Amazon DSP bought against your AMC instance

Amazon DSP is worth buying when your Amazon Marketing Cloud instance is switched on and somebody is writing SQL against it. Without that, ADSP is a display network with a retail logo and a self-flattering last-touch report. AMC suppresses results computed on fewer than roughly 100 users, so an account has to clear that floor across the cohorts you care about before the reporting means anything, which in practice means around 25,000 dollars a month of ADSP working media. Below that we say so rather than take the retainer. Before we spend anything, we check the shelf: In-stock rate on the ASINs we would drive to, buy box ownership, review count and rating, image set and A+ content, variation structure. On amazon.co.jp we check whether the listing is yours or your distributor's. If the detail page is not yours to change, display spend lands on a page you do not control, and that is a week-one conversation rather than a month-three excuse. In pets and kids-and-family the subscription share matters too: we look at how much of an ASIN's volume already arrives through Subscribe and Save before agreeing a target, because winning a first purchase and defending a repeat purchase are two different jobs with two different creative briefs. Audiences: They come out of AMC, built on your own event data. Cart abandoners at a specific time distance from the last view. Lapsed subscribers past their reorder interval. Buyers of a named competitor ASIN set. Off-the-shelf in-market segments overlap each other so heavily that a campaign built on four of them spends its day bidding against itself, and no amount of budget shifting fixes a duplicated audience definition. What we report: New-to-brand as the primary line. Total ROAS on a retargeting-heavy account mostly measures how many people were already walking to the till. Alongside it: path-to-conversion, time-lag distribution, and reach overlap between ADSP and your search activity. Two of those three usually change how the brand splits its retail budget, which is the reason to run the queries at all. You keep the queries. Separation from search: We keep ADSP off the ASINs and terms where it would collide with your own Sponsored Products auctions, and we state plainly which conversions each side is claiming. Where another agency runs search, we send them the exclusion logic and expect theirs in return. If they will not share it, we will tell you what that is costing. Japan: Amazon is not the whole shelf here. Where you also sell through Rakuten Ichiba and Yahoo Shopping, we want all three in view before an Amazon target is set, because a share shift between marketplaces reads as growth inside ADSP and as nothing at all in the finance report. We do not buy Rakuten RMP or LINE ads ourselves and will not pretend otherwise; we will tell you what we think is happening there. Not included: Retail operations of any kind: listing edits, inventory and FBA planning, case filing, brand registry, Vine. Sponsored Products and Sponsored Brands management unless separately briefed. Creative production beyond resizing and a Japanese copy review. Marketplace expansion strategy. Not for you if: You want ADSP used to rescue a detail page that is not converting. You cannot grant AMC access. You measure on ADSP-attributed ROAS and want that number to rise regardless of what it stands for. Or your Japanese listings sit with a distributor who will not accept changes, in which case media is the wrong thing to buy this quarter.