Amazon is the world’s leading e-commerce website, globally holding a 12.92% market share (37.6% in US)—four times higher than eBay – 3.19% (April 2024). This presents a great opportunity for advertisers, as Amazon’s audience is in shopping mode, unlike platforms like for example Meta, where users are primarily browsing rather than intending to make a purchase.
(Statista.com) (https://www.statista.com/statistics/1198949/most-visited-websites-in-the-retail-sector-worldwide/)
In 2024, our agency achieved remarkable growth, we celebrated a phenomenal 166% year-over-year growth in non-endemic client investments, underscoring our leadership in this segment. But how exactly does this work?
Non-Endemic Advertising & Amazon DSP
Non-endemic advertising refers to campaigns by brands that don’t sell directly on Amazon, such as finance, travel, automotive, entertainment, universities etc.. Amazon DSP allows these brands to reach high-intent audiences across Amazon-owned (Twitch, Prime Video, IMDb etc.) and third-party sites using advanced targeting and performance tracking. Doesn´t matter if you choose to use static banners or video commercial, we can use them all!
“Basically there is no limit on who can advertise on Amazon, they don´t even need to sell on Amazon”
Chloe Enever, Global Category Lead at Amerge
The Amerge Approach to Non-Endemic DSP
At Amerge, we tailor DSP strategies for full-funnel activation:
✔ Defining KPIs – Aligning with benchmarks for measurable success.
✔ Inventory Selection – Choosing Amazon O&O properties, third-party sites, or a mix.
✔ Granular Targeting – Implementing precise audience segmentation.
✔ Bidding Optimization – Ensuring cost efficiency while maximizing reach.
✔ Ad Tag Implementation – Tracking key user actions (sign-ups, purchases, etc.).
How Ad Tags Enhance Performance: From Views to Action
Ad Tags go beyond impressions, tracking real user actions like sign-ups, applications, and purchases. They reveal which audiences engage the most, helping refine targeting and optimize campaigns in real-time.
By linking ads to on-site activity, we gain a clear view of the customer journey, ensuring smarter ad spend and higher conversions. With Ad Tags, advertising isn’t just about visibility—it’s about results. 🚀
Amazon DSP Targeting Strategies
Amazon DSP offers advanced targeting to engage the right audience effectively:
✔ Behavioral Targeting – Based on past shopping behavior & interests.
✔ Custom Audiences – Targeting users watching specific content (Twitch, Prime Video etc.).
✔ Retargeting Campaigns – Re-engaging users who clicked but didn’t convert.
✔Exclusion Strategies – Filtering out inactive or irrelevant users.
✔ Geographic Targeting – We can target specific areas, multiple locations, cities, or countries based on their names or postal codes. It’s a fantastic tool for Local Ads campaigns, ideal for promoting local events, conferences, store openings, or shopping center launches.
Interested in learning more about Local Ads and their impact? Stay tuned for our upcoming deep dive with Daniela Delgado!
Measuring Success with Amazon DSP
One of the critical advantages of Amazon DSP is its attribution capabilities. By leveraging Ad Tags and first-party signals, we can track and optimize conversions that occur both on and off Amazon. Key learnings include:
✔ Amerge View dashboard – our proprietary reporting suite which pulls all available Amazon data into a powerful and easy-to-read dashboard
✔ Attribution Analysis – Understanding how ad exposure leads to conversions.
✔ Overlapping Audiences – Refining targeting based on performance insights.
✔ Brand Lift Studies – Measuring awareness, consideration, and purchase intent.
Examples of DSP creatives from our “Roar” campaign for Jurassic World
Amazon DSP empowers non-endemic brands with a powerful, data-driven opportunity to reach and captivate audiences far beyond traditional advertising channels. Curious to see it in action? Stay tuned for our upcoming blog, where we’ll dive into an inspiring case study showcasing real-world successes we’ve delivered for our clients. Discover how the right strategy, precise targeting, and continuous optimization can unlock impressive results and maximize your advertising investment.
Planning your own campaign or curious to learn more?
Reach out to our team—we’d be happy to guide you on your journey to success!
