Amazon Ads app installs: DSP Events Manager for Android and Fire—not a full-store UA network card
Documented Amazon DSP app-event import for Android and Fire TV/Tablet via MMPs, with geography and surface limits for game campaigns.
Amazon Ads documents app-install optimisation through Amazon DSP Events Manager integrations with mobile measurement partners for Android and Fire TV/Tablet—not through a self-serve “games network” card equivalent to Meta or Google App campaigns. A UA manager should map surfaces and OS eligibility from the announcements below before briefing Fire-only or mobile Android spend.
What Amazon announced for app events
Improve app promotion campaign performance with first-party event signals (18 March 2024) states support for importing Android and Fire TV/Tablet app conversions from approved MMPs into Amazon DSP for measurement, optimisation and audience building. Availability listed: United States, Canada, Mexico and Brazil. Access: Amazon DSP and Amazon Ads API. MMPs named on that announcement: Adjust, Kochava, Singular.
An earlier related launch note, Unlock the potential of app campaigns with Amazon DSP events manager (13 February 2024), describes Events Manager MMP integrations for mobile apps so advertisers can pass install and in-app events, with CPI/CPA/ROAS optimisation use cases. It lists availability in US, Canada, Mexico and Brazil for Android and Fire TV/tablet, and names Kochava, Adjust and Singular (with more to come at the time).
MMP-side confirmation of surfaces
Set up Amazon Ads (Adjust Help; accessed 19 September 2026) states Adjust’s Amazon Ads integration measures campaigns that drive installs on Android, Fire TV and Fire tablet apps. Requirements: Amazon DSP advertiser ID, plus ASIN for Fire OS or App Bundle ID for Android. Amazon is described as a self-attributing network. Adjust notes the newer Amazon Ads SAN integration supersedes a legacy Amazon Fire integration that remains temporarily functional but is to be deprecated.
Mapped partner events on Adjust include APPLICATION among predefined Amazon events—useful for install signalling—while custom events cannot be sent.
Eligibility card for a game campaign
| Surface / OS | Documented in Amazon Ads announcements? | Notes for games UA |
|---|---|---|
| Android (Google Play bundle ID) | Yes — Events Manager / MMP import | Bundle ID required |
| Fire TV / Fire tablet (ASIN) | Yes | ASIN required; classify OS consistently with MMP |
| iOS App Store | Not evidenced on these Amazon launch pages | Do not assume parity from these documents |
| Sponsored Products / retail ads as app-install network | Not evidenced here | Out of scope for this DSP events record |
| Geography | US, CA, MX, BR on cited announcements | Wider expansion claimed as future in Feb 2024 note—verify before briefing |
Who should act, and how
UA managers considering Amazon for games should:
- Confirm the flight is Amazon DSP with Events Manager app registration—not a retail Sponsored Ads assumption.
- Register Android (bundle ID) and/or Fire (ASIN) with a supported MMP and advertiser ID.
- Treat iOS as unresolved on these primary pages until Amazon documents it.
- Align optimisation events (e.g. Mobile app first start / APPLICATION) with CPI or CPA goals in DSP.
Limits of this record
Amazon Ads help article GF97FJUFXBDM32P4 did not return usable text when opened; this article relies on Amazon Ads what’s-new posts and Adjust’s integration guide. Live DSP inventory mixes (including Fire TV video formats) and current MMP list expansions beyond the 2024 announcements were not re-certified in-account. Do not invent iOS eligibility.
