Amazon DSP without selling on Amazon: what the platform changes for your brand

"Amazon DSP is for brands that sell on Amazon." It is a misconception we hear often. Yet Amazon has presented its DSP as open to advertisers "whether they sell on Amazon or not". A show, a digital product (a course, a piece of software) or a service can buy advertising there, using Amazon's purchase data.

Quentin, co-founder of SKYVISION, walks through the topic in this video (7 minutes, in French with English subtitles):

‍

Amazon DSP in one sentence

DSP stands for Demand-Side Platform: a platform for buying advertising space. Amazon's own space (Prime Video, Twitch, Fire TV), but also the space of third-party sites and apps. Quentin mentions TF1+, L'Équipe and Capital. Amazon has also announced access to Netflix from the fourth quarter of 2025, and to Spotify since 1 October 2025, France included.

You can buy advertising on L'Équipe without going through Amazon DSP. What the DSP adds is the data.

The difference: purchase data

Amazon knows who buys what, what gets added to the basket and what gets watched. Not only what a person searches for or what entertains them: the whole shopping journey. Amazon relies on actual purchases, not only on interests: it is a different level of precision for targeting.

An example: promoting a show

Take the example from the video. A comedian is performing in Lyon. They have almost nothing to sell on Amazon: tickets go through a ticketing site and their own website. The usual media plan relies on Meta and TikTok.

With Amazon DSP, it becomes possible to target:

• people who have bought comedy books;
• people who watch comedies and humorous entertainment on Prime Video;
• people who follow comedians' channels on Twitch, including the artist's own.

The targeting can also be limited to a 50 km radius around Lyon. Someone who lives in Réunion does not see an ad for a show in Lyon.

The formats follow: video, images (on Twitch or on Amazon.fr, for example) and audio (Amazon Music, Audible).

This is an example to illustrate the method, not a campaign result.

Retargeting, for the next show

The campaign leaves data behind: the people who clicked, the people who bought, the people who saw the ad several times without clicking. For a new show, those audiences can be retargeted with a different ad. You reach existing customers and people who are already "lukewarm", instead of starting over with a broad awareness campaign across every platform. That data can also help improve the product.

Which brands is it for?

Anything that is not sold, or not mainly sold, on Amazon: a show, a digital product (a course, a piece of software), a service, digital or not. The DSP complements the work done on Google and Meta. It does not replace it.

Budget and getting started

The entry budget is not a single figure: it depends on the access model, the country and the account history. We cover it in our article on the Amazon DSP minimum budget.

There are two routes. Directly with Amazon, in self-service or with its managed service (which has a minimum budget). Or with a partner agency. SKYVISION is an Amazon Ads verified partner and remains an independent agency: we work for your account, not for Amazon. You get a detailed report: how many people were targeted, with which format, how many clicked, how many bought.

Frequently asked questions

Do you need to sell on Amazon to use Amazon DSP?

No. Amazon has presented its DSP as open to advertisers whether they sell on Amazon or not. The video uses a show as its example, and also mentions digital products and services, digital or not.

Is it possible to target a precise geographic area?

Yes. In the video's example, the ad is limited to a 50 km radius around the city of the show.

Which formats are available?

Display, video, streaming TV and audio.

To find out whether Amazon DSP makes sense for your brand, see our Amazon DSP page, or read the complete Amazon DSP 2026 guide and our article on Amazon DSP funnel metrics.