If you’re diving into Amazon DSP (Demand-Side Platform), you’ll quickly realize it isn’t just about where your ads show up, but also how they show up. The creative type you choose has a huge impact on how your brand connects with customers, whether you’re stopping them mid-scroll, catching them mid-video, or simply reminding them of the cart they abandoned yesterday.
So, let’s break down the main creative types Amazon DSP offers.
Static Display Ads
Think of these as your digital billboards across Amazon.com, apps, and third-party websites. Static display ads use images and text to spotlight products, deals, or brand messaging.
- Great for: Product launches, seasonal campaigns, retargeting
- Why they work: Clean, straightforward messaging that grabs attention in seconds
Dynamic E-commerce Ads (DEA)
These are tailored for Amazon’s ecosystem. Dynamic ads automatically pull in real-time product details, pricing, availability, and star ratings, directly from your Amazon listings.
- Great for: Driving conversions, retargeting shoppers who’ve already viewed your products
- Why they work: They feel personalized and trustworthy because they mirror the live product detail page
Video Ads
Video brings your brand story to life, whether it’s a short clip on Amazon.com or a pre-roll spot before content on IMDb, Fire TV, or even Twitch.
- Great for: Building brand awareness, storytelling, launching high-visual products
- Why they work: Moving visuals and sound are more engaging, making them memorable and shareable
Audio Ads
Audio ads run on Amazon Music’s free tier and Alexa-enabled devices. They’re a subtle but effective way to build awareness when customers are cooking, driving, or working out.
- Great for: Brands that want to stay top-of-mind in everyday moments
- Why they work: They reach audiences in “screen-free” moments, where visual ads can’t
Responsive eCommerce Ads (ReCAs)
These ads automatically adjust size and format depending on where they appear, whether on Amazon or across third-party websites.
- Great for: Cross-device consistency
- Why they work: They adapt seamlessly, ensuring your ad always looks polished
Custom Creatives
Want to go beyond templates? Custom creatives let you collaborate with Amazon’s creative services to design branded experiences that go deeper than a product shot.
- Great for: Larger brands with unique storytelling needs
- Why they work: They stand out by feeling exclusive and on-brand
Why Choosing the Right Creative Matters
Each creative type has its strengths, but the magic happens when you combine them strategically. A customer might first discover you through a video ad, get reminded via a static display, and finally click a dynamic ad to make the purchase.
Amazon DSP’s creative flexibility allows you to meet shoppers at different stages of their journey: with the right format, in the right place, at the right time.
To read more on DSP ads and why they’re crucial, read DSP Advertising: Growth for Mid-Market Brands.