Amazon DSP lets brands buy display, video and audio ads, on Amazon and on other sites and apps. It's often used to reach shoppers who viewed a product but didn't buy, which is why people talk about "DSP retargeting."
For a supplement brand, DSP raises questions that Sponsored Products doesn't: who runs the account, what the minimum spend is, what the ads can say and which audiences are appropriate. This page covers what to settle before a campaign goes live.
A note on the name
Amazon has folded DSP into a single platform it calls Amazon Ads Agent. DSP campaigns now run as Display, Video and Audio campaigns (which Amazon calls DVA+), alongside sponsored ads. Amazon says existing campaigns, audiences and reporting carried over without changes, and that the self-service and managed-service options continue. We still say "DSP" here, because that's what most people search for.
Start with the business question
Write down what you want the campaign to do, in one sentence. For example: reach shoppers who viewed our magnesium product page in the last 30 days and didn't buy. Or: introduce a new product to people who bought from the brand before.
A large audience or a high attributed sales ratio doesn't tell you whether DSP fits the account. A clear question does.
Check the practical setup
Before planning creative, confirm:
- Service option. Self-service, where you or your agency run campaigns, or managed service, where Amazon's team does. The terms differ.
- Market. Is DSP available for the marketplace you sell in, and in which currency?
- Budget. What minimum applies to your arrangement? Ask for the terms in writing rather than assuming.
- Ownership. Who owns the DSP account, who has reporting access and who approves spend?
Ask about the terms that apply to your actual situation. Don't assume a brand's size decides eligibility.
Try sponsored ads first
For many supplement brands, Sponsored Products and Sponsored Display cover most of what DSP would do, with no minimum spend. Sponsored Display can reach shoppers who viewed or bought a product, which is a simpler form of remarketing.
DSP makes more sense when sponsored ads are already working well, the products have steady stock and margin, and you want reach or formats sponsored ads don't offer.
Keep the ad within what you can support
Supplement ads need a product and claims review before any creative is approved. Build a small evidence file for each product:
- The current label and the included quantity.
- The destination page.
- The support for each statement in the ad.
For Canadian NHPs, claims must stay within the terms of the product licence. Health Canada doesn't approve or endorse products, so "Health Canada approved" isn't allowed. Claims about treating, preventing or curing the serious diseases listed in Schedule A.1 of the Food and Drugs Act are banned in advertising. Products sold in the US have their own rules. Don't add a claim because a competitor uses it.
Have someone qualified review any medical or regulatory question before launch. Confirm the current DSP creative requirements for health products with your Amazon advertising contact.
Choose audiences with care
Health products need extra care with audiences. Some rules we follow:
- Don't build audiences that imply a health condition. Viewing a product isn't a diagnosis. Write ads about the product, not about the shopper.
- Record the source of every audience. Note where it comes from, what permissions apply and what it's used for.
- Keep customer data out of campaigns unless you're clearly allowed to use it. Contact lists from another system don't belong in an ad platform just because they're available.
Name the person responsible for settling permission and policy questions. An open question belongs in the plan as open. It shouldn't become an approved assumption.
Decide how you'll read the results before launch
DSP reports show attributed purchases: sales Amazon links to someone who saw or clicked an ad. That's not the same as sales the ad caused. Some of those shoppers would have bought anyway.
Before launch, write down:
- The report and metrics you'll use.
- The dates and the attribution window.
- The budget limit.
- Product availability and price during the campaign.
Then ask what comparison would show added sales, such as a holdout group or a test against a matched period. If that evidence isn't available, say so next to the result rather than treating the attributed total as the answer.
Keep stock in step
Retargeting a shopper to an out-of-stock listing wastes money. Check stock cover for the whole flight before launch, and pause if a product runs low. See stock-aware Amazon advertising.
Keep the record
Save the plan, the creative versions that actually ran, the audience definitions and the source reports. Note any product changes, price changes or stockouts during the campaign. When you review results, you'll know what was really tested.
A pre-launch checklist
- Business question written down.
- Service option, market, budget and ownership confirmed.
- Claims checked against the label and licence.
- Audiences documented, with no health-condition inferences.
- Measurement plan and budget limit agreed.
- Stock cover checked for the full flight.
How we handle this
DSP planning sits within our PPC and advertising work. Each test has a budget, a reason and a review date, and no campaign launches without your OK. For bids on sponsored ads, see Amazon PPC bid management.
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