Amazon Ads has switched on its demand-side buying console for self-service advertisers and agencies in five new markets: Belgium, Poland, Singapore, Egypt and South Africa. The announcement landed September 25, 2026, eleven days before Prime Big Deal Days kicks off in 22 countries, including three of the five new DSP locales.
The move means local teams can now build display, video and audio campaigns that run across Amazon-owned properties and the open web. According to Amazon, they also get access to first-party shopping, streaming and browsing signals, plus AI-driven tools such as Performance+ and Brand+.
What the announcement actually changes
The curious part: four of the five countries were already on Amazon DSP’s documented lists in 2026. Amazon’s July 30 account upgrade covered 34 countries, including Belgium, Poland, Egypt and Singapore. South Africa is the only one absent from that recurring list.
“We’ve expanded Amazon DSP to five new locales: Belgium, Poland, Singapore, Egypt, and South Africa,” Amazon stated.
The launch document presents all five as expansions, but it does not explain what was missing before. One plausible reading is that earlier lists described where specific features, audiences or inventory worked. Today’s update concerns the self-service console route itself. Buyers should not assume every feature arrives in equal form.
Why this matters for D2C and agency teams
Amazon’s demand-side platform has been taking share fast in programmatic. According to Guideline data cited in the source, four platforms—Google’s DV360, The Trade Desk, Yahoo and Amazon—now hold roughly 85% of global programmatic spend, up from about 75% in 2022. Amazon nearly doubled its share over 15 months.
For brands in Warsaw, Cairo or Johannesburg, this opens a lower-friction path to Amazon’s retail signals without a managed-service seat. But the document names only self-service advertisers and agencies. No managed-service option, billing currency, minimum spend or pricing is included. Trade reporting previously put Amazon’s fee at 1% on open-web inventory, versus a 12% to 15% range often linked to The Trade Desk.
- Check the Amazon DSP console country drop-down for campaign creation, billing settings and available media tiles.
- Confirm which Brand+ and Performance+ tactics actually run in your market before scaling spend.
- Treat streaming TV availability as unconfirmed, since the screenshot shows the tile but Amazon’s text names only display, video and audio.
- For EEA markets Belgium and Poland, set up consent signalling before sending personal data through Amazon Ads tags or APIs.
A practical framework: local launch, same playbook
Regional advertisers can use a simple pre-flight checklist before moving budget: verify the console, verify data flows, verify inventory. That discipline matters because Amazon’s country lists have been inconsistent release to release—33 versus 34 markets for different capabilities. A feature that works in Germany may not automatically work in Singapore or Egypt.
With Prime Big Deal Days set for October 6–7 in Belgium, Poland and Singapore, the timing creates an early testing window. Rather than treat the new console as a full-scale launch, run small awareness or consideration campaigns, measure what inventory and reporting you actually receive, then scale for holiday.
Amazon reported advertising services revenue of $19.8 billion in Q2 2026, up 26% year over year. This geographic expansion is a clear signal that the DSP is being pushed deeper into regional budgets.
Source: PPC Land
