October 25, 2023

Amazon DSP launches Contextual Targeting GA worldwide

Announced at unBoxed 2023

What launched?

Contextual Targeting is a contextual solution specific to Amazon DSP that helps advertisers to reach consumers based on real-time content consumption, and without relying on ad IDs. Through Amazon's retail taxonomy of over 40K product categories, advertisers can select specific Amazon Products (ASINs) or Categories (Browse Nodes), and express the type of content where they want their ads shown on Amazon.com and 3rd party supply. We are bridging content and commerce with this unique way to classify content, creating an opportunity to match advertising message to any moment in customers purchasing journey.

This feature is now available worldwide to Amazon DSP self-service and managed-service advertisers and is supported on standard display, Amazon mobile display, and OLV (online video) line items.


Advertisers using Contextual Targeting can select categories and products based on Amazon’s retail taxonomy, to reach consumers with relevant content on the Amazon store plus thousands of apps and websites.

Why is it important?

Contextual Targeting is a durable strategy to get in front of previously unreachable audiences on systems and browsers like iOS, Firefox, or Safari. It also allows for immediate engagement with audiences who are already in a mindset aligned with the content they're consuming. Finally, this approach doesn't require the use of ad identifiers, making it future-proof.

Where do I access it?

Who can use it?

  • Self-service
  • Managed-service

Where is it available?

North America
  • CA
  • MX
  • US
South America
  • BR
  • DE
  • ES
  • FR
  • IT
  • NL
  • SE
  • TR
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP

API Specific

Relevant endpoints are as follows: