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Amazon DSP Advertising: Full-Funnel Strategy, Audiences, & Use Cases (with Petros)

In this advanced session, our founder & CEO Petros (intro by Manoli) breaks down Amazon DSP from a true full-funnel perspective. You’ll learn how DSP fits into the customer journey — from awareness and consideration to conversion and loyalty — and how to build, target, and measure campaigns that actually grow market share, not just capture existing search demand.

What you’ll learn
– Marketing funnel vs. Amazon customer journey and where DSP impacts each stage
– DSP vs. Sponsored Ads (CPC vs. CPM, access requirements, when each makes sense)
– Where DSP ads show (Amazon on-site display, Prime Video/Thursday Night Football, Twitch, Kindle, and Amazon Publisher Direct across premium third-party sites)
– Audience targeting deep dive: Lifestyle, In-Market, Demographic, Content, Shopping Interactions, Advertiser (1P) data, and Lookalike Audiences
– Creative options: Responsive e-commerce display, custom display, and streaming/online video

Key KPIs by stage:
– Awareness → Impressions, Unique Reach, Completion Rate, CTR
– Consideration → Detail Page Views, New-to-Brand %, Branded Search Index
– Conversion → ROAS/ACOS, CAC, Conversion Rate
– Loyalty → Repeat Rate, LTV, Subscribe & Save

Why DSP (and when)
If you’ve maxed out Sponsored Ads, hit a search-volume ceiling, or you’re launching a new product/category with limited search demand, DSP lets you generate demand and stay visible off Amazon and on Amazon—well before a shopper types a keyword.

Practical use cases (by funnel stage)
– Awareness: Build lookalike audiences from your hashed customer list via Amazon Marketing Cloud (clean room); exclude anyone who already engaged or purchased.
– Consideration: Target shoppers who searched/visited products in your category in the last X days; pair with top-of-search Sponsored Brands Video on root keywords.
– Conversion/Remarketing: Re-engage add-to-cart, wishlist, page visitors who didn’t purchase; align with high-intent Sponsored Products; ensure offer + listing convert.
– Loyalty/LTV: Market accessories to past buyers or push Subscribe & Save for consumables; exclude anyone who already purchased/subscribed.

DSP vs. Sponsored Ads (quick compare)
– Sponsored Ads (Seller Central): CPC, keyword/category/product targeting, fast to launch, great for capturing demand (consideration/conversion).
– Amazon DSP: CPM, advanced audience/behavior targeting, streaming TV & display placements, partner access required, best for generating demand and full-funnel scale.

Who this is for
– Brands plateauing on search-only growth
– Launching new products/categories
– Mid-market & enterprise sellers aiming for #1 in category and incremental reach beyond keywords

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Chapters:
0:00 - Intro
0:31 - Amazon Marketing Funnel
2:35 - Example Customer Journey
7:19 - Sponsored Ads vs DSP
12:22 - DSP Placements
13:43 - Examples of DSP Ads
15:38 - Audience Targeting
22:32 - DSP Use Cases
28:21 - Marketing Examples
30:21 - Thanks for Watching