Amazon DSP has enhanced its audience analysis capabilities by introducing demographic, shopping, and Prime Video streaming insights directly in the platform interface. Previously available only via API, these insights are now accessible through Audience Central.
New Insight Categories
The update introduces three major insight types:
- Aggregated demographic data
- Top retail category purchases
- Prime Video streaming preferences
- These complement existing features like audience overlap and forecasting
Access and Implementation
Available through:
- Amazon DSP interface
- Amazon API
- Audience Central dashboard
- Individual audience detail pages
Feature Navigation
Users can access insights via:
- Demographic insights tab
- Retail insights tab
- Media insights tab (Prime Video data)
Geographic Availability
The feature is accessible across multiple regions:
- North America (US, Canada, Mexico)
- South America (Brazil)
- Europe (UK, France, Germany, Italy, Netherlands, Spain, Sweden)
- Middle East (UAE, Saudi Arabia, Turkey)
- Asia Pacific (Australia, India, Japan)
Target Users
The update serves both:
- Managed service advertisers
- Self-service platform users
This expansion provides advertisers with deeper audience understanding through integrated data analysis tools, enabling more informed targeting decisions.
