Launch announcement
Maximize campaign performance with Amazon Owned and Operated Inventory
January 15, 2025
What launched?
Beginning January 15, 2025, advertisers booking new display and online video ad campaigns in Amazon DSP self-serve will benefit from consolidated Amazon first-party supply across Amazon.com, Grocery online^, Fire TV^, Fire Tablet^, Alexa, IMDb, and Twitch. Campaigns that include Amazon Owned & Operated Inventory will have all eligible Amazon inventory sources included by default.
This update offers advertisers the ability to maximize their display and OLV campaign reach across Amazon’s premium first-party inventory, allowing advertisers to reach customers throughout their day across Amazon’s first-party devices, websites and physical retail environments. Amazon owned and operated inventory will automatically include our first-party publisher inventory to your campaign, to take out the guesswork and simplify campaign management. Advertisers will maintain control over ad placements, while benefitting from intelligent machine learning optimization strategies that can help achieve campaign goals more effectively.
^ Display only, OLV not yet available
Above represents the new view within Amazon DSP-SS
Why is it important?
Enabling Amazon owned and operated inventory takes out the guesswork, simplifies campaign management, and frees up valuable time and resources, all while giving advertisers the opportunity to connect with a wider audience. This change also provides the ability to maintain control over ad placements and benefit from intelligent optimization strategies that can help achieve campaign goals more effectively.
Where is the feature available?
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: Germany, Spain, France, Italy, United Kingdom, Sweden, Belgium, Switzerland, Poland, Austria, Netherlands, Finland, Norway, Ireland, Denmark, Luxembourg, Turkey
- Middle East: United Arab Emirates, Saudi Arabia, Israel, Egypt, Morocco, Bahrain, Kuwait
- Asia Pacific: India, Japan, Australia, New Zealand, China, Singapore
Who can use it?
The consolidated Amazon owned and operated inventory offering is currently available to self-service advertisers selling on Amazon.com through the Amazon DSP.