Amazon Ads today opened its demand-side buying console to advertisers in Belgium, Poland, Singapore, Egypt and South Africa, allowing self-service buyers and agencies in those five locales to create display, video and audio campaigns that run across Amazon properties and the open internet.

In Short

Amazon has an online tool for buying ads on its own websites, apps and streaming services and on other sites across the internet, and today it said businesses in five more countries can use it. Those countries are Belgium, Poland, Singapore, Egypt and South Africa, so brands and agencies there can set up and run campaigns on their own. The odd part is that Amazon's own documents from earlier this year already listed four of these countries as places where the tool worked, and today's note does not explain what was missing before. What changes, according to Amazon, is that campaigns can now be created in the console for all five, with South Africa the only one absent from the 34-country lists Amazon used earlier in 2026.

Five locales, one short document

The update appeared on Amazon's product announcements page on September 25, 2026, labelled as a launch announcement. It runs to five headed questions and a single screenshot. "We've expanded Amazon DSP to five new locales: Belgium, Poland, Singapore, Egypt, and South Africa," according to Amazon. The company adds that "advertisers in these countries can now programmatically buy display, video, and audio ads across Amazon properties and the open internet through Amazon DSP."

The regional grouping does not map neatly onto conventional sales territories. Europe covers Poland and Belgium. The Middle East covers Egypt. Asia Pacific covers Singapore. South Africa sits alone under an EMEA heading, even though EMEA, by any standard definition, would also contain the European and Middle Eastern entries listed above it. No reason is given for the split.

Two groups are named as eligible users: self-service advertisers and agencies. The only entry point listed is the Amazon DSP console. No API route, bulk tool or managed-service option is mentioned, no spokesperson is quoted and no performance figure accompanies the release.

What the console screenshot shows

The one image in the document is a cropped view of the campaign setup screen. Amazon's caption reads: "The Amazon DSP console now supports campaign creation in Belgium, Poland, Singapore, Egypt, and South Africa." The screen carries a Name field, a Country drop-down, an optional media Type selector and a Goal selector.

Four media tiles are visible, two of them partly hidden by the open drop-down. Online Video is described as video ads serving on online video inventory; Audio as ads serving on streaming audio and podcast inventory. The obscured tiles read, as far as the visible text allows, as display and streaming TV. That distinction is not trivial. Amazon's written text names display, video and audio, and streaming TV is absent from it, so the document leaves open whether streaming TV lines can be bought for campaigns created in the five locales. Beneath the media tiles sit three goals: Awareness, Consideration and Conversions, the last defined as driving purchases, leads, app installs and other customer conversions.

The drop-down tells a more complicated story than the caption. Its visible portion lists Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Egypt, Estonia, Finland, France, Germany, Greece, Hungary, India and Ireland in alphabetical order, with Poland, Singapore and South Africa further down the scroll and out of frame. Bulgaria, Croatia, Cyprus, the Czech Republic, Estonia, Greece and Hungary appear neither in today's announcement nor in any of the country lists Amazon has attached to DSP features this year. Are they campaign countries, billing countries or placeholders? The document does not say. A pop-up in the same image points to an unrelated change: an advertiser domain can now be assigned that differs from the advertiser URL.

Four names Amazon had already listed

Belgium, Poland, Egypt and Singapore are not new to Amazon's DSP documentation. When Amazon upgraded existing Amazon DSP accounts into a single advertiser account on July 30, 2026, the multi-country buying capability spanned 34 countries: 17 in Europe including Belgium and Poland, seven in the Middle East including Egypt, and six in Asia Pacific including Singapore. Under that upgrade, programmatic campaigns could be activated across regions without new registrations, with region and country selected inside one account at the point of campaign creation.

The same 34-country perimeter reappeared on September 2, when Amazon DSP began serving VAST 4 on third-party publisher inventory. A 33-market version, with China missing, had applied on August 10 to publisher-hosted creatives for Google Ad Manager programmatic guaranteed deals. Belgium, Poland, Egypt and Singapore were on both lists. They also appeared, nearly a year ago, among the supported countries when Amazon unified in-market audience definitions on November 4, 2025.

