As the Amazon marketplace matures, established brands need to look beyond basic PPC to stay competitive. Amazon’s Demand-Side Platform (DSP) offers powerful tools to reach audiences across Amazon-owned properties and beyond. But tapping into its full potential takes more than access. It requires strategy, expertise, and a partner who knows how to make every impression count.
At Channel Key, we understand programmatic advertising is often viewed as a black box: complex, opaque, hard to measure, etc. That’s why we’ve built our DSP services around transparency, control, and performance. We don’t just run campaigns. We help brands understand what’s working, why it’s working, and how to scale it.
If you’re exploring Amazon DSP or looking to get more out of your current investment, here’s how we approach it differently.
What Is Amazon DSP?
Amazon DSP allows brands to serve targeted display, video, and streaming ads to audiences across Amazon-owned properties like Prime Video, Fire TV, and Twitch, as well as thousands of third-party websites and apps. With access to Amazon’s first-party data, advertisers can reach shoppers based on real browsing, buying, and streaming behaviors.
What makes Amazon DSP especially powerful is the breadth of its inventory and the depth of its targeting. Ads can appear across premium, ad-supported content on desktop, mobile, and connected TV devices. This includes everything from Amazon Originals and live sports to third-party websites accessed through Amazon’s publisher partnerships and top-tier ad exchanges.
Because Amazon uses its own data (rather than relying on third-party cookies) brands can reach highly qualified audiences with precision, even in today’s more privacy-conscious environment.
That said, the platform isn’t plug-and-play. To unlock its full potential, brands need more than access. They need a strategic partner who knows how to connect the dots between data, creative assets, targeting, and business goals.
What Makes Channel Key Amazon DSP Services Different
What truly sets Channel Key apart isn’t just that we offer Amazon DSP. It’s how we approach it. We’ve designed our services to solve the biggest pain points brands face when using DSP: lack of visibility, unclear results, and underwhelming performance. Our team brings deep platform expertise, a test-and-learn mindset, and a commitment to transparency that helps you unlock real, scalable growth through programmatic advertising.
1. Dedicated Amazon DSP Department
With Channel Key, you’re not getting a generalist who dabbles in DSP. You’re getting an expert team that focuses on it full-time. Our dedicated DSP department monitors platform changes daily, stays ahead of new ad formats, and continuously refines targeting strategies based on data and performance. This level of focus translates into smarter, faster decisions and more effective campaigns tailored to your unique business objectives.
2. Radical Transparency and Access
We’ve heard too many stories of brands left in the dark when it comes to DSP performance. That’s why transparency isn’t just a value at Channel Key. It’s built into the way we work.
From day one, you get immediate access to performance dashboards, so there’s never any question about what’s happening. Our monthly reporting goes beyond surface-level metrics.
We walk you through the strategy, explain the optimizations we’ve made, and break down what’s driving results. You’ll never be left wondering if your campaigns are working because you’ll have the clarity and context to see it for yourself.
3. Advanced Targeting and Constant Experimentation
Amazon DSP is evolving fast, and we stay ahead of the curve. Our campaigns are built using Amazon’s unique audience signals derived from its ecosystem of shopping, streaming, and browsing behavior. These signals help us create highly relevant targeting strategies, including in-market audiences, lifestyle segments, and retargeting pools.
We also test contextual and keyword targeting to align ads with relevant content across third-party sites. With the help of AI-powered optimization tools, we automate bidding and delivery decisions while staying focused on creative strategy, messaging, and audience refinement. Our team frequently experiments with new formats like Performance+ campaigns, layered video and display combinations, and private marketplace deals to unlock performance gains others miss.
Everything we test is grounded in data and aligned to your KPIs, whether that’s customer acquisition, brand awareness, or sales growth.
4. Full-Funnel Performance Measurement
Measuring ROAS is just one piece of the puzzle. We help you understand how DSP contributes across the entire buyer journey by tracking a broader set of metrics, including:
- New-to-brand sales that indicate customer acquisition
- Incrementality to determine whether DSP is driving truly new conversions
- Offline and retail sales impact for omnichannel brands
- Long-term brand lift and recall for awareness-focused campaigns
We combine these insights with advanced tools like AMC and 3rd party tech suites to give you a full view of DSP’s contribution to your growth.
5. Smarter Off-Amazon Inventory Management
Running DSP ads outside of Amazon properties comes with risk. Some placements eat up budget with little return. We proactively manage this by using automation rules and site-level controls to avoid low-performing or questionable websites. This gives you more control over where your ads appear and ensures your investment is going toward placements that actually perform.
6. Strategic Use of Streaming
Streaming TV is one of Amazon’s most premium ad formats, but it needs to be used wisely. We help brands make the most of this format by balancing high-quality inventory with performance-focused strategies. If your brand has strong video assets and a goal of increasing awareness, we’ll layer in the right audiences to maximize impact.
If your brand already has strong video assets and a goal of building awareness, we’ll layer in the right audiences to drive meaningful exposure. And if you’re new to video, we’ll connect you with trusted production partners and guide the process to ensure your creative is effective, platform-ready, and aligned with campaign goals without unnecessary spend.
Whether you’re launching a new product, expanding into a new category, or building long-term loyalty, we tailor the streaming strategy to support your broader objectives. Not the other way around.
Placement Strategy
Ad placement can make or break your campaign. That’s why we develop custom placement strategies based on your funnel goals, brand maturity, and creative resources.
We prioritize high-performing Amazon-owned inventory for lower-funnel campaigns, including product detail pages, Amazon search results, and relevant content pages. For awareness and consideration, we expand to Amazon’s trusted network of third-party websites and mobile apps, always monitored for quality and performance.
