How to Run Amazon DSP for Clients Who Don’t Sell on Amazon

# Amazon

Amazon DSP gives agencies and brands access to Amazon's first-party audience signals without requiring product listings or an Amazon storefront. That lets you reach shoppers who are researching related categories—luggage and beachwear for travelers, enterprise software for IT buyers—and send them straight to a client's website, booking page, or app where the conversion happens.

Amazon's DSP inventory includes Prime Video, Twitch, Fire TV, IMDb, Amazon-owned properties, and premium third-party sites. The advantage for off-Amazon brands is audience intelligence: you can target high-intent shoppers before they actively search for a specific brand.

# Which clients should you pitch this to?

• Travel and hospitality (bookings)
• SaaS and technology (demo requests and leads)
• Automotive (test drives, showroom bookings)
• Financial services and education (quotes, applications, enrollments)
• DTC brands with website sales or remarketing needs

# What you need before you start

Before launching Amazon DSP for a non-Amazon client, confirm these elements are in place:

• A conversion-ready website or landing page designed for the specific goal (booking, lead form, purchase, app install).
• Amazon DSP conversion tracking or a supported measurement partner to map off-Amazon conversions back to campaigns.
• Clearly defined business goals and conversion events (e.g., completed reservation, demo request, application submission).
• Audience segments aligned to the client's ideal customer using Amazon's shopping signals, interests, demographics, and in-market behavior.
• Creative assets sized for streaming/video and display inventory.

# Campaign structure and formats to use

Use a mix of formats to follow the customer journey:

• Prospecting: video and streaming placements (Prime Video, Fire TV) to build awareness among in-market audiences.
• Consideration: display and online video to drive traffic to landing pages for lead capture or bookings.
• Retargeting: display and remarketing to capture visitors who interacted but didn't convert.

# Measuring success when conversions happen off Amazon

Attributed conversions in the DSP dashboard show purchases that followed an ad impression, but attribution alone can overstate causal impact. The guide recommends using conversion tracking or measurement partners to pull campaign conversions into your analytics and to run incrementality tests where possible. Incrementality testing isolates the sales or leads that would not have occurred without the DSP campaign.

# Tactical example

# When to pause or rethink DSP

If a client lacks a conversion-ready web flow, measurement, or clearly defined conversion events, DSP will drive traffic with unclear business outcomes. Start by fixing landing pages and tracking, then scale prospecting and retargeting campaigns.

# Bottom line

Amazon DSP for non-Amazon sellers is a way to reach in-market audiences identified by Amazon and convert them on your client's own channels. It's best for acquisition-focused objectives—leads, bookings, subscriptions, and website sales—when you pair audience targeting with proper landing pages, tracking, and a mixed-format campaign plan.