Learn whether Amazon DSP can help with new-to-brand growth, how Amazon defines new-to-brand, and where DSP fits in acquiring first-time brand customers.
Quick answer: Yes, Amazon DSP can help with new-to-brand growth, especially when the goal is to reach relevant new audiences and support the earlier stages of the funnel.
Amazon itself has tied DSP capabilities to reaching new-to-brand customers more effectively. In 2025, Amazon announced Geographic Insights and Activation in DSP as a feature designed to help advertisers uncover and act on regional growth opportunities using Amazon first-party retail signals, specifically describing its value in reaching new-to-brand customers more effectively. (advertising.amazon.com)
Amazon says shoppers are considered new to brand if they have not completed a conversion with a brand in the last 12 months. Amazon also provides new-to-brand metrics for Sponsored Ads and Amazon DSP customers in the US. (advertising.amazon.com)
That matters because it gives advertisers a way to think beyond overall conversion volume and ask whether campaigns are actually helping acquire first-time brand customers.
New-to-brand measurement helps brands look beyond total sales and focus on whether campaigns are bringing in first-time customers.
Amazon DSP is designed to reach new and existing audiences on Amazon and third-party apps and websites.
That makes it a logical fit for new-to-brand growth because it supports:
Amazon’s broader brand-launch guidance also mentions Amazon DSP as one way brands can reach relevant customers wherever they spend time in order to drive awareness for a launch. (advertising.amazon.com)
| Area | Why it matters |
|---|---|
| Audience expansion | DSP helps brands reach people beyond existing search demand. |
| Prospecting | DSP can support reaching new audiences earlier in the funnel. |
| Awareness | Broader reach can help increase discovery among first-time brand shoppers. |
| Measurement | New-to-brand metrics help brands understand whether they are acquiring first-time customers. |
| Funnel support | DSP can contribute to a fuller-funnel strategy rather than relying only on lower-funnel demand capture. |
Amazon DSP is often especially useful when:
The key is to avoid treating “new-to-brand” like a magic outcome.
To use DSP well for this goal, advertisers still need:
Otherwise the campaign may spend toward growth goals without creating enough clarity around what is actually working.
Yes, Amazon DSP can help with new-to-brand growth. Amazon provides new-to-brand metrics in parts of its ad ecosystem and has explicitly described DSP capabilities that help advertisers reach new-to-brand customers more effectively. DSP is especially useful when the brand needs more audience expansion, prospecting, and fuller-funnel support than demand-capture campaigns alone can provide. (advertising.amazon.com)
The main question is not whether Amazon DSP can support new-to-brand growth. The better question is whether the strategy, targeting, and measurement are set up well enough to make that growth visible and meaningful.
Yes. Amazon has described DSP capabilities that help advertisers reach new-to-brand customers more effectively, and DSP is well suited to prospecting and audience expansion. (advertising.amazon.com)
Amazon says shoppers are new to brand if they have not completed a conversion with a brand in the last 12 months. (advertising.amazon.com)
Amazon says new-to-brand metrics are available for Sponsored Ads and Amazon DSP customers in the US. (advertising.amazon.com)
It can be, especially when the brand needs prospecting, broader awareness, and fuller-funnel audience development.
Other posts in the same category, if this one was useful.
Learn how Amazon DSP pricing works, what affects cost, and how self-service, managed service, formats, and campaign structure influence overall spend.
Learn what Amazon DSP prospecting is, how it works, and why brands use it to reach new audiences, support awareness, and drive fuller-funnel growth.
Learn which Amazon DSP reporting metrics matter most, how to interpret them, and how brands should think about performance by campaign role and funnel stage.
