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Amazon dsp inventory and supply

Skill scumunna/programmatic-skills/skills/amazon-dsp-inventory-and-supply

Agent skills for programmatic trading, analytics, and account operations. DV360 first, multi-DSP and multi-runtime (Claude Code and Codex).

Install
npx -y skills add scumunna/programmatic-skills --skill amazon-dsp-inventory-and-supply

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Choose where Amazon DSP impressions come from and wire the supply to a goal. Use when the user asks about Amazon DSP inventory, Amazon supply, owned-and-operated inventory, Prime Video ads, Fire TV or Twitch or IMDb inventory, streaming TV on Amazon, Amazon Publisher Direct, third-party exchange supply on Amazon DSP, Amazon DSP deals, private marketplace, private auction, or programmatic guaranteed on Amazon.

SKILL.md

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Amazon DSP inventory and supply

Decide where Amazon DSP impressions come from and wire the supply so a line item delivers against its goal. Amazon DSP is Amazon's programmatic demand-side platform for audience-first display, video, and streaming buys, distinct from Amazon's sponsored ads that run on Amazon search and detail pages. Its supply edge is exclusive owned-and-operated inventory (Amazon.com, Fire TV, Twitch, IMDb, Prime Video) reachable with first-party shopping and streaming signal, extended by third-party supply.

This skill covers supply sourcing and deal mechanics. For who to reach inside that supply, hand off to amazon-dsp-audiences. For CPM, floor price, auction mechanics, and reach math, see programmatic-foundations. For reading delivery against the goal, see reporting-by-campaign-goal.

When to use this skill

Use this when the task is about WHERE Amazon DSP inventory comes from and how a deal is plumbed, including:

  • Amazon owned-and-operated supply: Amazon.com, Fire TV, Twitch, IMDb and the ad-supported streaming service, Prime Video ads, Alexa, and Kindle.
  • Amazon Publisher Direct and third-party exchange supply beyond Amazon's own properties.
  • Streaming TV and Prime Video ads as a distinct premium supply tier.
  • Deals: Preferred Deal, Private Auction (private marketplace), and Programmatic Guaranteed, plus open real-time bidding.
  • Choosing a supply source for a brand vs performance goal and blending tiers.

Boundaries with sibling skills:

  • Audience selection, retargeting, and exclusions live in amazon-dsp-audiences. This skill picks the supply; that skill picks the people.
  • KPI, CPM, and auction-mechanic definitions live in programmatic-foundations.

Quick reference

Supply sources, from most exclusive to most scaled:

Supply sourceWhat it isReach for it when
Amazon owned-and-operatedAmazon.com, Fire TV, Twitch, IMDb, Prime Video, Alexa, KindleYou want Amazon's exclusive context plus first-party signal
Streaming TV (a premium subset of O&O plus APD)Full-screen non-skippable video on Prime Video, Twitch, Fire TV, live sports, and APD streaming appsThe goal is premium video reach and co-viewed TV impact
Amazon Publisher Direct (APD)Direct premium streaming, display, and audio from third-party publishersYou want premium third-party supply with direct relationships
Third-party exchangesOpen and curated exchange supply across the web and appsYou need scale beyond Amazon and APD

Deal types on Amazon DSP, from most scaled to most committed:

Deal typeCommitmentPriceTypical use
Open real-time biddingNoneAuction, clears at marketScaled reach and performance
Private Auction (PMP)NoneAuction with a floorCurated inventory, competitive
Preferred DealNone (not obligated to buy)FixedFirst look at a fixed CPM
Programmatic GuaranteedReserved volumeFixedPremium, reserved, must-deliver

Deal discovery in one line: find and activate deals through the deals widget and inventory tooling in Amazon DSP, where Preferred Deal, Private Auction, and Programmatic Guaranteed live alongside your owned-and-operated, Amazon Publisher Direct, and third-party exchange supply selections on the line item.

Core process

  1. Match the supply tier to the goal. Brand and high-impact goals that want premium context and guaranteed delivery map to streaming TV, owned-and-operated, and Programmatic Guaranteed. Reach and performance goals that want scale and efficiency map to open RTB plus selective PMP and APD. Most plans blend tiers.
  2. Lead with owned-and-operated where the context fits. Amazon.com, Fire TV, Twitch, IMDb, and Prime Video are exclusive to Amazon DSP and pair the placement with first-party shopping and streaming signal. This is the supply other DSPs cannot buy, so use it where that context is the point. Pair it with the audience strategy in amazon-dsp-audiences.
  3. Treat streaming TV and Prime Video ads as a distinct premium tier. These are full-screen, non-skippable video impressions on premium and live content (including live sports). Plan them for co-viewed reach and brand impact, with their own creative specs and frequency discipline, not as interchangeable with display.
  4. Extend with Amazon Publisher Direct for premium third-party supply. APD gives direct access to premium third-party streaming TV, display, and audio inventory, a quality step between owned-and- operated and the open exchanges.
  5. Add third-party exchanges for scale. Open and curated exchange supply across the web and apps backstops the premium tiers and carries the bulk of scaled reach when the goal needs it.
  6. Use deals where you need price, priority, or guarantee. Negotiate a Programmatic Guaranteed deal when delivery is non-negotiable, a Preferred Deal to lock a fixed price with a first look and no obligation, and a Private Auction for curated competitive inventory. Activate them through the deals widget and assign them to the line item.
  7. Match line item type and creative specs to the supply. Streaming TV video, display, and audio each have their own specs. A video deal will not serve display creatives, and a placement the supply does not support will not render. Match before launch.
  8. Confirm the bid clears the floor. For auction supply and floored deals, the bid or bid-strategy ceiling must meet or beat the floor or fixed price, or the impression is filtered before the auction. See programmatic-foundations for floor and auction mechanics.

