Amazon DSP for Growth Brands: When Full-Funnel Beats Sponsored Ads

Sponsored Ads capture demand. DSP creates it.

For Cambridge Audio we combined Amazon DSP with Sponsored Ads and used Amazon Marketing Cloud to analyze the real conversion paths. The data showed DSP influenced 81% of sales and that 60% of DSP orders came from new-to-brand customers — a 189% higher purchase rate when DSP was in the mix.

The lesson for growth brands: judge DSP on full-funnel contribution, not last-click ROAS. For Michelin France, that same discipline delivered a 6.24x ROAS on Amazon DSP while expanding well beyond Sponsored Ads.