Every category where a model named Amazon DSP for a mid-market B2B company. Share is first choices across the direct, paraphrase, budget and scale prompts; rank is within every product named in that category.

Category	Function	Share	Rank	Negative rate	Labels	Quadrant
Programmatic and display advertising	Marketing	0%	11 of 96	24%	34	accepted challenger
Video advertising	Marketing	0%	31 of 121	25%	4	under 10 labels · led by StackAdapt at 24%
Native and content advertising	Marketing	0%	42 of 72	0%	1	under 10 labels · led by StackAdapt at 23%

Movement

This is the first edition on this tier, so no move can be computed for Amazon DSP yet. The next is due October 1, 2026. From the next edition this section shows, per buyer segment, whether its share moved by more than the measured noise floor.

By model

How each model treated Amazon DSP across every prompt where it was named for a mid-market B2B company. Twelve models, six prompts per category.

Model	First choice	Alternative	Mention	Negative	Labels
Claude Haiku 4.5	0	1	1	1	3
GPT-5.4 mini	0	1	0	0	1
Gemini 3.5 Flash	0	1	1	0	2
Perplexity Sonar	0	1	2	1	4
Grok 4.1 Fast	0	1	1	4	6
Mistral Small	0	0	3	1	4
DeepSeek V4 Flash	0	2	4	0	6
Llama 4 Maverick	0	0	2	0	2
Qwen 3.7 Flash	0	2	0	0	2
Kimi K2	1	0	1	1	3
GLM 4.7 FlashX	0	2	0	1	3
MiniMax M2.5	0	3	0	0	3

By framing

Which of the six questions produced the naming. By model says how often; this says asked what. The first-choice count on the right carries the marks of the models that produced it.

FramingLabels by classFirst choices

Direct14 labelsNone

Paraphrase10 labels1

Comparative48 labels2not counted in share

Budget-constrained25 labels3

Scale-constrained12 labelsNone

Negative21 labels1not counted in share

First choiceAlternativeMentionNegative130 labels in all, every segment counted; 4 of the 7 first choices count toward share, since the comparative and negative framings do not. The bar is one segment per label class, to scale within the framing.

What the models said for it

Verbatim evidence the judge attached to positive labels.

“Amazon DSP (commerce data)” Kimi K2 · Programmatic · comparative prompt · first choice

“Stick with established, reputable DSPs like The Trade Desk, Google DV360, Amazon DSP, or StackAdapt” DeepSeek V4 Flash · Programmatic · negative prompt · alternative

“Best for: E-commerce/retail advertisers who want Amazon's first-party shopper intelligence” DeepSeek V4 Flash · Programmatic · comparative prompt · alternative

“Amazon DSP is strongest when purchase intent and retail data matter most.” Perplexity Sonar · Programmatic · comparative prompt · alternative

And against it

Verbatim evidence attached to negative labels. A warning on a product with few labels is a warning; on a product with many, it is one voice among them.

“Amazon DSP: High CPMs, limited B2B advantage outside retail” Mistral Small · Programmatic · direct prompt · hard negative

“needs $5,000-$10,000/month for effective performance” Kimi K2 · Programmatic · budget prompt · hard negative

“Avoid DV360/Trade Desk/Amazon DSP: High mins” Grok 4.1 Fast · Programmatic · budget prompt · hard negative

“Walled garden platforms like DV360 and Amazon DSP ... limit visibility into supply chain economics and restrict data portability.” Claude Haiku 4.5 · Programmatic · negative prompt · soft negative

Named alongside

The products named in the same answers as Amazon DSP, over the 130 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Amazon DSP was named but was not.

ProductSame answerTook the first choice insteadHead to head

The Trade Desk116 of 13043Not in the top three

StackAdapt98 of 13029Not in the top three

Google Display & Video 36078 of 13020Not in the top three

Adobe Advertising34 of 1302Not in the top three

DV36032 of 1300Not in the top three

Basis25 of 1300Not in the top three

LinkedIn Campaign Manager23 of 1302Not in the top three

MediaMath22 of 1300Not in the top three

AdRoll20 of 1309Not in the top three

Vibe.co20 of 1306Not in the top three

A head-to-head page exists where both products are in a category's top three. The other rows are the same fact without a page behind them, so they link to the product instead.

What carried it into the answer

The sites and pages cited by the answers that named Amazon DSP. A fact about retrieval, not a lever on the model.

Citations exist only for the models that return a source list, four of the twelve in this edition, so these counts come from 18 of the 130 answers that named Amazon DSP and are not a share of its labels.

Domains cited

vibe.co10

improvado.io9

syntermedia.ai8

taqtics.com8

aidigital.com7

admanage.ai6

directiveconsulting.com6

getadlib.com6

blasto.ai5

inbeat.co5

Seventy of the seventy domain citations in answers naming Amazon DSP came from somebody else's page.

Pages cited

improvado.io/blog/top-programmatic-platforms9

taqtics.com/answers/programmatic-advertising/programmatic-advertising-platforms8

vibe.co/blog/how-to/programmatic-advertising-platforms8

syntermedia.ai/blog/best-programmatic-advertising-platforms7

admanage.ai/blog/programmatic-advertising-platforms6

aidigital.com/blog/programmatic-advertising-platforms6

directiveconsulting.com/blog/the-top-5-programmatic-platforms-leading-the-way-in-20266

getadlib.com/blog/top-programmatic-advertising-tools5

Pages are listed as the models cited them.

The company

Amazon Europe Core is the company behind Amazon DSP.

Website: amazon.com
Headquarters: Seattle, United States
Founded: 1994
Employees: about 1,500,000 (2023)
Ownership: Public, AMZN on Nasdaq

From Wikidata, fetched September 14, 2026. These describe the company, not the product's standing, and a claimed page can dispute any of them. · Wikidata · Crunchbase

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