In early 2025, Amazon quietly made one of the most significant changes to its advertising infrastructure to date – and for brands with growth ambitions, it’s a huge opportunity.
With the introduction of global DSP seats in February 2025, Amazon agencies like Optimizon can now run programmatic campaigns across North America, South America, Europe, the Middle East, and APAC from a single interface. No regional unlocks or third-party markups; just seamless, scalable advertising powered by Amazon’s unrivalled first-party data.
If you’re looking to expand into new markets or do more with your media spend, now is the time to take advantage.
What Changed: The Global Seat Model
Previously, Amazon’s Demand-Side Platform (DSP) was region-locked. Brands and agencies had to apply for separate seat access in each market – or work through expensive resellers to advertise in regions like the US or APAC.
That changed in February 2025, when Amazon launched the global DSP seat model.
With this update:
- One DSP seat unlocks all supported regions
- One invoice covers spend across markets
- One dashboard gives full visibility and control
For Optimizon clients, it means faster campaign activation, reduced overheads, and the ability to execute truly global strategies from a single platform.
Why Amazon DSP Matters
Amazon DSP is not only a way to retarget shoppers – it’s a full-funnel tool that reaches customers across their entire journey.
Built on Amazon’s first-party data, DSP enables hyper-targeted advertising using shopping, browsing, and streaming signals. That means you can reach relevant audiences on:
- Amazon-owned channels like Prime Video, Twitch, Fire TV, and Freevee
- Thousands of third-party publisher sites and apps
- Formats including display, video, audio, and Streaming TV (STV)
It’s this data advantage – combined with premium media reach – that makes DSP a powerful driver of both awareness and conversion.
Amazon’s 2025 Push: From Marketplace to Media Powerhouse
Amazon is doubling down on omnichannel reach. At Cannes Lions 2025, Amazon Ads announced strategic partnerships that expand DSP’s capabilities far beyond the retail site:
- Roku Integration: Grants access to 80 million+ US households via connected TV, with early results showing +40% unique reach and -30% ad frequency.
- Disney DRAX Integration: Enables targeting across Disney+, ESPN, and Hulu by combining Amazon and Disney’s audience data.
- Amazon Live Signals: Now available in Amazon Marketing Cloud, allowing brands to optimise shoppable livestream content.
These moves signal Amazon’s transformation into a media platform with authenticated, high-quality inventory across the open web – not just Amazon.com.
Performance That Scales
Real-world results speak louder than roadmap slides. Across campaigns, Amazon DSP consistently outperforms standalone retail media in key areas:
- Using DSP and Sponsored Products together increases conversion rates by 19% and ROAS by 3%
- Streaming TV ads drive 70% of purchases within 3–14 days and bring in 57% new-to-brand customers
- DSP delivers a 43% higher ROAS than Sponsored Display and 9% more than Sponsored Brands
It’s not either/or. The best results come from integrated strategies – and that’s where Optimizon thrives.
Case Study: Global Entertainment Brand
One of the world’s leading entertainment companies partnered with us to activate a multi-market DSP campaign across Europe and the US.
Focusing on two of their best-known children’s franchises, we built a data-driven strategy around seasonal demand – optimising audience targeting, placements, and timing.
- €255k+ in attributed sales
- 9.75x ROAS
- 247% above Amazon’s DSP benchmark
Licensing structures limited full brand attribution, but the impact was clear: DSP enabled the brand to scale efficiently, reach new audiences, and deliver high-margin returns during a critical retail window.
Why Work with Optimizon
Optimizon holds active DSP seats across EMEA, APAC, and the Americas, making us the ideal partner for brands looking to grow internationally without red tape.
We’re already running DSP campaigns for 20+ brands – from niche SMEs to global powerhouses – across verticals like equestrian, coffee syrups, fashion, health, and home improvement.
We combine:
- Amazon DSP expertise
- Full-funnel strategies (including Sponsored Ads and STV)
- Seamless multi-region setup
- Deep analytics and insights via Amazon Marketing Cloud
One partner. One seat. Global scale.
What You Get with Optimizon DSP
| What’s New | Why It Matters |
|---|---|
| Global seat access | Activate campaigns worldwide from one account |
| No reseller lock‑in | Lower costs and faster activation |
| Advanced targeting & retargeting | Use Amazon’s rich shopping and streaming data |
| Off‑Amazon media reach | Access Twitch, Prime Video, Roku, Hulu and more |
| Consolidated billing & reporting | One invoice, one dashboard, multiple markets |
Let’s Talk DSP
The barrier to entry has never been lower – and the potential has never been higher.
Whether you’re exploring your first DSP campaign or ready to scale across markets, Optimizon can help you unlock Amazon’s full-funnel advertising ecosystem.
📩 Ready to run DSP in the US, EMEA, or APAC?
Let’s build a strategy that delivers measurable results – wherever your customers are.
