Amazon Ads Unveils New Features, Full-Funnel Capabilities in DSP

HIGHLIGHTS:

• Programmatic advertising in India now accounts for 42% of digital ad spend, and this share is expected to grow as advertisers increasingly recognize its scale and efficiency.
• Amazon Ads has been recognized for providing a comprehensive, AI-driven DSP solution that offers high-yielding inventory and delivers measurable revenue impact.
• The introduction of Programmatic Guaranteed deals across video and display formats enhances the efficiency of awareness campaigns, allowing direct agreements between advertisers and media owners.
• Amazon DSP has launched Shopper Personas in India, a new audience cohort built from shopping and content consumption behaviors, helping advertisers optimize their targeting strategies.

The advertising landscape in India is rapidly evolving, with programmatic advertising becoming key in helping brands reach consumers across their digital journeys. Programmatic transactions have risen as advertisers realize its scale and efficiency. According to the dentsu-e4m Digital Advertising Report 2025, 42% of digital ad spend now goes through programmatic channels, a trend expected to grow.

According to The Forrester Wave report on leading omnichannel Demand Side Platforms (DSP), Amazon Ads is recognized for providing a comprehensive, full-funnel DSP solution, offering high-yielding inventory and demonstrating a measurable revenue impact. The report highlights Amazon Ads for its distinctive approach to AI-driven decision-making, leveraging a wide range of unique and powerful signals. Additionally, Amazon DSP stands out due to its exclusive, authenticated insights into audience behaviors related to both retail and viewership. The platform received top scores for its strategy, vision, innovation, and product roadmap.

As a customer-centric brand, Amazon Ads has been focused on enhancing key features of the Amazon DSP to improve the customer experience and help advertisers effectively reach their goals throughout the entire purchase funnel.

Amazon DSP has introduced the Programmatic Guaranteed deals feature across video and display, enhancing the efficiency of awareness campaigns. This new feature plays a pivotal role in India's programmatic advertising landscape, where direct agreements are established between advertisers and media owners. With this capability, Amazon DSP facilitates deal-based buying on publisher audiences while enabling programmatic purchases based on its own data signals for all video buys.

To assist customers in optimizing their audience reach throughout the funnel, Amazon Ads has introduced a new audience cohort in India within Amazon DSP: Shopper Personas. These audiences are built from various signals derived from shoppers' retail and content consumption behaviors, reflecting their intricate purchase journey. Shopper Personas will help advertisers and agencies strike the ideal balance of scale, relevance, and efficiency, particularly for awareness and consideration goals.

Amazon Ads launched Ads Planner, a tool that streamlines media planning on Amazon DSP with a goal-based workflow. It simplifies the process for advertisers, offering real-time audience insights and reducing manual work. Ads Planner helps size audience opportunities, track reach and frequency across video and display formats, and optimize budget allocation to meet campaign goals efficiently.

“In order to produce tangible business outcomes, Amazon DSP combines precision with agility. Through high-affinity audience insights, we have used cases that helped brands reach 84% more new customers. Real-time signals also enable us to enhance product recall. The robust insights and seamless integration help optimize full-funnel strategies. The updates in Amazon DSP help brands in creating meaningful connections and achieving marketing objectives,” said Karthik Shankar, Head of Digital Trading, GroupM.

Amazon Ads has introduced AAT 2.0, enhanced ad addressability and extended Amazon DSP’s measurement to custom destination pages (e.g., D2C websites, lead gen landing pages). AAT 2.0 offers more flexibility and easier implementation through third-party tag manager support. This reinforces Amazon Ads’ commitment to providing innovative tools for advertisers to optimize campaigns from awareness to conversion.