Amazon DSP for Beauty and Personal Care: Repeat Math

Quick answer: Beauty and personal care is a good fit for Amazon DSP because the products get used up and bought again, but only if you pay for new customers with repeat purchases in mind. Before you spend, work out the most you can afford to pay for one new customer: first order contribution plus the repeat contribution you realistically expect. Then build three kinds of flights (launch, hero and replenishment), track every shade and size as its own ASIN, and check every product claim against Amazon’s creative rules before an ad goes live. Amazon DSP is now part of Amazon Ads Agent, with its controls under DVA+ advanced settings, but the strategy below applies to whichever name you use.