Both DV360 and Amazon DSP offer programmatic display and video advertising. But they serve fundamentally different purposes, use different data sources, and excel at different things. Here is our honest comparison based on running both platforms across dozens of accounts.
Audience Data
Amazon DSP wins for e-commerce. Amazon owns first-party purchase and browse data on 300M+ shoppers. You can target people who bought your competitor product last month — no other platform offers this. DV360 uses Google audience data (search intent, YouTube viewing, app usage) which is broader but less purchase-intent focused.
Inventory
DV360 wins on reach. It accesses virtually every programmatic exchange, including premium publishers that Amazon DSP cannot reach. Amazon DSP inventory is strong on Amazon-owned properties (Fire TV, Twitch, IMDb) and decent on open web, but more limited than DV360 total reach.
Measurement
Amazon DSP wins for Amazon sellers. DSP can directly measure sales on Amazon.com with deterministic attribution. DV360 relies on conversion pixels on your own site, which means Amazon sales are invisible. For D2C brands, DV360 measurement is equal or better.
Our Recommendation
If you sell primarily on Amazon: start with Amazon DSP. The audience data and closed-loop measurement are unmatched. If you sell primarily D2C: start with DV360. If you do both: run both platforms with a unified measurement framework.