# Amazon DSP (formerly AAP)
> Amazon DSP (formerly known as AAP or Amazon Advertising Platform) is a programmatic demand-side platform that enables advertisers to buy display, video, and audio ads at scale. It utilizes Amazon's first-party shopper data to target audiences both on Amazon-owned properties and third-party exchanges.
- URL: https://optimly.ai/brand/amazon-dsp-aap
- Slug: amazon-dsp-aap
- BAI Score: 45/100
- Archetype: Phantom
- Category: Advertising Technology
- Last Analyzed: April 10, 2026
- Part of: Amazon.com, Inc. (https://optimly.ai/brand/amazon)
## Competitors
- Criteo (https://optimly.ai/brand/criteo)
- The Trade Desk (https://optimly.ai/brand/the-trade-desk)
- Walmart Connect Dsp (https://optimly.ai/brand/walmart-connect-dsp)
## Also Referenced By
- Google Display Video 360 Dv360 (https://optimly.ai/brand/google-display-video-360-dv360)
## Buyer Intent Signals
Problems: Manual Management: Utilizing internal employees to manually manage Amazon advertising campaigns via the basic Amazon Advertising console. | Advertising Agencies: Hiring specialized e-commerce marketing firms to manage programmatic ad spend on Amazon. | Search-Only Strategy: Running only keyword-based Search ads on Amazon without any display or programmatic reach.
Solutions: programmatic advertising on Amazon | Amazon demand side platform features | how to sign up for Amazon AAP | Generic DSP Tools: Running programmatic ads on platforms like Google Display Network or The Trade Desk that link to Amazon listings.
Comparisons: Amazon AAP vs DSP | Amazon DSP Aap pricing