only on the Amazon platforms concerned.

The name has changed. According to Amazon Ads' French page on Streaming TV ads, read on 21 October 2026, Sponsored TV is now part of the broader Streaming TV ads offer (our translation): full-screen video ads shown on Prime Video, Twitch and Fire TV Channels, among others. Amazon notes that availability varies by region: check what is open on your account.

AMC: knowing what works

Advertising outside Amazon raises a question: how do you know what works? Quentin's answer is Amazon Marketing Cloud (AMC). In his example, SKYVISION removed a few sites from an ad's targeting after tracking through AMC.

According to Quentin, AMC follows a person over time: from the impression or click to the basket, the removal from the basket or the purchase. This tracking feeds retargeting. Example from the video: for a product that is replaced about once a year, buyers go into an AMC audience so they can be retargeted a year later.

AMC also reads results by site and by country. If nobody clicks on a site, the creative may be at fault, or the site may reach poorly qualified people. In Quentin's example, a campaign targeted German-speaking countries: a country that converts less can be dropped. "Data is king," he says.

In July 2025, Quentin explained that a seller went through an agency with access, AMC being very limited at the time. Since then, the Amazon Ads page read on 21 October 2026 says that eligible advertisers using sponsored ads can access it self-service, or use it through their partners, and France is among the listed countries. What this means depends on your account and your country: see our Amazon Marketing Cloud page and our article on what you can get out of it.

Which tool for which goal?

Here is how Quentin places them in the video:

• Display: a fairly basic version of targeting outside Amazon, for awareness.
• DSP: finer targeting, with exclusions and retargeting, which can also aim at conversion.
• Sponsored TV: video only, for specific cases.
• AMC: measurement, to decide which sites and countries to keep.

Frequently asked questions

Can you advertise outside Amazon with Amazon Ads if you sell on Amazon?

Yes. Quentin presents display and DSP as the two main solutions, with targeting on Amazon and outside, notably on Prime Video, Twitch and third-party sites.

Do you need AMC to launch a campaign outside Amazon?

In the video, display and DSP campaigns are created without AMC. It is then used to measure what works, by site or by country, and to build audiences.

To see whether these options make sense for your brand, read our Amazon DSP page, our Amazon Marketing Cloud page or the complete Amazon DSP guide 2026.