Originally published on August 5, 2021, updated February 22, 2023
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Since the early days of Google search ads, a series of digital marketing innovations have created a first-mover advantage for brands willing to jump in. The Amazon DSP (and its targeting capabilities) is the latest example.
James Thomson, Chief Strategy Officer at Buy Box Experts, has this to say: “There's no other form of advertising that allows you to do this level of targeting, to go after shoppers who have already declared they are in the market to buy these very products.”
James and his colleague Dave Vermeulen, explain Amazon DSP opportunities and how you and your brand can gain a competitive advantage in 2021.
Watch the webinar and you will learn:
Don't miss out on these expert insights! Watch the webinar now.
The digital marketing landscape continues to evolve with brands embracing the first-mover advantage. Naturally, the biggest online marketplace has launched its own platform, Amazon DSP, which comes with powerful targeting capabilities.
In this informative hour-long webinar, Buy Box Experts’ Chief Strategy Officer, James Thomson, and Director of DSP Advertising, Dave Vermeulen, provide invaluable insight into how to leverage this tool to boost traffic and stay a step ahead of the competition.
As Vermeulen explained, DSP stands for Demand Side Platform. Amazon DSP uses a variety of data points to place ads both on and off the platform. “It’s great for driving traffic into new product launches as well as revitalizing products that have been running efficiently for a long time but have seen their CPCs go up, or products that have lost efficiency,” he noted.
By using Amazon DSP, you can even target specific audiences by ASIN based on people who might have viewed your products or even your competitors’ shoppers. You’ll still have access to the same ad inventory and Data Management Platforms (DMPs), but with the added power of exclusive Amazon data. Additionally, the reporting on the attribution and audiences can really help you build a strategy for making your Amazon sales as strong as possible.
Is Amazon DSP right for your business? Before you dive into it, it’s a good idea to review your specific needs and goals. To help you get started, Thomson shared some insights into the types of brands that are using and getting the most from the platform. Here are some ways Amazon DSP can help:
Vermeulen added that Amazon DSP helps brands “capture a new audience and get them to know about and engage in their brands. It really pushes traffic and boosts the Amazon algorithm and allows you to be more successful in increasing organic rankings and getting on that first page.” With more and more businesses joining Amazon every day, conquering that algorithm is more important than ever.
“Amazon is seeing a shift in how they’re allowing brands to access customer data,” Vermeulen explained. “With the Storefront posts and with Amazon Live there are opportunities and you can use the DSP to drive traffic into those specific areas so that you can have more engagement with the shoppers who are browsing your brand.”
You can also create custom audiences based on customer interactions with product ASINS. In the webinar, Vermeulen provided an excellent overview of how to do this based on searches, views, purchases, and subscriptions. He also covered how sellers can use exclusive Amazon audiences to reach potential customers based on demographics, lifestyle, and more.
What do brands have to do to get started on Amazon DSP? It’s natural to feel overwhelmed about trying something new. The reality is that selling on Amazon is getting more competitive, and businesses need to revise their strategies. What worked three years ago may not be working today — or tomorrow.
Fortunately, Thomson shared a detailed overview of the steps you should take to begin using the platform. Here are some of his suggestions:
Putting more money into an Amazon business can be tricky, but the payoff may be worth the sacrifice. Vermeulen explained that creating a DSP budget comes down to “just finding a test budget in the couch cushions. Sometimes you’ve just got to find it and test it. Then you’ll see the returns from it and it becomes a no-brainer part of your execution.”
This webinar is absolutely packed with guidance on the actionable steps you can take to get started with Amazon DSP. You’ll also hear an in-depth discussion of where it fits on the sales funnel. You absolutely cannot afford to miss this if you want to gain and maintain a competitive advantage in 2021 and beyond.
Originally published on August 5, 2021, updated February 22, 2023
This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.
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