Amazon’s demand-side platform has become a central part of its efforts to rival Google’s dominance in online advertising. The most important thing to understand about Amazon's DSP is that it’s the only platform of its kind that can use Amazon’s customer data to target ads. It’s also worth noting Amazon’s recent acquisition of Sizmek’s ad serving and dynamic content optimisation businesses, which incorporates even more data into Amazon’s vault of consumer insights. That’s the real pull of Amazon DSP, which allows you to take advantage of Amazon’s growing knowledge of consumer behaviours, including purchase history, brand affinity and search history - data amassed from 2.65 billion monthly visits (May 2019, Statista). That gives you an idea of the opportunities the Amazon DSP opens up, but there’s more you need to know about the platform before getting started.