Build orders, line items and creatives

The builder opens as a window inside DSP Manager. It has three separate flows:

Flow	Starts from	Creates
New Order	Nothing	An order
Add Line Items	An existing order, including one you just created	Line items in that order
Add Creatives	Existing line items	Creatives, attached to the line items you choose

Open it with the Create button above the table. Its label follows the level you are on: Create order, Create line items or Create creatives. When a run succeeds, the result offers the next flow — Add Line Items to This Order, then Add Creatives to These Line Items.

Anyone who can view DSP Manager can fill in the form. Sending needs DSP Manager · Edit — see Before you can send.

Order

Section	What you set
Media	Display, Online Video or Streaming TV — one or more
Goal and optimization	Awareness, Consideration or Conversions; the KPI Amazon optimizes toward and its target; bidding priority and budget management
Budget and delivery	One or more flights, each a date range with its own budget; what happens to unused budget; an optional daily or monthly budget cap; frequency caps
Conversion tracking	The products whose purchases count as the order’s conversions, with the ones to feature. ROAS KPIs need at least one

The order’s country is set by the linked advertiser.

Audio is not offered: Amazon DSP has it only as a beta in its own console, and Vendlen cannot create it. An order that already has Audio shows it, so you can untick it.

On a seat managed by Vendlen, the form also shows Max budget you can set — see A seat managed by Vendlen.

Line items

Create line items first opens a small window: choose the order, then How do you want to create line items? — AI tactics or Normal — and Continue. The full form opens with the order and the method in its title bar; Change brings the small window back.

If the order already has every AI tactic that can be added, AI tactics cannot be chosen: “This order already has every AI tactic that can be added here. Choose Normal or another order.”

AI tactics

Amazon’s own tactics: “Amazon builds the audience and manages bids.” Which ones you see depends on the order’s goal:

Order goal	Tactics
Conversions	Performance+ — Customer Acquisition, Remarketing, Retention, Search
Awareness or Consideration	Brand+ — Prospecting

Each of the order’s media types — Display, Streaming TV, Online Video — gets its own set of tactic cards, and each card you tick becomes one line item. Tactics the order already has are hidden, and a ticked card the order already has, or that cannot be added here, is unticked with a note. Audio tactics can only be added in the Amazon DSP console.

Normal

“Set up the line item yourself: media type, bid, budget, pacing, categories and targeting.” Normal creates one Standard line item per run. For more, run it again.

• Media type — Display, Online Video, Streaming TV or Digital Out-Of-Home (marked Not verified when chosen). It can’t be changed after the line item is created.
• Product categories — required by Amazon, picked from Amazon’s category tree.
• Dates, budget, spending limit, daily minimum spend, pacing, frequency, bidding priority and max bid (Automatically optimize, or Manually set to a CPM).

Targeting a Standard line item

Each targeting row starts at Amazon’s default and shows a one-line summary. Change edits it; Remove puts it back to the default.

Row	What you set	Default
Product	ASINs, exact match. Filled in from the products the order tracks as Featured, while the row is still empty	No products
In-market categories	Amazon categories, chosen from a tree. Tick Only use contextual signals to use the page or app content only; excluding categories needs it	No categories
Keyword	Keywords, broad match — the only match type DSP has. Up to 80 characters each	No keywords
Audience	Audiences to include or exclude. Some add a CPM fee	No audience
Location	Countries, states, cities, DMAs or postal codes, to include or exclude	United States - Country — the order’s country
Domain	Website domains you type, to include or exclude. Amazon’s own domain list for the advertiser stays on	All domains
Device	Desktop and mobile, with mobile web and app	All devices
Mobile app	Mobile apps to serve in	All mobile apps
Brand suitability	Standard, Restrictive or Expanded	Standard

Location takes up to 200 places; the other rows up to 100 items each, exclusions included. An item can’t be both included and excluded. If Amazon has no country for the advertiser, it can’t list in-market categories, and the row says so.

“Inventory (publishers, deals, inventory groups), bid and priority adjustments aren’t available here yet; Amazon keeps its defaults for them.”

Targeting is permanent. It can’t be changed in Vendlen after the line item is created; change it in Amazon DSP.

A creative for the Display line items

AI tactics end with Creative for Display line items. Normal does not — attach creatives to a Normal line item later from the Creatives tab.

Choice	What happens
Use existing REC creatives	Pick up to 10 of the advertiser’s Responsive eCommerce (REC) creatives. Each Display line item gets all of them; nothing new is created
Create a new REC creative	One new REC creative, showing up to 20 products, is created and attached to every Display line item
Don’t add a creative now	Nothing is attached. Add creatives later from the Creatives tab

The products start as the ones the order tracks as Featured. If the advertiser already has REC creatives whose products are all among them, Use existing REC creatives is chosen with those creatives ticked; otherwise Create a new REC creative. Only creatives for the advertiser’s own marketplace, and not archived, are listed.

Without a creative, the result reminds you: “Amazon’s API doesn’t add a creative to new line items. Add one before you activate them.”

Creatives

Choose the existing line items each creative should run on; each line item gets its own association request.

Type	Available
Responsive eCommerce (REC)	Yes — Amazon builds the ad from up to 20 ASINs’ product pages
Standard display	Yes — JPG or PNG images in Amazon DSP’s exact display sizes, uploaded to your Amazon asset library
Video	Shown, but cannot be sent yet: “Video isn’t available yet.”
HTML5, Third-party-served display	Not available yet

Audio creatives are not offered.

A Brand Store click-through destination is not available yet; use another website URL.

Uploading an image is itself a write to Amazon. It happens only when sending is switched on.

Review and send

1. Fix the errors the form lists, then choose Create. A window opens, Create in Amazon DSP?, with the number of requests checked and the actual requests to Amazon.
2. Read what the window says will happen. Depending on what you are building:
   • “Orders and line items are created Paused, so nothing spends until you activate them.”
   • “Creatives attached to a running line item can start serving and spending right away.” — when you add creatives.
   • “Targeting can’t be paused or removed from Vendlen after it’s sent; change it in Amazon DSP.” — when the run sends targeting.
   • “One new REC creative is also created and attached to the Display line items; it starts serving once you activate them.” — when a new REC creative comes with new line items.
   • “The chosen existing creatives are attached to the Display line items; they start serving once you activate them.” — when you attach existing ones.
   • “Entities created in Amazon DSP can’t be deleted or archived from Vendlen, only paused.” — always.
3. Choose Prepare Send, then Create in Amazon DSP. The button names the number of requests.

If you change the form after preparing, prepare again. The same plan cannot be sent twice.

What is created Paused

Created	State
Orders	Paused
Line items	Paused
Creatives	Enabled
A creative’s association with a line item	Enabled

Nothing in a new order or new line item spends until you enable it. A creative attached to a line item that is already running can start serving at once.

When a run partly succeeds

Line items are sent in small batches, each followed by its targeting. A run that fails or times out partway can leave some line items created and others not. The result says which:

• “Everything was created in Amazon DSP.”
• “Some requests were created and some were rejected or skipped. Created entities stay Paused.”
• “Nothing was created.”
• “The send stopped because one result couldn’t be confirmed. Check Amazon DSP before sending again.”

Check the result, and Amazon DSP, before you send again.