Amazon DSP is no longer just for brands selling on the marketplace; it's a powerful, cost-effective programmatic advertising solution for non-endemic brands. Leveraging Amazon's unique commerce data, it offers unparalleled purchase intent insights for full-funnel strategies. If traditional media channels show diminishing returns, 2026 is the year to integrate ADSP into your media mix.
Key takeaways
Evaluate Amazon DSP as a primary media channel if your non-endemic brand is experiencing diminishing returns on traditional ad platforms.
Leverage Amazon's first-party commerce data via ADSP to target high-intent audiences with greater precision than many other programmatic platforms.
Utilize Amazon DSP's expanded inventory, including CTV/STV, audio, and digital out-of-home, to execute full-funnel advertising strategies beyond Amazon's own properties.
Understand that 'endemic vs. non-endemic' is simply about selling on Amazon or not, and the platform's capabilities now serve both equally well.
Explore Amazon DSP for cost-effective customer acquisition and brand building, capitalizing on its data advantage over competitors like The Trade Desk.
DESCRIPTION Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Account Management. Today, we're tackling a topic that has evolved from a conference panel talking point into one of the most significant media budget shifts in digital advertising: Amazon DSP for non-endemic brands. Historically, brands that don't actually sell physical products on Amazon's marketplace have questioned why they should buy Amazon media. Today the conversations we're having with brands are very different. Joining us today to unpack why 2026 is the turning point for non-endemic media buying is our very own Director of Retail Media at Acadia, Ross Walker. Let's dive in! Quote: If you're a non-endemic brand and you're hitting a point of consistent diminishing returns with your traditional media channels, that's the first signal that you should consider testing into a new media channel like ADSP. Ross Walker KEY TAKEAWAYS In this episode, Julie, Jordan, and Ross discuss: Endemic vs. non-endemic, simplified: It's really just "sells on Amazon" vs. "doesn't sell on Amazon" - the jargon is mostly industry inertia. Amazon DSP has hit parity with The Trade Desk: Years of building out premium CTV/STV, audio, digital out-of-home, and owned-channel inventory means Amazon can now support the same kind of full-funnel programmatic buys as legacy DSPs. The real edge is commerce data, at a lower cost: No other DSP has Amazon's depth of purchase-intent
What does this episode say about amazon & marketplaces?
Evaluate Amazon DSP as a primary media channel if your non-endemic brand is experiencing diminishing returns on traditional ad platforms.
What does this episode say about paid acquisition?
Leverage Amazon's first-party commerce data via ADSP to target high-intent audiences with greater precision than many other programmatic platforms.
What does this episode say about analytics & attribution?
Utilize Amazon DSP's expanded inventory, including CTV/STV, audio, and digital out-of-home, to execute full-funnel advertising strategies beyond Amazon's own properties.
What does this episode say about amazon & marketplaces?
Understand that 'endemic vs. non-endemic' is simply about selling on Amazon or not, and the platform's capabilities now serve both equally well.
What does this episode say about amazon & marketplaces?
Explore Amazon DSP for cost-effective customer acquisition and brand building, capitalizing on its data advantage over competitors like The Trade Desk.
