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I recently spoke with the marketing head of a luxury real estate developer in Florida. They don’t sell a product on Amazon. They don’t ship anything. And they certainly aren’t a D2C brand. But their question was brilliant: "Can we tap into Amazon’s audience data to reach high-net-worth individuals shopping for home and lifestyle products?" The answer? Absolutely. This is where non‑endemic advertising comes in. Non‑endemic = You don’t sell on Amazon, but you still advertise there to reach Amazon’s audience. We introduced them to Amazon DSP (Demand‑Side Platform), which lets advertisers: Access Amazon’s first-party audience data to target based on what people browse or buy. Place ads on the Amazon homepage, product detail pages, Fire TV / Prime Video, Twitch, Kindle, and 55+ premium publisher sites in Amazon’s network. How it worked for the real estate developer: Targeting by lifestyle signals: Amazon shoppers searching for luxury furniture, high-end appliances, or premium decor. Geo‑fencing around Florida’s wealthiest ZIP codes. High‑impact video ads on Fire TV to showcase their waterfront properties. Display remarketing to re-engage prospects who visited their property microsites. The result? A pipeline of highly qualified leads — people actively in the mindset for high-value home investments — at a fraction of the cost of traditional luxury magazine ads. Why more non‑endemic brands should explore Amazon DSP: Benefit Why It Matters Massive Reach Amazon’s audience covers nearly 70% of US households. Data Precision Target based on lifestyle, purchase, and browsing behaviors. Omnichannel Presence Display, video, and audio across Amazon and partner platforms. Local Control Zero waste through geo-targeting and audience filtering. Trackable ROI Off‑Amazon conversions tracked via Amazon Marketing Cloud.