Amazon Streaming TV vs Amazon DSP: what is the difference?
Amazon Streaming TV, ex-Sponsored TV, is self-service with a daily budget and no minimum. Amazon DSP buys Prime Video or Netflix through deals.
Amazon Streaming TV, formerly Sponsored TV, is the self-service way to run TV ads: a daily budget, a maximum price per 1,000 impressions, simple audiences, no minimum spend, and ads across Prime Video, Twitch, live sports, Fire TV Channels and partner apps. Amazon DSP buys the same screens programmatically: a chosen service (Prime Video, Netflix), deals with publishers, guaranteed delivery and frequency caps, self-service or managed by Amazon from $50,000.
Streaming TV suits brands starting TV advertising; DSP suits TV buyers and agencies that need control. Checked against Amazon's help pages in October 2026.
Side by side
| Streaming TV | Amazon DSP | |
|---|---|---|
| Buying | Self-service | Auction, deals or managed |
| Minimum | None | $50,000 if managed |
| Where | Prime Video, Twitch… | The service you pick |
| Price | Your max CPM | Auction or deal |
| Targets | Shoppers, interests, place | All DSP audiences |
| Control | Budget and bid | Caps, deals, KPIs |
Amazon now calls DSP "Amazon Ads Agent (formerly known as Amazon DSP)" and its campaigns "Display, Video, and Audio campaigns". Its product page also places Streaming TV inside those campaigns. The two products still have separate help pages and set-ups.
When Streaming TV is enough
- You sell on Amazon and start with TV. No minimum, a campaign in minutes, and Amazon suggests $150 to $250 a day (the cost).
- You want shoppers to act: a QR code to your product page, or add to cart with the remote.
- You measure on Amazon: branded searches, new-to-brand orders, product page views. What Streaming TV is.
When you need Amazon DSP
- One service only. A Prime Video campaign in DSP runs through a deal, set up with an Amazon Ads representative: guaranteed (fixed price, guaranteed delivery), preferred (for advertisers who already spent on self-service Streaming TV), or private auction (by invitation).
- Netflix. It is sold through DSP, by private auction or guaranteed deals.
- TV-style buying. "Complete TV" manages upfront commitments and streaming budgets in one place; guaranteed campaigns reserve impressions at a fixed CPM (ad groups from $1,000).
- Frequency caps across publishers, so a household does not see the ad too often.
- Your own ad server or measurement vendor, through VAST tags.
Frequently asked questions
Is Sponsored TV part of Amazon DSP?
They were separate products. Amazon's product page now presents Sponsored TV as "Streaming TV" within Display, Video, and Audio campaigns, the new name of DSP campaigns, while the help still describes a self-service set-up of its own.
Which one costs less?
Streaming TV has no minimum and lets you stop at your daily budget. A managed DSP campaign starts at $50,000, and guaranteed deals need ad groups of $1,000 or more.
Do I need an agency for Amazon DSP?
No. DSP has a self-service version; Amazon's managed service is the option with the $50,000 minimum.
Sources
- Understand Streaming TV, Amazon Ads
- Create a Streaming TV campaign, Amazon Ads
- Create a Prime Video campaign, Amazon Ads
- Create a Netflix campaign, Amazon Ads
- Create a Complete TV, Amazon Ads
- Create guaranteed streaming and IAA campaigns, Amazon Ads
- Understand frequency in Display, Video, and Audio campaigns, Amazon Ads
- Streaming TV ads (product page), Amazon Ads
- Streaming TV & Prime Video ad specs, Amazon Ads
Gloriads is an Amazon Ads automation platform that creates, monitors and optimizes Sponsored Products campaigns for sellers, brands, authors and agencies, by rules you control. See how it works.