TL;DR
- Over 90% of UK shoppers use Amazon, making it a key platform in the customer journey.
- Amazon DSP helps brands run targeted ads both on and off Amazon using real shopping data.
- Multi-channel marketing reaches customers across platforms like social media, Amazon, websites, and streaming services.
- DSP supports this strategy by keeping your brand visible at different stages of the buyer journey.
- Benefits include precise targeting, real-time ad optimization, retargeting, and broader reach.
- UK businesses can boost results by combining DSP with other Amazon ads, using geo-targeting, and testing creatives.
Over 90% of UK shoppers use Amazon, and more than half of them start their product searches there. For UK businesses, that means Amazon isn’t just a sales channel it’s a major part of the customer journey.
To stay competitive, brands need to reach customers across multiple touchpoints. That’s where multi-channel marketing comes in. And one tool that makes this easier is Amazon DSP. Amazon DSP (Demand-Side Platform) helps you run ads both on and off Amazon. It lets you target the right people at the right time, whether they’re shopping, browsing, or watching videos online.
In this blog, we’ll break down what Amazon DSP is, how it supports a multi-channel strategy, and why it’s a smart move for UK businesses. If you want to reach more people and grow your brand across channels, this guide is for you.
What is Amazon DSP?
Amazon DSP (Demand-Side Platform) is an advertising tool that helps brands show ads to people both on and off Amazon. These can be display, video, or audio ads shown on Amazon-owned platforms like IMDb and Fire TV, or even on third-party websites and apps.
What makes DSP powerful is Amazon’s customer data. It helps advertisers target people based on their shopping habits—like what they search for, browse, or buy. So even if someone isn’t on Amazon, you can still reach them with your ad if they’ve shown interest in similar products.
It’s great for two main things: building brand awareness and retargeting. For example, if someone looked at your product but didn’t buy, you can show them an ad later to remind them. Or you can introduce your product to people who are likely to be interested, even if they’ve never heard of your brand.
Amazon DSP is mostly used by bigger brands that want to scale their reach. While it used to be just for vendors, now sellers can also use it either directly through Amazon or with the help of an agency. Overall, it’s a smart way to stay in front of your ideal customers across the internet.
Amazon DSP ads help brands buy ad space using real-time bidding (RTB). When someone visits a website, the DSP quickly checks if that person matches the brand’s target audience. If yes, it places a bid for the ad space in milliseconds. If the bid wins, the ad is shown to that person. The whole process is automatic and happens super fast. It uses smart technology to decide the best time and place to show ads.
Advertisers can also control who sees their ads, how much they want to spend, and where the ads appear. This helps them reach the right people and get better results. Since everything happens in real time, the DSP can keep improving the ads while the campaign is running, making sure it performs better over time.
What is multi-channel marketing?
Multi-channel marketing means promoting your brand across several platforms to reach customers wherever they are. Instead of relying on just one method like only using social media or just running ads on Amazon, it combines different channels such as websites, email, search ads, social media, and marketplaces like Amazon.
The goal is to create a seamless experience for customers, whether they’re discovering your product through a Google search, seeing an Amazon sponsored ad or reading about you in an email newsletter. Each channel plays a different role but works together to move the customer toward a purchase.
For UK businesses, multi-channel marketing is especially important because shopping habits are spread across multiple platforms. Customers expect to find and engage with brands in more than one place. By using a mix of channels, you not only increase your reach but also stay top of mind as shoppers move between devices and platforms.
How Amazon DSP supports a multi-channel strategy
Amazon DSP is a smart advertising tool that helps brands reach people on many different platforms, not just on Amazon. With DSP, your ads can appear on Amazon-owned platforms like Fire TV, IMDb, and Kindle, as well as on other websites, mobile apps, and even audio streaming platforms. This means you can stay in front of your customers no matter where they are online.
A multi-channel strategy means using more than one platform to promote your brand. Amazon DSP makes this easy by helping you show your ads at different stages of a shopper’s journey. For example, a person may first see your video ad while watching a show, then see an Amazon display ad on a blog, and later come across your product again while browsing Amazon. This helps your brand stay fresh in their mind and increases the chance of them buying from you.
Another big advantage is that Amazon DSP uses Amazon’s shopping data. This data shows what people search for, click on, and buy. You can use this information to target people who are more likely to be interested in your product. That means your ads are shown to the right people at the right time.
Amazon DSP also improves your ads while they run. It tracks how they’re doing and makes changes to get better results. In short, Amazon DSP helps your brand show up everywhere your customers are, making your marketing more powerful, more focused, and easier to manage.
Benefits of integrating Amazon DSP into your marketing strategy
#1 Uses real shopping data
Amazon DSP uses Amazon’s shopper data like what people search for, click on, and buy. This helps you target the right audience based on actual behavior, not just general interests. It means your ads are shown to people who are more likely to care about your product.
#2 Reaches people on many platforms
Your ads don’t just appear on Amazon. With DSP, you can show them on Amazon-owned platforms like Fire TV and IMDb, and also on other websites, apps, and streaming services. This helps you reach your audience wherever they are online.
#3 Targets the right audience
You can choose exactly who you want to reach whether it’s new customers, repeat buyers, or people interested in certain categories. This targeting helps reduce wasted ad spend and increases your chances of getting results.
#4 Brings back visitors
If someone visited your product page but didn’t buy, DSP helps you retarget them with ads. This reminder can often lead them back to complete the purchase. You can also hire an Amazon ads agency to help you with retargeting and remarketing strategies for your customers.
#5 Improves ads while running
Amazon DSP uses smart technology to track how your ads are performing and makes real-time changes to improve results. This means your campaign keeps getting better without constant manual updates.
#6 Works for brand and sales goals
Whether your goal is to build brand awareness or increase conversions, DSP supports both. You can run video ads to introduce your brand and display ads to drive purchases all in one system.
#7 Helps manage your budget wisely
You control how much you want to spend and where. With detailed reporting, you can see what’s working and make better decisions to get the most out of your ad budget.
In short, Amazon DSP makes it easier to run smarter, more effective campaigns across different platforms, helping your brand grow and reach the right people at the right time.
Tips for UK businesses using Amazon DSP in multi-channel marketing
- Leverage Amazon’s first-party data to target UK shoppers based on real purchase behavior.
- Combine DSP with Sponsored Ads for full-funnel marketing awareness to conversion.
- Use geo-targeting to focus on specific regions or cities within the UK.
- Retarget product viewers to bring back interested shoppers who didn’t purchase.
- Test different creatives across channels to see what performs best.
- Track performance regularly and adjust bids and targeting based on results.
- Include Fire TV and IMDb in your ad placements to expand your reach beyond Amazon.
- Work with a managed service provider if you’re new to DSP.
Are you using Amazon DSP to its full potential?
For UK businesses aiming to build a strong digital presence, Amazon DSP offers a powerful way to support and strengthen a multi-channel marketing strategy. By using Amazon’s rich shopper data, brands can reach the right audience across multiple platforms on and off Amazon. Whether it’s building brand awareness, retargeting past visitors, or driving conversions, DSP makes it easier to stay visible at every stage of the buyer journey.
Combining Amazon DSP with other marketing efforts helps create a consistent brand experience across channels. With real-time optimization, detailed targeting, and broad reach, it’s a smart investment for brands looking to grow in the UK market.
Not sure where to start? Working with experienced Amazon consultants can help you get the most from DSP. They’ll guide you on campaign setup, audience targeting, and performance tracking making sure your multi-channel strategy delivers real results and long-term growth.