Decision rules and thresholds

  • Tier the mix to the goal. Owned-and-operated, streaming TV, and Programmatic Guaranteed buy exclusive context and delivery certainty at a higher CPM. APD and third-party exchanges buy scale and efficiency. Brand-led plans weight toward O&O, streaming, and guaranteed; performance-led plans weight toward open RTB and PMP with O&O for quality pockets.
  • Owned-and-operated is the differentiator, so use it on purpose. It is the supply no other DSP can access and the only place the shopping and streaming signal sits next to the placement. If a plan ignores it and runs only exchange supply, it has thrown away the reason to be on Amazon DSP.
  • Streaming TV is premium video, price and pace it that way. Full-screen non-skippable inventory on Prime Video, Twitch, Fire TV, and live sports commands premium CPMs and rewards tight frequency control. Do not lump it into a display line item or judge it on click metrics.
  • Commit only what guaranteed delivery requires. Programmatic Guaranteed reserves a fixed volume at a fixed price and is an obligation. Size it to the reserved need and let auction and open supply flex around it.
  • A floor is a hard gate. If the bid cannot clear the floor or fixed price, the deal cannot win, full stop. Check this before blaming targeting or audience size.
  • Choose APD vs open exchange on quality vs scale. Reach for Amazon Publisher Direct when you want premium third-party supply with direct relationships and tighter quality. Reach for open exchanges when you need maximum scale and accept more variability.

Reference material

  • See programmatic-foundations for CPM, floor price, real-time bidding, private marketplace, and win-rate definitions. This skill does not redefine them.
  • See amazon-dsp-audiences for the audience layered on top of this supply, and reporting-by-campaign-goal for reading supply and deal delivery against the goal.

Templates and examples

Brand campaign, premium video reach, must deliver:

  • Supply: Programmatic Guaranteed on Prime Video streaming TV for the flagship flight, plus owned- and-operated Fire TV and Twitch for additional co-viewed reach.
  • Tiering: guaranteed Prime Video reserves the must-deliver volume; O&O streaming and select APD streaming apps extend reach around it.
  • Setup check: deal accepted and active, streaming TV creative specs matched, frequency caps set for full-screen video, bid equals the fixed price.

Performance campaign, blended supply:

  • Supply: open real-time bidding across third-party exchanges for scaled reach, plus a Private Auction PMP on two premium retail-context publishers, plus owned-and-operated Amazon.com placements for in-market shoppers.
  • Tiering: open RTB carries the bulk of the budget; PMP and O&O capture the higher-intent pockets.
  • Setup check: PMP floors are clearable by the bid strategy, creative specs match each supply type, and deals are assigned to the line item through the deals widget.

Common pitfalls

  • Running Amazon DSP as a generic exchange buy. Ignoring owned-and-operated and streaming supply wastes the one thing Amazon DSP has that others do not. Lead with the exclusive supply where the context fits the goal.
  • Treating streaming TV like display. Full-screen non-skippable video on Prime Video and Twitch is a premium tier with its own specs, CPMs, and frequency needs. Do not judge it on clicks or lump it into a display line item.
  • Bidding below the floor. The most common reason a freshly assigned deal shows zero spend. The bid is filtered before the auction, so no impression serves. Check the floor first.
  • Creative or line item type mismatch. A video deal will not serve display creatives, and a size or format the supply does not support will never render. Match specs to the supply.
  • Over-committing guaranteed volume. Programmatic Guaranteed is an obligation. Reserving more than the plan needs locks budget you cannot redeploy. Size it to the reserved need.
  • Blaming targeting before checking supply and floor. Deal status, dates, floor, and creative specs are faster to verify and more often the cause than audience or geography restriction. Check the supply plumbing before the audience.

Sources

Official Amazon Ads pages, all verified as of June 2026. Amazon's public documentation is thinner than some DSPs and several deep-dive and console pages require an advertiser login. Where a detail (exact deal-widget steps, supply availability by marketplace, spend minimums) is not fully covered on a public page, confirm it in the Amazon DSP console or the Amazon Ads help center for your account, since availability and minimums change and vary by region and service tier.

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