Imagine your advertisements not only reaching precisely targeted customers but also securing premium placements within Amazon's ecosystem. This is no longer a fantasy—Amazon's Demand-Side Platform (DSP) makes it possible. This powerful tool helps brands enhance visibility both on and off Amazon while accessing exclusive advertising opportunities across Amazon-owned properties.
Amazon DSP: The Intelligent Advertising Engine
Amazon DSP serves as a sophisticated programmatic advertising platform that enables advertisers to efficiently purchase video and display ad placements. The platform extends beyond Amazon.com to include subsidiaries and numerous third-party websites. A standout feature is the Amazon DSP Audience Builder, which offers advanced targeting capabilities based on user behavior, lifestyle, remarketing data, and lookalike audiences to maximize campaign effectiveness.
One significant advantage of Amazon DSP is exclusive access to premium ad placements on Amazon-owned properties like IMDb and Fire TV—opportunities unavailable through other advertising platforms. Data from Q4 2019 reveals that 69% of Amazon DSP spending was directed toward Amazon-owned sites, underscoring their value. Advertisers also benefit from Amazon's first-party data to enhance targeting precision.
Amazon's Exclusive Advertising Properties
Amazon's portfolio of websites and applications offers unique advertising opportunities across diverse audience segments.
1. Amazon Devices: Cross-Screen Brand Exposure
Amazon's proprietary devices—Kindle e-readers, Fire tablets, and Fire TV—provide advertisers with cross-device access to Amazon shoppers. Fire TV has emerged as a particularly valuable channel, with ad-supported app usage growing over 300% year-over-year.
Fire TV serves as Amazon's gateway to OTT (over-the-top) advertising, delivering non-skippable full-screen video ads during streaming content. With 37 million monthly active users and access to 50+ third-party ad-supported apps like AMC and Pluto, Fire TV offers extensive reach within the streaming television space.
2. IMDb: The Entertainment Hub
Acquired by Amazon in 1998, IMDb (Internet Movie Database) has evolved into a comprehensive entertainment platform. The introduction of IMDb TV—a free, ad-supported streaming service—provides advertisers with additional OTT opportunities to reach film and television enthusiasts.
Through its 2008 acquisition of Box Office Mojo, Amazon gained another valuable property for entertainment-related advertising, particularly for tracking and promoting theatrical releases.
3. Woot: The Daily Deal Destination
Amazon's 2010 acquisition of Woot brought a popular daily deals platform into its advertising network. Woot's price-conscious shoppers represent an ideal audience for promotional campaigns, with Prime members enjoying additional benefits like free standard shipping.
4. Shopbop: Fashion Forward Advertising
Since its 2006 acquisition, Shopbop has served as Amazon's premium fashion platform, offering designer women's clothing with Prime shipping benefits. The site attracts style-conscious consumers, making it an ideal environment for luxury and apparel brands.
5. Digital Photography Review: The Photographer's Resource
DPReview, acquired in 2007, provides specialized advertising opportunities for camera and photography equipment brands through display ads, sponsored content, and video placements. While focused on photography, the platform accommodates advertising from diverse product categories.
6. Zappos: Footwear and Fashion
Amazon's 2009 acquisition of Zappos and its discount division 6pm created additional avenues for footwear and apparel advertising. These platforms continue to operate independently, maintaining their distinct brand identities while benefiting from Amazon's advertising technology.
7. Goodreads: The Literary Community
Goodreads, purchased in 2013, offers unique access to book enthusiasts worldwide. While particularly valuable for publishers, the platform's diverse user base has proven receptive to advertising beyond literary products, including beauty and lifestyle brands.
8. Twitch: Gaming and Youth Culture
Since its 2014 acquisition, Twitch has grown into the leading game streaming platform with 15 million daily active users. Amazon's 2020 integration of Twitch advertising into Amazon DSP created new opportunities to reach younger demographics through video and display placements.
Beyond Amazon: Extended Advertising Reach
Amazon DSP's true power lies in its dual capability—providing access to both Amazon's exclusive properties and external websites. This combination allows advertisers to leverage Amazon's sophisticated targeting while expanding their reach across the broader digital landscape.
As brands increasingly invest in Amazon DSP, they gain not just an advertising platform, but a comprehensive solution for audience engagement, combining precise targeting with premium placement opportunities across one of the world's most valuable digital ecosystems.