Amazon DSP is the demand-side platform (DSP) that Amazon built to let advertisers buy display, video and audio ads automatically, on Amazon’s own properties and across thousands of outside websites, apps and streaming services. A DSP is software that bids for ad space on the buyer’s behalf. Amazon’s version exists to sell one thing its rivals lack: audiences built from what hundreds of millions of people search for, buy and watch on Amazon. As of November 2026 the product name is formally retired. At its unBoxed conference on September 29, 2026, Amazon replaced “Amazon DSP” with DVA, short for display, video and audio, according to AdExchanger. The buying engine underneath is unchanged, and much of the industry still uses the old name.
How it works
Amazon describes the product as a way to “programmatically buy ads to reach new and existing audiences on Amazon or third-party destinations,” according to its DSP guide.
An advertiser, or an agency acting for one, sets up an…
