Amazon DSP is Amazon Advertising's demand-side platform, and it is the exclusive programmatic route to Fire TV CTV inventory in India — you cannot buy Fire TV ad inventory through DV360, The Trade Desk, or any other DSP. Amazon DSP also provides access to Amazon Prime Video CTV inventory (ads within Prime Video content) and enables targeting using Amazon's first-party shopper data: purchase history, browsing behaviour, product category interest, and Prime membership data. For advertisers whose customers are Amazon shoppers — e-commerce brands, consumer electronics, FMCG — Amazon DSP's audience data advantage on CTV is significant.
Amazon DSP is not self-serve for most India advertisers — access requires either working through Amazon's managed service team (minimum spends apply, typically USD 35,000+ for managed campaigns) or through a certified Amazon DSP agency partner. Amazon DSP's India CTV inventory beyond Fire TV and Prime Video is limited compared to DV360 or The Trade Desk — it does not access JioCinema, SonyLIV, or most Indian OTT publishers. The right use case for Amazon DSP in India: Fire TV reach (Fire TV Stick is a top-selling streaming device in India), Prime Video ad placements, and shopper data-powered audience targeting for bottom-of-funnel CTV campaigns. Not the right choice for broad India OTT reach across multiple publishers.
Full guide
For a complete explanation, read: Amazon DSP for India CTV: Fire TV inventory, Prime Video ads, and shopper data targeting