So what, exactly, is new? Amazon does not say. One reading is that the earlier lists described where particular features, audiences or inventory worked, rather than the countries in which an advertiser could open a campaign through the self-service console. Another is that buying in those markets was previously available only through managed arrangements, and that today's change concerns the self-service route. Neither reading is confirmed by the document, which presents all five locales as expansions and makes no reference to the July upgrade.

South Africa sits outside the map

South Africa is the only one of the five that is missing from Amazon's recurring 34-country DSP perimeter. PPC Land's November 2025 report on in-market audiences described South Africa as one of the additions, although the country list published in the same report did not include it; none of the 2026 DSP lists cited above name it.

Amazon's presence in the country has been assembled in stages. The amazon.co.za marketplace opened in May 2024 with products across 20 categories. Sponsored Products, Sponsored Brands, Sponsored Display and Stores followed in July 2024 for eligible sellers and vendors. Prime arrived in June 2026, timed for the country's first local Prime Day. Self-service programmatic buying is the next layer in that sequence, arriving roughly 28 months after the marketplace itself.

Belgium followed a comparable path earlier, with Amazon bringing Sponsored ads and Stores to amazon.com.be in January 2023.

The retail calendar is close at hand. Amazon has set Prime Big Deal Days for October 6 and 7 across 22 countries, and Belgium, Poland and Singapore are among them. Egypt, which took part in June's Prime Day, is not on the October list, and neither is South Africa. Eleven days separate today's console change from the start of the event.

What Amazon says the expansion brings

Amazon's case rests on data and automation more than on inventory. According to Amazon, advertisers in the five locales now reach the company's audience signals, which it says are built from shopping, streaming and browsing behaviour, "along with AI-powered optimization tools such as Performance+ and Brand+." The company adds that they "can now run full-funnel campaigns, from awareness through purchase, with unified reporting and Amazon Marketing Cloud (AMC) access."

Each of those components has its own history, and its own uneven geography. Performance+ was set out in 2024 as a predictive campaign type combining advertiser conversion data with Amazon signals to build audiences likely to act, initially suited to cost-per-acquisition goals for conversions happening off Amazon. On July 22, 2026, Amazon published ten new capabilities across Brand+ and Performance+, including audio at general availability in 16 locales and first-party audience signals routed through Ads Data Manager. Coverage then varied by market. Today's document does not specify which Brand+ and Performance+ tactics will run in each of the five locales.

Amazon Marketing Cloud is the company's clean room, in which advertisers run SQL against pseudonymised records of ads served and the shopping, browsing and streaming events connected to them, receiving only aggregated output. Amazon made its first-party paid feature signals there free to query through December 31, 2026 for audience creation and measurement, while third-party signals from providers such as Experian still carry a subscription. Whether the five locales receive the same signal sets as Amazon's larger markets is not stated. Past rollouts have been staggered: the extension of the AMC lookback window from 13 to 25 months reached the United States and Canada in November 2025, with the United Kingdom, Germany, Italy, France, Austria, Turkey and Japan scheduled for the first quarter of 2026.

Who is named, and who is not

Amazon DSP has long sold the same inventory through two tiers. Self-service customers run their own campaigns, while managed service, according to Amazon Ads, typically requires a minimum spend of $50,000. Today's list of eligible users names self-service advertisers and agencies. Managed service is not mentioned.

That is a narrower scope than several recent releases. The self-service measurement workflow of May 15, 2026, which opened more than 50 third-party measurement products inside Amazon DSP, covered both managed-service and self-service advertisers, as did the September VAST 4 change. For a brand in Warsaw, Cairo or Johannesburg without in-house trading staff, the route described today runs through an agency or through its own team; an Amazon-managed option in these markets is neither offered nor ruled out.

