Amazon DSP: One Product, Three Audiences, Three Messages.

In retail media, relevance drives performance.

Yet too often, brands invest in high-quality ad creatives – only to run them with one-size-fits-all strategies across different customer types.

At NuvoRetail, we’ve seen this disconnect cost brands not just efficiency, but real revenue. A static delivery strategy, even with dynamic creatives, won’t move the needle when it comes to Amazon DSP ads.

What does? Creative sequencing. Especially in a platform as powerful as Amazon DSP.

Let’s break it down.

The Problem: Static Strategy Meets Fragmented Audiences

Amazon DSP offers deep audience targeting capabilities – from brand-aware browsers to cart abandoners. But many campaigns overlook one fundamental truth:

Different audiences need different messages – even for the same product.

Think of it this way:

If you’re selling “Product X,” should a first-time shopper, a category researcher, and a cart abandoner all see the same ad?

Of course not.

But if your Amazon DSP campaign uses a single creative for all stages of the funnel, that’s exactly what’s happening. This approach fails to leverage the full potential of Amazon advertising services and their sophisticated targeting capabilities.

What is Amazon DSP? Understanding the Foundation

Before diving deeper into creative sequencing, it’s important to understand what is Amazon DSP. Amazon Demand-Side Platform is a programmatic advertising solution that allows advertisers to reach audiences both on and off Amazon properties. Unlike traditional Amazon advertising, Amazon DSP provides access to premium inventory across the web, mobile apps, and connected TV.

This powerful platform within Amazon advertising services enables brands to create sophisticated, data-driven campaigns that follow customers throughout their entire shopping journey.

The Solution: Creative Sequencing by Funnel Stage

Creative sequencing is the practice of aligning your ad message, format, and creative asset with the user’s current intent or funnel position within your Amazon DSP strategy.

Here’s how it works for a single product:

Top of Funnel – Awareness Audience

Who they are: New users discovering your brand for the first time.

What they need: Context. Introduction. Why you exist.

Best creative approach: Brand story videos, lifestyle imagery, or short “why us” narratives

These Amazon DSP ads aren’t trying to convert – they’re trying to resonate.

Mid Funnel – Consideration Audience

Who they are: Users who’ve visited your product detail page or compared similar products.

What they need: Differentiation. Features. Trust.

Best creative approach: Comparison charts, feature-focused carousel ads, or testimonials

This is where you double down on value vs alternatives through targeted Amazon DSP ads.

Bottom of Funnel – Decision Audience

Who they are: Cart abandoners, repeat product viewers, high-intent shoppers.

What they need: Urgency. Incentive. Assurance.

Best creative approach: Retargeting banners, limited-time offers, price drops, or review callouts

The goal is to tip them over the edge – now.

What This Looks Like in Practice

Imagine you’re promoting a single product – let’s say, a premium insulated water bottle.

Using creative sequencing in Amazon DSP, you’d deliver:

• A brand film to first-time health-conscious shoppers
• A feature carousel to mid-funnel athletes comparing insulation times
• A retargeted banner with a “15% off if you order in 24 hours” for cart abandoners

Same product. Three audience intents. Three perfectly timed messages.

That’s what smart Amazon DSP strategy looks like.

Why This Matters Now

In a saturated digital commerce ecosystem, attention is expensive – and expectations are high. Consumers want relevance, not repetition.

Creative sequencing not only improves CTR, ROAS, and conversion rates for your Amazon DSP ads, but also:

• Lowers creative fatigue
• Enhances brand perception
• Increases audience retention over time
• Maximizes the ROI of Amazon advertising services

At NuvoRetail, we use audience segmentation + behavioral signals + full-funnel Amazon DSP structure to help brands build sequencing strategies that perform – on Amazon and beyond.

Getting Started with Amazon DSP Certification

For marketing professionals looking to master these advanced strategies, pursuing Amazon DSP certification is a valuable investment. This certification program provides comprehensive training on platform capabilities, audience targeting, and campaign optimization techniques that are essential for implementing successful creative sequencing strategies.

Amazon DSP certification ensures you have the technical knowledge and strategic understanding needed to maximize the platform’s potential for your brand or clients.