The 4 Amazon DSP Campaigns Every Advertiser Must Run (In Order)
You don’t need a village to see success with Amazon DSP and AMC.
Last week, I had the opportunity to present at AMZ Innovate 2025 — a room full of the biggest and smallest Amazon sellers, all under one roof. And my goal was clear: share something practical, real, and actionable for everyone, not just the top 1%.
So my team and I got together and decided to break down everything we’ve learned from managing hundreds of brands — and condense it into one simple playbook:
The 4 Amazon DSP campaigns every advertiser must run.
In the exact order.
One at a time — not all at once.
Because sequencing matters. You don’t start at the top of the funnel before locking down your bottom.
Campaign 1: Target people who added your product to cart but didn’t purchase.
Campaign 2: Target people who viewed your product page but didn’t add to cart or purchase.
Remember to exclude anyone who already added to cart or purchased.
Campaign 3: Target shoppers of your top 50 (or top 5) competitors — the bestsellers in your category.
This campaign can only be created in Amazon DSP.
Campaign 4: Target people who searched for your product but didn’t click.
You can also create a lookalike audience of those who purchased in the last 90–180 days.
The larger your base audience, the better your match rate in Amazon Marketing Cloud.
Start with Campaign 1. See results. Learn. Then move to the next.
This sequence alone can change how you structure your advertising on Amazon — because it respects the customer journey and the way Amazon’s ecosystem actually works.
You don’t need a village to see success with Amazon DSP and AMC.
Last week, I had the opportunity to present at AMZ Innovate 2025 — a room full of the biggest and smallest Amazon sellers, all under one roof. And my goal was clear: share something practical, real, and actionable for everyone, not just the top 1%.