You don't need to sell products on Amazon to advertise on Amazon. That single fact surprises most marketers. Non-endemic advertising lets brands that have no retail presence on a platform use that platform's ad inventory and audience data to reach consumers. An insurance company running display ads through Amazon DSP, a law firm targeting in-market car buyers on Walmart Connect, a SaaS company reaching small business owners on Instacart's network. These are all non-endemic advertisers.
The opportunity is large and growing. Amazon's advertising revenue reached $56.2 billion in 2024 (Amazon Q4 2024 earnings), and non-endemic advertisers are one of the fastest-growing segments. Retail media networks collectively generated $125 billion globally in 2024 (GroupM, 2024), and platforms are actively courting non-endemic brands because they expand the advertiser base without competing with existing sellers.
Why Non-Endemic Advertising Works
The core value proposition is data. Retail media platforms have something Google and Meta can't match: verified purchase data. Amazon knows what people actually buy, not just what they click on or search for. That purchase intent data is gold for any advertiser, even those selling products and services that will never appear on an Amazon shelf.
Purchase-based audience targeting
Amazon DSP lets non-endemic advertisers target based on actual purchase behavior: people who bought baby products in the last 90 days (relevant for insurance companies targeting new parents), people who purchased premium kitchen appliances (relevant for luxury home services), people who buy organic food regularly (relevant for health and wellness brands). This targeting precision is unique to retail media.
In-market signals
When someone is actively researching and comparing products on Amazon, they're signaling purchase intent. Non-endemic advertisers can reach people in active buying mode for related categories. A financial advisor can target people researching home office equipment (likely self-employed), or a moving company can target people buying packing supplies.
Massive reach
Amazon reaches over 300 million active customer accounts worldwide (Amazon, 2024). Its DSP extends beyond Amazon-owned properties to third-party websites and apps through the Amazon Publisher Services network. Non-endemic campaigns on Amazon DSP can reach audiences both on and off Amazon properties.
Non-Endemic Advertising by Platform
| Platform | Non-Endemic Access | Key Audience Data | Minimum Spend | Best For |
|---|---|---|---|---|
| Amazon DSP | Full access via self-service or managed | Purchase history, browsing, search, streaming (Prime Video, Twitch) | $35K self-service, varies for managed | Any vertical. Strongest non-endemic offering. |
| Walmart Connect | DSP access for non-endemic brands | In-store + online purchase data, 150M+ weekly shoppers | Varies by partnership | Local services, financial services, auto |
| Instacart Ads | Limited non-endemic options | Grocery purchase habits, dietary preferences | Varies | Health, wellness, kitchen, food-adjacent brands |
| Kroger Precision Marketing | Growing non-endemic partnerships | 84 million household loyalty cards, detailed grocery behavior | Varies by partner | CPG (obviously), but also health, financial, auto |
Industry Use Cases
Non-endemic advertising isn't theoretical. Real brands across verticals are using retail media data to find customers.
Insurance and Financial Services
Target life events. People buying baby products likely need life insurance. People buying home improvement supplies may be new homeowners who need homeowners insurance. People purchasing pet supplies need pet insurance. The purchase-to-intent mapping is direct and actionable. Financial advisors target high-income purchase patterns (premium brands, luxury categories) to find prospects for wealth management services.
Automotive
Car manufacturers and dealerships use Amazon DSP to reach people who purchase car accessories, maintenance products, or child car seats (likely upgrading to a larger vehicle). The combination of purchase data with Amazon's streaming inventory (Prime Video, Thursday Night Football) gives automotive brands TV-like reach with digital targeting precision.
SaaS and B2B
B2B targeting on retail media is emerging. Amazon's business purchase data identifies procurement patterns. Companies buying specific categories of office supplies, IT equipment, or professional tools can be targeted with relevant SaaS offerings. The targeting is less precise than LinkedIn for B2B, but the reach and cost efficiency can be better for broader B2B campaigns.
Travel and Hospitality
Target purchase patterns that signal travel intent: luggage purchases, travel accessories, sunscreen and swimwear in winter months, outdoor gear. Hotels and airlines use Amazon DSP to reach travelers during the planning phase, well before they hit Google or OTA search.
