Amazon Ads Enhances DSP and AMC for Advertisers in India

At the annual Amazon Ads event unBoxed, held in Austin, Texas, the company announced exciting new capabilities and advancements for Amazon Demand-Side Platform (DSP) and Amazon Marketing Cloud (AMC). These enhancements are designed for full-funnel optimization, measurement, and management, offering advertisers precise audience reach to drive growth across every stage of the marketing funnel.

Girish Prabhu, Head of Amazon Ads India, stated, "At Amazon Ads, our deep understanding of the customer journey gives brands the ability to precisely reach and engage audiences across every stage of the marketing funnel—and measure the outcomes of those engagements." He emphasized that the new suite of capabilities across Amazon DSP and AMC equips advertisers with powerful yet intuitive tools for a comprehensive view of the customer journey, enabling streamlined campaign planning and optimization tailored to their business goals.

New Capabilities Available in India:

Amazon Demand-Side Platform (DSP):

• New User Experience: Amazon DSP is launching a new user experience with streamlined workflows that enable campaign creation in just a few clicks. In early tests, the new consolidated display line-item feature reduced campaign setup time by 75%. Advertisers can also leverage new frequency cap controls and reporting to manage ad exposure across channels, campaigns, and devices. These controls have saved advertisers up to 26% of their campaign budgets from duplicate impressions and increased reach by up to 21%.

• Enhanced Interoperability: Amazon Ads is introducing an ads data manager, an easy-to-use interface that allows advertisers to securely upload their signals once and then use them across Amazon DSP and AMC to engage relevant audiences, measure conversions, and optimize campaigns.

• New Performance+ Tactics: The Performance+ feature within Amazon DSP automates campaign setup, audience relevancy, and optimization for lower-funnel goals like customer acquisition using predictive AI. Advertisers utilizing Performance+ have seen an average 51% improvement in customer acquisition costs. New tactics include remarketing and retention.

Amazon Marketing Cloud (AMC):

• New AMC Solutions: AMC now features new no-code capabilities in an intuitive interface, allowing any Amazon advertiser to uncover advanced audience and measurement insights quickly. New features include high-value audience analysis and optimal frequency solutions.

• Long-Term Sales Insights: With long-term sales insights, brands can estimate expected sales over the next year based on how effectively their campaign moves new-to-brand shoppers down the purchase funnel. These insights are currently in closed beta in the U.S. and will be available to advertisers in India in open beta later this year.

These advancements reflect Amazon Ads' commitment to empowering advertisers with the tools they need to succeed in a competitive landscape.