Amazon DSP is Amazon's demand-side platform: a tool advertisers use to buy display and online video (OLV) ads programmatically, instead of bidding on keywords as in Sponsored Products. On 15 January 2025 Amazon announced that new display and OLV campaigns in DSP self-serve could use consolidated Amazon-owned inventory, and listed India among the countries where it is available.
What inventory it reaches
Amazon's announcement lists first-party supply across Amazon.com, Grocery online, Fire TV, Fire Tablet, Alexa, IMDb and Twitch. Fire TV and Fire Tablet are display-only for now, as OLV was "not yet available" there at launch. Campaigns that include Owned & Operated inventory get all eligible Amazon sources by default, and Amazon says advertisers keep control over placements. The page does not say which of these surfaces exist for Indian shoppers, so confirm with your Amazon Ads contact.
How it differs from sponsored ads
Sponsored Products, Sponsored Brands and Sponsored Display are bought inside the Amazon Ads console against search or product placements. DSP is a separate buying platform aimed at reach and audience campaigns, including off-Amazon placements. Our Amazon DSP vs Sponsored Display page compares them, and Amazon DSP India guide covers set-up. For measuring DSP results, see Amazon Marketing Cloud.
What Amazon's own product page says
Amazon's DSP product page describes it as a programmatic solution for buying display, video, audio and streaming TV ads across Amazon properties and third-party publishers, with exclusive inventory on Prime Video, Twitch, Thursday Night Football, Amazon.com and Fire TV, plus third-party sites and apps. It says it is open to advertisers who do and do not sell on Amazon, with self-service and managed-service options. The same page says DSP is now part of Amazon Ads Agent, with programmatic capabilities reached through Display, Video and Audio (DVA+) campaigns using advanced settings. It is a global page, so whether the same change applies to Indian accounts is not confirmed. Amazon also announced a Unified Campaign Manager in India in March 2026 that combines DSP and the ads console with one reporting hub.
What is not confirmed
We did not find a public minimum budget, fee or managed-service threshold for DSP in India on pages we could open. Treat any figure from an agency blog as unconfirmed until Amazon Ads confirms it.
Blooprint is an Amazon Ads Advanced Partner; its Amazon account management service can advise on whether DSP is worth testing for your catalogue.