Amazon is pulling ahead in Q3 as brands move budget into its ad products.

What’s driving growth?

– Q3 spend is up. Search is steady, and DSP use is climbing.
– Amazon Search ROI continues to outperform other platforms.
– DSP is gaining traction with Prime Video and lower platform fees.
– Netflix and Roku integrations are adding new CTV inventory.

Amazon DSP is taking share from Trade Desk and others because it delivers results. NFL price hikes didn’t slow demand, and NBA coverage sold out. Growth is coming from performance, not discounts.

Advertisers point to ROI, lower fees, and access to first-party data. Add streaming reach across Prime, Netflix, and Roku, and the audience footprint expands even further. This isn’t just retail, it’s full-funnel.

Amazon is moving beyond being only a ROAS channel. Its stack is expanding with tools like Image Optimization aimed at conversions, not just impressions.

Non-endemic advertisers are entering. If that trend holds, Amazon becomes a real player beyond retail.

Are you seeing the same DSP performance gains, or do you still view it as retail-only?