{"id":28632,"date":"2024-09-23T05:44:58","date_gmt":"2024-09-23T13:44:58","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=28632"},"modified":"2024-09-23T05:45:00","modified_gmt":"2024-09-23T13:45:00","slug":"can-amazon-dsp-ads-benefit-your-dtc-site","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-dsp\/can-amazon-dsp-ads-benefit-your-dtc-site\/","title":{"rendered":"Can Amazon DSP ads benefit your DTC site?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>Buy with Prime, the feature that lets customers check out on your DTC sites using their Amazon Prime account, keeps getting bigger.&nbsp;<\/p>\n\n\n\n<p>Last week, Amazon announced buzzy new partnerships with PayPal and TikTok for Buy with Prime\u2014and it also launched a new kind of DSP ad, <a href=\"https:\/\/buywithprime.amazon.com\/amazon-dsp\">Amazon DSP for Buy with Prime<\/a>.&nbsp;<\/p>\n\n\n\n<p>It is a noteworthy step forward. First, a quick review: The logic behind Buy with Prime is that it cuts down on friction on your DTC site. Most shoppers already have Prime, so checking out is easier.&nbsp;<\/p>\n\n\n\n<p>This is not always the most compelling use case when it comes to shoppers who stumbled on your DTC site organically. You aren\u2019t really reaching net new shoppers. But now, Amazon is making it easier to use Amazon\u2019s own data to drive shoppers <em>back<\/em> to your DTC site.&nbsp;<\/p>\n\n\n\n<p>This means you can reach people who interacted with your product on Amazon and, if you have Buy with Prime enabled, lure them to your DTC site.&nbsp;<\/p>\n\n\n\n<p>You\u2019re using Amazon data\u2014but at the end of the day, you keep the customer relationship.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-are-the-practical-benefits-of-dsp-for-buy-with-prime-nbsp\"><br><strong>What are the practical benefits of DSP for Buy with Prime?&nbsp;<\/strong><\/h3>\n\n\n\n<p>To understand why a DSP for Buy with Prime ad might be useful, it\u2019s helpful to remember, as we discussed <a href=\"https:\/\/www.intentwise.com\/blog\/data-analytics\/buy-with-prime-ad-journey-data\/\">here<\/a>, that Buy with Prime lets you keep a lot of your shopper data.&nbsp;<\/p>\n\n\n\n<p>Sure, shoppers might be checking out through their Prime accounts, but they are doing it on your Shopify site.&nbsp;<\/p>\n\n\n\n<p>When shoppers use Buy with Prime, you can see:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Customer name and email<\/li>\n\n\n\n<li>Date of the order<\/li>\n\n\n\n<li>Total number and value for their Buy with Prime orders<\/li>\n\n\n\n<li>Total number and value of their returns through Buy with Prime<\/li>\n\n\n\n<li>Items returned and return amount<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>The fact that you retain the customer relationship is meaningful when you consider that you can now reach Amazon shoppers with ads that refer back to your Shopify.&nbsp;<\/p>\n\n\n\n<p>Think about those shoppers who have already been exposed to your brand in some way on Amazon. Maybe they bought a product from you on Amazon, and you have an upsell you want to pitch them.&nbsp;<\/p>\n\n\n\n<p>Or maybe they added your product to cart but didn\u2019t purchase yet, so you want to send them an ad that pushes them to convert.&nbsp;<\/p>\n\n\n\n<p>You can of course run the typical re-targeting or upsell ads on Amazon that we always talk about. But this could <em>also<\/em> be a moment where you take a little bit of extra control, and run a DSP ad that funnels the shopper back to your website.&nbsp;<\/p>\n\n\n\n<p>Then, if they complete the purchase on your Shopify page, you\u2019ll have a more direct relationship with that customer.&nbsp;<\/p>\n\n\n\n<p>You\u2019ll have their email address, for instance, and you can send them deals and other messages anytime you want.&nbsp;<\/p>\n\n\n\n<p>Big picture: DSP for Buy with Prime ads may become a way to use Amazon\u2019s powerful ad targeting, while still keeping your customer relationship.<\/p>\n\n\n\n<p>How does the targeting work? You can use Amazon\u2019s data, or you can mix and match Amazon\u2019s signals with the business\u2019s own first-party signals.&nbsp;<\/p>\n\n\n\n<p>So you can create highly granular audiences of people based on your knowledge and Amazon\u2019s knowledge, pooled together.&nbsp;<\/p>\n\n\n\n<p>We don\u2019t know exactly what it will look yet, but it sounds a lot like the first-party data uploads you can currently do in Amazon Marketing Cloud. (<a href=\"https:\/\/www.intentwise.com\/lp\/amc-data-uploads\">Intentwise makes this easy<\/a>.)&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-links-between-amazon-and-dtc-are-becoming-stronger\"><strong>Links between Amazon and DTC are becoming stronger<\/strong><\/h3>\n\n\n\n<p>At the end of the day, this is just one more attempt to tie together Amazon with the DTC experience.\u00a0<\/p>\n\n\n\n<p>Before this moment, it has been possible to link DSP ads back to your DTC website, through Amazon\u2019s \u201c<a href=\"https:\/\/blog.acadia.io\/blog\/use-amazon-dsp-to-direct-shoppers-to-your-dtc-website\">Link Out<\/a>\u201d option, but this was never widely used.\u00a0<\/p>\n\n\n\n<p>Also, since 2022, brands have been able to buy Sponsored Brands ads on Amazon.com that link back to the Buy With Prime page on their DTC site. So basically, you could drive Amazon browsers back to your DTC store.&nbsp;<\/p>\n\n\n\n<p>It was an exciting idea, but it <a href=\"https:\/\/www.marketplacepulse.com\/articles\/dtc-brands-can-buy-ads-on-amazon\">took<\/a> a lot of clicks to get there, watering down the potential benefit.&nbsp;<\/p>\n\n\n\n<p>These new DSP ads, however, might make those connections between Amazon and DTC deeper.&nbsp;<\/p>\n\n\n\n<p>With DSP ads for Buy with Prime, you can take Amazon shoppers and drive them back to your DTC site, where you own the customer relationship.&nbsp;<\/p>\n\n\n\n<p>At the same time, you can also <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/how-to-connect-your-dtc-and-amazon-shoppers\/\">exclude your DTC shoppers<\/a> from your Amazon DSP. Basically, you have more control than ever on how your Amazon and DTC shoppers overlap.&nbsp;<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Buy with Prime, the feature that lets customers check out on your DTC sites using their Amazon Prime account, keeps getting bigger.&nbsp; Last week, Amazon announced buzzy new partnerships with PayPal and TikTok for Buy with Prime\u2014and it also launched a new kind of DSP ad, Amazon DSP for Buy with Prime.&nbsp; It is a [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":28633,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[205],"tags":[172,96,155],"class_list":["post-28632","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-dsp","tag-buy-with-prime","tag-mobile","tag-newsletter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Can Amazon DSP ads benefit your DTC site?<\/title>\n<meta name=\"description\" content=\"Amazon\u2019s Buy with Prime DSP ads make it easier to reach shoppers who interacted with your product on Amazon, and send them back to your DTC.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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