Why the map matters to buyers

Amazon's demand-side platform has been taking share from a concentrated field. Guideline data discussed in May 2026 put four buying platforms, Google's DV360, The Trade Desk, Yahoo and Amazon, at about 85% of global programmatic spend in the first quarter of 2026, against around 75% in 2022, with Amazon nearly doubling its share over 15 months. The market is consolidating, and geographic reach is one of the dimensions on which the largest platforms compete.

Price is part of the explanation. Trade reporting has placed Amazon's fee at 1% on open web publisher inventory and zero on programmatic guaranteed deals for its own media, against a 12% to 15% range typically associated with The Trade Desk. Today's document carries no pricing, fee or minimum-spend information for any of the five locales.

The business behind the console is large and accelerating. Amazon reported advertising services revenue of $19.8 billion for the second quarter of 2026, up 26% from $15.7 billion a year earlier. The company does not break out advertising revenue by country, so the weight of Belgium, Poland, Singapore, Egypt and South Africa within that total cannot be sized from public figures.

For agencies running regional plans, consistency may matter more than any single addition. The recurring 33-versus-34 mismatch across Amazon's feature lists has already forced buyers to check, release by release, whether a capability stops at the same border as the last one. Today's document adds another list, and it overlaps only partly with the others.

Data rules add a further layer. Belgium and Poland sit inside the European Economic Area, where Amazon set a June 30, 2026 deadline requiring a valid consent signal, whether IAB TCF, GPP or Amazon's own consent signal, together with a two-letter country code whenever personal information is transmitted through the Amazon Ad Tag, the Conversions API or the Events API. Egypt, Singapore and South Africa operate under their own statutes, among them South Africa's Protection of Personal Information Act and Singapore's Personal Data Protection Act. The announcement mentions consent and local data requirements for none of the five.

Supply grows faster than seats

Set against Amazon's supply-side deals, the pace of today's change looks measured. Triton Digital added Amazon DSP as a demand-side partner on July 15, 2026, on a marketplace spanning the more than 80 countries in which Triton operates. On September 10, Amazon Ads opened a pilot extending Amazon DSP campaigns into ChatGPT, limited to select advertisers in the United States. Inventory partnerships have tended to arrive in large geographic blocks, while the list of countries in which an advertiser can open a self-service campaign moves a handful of names at a time.

What the document leaves open

Several questions remain unanswered. The announcement gives no billing currency, fee or minimum spend for the new locales. It does not say which Amazon-owned properties are available to campaigns created in each market, nor whether streaming TV, which appears as a tile in the screenshot, is among the media types on offer. It offers no managed-service timetable and names no further markets. It does not explain the additional European countries visible in the console drop-down, or how today's availability relates to the 34-country account upgrade of July 30.

Until Amazon publishes more detail, the console itself is the only place where those answers can be checked.

Timeline

Summary

Who: Amazon Ads, addressing self-service advertisers and agencies in Belgium, Poland, Singapore, Egypt and South Africa. No managed-service option and no named spokesperson appear in the document.

What: Amazon DSP became available in five additional locales, with the console now supporting campaign creation in each. According to Amazon, advertisers there can buy display, video and audio ads across Amazon properties and the open internet, and can use Amazon's audience signals, Performance+, Brand+, unified reporting and Amazon Marketing Cloud. Four of the five, Belgium, Poland, Egypt and Singapore, already appeared in the 34-country list Amazon used for its July 30, 2026 account upgrade; the document does not explain what was previously unavailable.

When: The launch announcement is dated September 25, 2026, eleven days before Prime Big Deal Days on October 6 and 7, an event that includes Belgium, Poland and Singapore.

Where: Europe (Poland, Belgium), the Middle East (Egypt), Asia Pacific (Singapore) and, under a separate EMEA heading, South Africa, through the Amazon DSP console.

Why: Amazon frames the change as giving regional advertisers its shopping, streaming and browsing signals together with automated optimisation and clean room analytics across the full funnel. For buyers, the change matters because Amazon's share of programmatic spend has grown quickly, its reported fees sit well below those of its largest independent rival, and its country lists for DSP capabilities continue to differ from release to release.