Are you an Amazon seller trying to game up on sales? Look no further! This article will help you unlock the mystery of huge sales and profitability on Amazon through Amazon DSP targeting. Real profitability on Amazon comes from recapturing audiences to trigger repeat purchases. Repeat customers are the key to unlocking exponential sales on Amazon as they convert faster, spend more, and cost less than acquiring new customers.
The Amazon DSP Platform is an advanced advertising tool that allows sellers to recapture the attention of previous customers and shoppers across the Amazon platform and beyond through targeted advertising.
So if you are willing to convert one-time shoppers to lifetime, high-value customers, stay with us, as this guide will help you understand how to leverage Amazon DSP to boost repeat purchases, while maximizing your sales and overall performance.
What is Amazon DSP?
Amazon DSP is Amazon’s programmatic advertising platform that lets sellers buy display and video ad placements on Amazon’s own sites, like Amazon.com, IMDb, Twitch, etc., and across the web on third-party sites and apps.
The Amazon DSP portal allows sellers to tap into Amazon’s first-party shopper data to get access to important data, which includes the purchase history, browsing behavior, etc., to enable sellers to:
- Reconnect with previous customers
- Target similar high-intent shoppers
- Run personalized ads to recapture the audience
Why DSP is Perfect for Driving Repeat Purchases
Amazon DSP works on audience-based targeting, unlike Amazon’s Sponsored Products or Sponsored Brands. The key features of the Amazon DSP platform include;
- Sending reminders to past customers about replenishable products such as supplements, pet food, beauty items, toiletries, groceries, etc.
- Suggesting complementary products to shoppers who have purchased a particular item, such as a keyboard and mouse.
- Reinforcing brand awareness between purchases.
- Winning back customers by offering attractive deals before competitors can reach them.
Amazon DSP advertising basically allows sellers to remind customers of their previous purchases, reintroduce them to similar or complementary products, and inspire them to repurchase with the brands they have previously shopped with.
Step-by-Step: How to Use Amazon DSP for Repeat Buyers
1) Categorize and Segment Existing Customers
Identify your past buyers on the Amazon DSP dashboard. Then create audience segments based on:
- The purchase frequency of different shoppers.
- The product type purchased by different customers.
- How recent are the different purchases?
This categorization ensures your message matches the buyer’s behavior and needs, allowing the right message to reach the right customer.
2) Creating Retargeting Campaigns
Use DSP’s retargeting capabilities to show Amazon DSP ads to:
- Shoppers who viewed the product but didn’t purchase it.
- Customers who purchased before and are due for a replenishment.
- Buyers who purchased one product and might need a complementary one.
The goal here is to reintroduce the brand between two purchases by staying visible and boosting brand awareness through targeted Amazon DSP advertising.
3) Personalize Campaigns and Copy
Get creative to capture the audience’s interest while offering them exactly what they’re looking for. Use the Amazon DSP portal to:
- Highlight the exact product they bought last time.
- Show bundle offers or subscription options.
- Feature related products that make sense for their purchase history.
- Showcase similar or complementary products.
Once Amazon DSP ads capture your target audience, the advertising must be such that it inspires the previous customers to repurchase from you!
4) Planning Frequency & Placement
Planning and optimizing the Amazon DSP ads frequency and placements is crucial to balance out visibility and audience fatigue.
- Set frequency caps to balance visibility without overwhelming shoppers.
- Use both on-Amazon and off-Amazon placements to reach buyers at different moments.
5) Track and Refine Performance
Amazon DSP provides detailed reports on:
- Impressions
- Click-through rates
- Conversion rates
- Repeat purchase rate
Use these insights to adjust your targeting, creative, and bidding for even better performance in future campaigns.
Best Practices & Pitfalls to Avoid
Dos:
- Start with high-value repeat purchase products.
- Test multiple creatives and offers.
- Use lookalike audiences to find new customers similar to your best repeat buyers.
Donts:
- Targeting too broad an audience.
- Ignoring campaign frequency caps.
- Setting and forgetting it (DSP works best when optimized regularly).
Read here to learn about the top 5 Amazon DSP Strategies to Retarget Shoppers and Boost Conversions.
In the fast-paced world of Amazon, the sellers who win long term are the ones who master customer retention. Amazon DSP targeting gives sellers the power to stay connected with their buyers, encourage repeat purchases, and increase lifetime value, all while staying ahead of the competition.
At Krolog, we specialize in building high-performance Amazon DSP strategies that don’t just drive clicks but build loyalty and repeat sales. If you’re ready to turn your one-time shoppers into lifelong customers, let’s make it happen.
Connect with us today to start your Amazon DSP journey with Krolog.
