Amazon knows who bought your rival's product last month. It knows when they bought it. It knows when they're about to run out. If you're running Amazon DSP, you can show your ad to every one of them at exactly the right moment.

In this episode, I walk through five specific ways to reach people who are currently buying from your competitors. Each one targets a different buyer at a different stage. Building a Product Purchases audience from rival ASINs and timing it to their reorder window. Targeting people who viewed a rival's listing but didn't buy while they're still deciding. The linked-product strategy most sellers never run, where you target buyers of complementary products that sit next to yours, which often beats direct rival targeting. Building lookalike audiences from your best Subscribe and Save customers using Amazon Marketing Cloud. And using the DSP overlap report to find buyer segments you'd never have picked on your own.

The data from brands running these methods: 89% higher conversions on the reorder window strategy versus cold traffic. Three to five times the return on AMC lookalikes versus standard in-market targeting. One brand hit a 480% jump in three months.

Whether you're exploring DSP for the first time, building a business case internally, or already running campaigns and looking for new plays, these are five you can build and test this quarter.

#AmazonDSP #AmazonAds #AmazonAdvertising #CompetitorTargeting #AmazonFBA #AmazonSeller #DSPStrategy #AmazonRetargeting #AmazonMarketingCloud #AMC #PPCStrategy #AmazonPPC #EcommerceStrategy #AmazonScaling #DigitalAdvertising

Most Amazon brands treat Sponsored Display and DSP as interchangeable, or assume DSP is just a more expensive version of the same thing. They're not. They operate on different mechanics, serve different strategic purposes, and target completely different budget levels. Getting this wrong means either funding the wrong tool for what you're trying to achieve or leaving the most powerful targeting capability on the platform untouched.

In this episode, I break down the real difference between these two tools. What each one can and can't do, where they overlap, and the one competitor audience that Sponsored Display structurally cannot access. I cover the exclusive ad inventory only available through DSP, including Prime Video, Twitch, IMDb, and Connected TV. And I walk through a real audit where a brand was using just 20% of the capacity available to them.

I also lay out five mistakes scaling brands make with these two tools and which ones are costing the most, plus a clear decision framework based on your current monthly ad spend. When to bring DSP in, what your setup needs to look like before it makes sense, and the measurement problem you need to fix first before any of the data is useful.

Whether you're researching Sponsored Display, trying to understand DSP, or evaluating whether DSP is worth the minimum spend, this is the honest comparison most agency content won't give you.

#AmazonDSP #SponsoredDisplay #AmazonAds #AmazonAdvertising #AmazonFBA #AmazonSeller #DSPvsSD #AmazonPPC #PPCStrategy #AmazonRetargeting #PrimeVideoAds #AmazonAdStrategy #EcommerceStrategy #AmazonScaling #DigitalAdvertising

We pulled a report for a brand recently. Established product, two years on Amazon, healthy ACoS across every campaign. What we found underneath it was that their organic rank had dropped four positions on their main keyword over six months. The revenue they were attributing to their ads? A significant chunk of it was sales they used to get for free. They weren't scaling. They were paying for ground they'd already owned.

In this episode, I break down why ACoS alone is the wrong target, what TACoS actually tells you that ACoS can't, and how to read your own numbers to figure out which side of this problem you're on. A brand with 18% ACoS and 22% TACoS is in trouble. That gap is too small. The same brand at 18% ACoS and 9% TACoS is healthy. ACoS can't tell them apart. TACoS can.

I walk through TACoS benchmarks by product stage: 25-40% at launch, 15-25% in growth, 8-15% at maturity. I cover how organic cannibalization works, where you're bidding aggressively on keywords you already rank for organically, your ad captures the click, your organic conversion rate drops, and over six months your rank drifts down one position at a time with no obvious inflection point. ACoS still looks fine. TACoS is creeping up. And you have no idea it's happening.

There's a two-minute calculation using your existing reports that tells you immediately whether your ad strategy is building your business or just replacing it. I show you exactly how to run it and where to redirect budget when ads are competing with your own organic listings.