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Technology profile · Self-serve

Amazon DSP

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Composite

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Pricing model
Not disclosed
Category
DSP
Engagement type
Self-serve
HQ
Not disclosed

What it is

Programmatic demand-side platform built on Amazon's first-party shopping and streaming signal data. Core positioning: consolidates premium CTV supply (direct integrations across major streaming publishers) into one buying interface with unified audience definitions and cross-publisher frequency control, rather than buying each streaming environment separately with fragmented reporting.

Recent developments

External, dated reporting on this vendor — press, analyst and newsroom coverage, not vendor claims.

  • Netflix partnership gives Amazon DSP advertisers direct access to Netflix inventory

    · Amazon Ads newsroom

    Amazon Ads and Netflix announced a partnership providing advertisers using Amazon DSP with direct access to Netflix's premium ad inventory, extending the DSP's reach beyond Amazon-owned streaming properties.

    Read full article from Amazon Ads newsroom →

  • Attribution model changed from a 14-day view-through window to a machine-learning influence model

    · Amazon Q2 2026 earnings call (July 30, 2026), as reported by Sequence Commerce

    On January 1, 2026, Amazon retired the blind 14-day view-through attribution window for Amazon Store ads (including DSP) in favour of a machine-learning model that judges whether an ad exposure actually influenced a purchase, rather than simply whether a view occurred within 14 days. Year-over-year performance comparisons made after this date are not directly comparable to prior periods without rebuilding the baseline.

    Read full article from Amazon Q2 2026 earnings call (July 30, 2026), as reported by Sequence Commerce →

Financial standing

AMZN

NASDAQ

Publicly traded

Subsidiary of Amazon.com, Inc. Amazon DSP is a product line, not a separately traded entity.

Check current market data ↗

For context only, not financial advice. Figures move daily, check the linked source for current data.

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Product architecture

  • 01Buying models — Open Exchange (public real-time auction), Preferred Auctions (selected-advertiser auction with more control/transparency than open exchange), Preferred Deals, and Programmatic Guaranteed (fixed-price reserved inventory, no bidding). Standard industry buying-model terms, not Amazon-specific mechanics — see the Glossary for PMP and Programmatic Guaranteed definitions.
  • 02Named ad products — Prime Video Ads (vendor-cited 200M+ global reach, 95% average video completion rate, 15-60s durations, non-skippable pre/mid-roll), Fire TV Ads (vendor-cited 250M+ devices sold globally, low audience overlap with Prime Video for incremental reach), and Twitch (vendor-cited 105M global viewers, skews 70% aged 18-34).
  • 03Amazon Marketing Cloud (AMC) — a clean-room environment for custom analysis blending Amazon, third-party and advertiser signals, covering awareness (incremental reach, brand lift), consideration (attention, location visitation), purchase (MMM, multi-touch attribution) and loyalty (long-term sales) measurement.

Distinctive asset

Vendor-cited: 1B+ average monthly global ad-supported audience reach across Amazon properties (Amazon Store, Prime Video, Twitch, Fire TV, IMDb, Amazon Music, Alexa, and others). Amazon Brand Lift is available in US, CA, UK, DE, FR, ES and JP, with a stated general eligibility threshold of minimum $25K spend / 2MM monthly impressions.

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