Can Amazon DSP Help With New-to-Brand Growth?

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)

In this article

• What “new-to-brand” means
• Why Amazon DSP can support new-to-brand growth
• When DSP is especially useful for new-to-brand growth
• What to watch when using DSP for new-to-brand goals
• Final takeaway
• FAQs

What “new-to-brand” means

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.

Why Amazon DSP can support new-to-brand growth

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:

• prospecting new audiences
• broader awareness activity
• upper-funnel reach beyond direct search capture
• fuller-funnel planning that feeds future retargeting and conversion activity

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)

Amazon DSP and new-to-brand growth at a glance

When DSP is especially useful for new-to-brand growth

Amazon DSP is often especially useful when:

• the brand wants to reach beyond current demand capture
• prospecting is a priority
• awareness needs to improve
• launches need broader discovery support
• the business wants to build a fuller-funnel growth plan

What to watch when using DSP for new-to-brand goals

The key is to avoid treating “new-to-brand” like a magic outcome.

To use DSP well for this goal, advertisers still need:

• relevant audience selection
• realistic upper-funnel and mid-funnel expectations
• strong creative for new audiences
• useful reporting and interpretation

Otherwise the campaign may spend toward growth goals without creating enough clarity around what is actually working.

Key takeaways

• Amazon DSP can help with new-to-brand growth.
• Amazon defines new-to-brand shoppers as people who have not converted with a brand in the last 12 months.
• DSP is especially relevant for prospecting, awareness, and audience expansion.
• Success still depends on audience selection, creative quality, and useful reporting.

Final takeaway

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.

FAQs