Amazon DSP (Demand-Side Platform) is the programmatic advertising platform Amazon offers for brands willing to run upper-funnel display and video campaigns at scale. The reporting has historically been opaque, but recent API changes have made more of the data programmatically available.

This guide is a practical look at what you can pull and what you still cannot.

TL;DR: Amazon DSP reporting through API exposes campaign-level performance, audience-level breakdowns, and conversion data including new-to-brand metrics. It does not give you user-level data or full attribution paths. The most valuable reports are: cross-channel attribution combining DSP with Sponsored Brands and SP, audience overlap analysis, and the Amazon Marketing Cloud (AMC) custom queries for advanced brands. Joining DSP data to your sales and SP-API data is where the real value lives.

What DSP reporting gives you

Through the Amazon Ads DSP API, you can pull:

• Campaign performance — impressions, clicks, CTR, CPM, spend.
• Audience-level performance — reach and conversion per audience segment.
• Conversion data — new-to-brand percentages, return-on-ad-spend, attributed sales.
• Creative performance — by ad creative within a campaign.
• Inventory placement reporting — which placements drove what performance.
• Frequency capping data — how many times users saw your ads.

What DSP reporting still does not give you

• User-level data. All reporting is aggregated. You cannot identify individual users or build a CRM-style view.
• Full attribution path. You see attributed conversions but not the full multi-touch journey across campaigns.
• Off-Amazon conversion details. If you run DSP for off-Amazon traffic, the level of detail is limited compared to other DSPs.

Where DSP shines

New-to-brand acquisition

DSP reporting cleanly distinguishes first-time customers from returning customers. The metric is more reliable here than in other ad types because of the audience modeling.

Cross-channel halo

DSP campaigns lift performance of Sponsored Products and Sponsored Brands campaigns through awareness. Joining DSP impressions to SP/SB conversion data shows the halo concretely.

Lookalike audience expansion

Building lookalikes from your highest-value customer segments and reaching them programmatically.

Amazon Marketing Cloud (AMC) for advanced brands

For brands with sufficient DSP spend and analytical capacity, Amazon Marketing Cloud provides a privacy-preserving cleanroom where you can run custom SQL queries combining DSP, Sponsored Ads and conversion data.

AMC requirements:

• Active DSP advertiser status.
• Sufficient query volume — not designed for small brands.
• Analytical capacity to write SQL against the AMC schema.

AMC is where the truly advanced cross-channel analysis happens.

How to combine DSP with the rest of your Amazon data

The most useful DSP analyses combine its data with everything else:

• DSP impressions × SP/SB conversion lift — measure halo properly.
• DSP audience reach × brand search volume — see if upper funnel translates to brand interest.
• DSP spend × SKU-level margin — calculate true incremental ROAS, not just attributed.
• DSP new-to-brand rate × long-term LTV — understand customer acquisition value.

None of this lives in DSP’s native console. It requires exporting DSP data into a layer that also has your SP-API data and joining there.

The bottom line

DSP reporting has improved but the value still comes from combining it with the rest of your Amazon data. Brands running DSP without that integration are seeing campaign performance but missing the cross-channel reality.

DataDoe’s Amazon data layer ingests Amazon Ads DSP performance data alongside SP-API sales, settlements and Sponsored Ads so cross-channel analysis is one query away.