Legal Services
Personal injury attorneys target relevant product categories. Estate planning attorneys target demographics and purchase patterns associated with older, higher-income consumers. Real estate attorneys can be correlated with home purchase signals. The targeting is indirect but cost-effective compared to Google Ads for legal keywords (where CPCs can exceed $100).
Non-Endemic vs. Google Display vs. Meta: When to Use Which
| Factor | Amazon DSP (Non-Endemic) | Google Display Network | Meta (Facebook/Instagram) |
|---|---|---|---|
| Targeting data | Verified purchase behavior + browsing intent | Search intent + browsing behavior + app activity | Interest-based + social behavior + lookalikes |
| Audience quality for non-endemic | High. Purchase data is the strongest intent signal. | Medium-high. Search intent is strong but display targeting is broader. | Medium. Interest targeting is a proxy for intent, not intent itself. |
| Minimum spend | $35K+ for self-service DSP access | No minimum (any budget works) | No minimum (any budget works) |
| Best for non-endemic | High-value services where purchase behavior signals intent (insurance, finance, auto, legal) | Any advertiser. Broadest reach. Works at any budget. | Consumer services, local businesses, anything with visual creative assets |
| Attribution | Amazon Marketing Cloud for cross-channel analysis | Google's attribution models + GA4 | Conversions API + modeled conversions (weaker post-ATT) |
Getting Started with Non-Endemic Advertising
- Start with Amazon DSP. It has the most mature non-endemic offering, the largest audience dataset, and the most flexible targeting. Self-service access requires a $35K commitment, or you can work with an agency partner.
- Map your ideal customer to purchase behavior. Before launching, list the purchase categories and behaviors that correlate with your ideal customer. The more specific the mapping, the better your targeting performance.
- Test with a dedicated budget. Allocate 10-15% of your display/programmatic budget to non-endemic retail media for the first 90 days. Measure against your existing Google Display and Meta benchmarks.
- Use Amazon Marketing Cloud for attribution. Standard last-click attribution undervalues non-endemic campaigns, which are typically upper-funnel. AMC's multi-touch attribution gives a more accurate picture of non-endemic's contribution.
Example: Insurance Company Using Amazon Purchase Data
A regional auto insurance company was spending $80K/month on Google Display with mediocre results — a $180 cost per quote that barely broke even. They shifted 25% of that budget to Amazon DSP as a non-endemic advertiser, targeting people who had purchased car accessories, auto parts, and child car seats in the past 90 days. The purchase-intent signal was stronger than Google's interest-based targeting: cost per quote dropped to $112, a 38% improvement. The campaign reached audiences across Amazon-owned properties and the Amazon Publisher Services network. Retail media networks collectively generated $125 billion globally in 2024 (GroupM), and non-endemic advertisers are driving meaningful share of that growth as brands discover that purchase data outperforms inferred interest data for targeting.
Frequently Asked Questions
Can any brand advertise on Amazon DSP without selling on Amazon?
Yes. Amazon DSP self-service access is available to any advertiser that meets the minimum spend commitment (typically $35K). You don't need an Amazon seller account, product listings, or any retail presence on Amazon. You're buying access to Amazon's audience data and ad inventory.
How does non-endemic targeting compare to Google Ads in-market audiences?
Amazon's audiences are based on verified purchases and active shopping behavior. Google's in-market audiences are based on search queries, browsing behavior, and app usage. Both are strong intent signals. Amazon's advantage is the purchase verification. Google's advantage is broader reach and lower minimum spend. Many brands run both.
Is non-endemic advertising worth the higher minimum spend?
It depends on your customer lifetime value (CLV). For high-CLV industries like insurance ($3,000+ CLV), financial services ($5,000+ CLV), or automotive ($30,000+ per sale), the $35K minimum is manageable and the purchase-intent targeting often delivers better results than display alternatives. For low-CLV businesses, the minimum spend may not make sense.
What creative formats work for non-endemic on Amazon DSP?
Standard display (300x250, 728x90, 160x600), video (15s and 30s), and streaming TV (via Prime Video and Freevee). Non-endemic advertisers typically see the best results with video creative because it can tell a story without the product-listing context that endemic ads rely on. Display works for retargeting and brand awareness.
Non-endemic advertising is one of the most underused opportunities in digital marketing. Brands that move first get access to Amazon's purchase-intent data before their competitors figure it out. Our Paid Media team specializes in non-endemic DSP strategy. Let's talk about whether non-endemic advertising fits your brand.