Amazon DSP

Amazon DSP (demand-side platform) was Amazon Ads' programmatic advertising solution that enabled advertisers to buy display, video, audio, and streaming TV ads across Amazon properties and third-party publishers. Amazon DSP offered access to exclusive inventory on Prime Video, Twitch, Thursday Night Football, Amazon.com, and Fire TV, along with thousands of premium third-party sites and apps. It was available to both advertisers who sell on Amazon and those who do not, with self-service and managed-service options.

Amazon Ads Agent is one ad platform for all of your advertising with Amazon. Rather than managing programmatic campaigns in one tool and sponsored ads in another, Amazon Ads Agent brings everything together: same signals, shared measurement, and a conversational experience that helps you plan, create, and optimize campaigns. The programmatic capabilities you used in Amazon DSP are all available within DVA+ using advanced settings in Amazon Ads Agent.

Your existing campaigns continue to run without disruption. All campaign settings, audience segments, creative assets, deal management, and performance history are carried forward into Amazon Ads Agent. You will access the same inventory, the same audience signals, and the same reporting you have today. No action is required on your part to maintain campaign delivery.

Amazon Ads Agent is Amazon’s omnichannel ad platform for buying sponsored ads and Display, Video, and Audio campaigns in one place. A conversational experience helps you plan, create, optimize, and measure campaigns through natural language — or build directly using the campaign workflows that make sense for your business. Whether you want guided efficiency or full hands-on control through advanced settings, Amazon Ads Agent provides one experience that shares the same supply, signals, and measurement.

No action is required on your part. Your campaigns, audiences, creatives, and reporting transfer automatically into Amazon Ads Agent. Your login credentials, account structure, and team permissions remain the same. Simply sign in to access the new experience. If you have questions, contact your Amazon Ads account executive or visit the Amazon Ads Help Center.

Yes. Your existing Amazon DSP certification remains valid. Updated Amazon Ads Agent courses and certifications are available through Amazon Ads Academy to help you get familiar with the new experience. Recertification is encouraged but not required to maintain campaign access.

No. Your current pricing structure is carried forward. The programmatic pricing model you used in Amazon DSP, including self-service and managed-service options, continues within DVA+. Sponsored ads remain cost-per-click with no minimum spend. Contact your Amazon Ads account executive with pricing questions.

A demand-side platform (DSP) is technology that lets advertisers buy digital ad placements programmatically, reaching specific audiences across websites, apps, and streaming services in real time. Amazon DSP is Amazon Ads’ demand-side platform. Those programmatic capabilities are now part of Amazon Ads Agent, available through advanced settings for advertisers who want full control over their programmatic buying.

Programmatic advertising is the automated buying and selling of digital ad placements in real time. Instead of negotiating directly with publishers, advertisers use technology to reach specific audiences across websites, apps, streaming services, and connected devices. Within Amazon Ads Agent, programmatic buying powers Display, Video, and Audio campaigns across Amazon-owned properties and thousands of premium third-party publishers.