Amazon Expands Demand-Side Buying Console to Five New Countries

Amazon's demand-side buying console has expanded to five new countries, allowing self-service buyers and agencies to create display, video, and audio campaigns across Amazon properties and the open internet. The expansion brings Amazon DSP access to advertisers in Belgium, Poland, Singapore, Egypt, and South Africa.

The move is seen as a significant development for businesses in these countries, which can now run full-funnel campaigns with unified reporting and access to Amazon Marketing Cloud (AMC). Advertisers will be able to reach Amazon's audience signals, built from shopping, streaming, and browsing behavior, along with AI-powered optimization tools like Performance+ and Brand+.

The expansion is part of a larger effort by Amazon to increase its presence in these markets. The company has been gradually rolling out its services, including the marketplace, sponsored ads, and Prime, to these countries over the past few years.

It's worth noting that South Africa was not previously included in Amazon's 34-country DSP perimeter, although it was listed as one of the additions in a report from November 2025. The expansion is seen as a key development ahead of Amazon's Prime Big Deal Days, which will take place on October 6 and 7 across 22 countries.