Amazon marketing covers the brand-building side of Amazon, including Amazon Stores, DSP advertising, video ads, and cross-channel attribution. Amazon PPC (Sponsored Products, Brands, and Display) is the search-and-conversion layer. Most brands need both: PPC drives immediate sales, while marketing builds the brand recognition that makes future PPC campaigns more efficient.

No, but it helps significantly. An Amazon Store gives DSP and video campaigns a dedicated destination that tells your full brand story, rather than sending traffic to a single product page. Brands with a built-out Store typically see stronger conversion rates from marketing traffic than those without one.

Amazon DSP (Demand-Side Platform) is programmatic advertising that reaches shoppers on and off Amazon through video, audio, and display formats. It generally makes the most sense once a brand has an established PPC foundation and enough budget to reach statistically meaningful audiences, typically brands doing consistent monthly ad spend rather than brand-new sellers.

Amazon Attribution tracks how traffic from outside sources (Google Ads, social media, email, influencer content) performs once it reaches Amazon. It shows which external channels are actually driving Amazon sales, so budget can shift toward what's working instead of guessing.

Video and DSP campaigns typically need 4 to 8 weeks to gather enough data for meaningful optimization, since they target broader awareness rather than immediate conversion. Amazon Stores can show engagement improvements faster, often within the first few weeks of launch, since they immediately improve the experience for existing traffic.

Yes. Amazon marketing and PPC work best when managed together, since Store design, DSP targeting, and PPC keyword strategy all inform each other. ePlaybooks coordinates both under one strategy rather than running them in silos.