# Amazon DSP: how AI models rank it, November 2026

Gane Index, November 2026 Edition. Named in 50 judge labels across 5 categories by 14 of 14 models. Page: https://www.gane.ai/index/gtm/vendors/amazon-dsp

## Standing by category

| Category | Share | Rank | Negative rate | Labels |
|---|---|---|---|---|
| [Programmatic and display advertising](https://www.gane.ai/index/gtm/marketing/programmatic-and-display-advertising/index.md) | 0% | 18 | 30% | 33 |
| [Video advertising](https://www.gane.ai/index/gtm/marketing/video-advertising/index.md) | 0% | 16 | 10% | 10 |
| [Audio and podcast advertising](https://www.gane.ai/index/gtm/marketing/audio-and-podcast-advertising/index.md) | 0% | 33 | 25% | 4 |
| [Retail media platforms](https://www.gane.ai/index/gtm/marketing/retail-media-platforms/index.md) | 0% | 23 | 0% | 2 |
| [Data clean rooms](https://www.gane.ai/index/gtm/gtm-data/data-clean-rooms/index.md) | 0% | 84 | 100% | 1 |

## What the models said for it

- "Market position: Undisputed leader... Amazon Advertising dominates the American retail media space, grabbing ~75% of marketers’ dollars" (Muse Glimmer 30B, Retail media)
- "The market is increasingly dominated by the "big three" — Google DV360, The Trade Desk, and Amazon DSP" (DeepSeek V4 Flash, Programmatic)
- "I'd usually start with Flywheel or Pacvue if you're running across multiple retail networks, and Amazon Ads/DSP if Amazon is the main channel." (GPT-5.4 mini, Retail media)
- "Consider starting with a DSP route (The Trade Desk, DV360, or Amazon DSP) so audio buys integrate with your other channels" (DeepSeek V4 Flash, Audio advertising)

## And against it

- "Avoid programmatic exchanges unless you can demand strict frequency caps and independent verification." (DeepSeek V4 Flash, Audio advertising)
- "Platforms to AVOID with Limited Budgets ... ~$25,000+/month | High barrier to entry" (Kimi K2, Programmatic)
- "Avoid enterprise DSPs like The Trade Desk, Amazon DSP, or Criteo" (Grok 4.20, Programmatic)
- "Commerce-first focus, not built for B2B account targeting" (DeepSeek V4 Flash, Programmatic)

## By model

| Model | First choice | Alternative | Mention | Warning | Labels |
|---|---|---|---|---|---|
| Claude Haiku 4.5 | 0 | 2 | 1 | 1 | 4 |
| GPT-5.4 mini | 0 | 3 | 1 | 2 | 6 |
| Gemini 3.5 Flash | 0 | 1 | 2 | 0 | 3 |
| Perplexity Sonar | 0 | 2 | 0 | 1 | 3 |
| Grok 4.20 | 0 | 2 | 2 | 2 | 6 |
| Mistral Small | 0 | 0 | 2 | 1 | 3 |
| DeepSeek V4 Flash | 1 | 1 | 3 | 2 | 7 |
| Llama 4 Maverick | 0 | 1 | 2 | 1 | 4 |
| Qwen 3.7 Flash | 0 | 1 | 0 | 2 | 3 |
| Kimi K2 | 0 | 1 | 0 | 1 | 2 |
| GLM 4.7 FlashX | 0 | 1 | 1 | 0 | 2 |
| MiniMax M2.5 | 0 | 1 | 1 | 0 | 2 |
| GPT-6 Luna | 0 | 1 | 0 | 0 | 1 |
| Muse Glimmer 30B | 1 | 2 | 1 | 0 | 4 |

## Sources returned with these answers

The sites and pages cited by the answers that named Amazon DSP, from 139 of the 163 answers that named it (only the models that return a source list).

### Domains cited

- demandbase.com: 45
- improvado.io: 37
- magiclogix.com: 31
- reddit.com: 31
- g2.com: 29
- getadlib.com: 26
- advertising.amazon.com: 25 (its own site)
- epom.com: 24
- madgicx.com: 24
- taqtics.com: 24

### Pages cited

- https://demandbase.com/blog/programmatic-advertising-platforms: 32
- https://improvado.io/blog/top-programmatic-platforms: 31
- https://magiclogix.com/theories/best-programmatic-platforms: 31
- https://taqtics.com/answers/programmatic-advertising/programmatic-advertising-platforms: 20
- https://6sense.com/blog/best-b2b-programmatic-advertising-platforms: 18
- https://epom.com/blog/programmatic/programmatic-advertising-for-small-business: 17
- https://influencermarketinghub.com/video-advertising/video-ad-platforms: 17
- https://smartyads.com/blog/programmatic-advertising-platforms: 16

## The company

Amazon; http://amazon.com; Seattle, United States; founded 1994; about 1,500,000 employees (2023); public, AMZN on Nasdaq. From Wikidata, fetched 2026-09-14.

## In its own words

What Amazon DSP's own pages state, read 2026-09-28. Stated by the vendor, not checked by the index.

- Positioning: allows advertisers to efficiently reach Amazon shoppers on Amazon sites, across the web, and in mobile apps. (https://advertising.amazon.com/resources/ad-specs/dsp)
- For: advertisers (https://advertising.amazon.com/resources/ad-specs/dsp)
- Price stated: The managed-service option typically requires a minimum spend of $50,000 USD (minimum may vary per country). (https://advertising.amazon.com/solutions/products/amazon-dsp)
- Starting price: $50,000 USD (https://advertising.amazon.com/solutions/products/amazon-dsp)
- Hosting: CA, MX, US, BR, DE, ES, FR, IT
- Customers named: eos, Slalom, iProspect, Emirates, HEYDUDE

## What it publishes

Every page amazon.com exposes, read 2026-09-29: 10006 addresses. By kind, pages and the last 90 days:

- blog: 132 pages, 0 in the last 90 days, latest 2024-10-22
- case study: 26 pages, 0 in the last 90 days, latest undated
- conference or event: 21 pages, 0 in the last 90 days, latest 2025-12-10
- report or ebook: 282 pages, 9 in the last 90 days, latest 2026-07-29
- comparison: 1 pages, 0 in the last 90 days, latest 2025-03-25
- template or tool: 20 pages, 0 in the last 90 days, latest undated
- glossary or explainer: 12 pages, 0 in the last 90 days, latest undated
- podcast or video: 1 pages, 0 in the last 90 days, latest undated
- news or press: 391 pages, 0 in the last 90 days, latest 2025-09-17
- Recent: 2026-07-29 report or ebook: Media planning api suite https://advertising.amazon.com/library/guides/media-planning-api-suite
- Recent: 2026-07-29 report or ebook: Media planning api suite https://advertising.amazon.com/en-ca/library/guides/media-planning-api-suite
- Recent: 2026-07-29 report or ebook: Media planning api suite https://advertising.amazon.com/en-gb/library/guides/media-planning-api-suite
- Recent: 2026-07-22 report or ebook: Performance plus cpa best practices https://advertising.amazon.com/library/guides/performance-plus-cpa-best-practices
- Recent: 2026-07-22 report or ebook: Performance plus cpa best practices https://advertising.amazon.com/en-ca/library/guides/performance-plus-cpa-best-practices
- Recent: 2026-07-22 report or ebook: Performance plus cpa best practices https://advertising.amazon.com/en-gb/library/guides/performance-plus-cpa-best-practices

## Record

- Method: https://www.gane.ai/index/gtm/methodology
- License: CC BY 4.0. Cite as Gane Index, November 2026 Edition, www.gane.ai/index/gtm.