Amazon DSP Frequency Capping Guide - Optimize Your Amazon Advertising with AMC Data

Published on October 10, 2025

About this video

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Learn how to optimize your Amazon DSP campaigns with proper frequency capping using Amazon Marketing Cloud. This comprehensive guide shows you how to find the perfect balance between ad exposure and campaign efficiency for your amazon advertising strategy.

Frequency capping is crucial for amazon dsp advertising success. When you show your amazon ads too frequently, you risk oversaturating your audience and wasting budget on impressions that don't convert. Since amazon dsp operates on a cost-per-thousand-impressions model, every impression matters for your return on ad spend.

This tutorial walks through the complete process of using Amazon Marketing Cloud to analyze your amazon dsp ads performance. You'll discover how to access the DSP Impression Frequency and Conversions report, interpret the data to identify optimal frequency caps, and implement these findings in your demand side platform campaigns.

The video demonstrates a real campaign analysis where the data revealed that performance drops significantly after the fourth impression. This insight allows you to set frequency caps that maximize conversions while minimizing wasted spend on excessive ad exposure.

For most amazon advertising campaigns, the optimal frequency cap typically falls between 5-6 impressions per user within a specified time period. However, your specific results may vary based on your product category, target audience, and campaign objectives.

You can also use ChatGPT to analyze your frequency capping data for deeper insights and recommendations. This approach helps you make data-driven decisions about your amazon dsp advertising strategy rather than relying on guesswork.

Whether you're new to amazon dsp or looking to optimize existing campaigns, understanding frequency capping is essential for maximizing your advertising efficiency and reducing unnecessary costs in your amazon advertising campaigns.

Contents: 0:00 Introduction to DSP Frequency Capping 0:58 Accessing Amazon Marketing Cloud Reports 1:38 Setting Up the Frequency Analysis Report 2:00 Interpreting Frequency Cap Data 2:48 Finding Your Optimal Frequency Sweet Spot 3:20 Using ChatGPT for Data Analysis 4:08 Implementing Frequency Caps in Your Campaigns

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Transcript

Hi guys and welcome to another video. I'll be covering frequency cap for DSP ads. So very often I see the issue where we need to set up a certain frequency cap either on order level level or the line item level and there's a super helpful uh report that you can pull through AMC once you have enough data like even for a for a few days or or week if you had your DSP campaigns running you can pull this report and see which frequency cap is the best for you in terms of balancing the amount of purchases and frequencies. So, you don't want to oversaturate your users by how many times they see your ad. That can be counterproductive even. And then you also don't want to overpay because in DSP you pay by impressions. So, you don't want to overpay by showing somebody your ad by like 30 times a day. Nobody wants that. So, go to your Amazon marketing cloud and navigate to use cases. Then in the search bar click type frequency cap and then select this one uh Amazon DSP impression frequency and conversions. Once you select that you will be presented sorry with the screen the typical one. You just name it. You can just copy paste the name. I like to add it some like a date that we're running this and the market. This is for German marketplace. And then the date range. Uh for this occasion I selected last month because I know that for this um brand we had DSP running in Germany together with uh sponsored ads. So I also want to run some additional reports. When you run that you will get something. It will take like a few minutes. Don't want you to wait for that. You will get something like this. You will have option to download results and play with them manually. I going to show you how to use judge pt to to get some deeper insights. But you can also do it manually and analyze the graph. Here we only have users in a bucket and product sales. Um, this is like how many the pink one is it pink purple one shows you how many times people saw the ad. And then you're trying to find a sweet spot on where the majority of sales are coming and when they're starting to drop. As you can see, uh, there's a big drop after fourth time that people saw the ad and and then it it's being less and less. Yes, there's always this gap, this spike where frequency is 25 plus. I'm not sure why that happens. If somebody knows, please enlighten me. But for this one, for example, if you want to be as strict as possible or if you tight on budget in DSP, you can limit this one to uh frequency cap two for example. And then there your ad will be served only two times to the single user in a certain period. You can select that in DSP order setup. Is it going to be two times in 7 days, two times in one day or whatever? So here I would say the sweet sweet spot would be around four maybe that would be the best balance because as I said at the introduction in DSP you pay per thousand impressions. So you don't want to pay for something that doesn't produce results for you. So by going higher you will be catching more sales but you will also be paying like uh too many impressions to show your ad 12 times to your user and with a just low outcome in in sales. Um I just downloaded this one. I went to CHAP. said like analyze this report and give me the optimal frequency that gives me the best outcome and as I mentioned the chapd told me like the best performing frequency cap okay garbage in was bad input but the best outcome frequency is one impression because you know that's the the biggest purchase rate and you get most of the sales over there you know but I wanted to to make sure okay I'm not so strict on the budget so I want to increase that and then I came to the this little graph that like it's it's a breakdown like low frequency, cap, mid-requency, and high frequency what you get and what's the best option for you. Like I mo on most of the accounts that we manage, I see that it's usually between five and six. And that's why by when when I first create a DSP campaign, I usually set it to six and then I will evaluate the data data later on. So let me know if this is clear and let me know how you do it. I'm always open to learn more and see you in the next video, guys. Bye-bye.