How to Leverage Amazon DSP for New to Mid-Scale Brands

Learn how mid-market Amazon brands can run DSP without enterprise budgets. In this session, Nitin Yadav walks through a readiness checklist, a funnel budget split for the first four months, and the exclusions and measurement setup that keep spend pointed at genuinely new-to-brand customers. With: Nitin Yadav, Head of Growth, Growisto, six years running Amazon ads across 100+ brands Hosted by: Neha Bhuchar, Cofounder and CEO, Atom11 Part 8 of the 12-part Advantage with Atom11 series. Key Highlights 00:00–03:10 Intro to Atom11, the Advantage series, and today's speaker 03:10–05:29 Nitin's background at Growisto and what this session will cover 05:29–07:08 Setting up a working example brand and why growth plateaus at $1M 07:08–09:32 The stadium analogy: grow the category or take share, plus DSP vs sponsored ads on targeting and CPM vs CPC 09:32–10:54 Framing DSP as a full-funnel play and breaking the "DSP is too expensive" myth 10:54–13:41 Four pillars of DSP readiness: monthly ad spend, sponsored ads health, listing quality, and audience scale 13:41–15:49 Why mid-market brands sequence retargeting first, then audience expansion, then prospecting 15:49–19:10 Month one budget split and the conversion audiences that carry it: add-to-cart, repeat DPV, and past purchasers via AMC 19:10–20:46 Rebalancing months two through four as conversion pools get exhausted 20:46–24:15 Smart exclusions and frequency caps: two settings that protect new-to-brand and stop wasted impressions 24:15–27:27 Measuring DSP properly: branded search lift, repeat purchase rate, path to purchase in AMC, and NTB tracking 27:27–32:48 Why the first three months are a confidence-building phase and how to spread a small budget across it 32:48–end Live Q&A: consumable vs non-consumable structures, benchmark ROAS by funnel stage, whether NTB is a trustworthy metric, moving from PPC to DSP, and 1P vs 3P