As a programmatic specialist, I have been working on many demand-side platforms. Each DSP has a unique feature on its own. In 2025, Amazon DSP was considered the most powerful demand-side platform among others. The reason is very strong, and we should admit it. In this article, I will share all possible details to support this decision.
Amazon DSP is fueled by the strongest retail first-party data ecosystem in the world
What is DSP?
DSP stands for “Demand Side Platform”—actually, it’s a software platform that allows advertisers to buy ads across millions of websites, apps, OTT and video platforms, etc., automatically.
Here are a few DSPs for your reference.
- DV360
- The Trade Desk
- Amazon DSP
- Criteo
- Adform
- Stack Adapt
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The unique capability of DSP?
Once upon a time, advertisers wanted to connect with the websites/apps directly to show their ads. It’s a painful and time-consuming job. Through the single DSP platform, advertisers can buy the ad space across the below inventories—no need to work with each publisher separately.
- Websites
- Mobile apps
- Video platforms
- YouTube inventory (via DV360)
- OTT/CTV (Connected TV)
- DOOH (digital billboards)
- Audio streaming
- In-game ads
- Native ads
What makes Amazon DSP so powerful?
In this digital world, those who own quality data win the race. Through Amazon DSP, advertisers can access the most powerful first-party e-commerce data to deliver their ads to the right people at the right time.
Showing ads to the higher purchase intent audience is very important to increase sales. That is why many advertisers spend their huge money on the Google search ad platform. Similarly, the purchase intent for the Amazon platform visitor is also very high. So, delivering ads to them is very useful from a sales perspective.
For example, you are searching “Smart TV under 50K” “55 inch tv” on the Amazon e-commerce platform. In that case, your purchase intent is so high. Even after you leave the Amazon e-commerce platform, TV company advertisers can display ads on some news websites you visit or apps you use throughthe Amazon DSP platform.
Other DSPs partnered with many data providers to find the audiences who are likely to purchase a smart tv. Those data providers are associated with different publishers to collect that data. So, the data accuracy is a big question?
But Amazon DSP uses its very own first-party data to deliver the ads. So, advertisers can deliver their ads immediately and effectively. That’s why Amazon DSP is considered the most powerful demand-side platform.
Amazon’s Strong Data Capability
The below is not just traffic. This is high-intent, logged-in, purchase-intent behaviour user data.
2.4B+ monthly visitors
310M+ active customers
200M+ Prime members
Most demand-side platforms rely on browsing data. Amazon relies on shopping data. That makes Amazon DSP so strong in this space.
What about other e-commerce platforms?
In the US, Amazon accounts for 37.6% of all e-commerce spending in 2024. In India, 32% of e-commerce spending happens through Amazon.
Globally, we can tell that two e-commerce platforms only have their own DSP. One is Amazon, the Second is Walmart.
The leading e-commerce platforms like Alibaba, eBay, Rakuten, Flipkart (India), Meesho (India), and others have an ad platform, but those are internal ad platforms.
Where Advertisers Can Deliver Ads Using Amazon DSP?
Amazon DSP provides one of the widest inventory accesses in digital advertising — combining Amazon-owned properties + third-party supply + premium CTV partners.
Below is the complete coverage,
| Category | Examples |
| Amazon-Owned Platforms | Amazon.com/in, Amazon App |
| Video/OTT/CTV | Fire TV, Prime Video Ads, IMDb, Twitch |
| Publisher Websites (APS) | Major news, entertainment, lifestyle sites |
| Mobile Apps | Through APS SDK and exchanges |
| Third-Party Exchanges | PubMatic, OpenX, Index, More |
| Audio Inventory | Amazon Music (limited), podcasts |
| Devices | Echo, Kindle, Fire Tablet |
| Retail Media Offsite Ads | Display/video on external sites using Amazon data |
Conclusion
Amazon DSP is powerful because it understands real people — their searches, habits, and the tiny decisions they make before buying. It connects these human moments with smart targeting and trusted identity, making ads feel more relevant and less intrusive.
Advertisers gain clarity, not guesswork, with visibility into how every impression leads to real sales. In a world moving beyond cookies, Amazon DSP offers reliability and confidence.
Ultimately, it wins because it reflects how people genuinely shop — and that makes all the difference.