Amazon DSP gives you access to first-party supply sources that include Amazon Originals on Prime Video, live sports like Thursday Night Football, Amazon Freevee, Twitch livestreams, and placements across Amazon.com. Ads can also appear on Amazon Fresh kiosks and connected devices like Fire TV, Kindle, and Alexa-enabled screens, helping brands reach customers wherever they shop, watch, or stream.
Beyond Amazon-owned properties, we activate premium placements across thousands of trusted third-party sites and mobile apps through Amazon Publisher Direct and leading third-party exchanges. This flexibility allows us to scale reach while maintaining strict control over brand safety and inventory quality.
We also utilize private marketplace deals when premium placement is a priority and incorporate streaming and OTT inventory for campaigns focused on brand lift. Combined with Amazon’s interoperable tech stack, including AMC and Amazon Publisher Cloud, this allows us to create coordinated media plans that scale efficiently and drive real results.
Audience Targeting
The real power of our Amazon DSP Services lies in the audience targeting. We use Amazon’s proprietary first-party data to build intelligent, scalable audience strategies tailored to your goals.
For acquisition campaigns, we target in-market shoppers who are actively browsing or buying in your category. We also leverage lifestyle and interest-based segments to align your brand with people who share relevant behaviors and affinities. For retention and remarketing, we build audiences around past product views, add-to-carts, or purchases, serving personalized messages at key decision points.
We also use lookalike modeling to find new customers who resemble your highest-value buyers. And when applicable, we onboard external CRM data to refine targeting even further, either by re-engaging past customers or excluding those who are no longer a priority.
Every audience segment we use is tested, refined, and tied to specific messaging and creative. This ensures your ads are not only seen by the right people, but actually resonate and drive results.
Measurement & Optimization
Reporting on Amazon DSP Services should go far beyond top-line metrics. At Channel Key, we take a full-funnel approach to measurement, giving you a more accurate picture of performance and a clearer path to improvement.
We track traditional KPIs like ROAS and detail page views, but we also look at:
- New-to-brand sales, which help you understand if your campaigns are acquiring fresh customers
- Incrementality, to measure whether DSP actually drove the conversion or just captured existing demand
- Offline sales impact, using studies that link DSP exposure to in-store purchases
- Brand awareness and lift, especially important for new product launches or long-term market share growth
Optimization is always in motion. Our team monitors your campaigns daily, leveraging automated tools and real-time rules to adjust bids, budgets, placements, and creatives as needed. Rather than testing for testing’s sake, we build campaigns strategically from the start, including custom audiences, precision placements, and early access to Amazon beta features like keyword contextual targeting. When we test new variables, it’s based on statistically meaningful data and tied to measurable goals, not guesswork.
Amazon Marketing Cloud
Amazon Marketing Cloud (AMC) is one of the most advanced tools in the Amazon Ads ecosystem, and we use it to its full potential. AMC allows us to go beyond what standard DSP dashboards can tell you, offering custom analytics that answer critical questions about how your customers shop, browse, and convert.
We use AMC to:
- Map the full path to purchase, from the first impression to final sale
- Analyze the incremental impact of DSP when combined with Sponsored Ads
- Identify which ad exposures drive the most conversions, even if they didn’t result in a direct click
- Build more accurate audience profiles based on actual shopping and behavior patterns
Our team runs custom queries in AMC to uncover insights specific to your business and goals. This means we’re not just guessing about what’s working. We’re proving it with real data.
Custom Amazon DSP Services Based on Brand Maturity & Goals
No two brands approach Amazon the same way, and your DSP strategy shouldn’t be one-size-fits-all. That’s why we build every campaign around where your business is today and where you want it to go next.
Some of our clients are launching new products and need to build awareness quickly. Others are looking to grow market share in competitive categories or expand their subscriber base with highly targeted remarketing. We also work with brands that are pushing into new demographics and want to test messaging and creative across different audience segments.
Whatever your goals, we develop campaigns aligned with your brand’s unique KPIs, maturity, and assets. Some strategies are built for reach. Others are built for performance. What matters most isn’t how much you’re spending. It’s whether your strategy supports your stage of growth and long-term goals.
Why Leading Brands Trust Our Amazon DSP Services
Partnering with Channel Key means more than handing off your DSP campaigns. It means gaining a team that’s truly invested in your success. We manage over $35 million in annual Amazon ad spend and have helped scale leading brands through data-driven strategy, constant testing, and proactive campaign management.
As an Amazon Ads Advanced Partner, we’re recognized for delivering consistent performance, but we don’t stop there. Our team brings deep industry knowledge, platform fluency, and a commitment to uncovering opportunities others might overlook.
We’ve helped:
- Brands improve new-to-brand acquisition with refined audience strategies
- Omnichannel businesses measure DSP impact on offline sales
- Category leaders expand their reach and grow market share with smart full-funnel execution
When you work with Channel Key, you get more than a media buyer. You get a strategic partner focused on long-term growth.
Here’s what that looks like:
- A dedicated team of Amazon DSP specialists
- Real-time dashboards and transparent reporting
- Access to new beta features and performance tools
- Constant testing, learning, and campaign evolution
- ROI-focused strategies that align with your business goals
Let’s Talk Amazon DSP Strategy
Amazon DSP isn’t just another ad channel. It’s a strategic advantage when done right. Whether you’re looking to build awareness, drive consideration, or re-engage loyal customers, Channel Key’s DSP services deliver the expertise and execution to help you scale with confidence.
Ready to take your Amazon DSP campaigns to the next level? Start with a free Amazon Brand Audit. We’ll assess your current advertising efforts and uncover actionable opportunities to maximize your DSP investment. Unlock the full potential of programmatic advertising on Amazon today.
