AMC analysis for Amazon DSP: impressions, clicks, inventory and cost

In short: Amazon DSP data is in `dsp_impressions` (one record per delivered impression) and `dsp_clicks`. Inventory fields such as `site`, `supply_source` and `creative_type` show where ads ran. `total_cost` is stated in millicents and includes all fees; dividing by 100,000 gives dollars or your currency.

The tables

  • dsp_impressions (audience variant dsp_impressions_for_audiences): the most granular record of every delivered impression, so you can query all viewers an Amazon DSP campaign reached.
  • dsp_clicks: the clicks with the same inventory fields.
  • The amazon_attributed_events_by_* tables attribute conversions to these contacts; there NULL in the field ad_product_type stands for Amazon DSP display.

Inventory fields

  • site: the website, app or streaming platform where the impression occurred; the format differs by environment (for example a domain for web, an app name with ID for apps).
  • supply_source: where the impression was purchased from, such as Amazon-owned properties, Amazon Publisher Services or third-party partners.
  • creative_type: type of ad, for example Streaming TV Video, Standard Display or Audio.
  • deal_id: the deal identifier for purchases through Private Marketplace or Programmatic Guaranteed deals; otherwise NULL.

Example

SELECT
  site,
  supply_source,
  SUM(impressions) AS impressions,
  SUM(total_cost) / 100000 AS cost_in_currency
FROM
  dsp_impressions
GROUP BY
  site,
  supply_source
Impressions and cost per site and inventory source. `total_cost` is in millicents; the example has not been run on an AMC instance.

Sources: Amazon Ads API: Amazon DSP impressions · Amazon Ads API: Amazon DSP clicks (retrieved 2026-10-09)

Keep reading: Schema reference · All ad types