Guide
Beyond sponsored ads: Combining advertising solutions to magnify your impact
Discover how to expand your advertising beyond sponsored ads. Learn how to leverage a variety of Amazon Ads solutions to help reach your goals.
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You’ve seen the power of Amazon sponsored ads firsthand, and you’re ready for more. Businesses of all sizes mix and match a variety of Amazon Ads products to help amplify their reach, maximize their impact, and optimize their ad spend. If you’re ready to level up your advertising results, explore other Amazon Ads options available to you, and learn how they can work together to help accelerate your goals.
Reach engaged shoppers with Amazon DSP
Short for demand-side platform, Amazon DSP is an omnichannel marketing solution that provides choice and flexibility to drive meaningful moments between brands and consumers. Amazon DSP leverages unique first-party data and AI to deliver impactful ads even without traditional identifiers, ensuring your campaigns remain effective in a changing landscape. Additionally, its AI-powered automation streamlines campaign management and empowers advertisers with transparent reporting for data-driven decision-making.
A few noteworthy features of Amazon DSP:
- Premium supply: Reach relevant customers across the largest supply of premium, ad-supported content wherever they’re spending their time across Amazon-exclusive properties like Prime Video, or across third-party supply through our direct integrations with publishers and leading supply-side platforms.
- Unique audience signals: Gain a better understanding of your audience and the best strategy to reach them with our unique signals powered by our expansive browsing, shopping, and streaming insights.
- AI-powered optimization: Maximize return on investment with our AI-powered solution by leveraging first- and third-party insights to automate tasks and target relevant audiences on Amazon and across third-party apps, sites, and devices.
- Interoperable technology: For more efficient end-to-end campaign management, interoperability between our systems (such as Amazon Web Services, Amazon Marketing Cloud, Amazon Publisher Cloud) and yours can eliminate fragmentation in the planning, buying, and measurement journey.
Display, video, audio: Three ways to tell your story
Mixing up advertising formats enables you to deliver your message in different ways, which in turn helps customers recall your brand when making buying decisions.
Display ads help your brand connect with customers across Amazon properties like Twitch and Freevee and devices like Fire TV and Echo Show, as well as premium third-party content. Display ads combine copy and visual elements with a call-to-action message. Display ads may appear across the Amazon store, Amazon’s owned and operated properties like Twitch, wherever they spend time on third-party apps and websites, and devices. Sponsored Display ads in particular are automatically served in locations that help optimize performance; placements are not guaranteed.Native ads appear within the user interface of certain Amazon devices with screens (such as Fire TV, Fire tablet, and Echo Show) and services (such as Prime Video).
Use them to:
- Meet customers as they stream, shop, browse, or game.
- Increase customer interactions with your brand.
- Engage the right audiences in relevant contexts.
Video ads help drive your full-funnel business objectives by leveraging Streaming TV, inclusive of channels like Prime Video and live sports, and online video, inclusive of Amazon-affiliated sites like Twitch and top third-party publishers.
Use them to:
- Reach relevant audiences at scale.
- Show up in premium content.
- Deliver brand messages with turnkey creative.
Audio ads can help you reach larger, unique ad-supported audiences across first-party and third-party streaming audio services, and measure impact against the brand goals you care about. Audio ads can show up on Alexa News, ad-supported tier of Amazon Music, Wondery and Wondery partners, Twitch, and Amazon Publisher Direct.
Use them to:
- Discover relevant audiences.
- Access exclusive first-party and premium third-party content.
- Innovate with unique Alexa experiences.
Whatever formats you choose, you can upload or create your content with ease with our self-service templates and builders. You can also lean on Amazon’s audio ad creative experts—creative directors, copywriters, producers, and more—to help you produce high-quality, compelling ads.
Amplify your reach by combining Amazon Ads products
Much like fishing, the more lines you cast, the higher your chances of reeling in a catch. The same goes for advertising: The more ways you show up where consumers are making buying decisions, the better your chances to move them to click, learn more, and purchase from you.
Take Sponsored Products and Sponsored Display, for instance. With Sponsored Products campaigns, you can reach shoppers as they’re browsing the Amazon store. In contrast, Sponsored Display ads help you engage shoppers who showed interest in categories related to your promoted product, or viewed your product’s detail page but did not purchase. Your Sponsored Display ad can appear on a variety of Amazon-owned and partner websites and apps, reaching consumers as they shop or consume content across the web.
For example, if you’re selling gaming accessories, your Sponsored Products ad might capture the attention of relevant shoppers in the Amazon store, and your Sponsored Display ads would add another touchpoint, while they’re gaming on Twitch or interacting with Alexa. Adding Sponsored TV to that mix would further expand your reach to consumers streaming content on a variety of platforms, like Prime Video, Freevee, and Amazon Publisher Direct, helping you glean the attention of gamers across the Amazon network.
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