The automotive retail industry is shifting fast. Traditional TV advertising and third-party lead sites are losing efficiency, while streaming TV and programmatic platforms are growing rapidly. For car dealerships, the question isn’t if you should move budgets to digital—it’s how.

That’s where Amazon DSP (Demand-Side Platform) comes in. With exclusive access to Amazon’s first-party retail data and premium streaming inventory across Prime Video, Fire TV, Twitch, and Freevee, auto dealers can reach in-market shoppers with precision and measure results all the way down to showroom visits and vehicle sales.

In this guide, we’ll break down everything auto dealers need to know about Amazon DSP advertising in 2025.

What is Amazon DSP?

Amazon DSP is a programmatic advertising platform that lets brands and agencies buy display and video ads across Amazon’s owned-and-operated properties and a wide network of third-party publishers.

Unlike other DSPs (The Trade Desk, DV360, StackAdapt), Amazon DSP is powered by Amazon’s unmatched retail data—giving auto dealers the ability to target shoppers actively browsing vehicles, accessories, and related products.

Key Amazon DSP features for auto dealers:

• Access to premium streaming inventory (Prime Video, Fire TV, Twitch, Freevee).
• In-market targeting for automotive intenders.
• Advanced measurement and attribution tools (Amazon Marketing Cloud).
• Direct deal and PMP access with guaranteed delivery.

Why Auto Dealers Should Use Amazon DSP

1. Target In-Market Shoppers

Amazon knows when people are shopping for cars, parts, and related products. Dealers can use this intent data to run highly targeted CTV campaigns.

2. Replace Wasted TV Spend

Linear TV CPMs keep rising while reach declines. Dealers shifting just 20% of TV budgets into Amazon DSP often see 20–40% incremental reach at lower cost.

3. Access Premium Inventory

Run ads across Prime Video, Fire TV, Twitch, and third-party apps with guaranteed placement in brand-safe environments.

4. Tie Spend to Real Outcomes

Amazon DSP allows tracking beyond impressions:

• VDP (vehicle detail page) visits
• Lead form completions
• Showroom traffic
• Sales attribution

5. Transparent Costs

Unlike most reseller arrangements, direct access to Amazon DSP means lower fees, transparent CPMs, and full control over reporting.

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Case Study: Nimnicht Chevrolet & Buick GMC

• Shifted 22% of Tier 2/3 budget from traditional TV into Amazon DSP.
• Gained 40% incremental reach in Jacksonville DMA.
• Lowered CPMs by double digits.
• Connected spend to lead form completions and showroom visits.

Result: More cars sold, less wasted spend.

How Auto Dealers Can Get Started with Amazon DSP

Step 1: Define Objectives

• Increase showroom traffic?
• Drive VDP visits?
• Grow conquest share from competitors?

Step 2: Build Your Audiences

• In-market intenders (SUV shoppers, truck buyers, accessories).
• Competitor conquesting (target Ford intenders if you’re a Chevy dealer).
• Geo-targeting around rooftops or DMAs.

Step 3: Choose Inventory

• Prime Video & Fire TV (premium CTV).
• Twitch (younger buyers, gaming audience).
• Freevee & 3rd-party apps (cost-efficient reach).

Step 4: Launch Campaigns

• 15–30 second CTV ads
• Dynamic display for retargeting
• Cross-device sequencing

Step 5: Measure Outcomes

• Tie impressions → VDP visits
• Track lead form completions
• Connect campaigns to CRM & showroom sales

Amazon DSP vs The Trade Desk for Auto Dealers

Both platforms offer programmatic access, but:

• Amazon DSP = exclusive Amazon retail data, Prime Video inventory, better automotive targeting.
• The Trade Desk = open web inventory, broader partner network.

For auto dealers specifically, Amazon DSP wins due to first-party data and direct access to auto intenders.

FAQs

Q: How much should a dealership spend on Amazon DSP?
Most dealers see results shifting 15–25% of existing TV or digital budget into CTV via Amazon DSP.

Q: Can co-op funds be used?
Yes—many OEMs approve CTV and Amazon DSP campaigns under digital/OTT allocations.

Q: How is success measured?
Dealers can track reach, CPM, CPCV, and most importantly, sales outcomes like VDP visits, leads, and showroom traffic.

Q: Do I need an agency seat?
Yes—Amazon DSP requires direct access. Many resellers mark up fees by 30–50%. We provide transparent seat access with lower costs.

Conclusion

Amazon DSP gives auto dealers a unique advantage: direct access to premium streaming inventory, in-market automotive audiences, and outcome-based measurement.

If you’re still spending heavily on traditional TV or relying on third-party lead providers, now is the time to shift.

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👉 Ready to see how Amazon DSP can transform your dealership’s media plan?
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‍Book Your Free Media Plan Audit Today

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