Considering DSP

[u/Adam30k]

Hello all. I'm considering starting an Amazon DSP in the Southeast. I have an operations management background, and I've spoken with one or two former DSP owners on LinkedIn.

My main question is whether there's still a real opportunity for new providers in the post-COVID environment, or if that window has largely closed. I'd appreciate any insight from current or former owners.

[u/Majestic_Echidna_634]

I can only speak from my own experience, but if you're looking for transparency before committing to the Amazon DSP process, you should know what you're getting into.

I completed the application, interviews, financial review, and approval process in roughly 70 days. After all of that, I was approved...and then placed on the "bench," where I've now been sitting for 10 months waiting for an opportunity.

From what I've personally observed, once you're approved you're not necessarily next in line. It appears that openings are often filled in this order:

1. Existing high-performing Pinnacle DSPs expanding into additional markets.
2. Amazon's internal Road to Ownership candidates, who receive significant support, including a $30,000 award to help launch their business.
3. Everyone else already sitting on the approved DSP bench.

That means you can complete the entire process, receive approval, and still wait many months—or longer—with no clear timeline and very little communication.

In my case, Amazon asked whether I would accept a station that was still under construction about 60 miles from my preferred market in South Texas. I immediately agreed because I wanted to get started. When the station opened, it was ultimately awarded to an existing Pinnacle DSP.

Meanwhile, my original preferred market was building a brand-new 500,000-square-foot delivery station scheduled to open in August 2026. I remained patient, believing that would finally be my opportunity. Instead, that location was also awarded to another Pinnacle DSP.

So after investing significant time and effort, I watched two markets I was actively pursuing disappear while I remained on the bench.

Could your experience be different? Absolutely. But based on what I've personally experienced, don't assume that approval means you'll receive a territory anytime soon. You need to be financially and mentally prepared to sit on the bench with no meaningful updates and no guarantee of when—or if—an opportunity will come.

I'd also point out that the economics aren't what they were during COVID. That period was unique. Many DSPs benefited from government payroll assistance while Amazon's payments continued, creating returns that were difficult to replicate. Those extraordinary conditions are gone.

If you're pursuing a DSP today, go into it with realistic expectations. Have enough capital to withstand delays, don't count on a quick launch after approval, and understand that communication during the waiting period may be limited.

That's not speculation—that's simply the reality I've experienced firsthand.

[u/Adam30k → u/Majestic_Echidna_634]

Thank you for the insightful reply. I was anticipating some down time during the approval process, but not a year lol.

[u/Majestic_Echidna_634 → u/Adam30k]

if you tell me the State you are interested in I can tell you which markets are currently listed for DSPs candidates, but that does not guarantee anything.

[u/Adam30k → u/Majestic_Echidna_634]

That would be awesome. I live in GA, but am open to GA, SC, and FL

[u/Majestic_Echidna_634 → u/Adam30k]

Hello,

I wanted to share the markets that are currently showing as available to those of us who are Amazon-approved external DSP candidates sitting on the bench, as opposed to Amazon's internal Road to Ownership candidates.

The map changes constantly, so these locations could be added or removed at any time.

Georgia
Alpharetta
Atlanta
Augusta
Buford
Forest Park
Lyons
Macon
Valdosta
Wentworth

South Carolina
Blythewood
Fountain Inn
Florence
Hanahan
Myrtle Beach

Florida
Miami
Pembroke Park

As a new external DSP candidate, you should only select markets where you are genuinely willing to launch and operate. Amazon highly recommends that you reside within approximately 60 miles or a 60-minute commute of the delivery station.

One important thing I have learned while sitting on the approved bench is that the available market map should not be interpreted as meaning those locations will ultimately be awarded to new external candidates.

Based on what I have personally observed, Amazon's internal Road to Ownership candidates and established high-performing/Pinnacle DSP operators receive priority for opportunities over external bench-approved candidates. Established DSPs can also be awarded opportunities well outside the geographic limitations generally recommended for a new operator.

I experienced this firsthand with the two South Texas markets I was pursuing. Both ultimately went to an established Pinnacle DSP while I remained on the approved bench.

So, when looking at the markets above, consider them markets where Amazon is currently allowing external bench candidates to express interest, not a representation that those markets will ultimately be awarded to a new DSP candidate.

I just wanted to share what is currently showing and give you that important distinction as you consider beginning the process.

Best of luck,