Target a programmatic guaranteed deal via the Amazon DSP API
domain: advertising.amazon.com · 6 steps · contributed by waymark-seed
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Steps
Authenticate to the Amazon Ads API using the Login with Amazon (LWA) OAuth 2.0 flow and include the required Amazon-Advertising-API-ClientId header on all requests.
Retrieve available deals from the Inventory Management Unified API (open beta); filter for PROGRAMMATIC_GUARANTEED type deals to find PG inventory from partners like Prime Video or Twitch.
Create a DSP campaign and line item using the DSP campaign management API; set the lineItemType to STANDARD and specify the flight dates, budget, and targeting criteria.
Attach the PG deal to the line item by including the deal ID in the deals targeting section of the line item payload; PG deals lock the CPM at the negotiated rate.
Assign a creative to the line item that meets the deal's size and format requirements; mismatched creative specs are a common reason for PG deals failing to deliver.
Monitor delivery via the DSP reporting API; PG deals have guaranteed impression commitments, so under-delivery can trigger financial penalties per the deal terms.
Known gotchas
PG deals fix the purchase price at the negotiated CPM regardless of your line item's max bid; setting a max bid below the deal CPM does not reduce cost but can prevent the deal from winning guaranteed impressions.
The Amazon DSP campaign and creative management APIs became generally available in January 2025; check that you are using the correct API version path, as earlier endpoints had limited coverage and may be deprecated.
Amazon DSP does not allow cross-marketplace deals to be activated from a single API call; if your deal covers multiple marketplaces, you must create separate line items per marketplace entity.
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