Amazon's Shift in DSP Strategy: What Brands Need to Know About Agency-Run Campaigns

Amazon’s Demand-Side Platform (DSP) has been a critical tool for brands looking to reach customers through programmatic advertising across the web, offering powerful targeting capabilities at scale. But recent policy changes by Amazon mean brands must adapt to a new approach, with DSP access shifting primarily to agency-led management.

Here’s what these changes mean for brands and how they can navigate the new landscape to maximize their advertising efforts.

What’s Changed in Amazon’s DSP Access Policy?

agency-100 Amazon’s updated policies bring notable shifts in DSP access, requiring brands to adapt to this new framework.

Increased Barriers to Direct DSP Access
While there may still be exceptions to the rules, Amazon is making it significantly harder for brands to independently establish DSP entities.

Agency-First Approach
Amazon’s strategy indicates a growing preference for agencies to manage DSP campaigns, underscoring the importance of expertise in navigating these complexities.

Adapting to the New DSP Landscape

For brands accustomed to managing DSP campaigns independently, this change requires a shift in approach. Here’s how brands can adapt to stay competitive and make the most of Amazon’s DSP capabilities:

1	Evaluate and Select the Right Agency Partners With the new policy in place, finding an agency partner with strong DSP expertise is crucial. Look for agencies with proven experience on Amazon DSP, as well as a deep understanding of Amazon’s evolving ad policies. This shift is about aligning with partners who can maximize the platform's potential and deliver results that align with your brand’s goals.
2	Assess Current Agency Relationships If your brand already works with an agency, review whether they have the DSP knowledge required to navigate these new regulations effectively. Some agency partners may excel at broader advertising strategies but lack specific expertise in Amazon DSP. If there’s a gap, this might be an ideal moment to consider a more specialized partner.
3	Consider the Benefits of Partnering with an Agency for DSP Access For brands without agency partnerships, this policy update could be the perfect opportunity to explore the advantages an agency can offer. Beyond just DSP access, agency partners bring advanced resources and strategic insights, offering value-added benefits like enhanced reporting, creative targeting, and campaign optimizations that in-house teams might find challenging to replicate. This added expertise is particularly valuable under Amazon’s new policy and could provide the incentive for brands to consider an agency where they might not have before.
4	Upskill In-House Teams for Better Collaboration Although Amazon’s DSP shift places campaign management in agency hands, maintaining DSP knowledge within in-house teams can still be beneficial. Educating internal teams on DSP basics can create stronger collaboration with agency partners and support a more unified approach to campaign strategy. When in-house teams are knowledgeable, they can contribute valuable brand insights, ensuring that the agency’s DSP strategies align seamlessly with the brand’s goals.

What About Existing DSP Accounts?

For brands currently managing DSP accounts directly, it's crucial to understand how this policy affects them. Amazon has not publicly specified whether existing direct DSP accounts will be "grandfathered" or if they will need to transition to agency management. To avoid disruptions, it’s wise to consult DSP experts who can help evaluate your account status and strategize next steps.

Navigating Amazon DSP Changes

Amazon’s shift toward agency-managed DSP campaigns adds complexity to digital advertising. Navigating these changes requires specialized expertise to drive results.

Channel Bakers has been navigating Amazon’s DSP landscape for years, helping brands unlock the full potential of their campaigns. With extensive knowledge of Amazon’s platform, a history of strong results, and a focus on client growth, Channel Bakers is equipped to help brands thrive in this new era of advertising.

As the demands of Amazon DSP grow, Channel Bakers' insights, tools, and strategies provide the edge needed to maximize campaign performance and achieve marketing goals.