Our Amazon DSP ads achieved 33.10x ROAS

Amazon DSP ads let you buy display, video, and audio placements using Amazon’s shopper data, both on Amazon and across third-party websites and apps.

For comparison, Sponsored Products primarily reaches shoppers when they are actively searching for products, while DSP can reach them based on their browsing and purchase behavior.

They run on Amazon-owned platforms and services such as Fire TV, Freevee, and IMDb, plus third-party apps and websites. Amazon has also opened streaming and audio inventory through partnerships with Netflix, Spotify, and SiriusXM, giving advertisers more places to run ads through a single campaign.

Profitable PPC is a good foundation for adding DSP, not a reason to avoid it.

In August, 39% of sales attributed to DSP across our managed brands came from new-to-brand customers, showing how DSP can reach shoppers earlier, before they are actively searching for the brand or product.

Sponsored Ads bid on intent that already exists, and DSP builds intent that does not. We break the comparison down in full on our Amazon DSP vs Sponsored Ads page.

There is no fixed monthly budget for Amazon DSP. Monthly spend across the 13 brands we tracked ranged from $2K to $43K per brand.

Your budget depends on factors such as product category, competition, and how many products you want to promote. See our Amazon DSP service page for our current recommended starting budget.

Audio placements run on Amazon Music, Alexa devices, and Fire TV, and they are non-skippable. They are primarily used for brand awareness and recall, so we measure their impact using new-to-brand sales and other awareness metrics rather than relying on last-click sales alone.

A frequency cap limits how many times a shopper sees an ad within a set period. The limit can be adjusted based on your campaign goals and preferences. We use frequency caps to help the budget reach more shoppers while reducing ad fatigue.

The brands we managed for Amazon DSP averaged 12.67% ROAS in August 2026, where the top performing account reached 33.10%. The 12.67% average is a reasonable planning benchmark, while results above 20% were uncommon and depended on factors such as product category, creative, and the strength of the PPC foundation before DSP launched.

We use 30% as a useful benchmark for new-to-brand sales. In a single month, our managed brands averaged 39%, with six brands above 60% and the strongest reaching 89.5%.

The right percentage varies by brand and campaign, but a higher share generally means DSP is reaching more customers who have not previously purchased from the brand.

Look for a team that reports both total ROAS and new-to-brand sales. A high ROAS can still come mostly from existing customers, while a high share of new-to-brand sales may come at an inefficient cost.

As a full-service Amazon agency, we manage Amazon DSP and programmatic advertising alongside PPC, as well as the rest of the Amazon operation, including SEO, catalog, and design.

We manage DSP and PPC with separate budgets based on their own targets and performance. Rather than splitting one budget between DSP and PPC ads, we can increase or reduce spend on each channel based on how well it is meeting its goals.

Awareness campaigns build audiences for consideration campaigns, which can then move shoppers toward conversion. Each stage has a distinct role, with budgets allocated based on its goal. Our Amazon DSP full-funnel marketing guide covers how to structure the three stages and split budget across them.