Case study · Fragrance · Beauty · Amazon UAE
Swiss Arabian & Sapil.
The hidden half of the funnel: Amazon DSP sat in the path on 94 of every 100 purchases.
94%
of purchase paths included Amazon DSP
67%
of paths opened by a DSP ad
71.4%
of buyers were new to the brand
5.51%
DSP touchpoint conversion rate
The story
How we did it.
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Challenge
Amazon's default report credits each sale to the last ad clicked. On that view DSP scored 1.23x ROAS, below Sponsored Brands at 2.22x and Sponsored Products at 2.33x, so the natural conclusion was to cut the DSP budget. The question was what DSP really contributed when it rarely took the final click.
Approach
PiWheel mapped all 17 purchase paths for Swiss Arabian and Sapil on Amazon UAE from January to June 2026, using Amazon Marketing Cloud. Each channel was read on the job it does: DSP as the opener that starts the journey, Search as the closer. PiWheel combined Search reports for Sponsored Products, Sponsored Brands and Sponsored Display with Amazon DSP reporting, indexed ROAS against Sponsored Display, and split buyers into new, repeat and existing.
Result
DSP appeared in 94 of every 100 purchases and opened 67% of paths. For new-to-brand buyers it appeared in 90 of every 100 paths. DSP traffic converts well, at a 5.51% touchpoint rate, second only to Search. The read is directional, so a holdout test is the recommended next step for causal proof.
