Amazon DSP Explained: When to Use It, PPC vs DSP & the Budget Split (Part 1)

My Amazon PPC spend keeps going up, but my total sales stay flat. Sound familiar? That’s the point where more bid tweaks won’t get you to your next growth stage. You need to create new demand, and that’s where Amazon DSP comes in. In this first video of the Advantage with Atom11 series, I explain Amazon DSP from scratch. I cover what it is, how it differs from PPC, when it’s worth using and how I’d budget for it. What I cover: ✅ The PPC plateau: how to tell if you’re cannibalizing organic sales or hitting a ceiling ✅ Amazon PPC vs DSP: keywords vs audiences, pay per click vs CPM, high intent vs low intent, Amazon-only vs omnichannel ✅ Why DSP reaches customers who aren’t searching yet, from Prime Video and Fire TV to news sites ✅ The $30,000/month rule: why DSP can waste money below that PPC spend ✅ The 5 signs you’re ready: plateaued PPC, a new category, a product that needs education, brand building and repeat-purchase (CPG) products ✅ The 3 DSP goals: awareness, consideration and conversion ✅ The 3 campaign types: Performance+, Custom Audience and Brand+ ✅ Onion vs ripple strategy, and the 20/20/60 budget split I suggest for beginners ⏱ Chapters 0:00 Welcome to the Advantage with Atom11 series 0:56 What this video covers, plus an event update 3:44 The PPC plateau problem 6:04 Growth now means creating new demand 7:28 What is Amazon DSP? 9:48 Amazon PPC vs DSP, side by side 14:56 Why DSP gives you more granular control 16:48 Why DSP: reaching customers who aren’t searching yet 19:08 How DSP improves your overall account health 20:04 When to start: the $30K/month rule 21:28 Signs you’re ready for DSP 22:24 The 3 DSP goals: awareness, consideration, conversion 24:00 The 3 campaign types: Performance+, Custom Audience, Brand+ 25:00 Onion strategy 26:00 Ripple strategy: the better start for most brands 27:32 Budget split: 20/20/60, then 45% on awareness by month 4+ 28:00 Why DSP alone doesn’t increase sales 29:24 What’s next About Atom11 We’re a retail-aware Amazon PPC platform built by ex-Amazonians. We’ve won Amazon Ads Partner Awards, and we bring ads, inventory, pricing and organic rank together in one place. 🌐 https://www.atom11.co 📅 Book a demo: https://www.atom11.co/schedule-a-demo 💬 Is your PPC plateauing right now? Tell me in the comments. 👍 Like and subscribe so you don’t miss the next video in the series. #AmazonDSP #AmazonAds #AmazonPPC #AmazonAdvertising #AmazonSellers #FullFunnel #DSPAdvertising #PPCPlateau #AmazonBrands #Atom11