What it means
The Amazon DSP (demand-side platform) is Amazon's platform for programmatic display, video, and audio advertising — on Amazon itself and beyond (e.g. IMDb, the Amazon app, external websites). The key difference from Sponsored Ads: DSP campaigns are audience-based rather than keyword-based — you reach people by behavior and interests (first-party data), including retargeting and brand building. Access is not open self-service; it runs via invitation or through service providers/agencies. Campaigns follow the structure Order > Line Item > Creative and are managed separately from Sponsored Ads in the DSP console. The DSP doesn't replace Sponsored Ads — it complements them in the upper funnel.