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Ask for a DSP seatAmazon DSP · Beta
Reach shoppers beyond the search results.
Sponsored Ads answer a search. Amazon DSP goes looking for the shopper: display, video, streaming TV and audio ads, on Amazon and across thousands of other sites and apps, shown to people because of what they have viewed and bought. Vendlen gives you a seat and runs it beside your Sponsored Ads.
- What it is
- Amazon’s programmatic ad platform
- Where ads run
- Amazon.com, Prime Video, Fire TV, Twitch, and other sites and apps
- In Vendlen
- DSP Manager and DSP Automation, in beta
Sponsored Ads wait to be searched. DSP goes looking.
Both are Amazon advertising, and they do different jobs. Most sellers start with Sponsored Ads. DSP is how a brand reaches the shoppers who are not searching for it right now.
QuestionSponsored AdsAmazon DSP
Who sees the adA shopper searching on Amazon, or looking at a product pageA shopper you choose by what they have viewed, searched for or bought
Where it appearsMostly Amazon search results and product pagesAmazon.com, Prime Video, Fire TV and Twitch, and thousands of other sites and apps
What it looks likeProduct, brand and display adsDisplay, online video, streaming TV and audio
How you payMostly per clickPer thousand impressions
What it is forWinning the sale when someone is already lookingBeing found before the search, and brought back after it
In September 2026 Amazon brought DSP into Amazon Ads Agent, its new name for one ad platform across Sponsored Ads and DSP. The orders, line items and creatives you run in Amazon DSP are what Vendlen works with.
What sellers use it for.
Amazon chooses these audiences from its own shopping signals, so you pick the job and Amazon finds the people. Each one is a ready-made tactic you can build in Vendlen.
- Bring back shoppers who leftPeople who viewed your product page or searched for your product and did not buy, reminded on Amazon and on the sites and apps they move on to.
- Find people like your buyersShoppers who look like the customers you already have, but have never seen your brand.
- Keep the customers you wonShoppers who have already bought from you, for the refill, the next size or your next launch.
- Be known before they searchShoppers who are likely to take an interest in your brand, reached before they search, so it is familiar by the time they look.
Run it beside your Sponsored Ads.
DSP usually lives in a console of its own. In Vendlen it sits in the same workspace as the rest of your advertising, so one place shows what all of it costs and returns.
DSP ManagerSeller profile: Northwind HomeSample data
CampaignsAd groupsCreativesChange history
Delivery & budgetLast 14 Days
| Campaign | Status | Flight budget | Flight spend | Delivery rate | Total cost |
|---|---|---|---|---|---|
| Spring remarketing | Enabled | $6,000 | $2,214 | 62% | $2,391 |
| New-to-brand · Display | Enabled | $4,500 | $2,880 | 100% | $3,110 |
| Streaming TV · Q4 test | Paused | $8,000 | $0 | — | $0 |
- Spend and return in one placeOrders, line items and creatives with what each spent and brought back, in the same kind of table as your Sponsored Ads. Recent days are marked, because Amazon attributes DSP sales over 14 days.
- Pace you can still act onDelivery rate shows when an order is spending behind its flight, while there is time to raise a cap or add a flight.
- Changes you check firstChange up to 50 line items at once after seeing what happens to each. New campaigns arrive paused and spend nothing until you turn them on.
- Rules that keep it on paceDSP Automation rules adjust max bids, frequency caps and budget caps, and can add the next flight, inside limits you set. Preview shows every change before it is sent; automatic runs start once Vendlen switches them on.
Two things to know when you read DSP results: what an order's delivery rate does not show at 100%, and why the last 14 days of DSP results are not finished.
Two ways to start.
Already running Amazon DSP?
Link your advertiser
The seller owner links it in Settings through the Amazon Ads connection you already have, and the first sync brings in about 90 days of DSP data. DSP Manager is part of your plan, and your DSP spend counts toward the monthly ad spend your band is based on.
See pricingAmazon DSP is in beta in Vendlen. A new Standard line item can be targeted when you create it, but targeting cannot be changed from Vendlen once it is sent; nothing in DSP is deleted from here, only paused; and video and audio are not built here, so audio line items are made in Amazon's console.
Reach shoppers beyond search.
Ask us for a DSP seat, or link the advertiser you already run.