Sponsored Display: Amazon’s New Self-Serve Display Ads Explained

Amazon has begun rolling out Sponsored Display, a new self-serve ad type for brand registered sellers. Until now, display advertising on Amazon mostly meant working through Amazon’s DSP, which usually needs a large budget and a managed setup. Sponsored Display brings some of that power into the regular ads console.

Here is what Sponsored Display is, how its targeting works and how we suggest getting started.

What is Sponsored Display?

Sponsored Display ads are display ads you create in the same console as Sponsored Products and Sponsored Brands. Amazon builds the ad automatically from your product image, title, price, rating and a “Shop now” button.

Unlike Sponsored Products, they do not target keywords. Instead, they target shoppers based on what they viewed or the products they are looking at.

Where the ads appear

• On product detail pages, often near the Buy Box.
• In customer review pages.
• Below search results.
• On third-party websites and apps, for audience targeting.

Targeting options

Product targeting

You choose specific products or categories. Your ad appears on those product pages. This is useful for showing your product to shoppers looking at a competitor, or for promoting accessories on your own main product pages.

Views remarketing

Amazon shows your ad to shoppers who viewed your product (or similar products) in the past 30 days but did not buy. These ads can appear on and off Amazon. This is the feature many sellers have been waiting for.

Who can use it?

Sponsored Display is available to sellers enrolled in Brand Registry, plus vendors. Your products need to be eligible and in stock.

How to get started

1. Start with defense. Create a product targeting campaign that shows your products on your own product pages. This takes ad space that competitors would otherwise use.
2. Add views remarketing for your best sellers. These shoppers already know your product. A reminder can bring them back.
3. Test competitor targeting on products where yours clearly wins on price, reviews or features.
4. Keep budgets small at first. Learn what works before scaling.

How to measure it

Sponsored Display is charged per click, like other self-serve ads. Look at ACoS and sales, but also think about its role. Remarketing often helps sales that show up in other campaigns or as organic orders. If your total sales rise when you add it, it may be doing more than the campaign report shows.

Things to watch out for

• Products with low ratings will struggle. The ad shows your star rating.
• Broad category targeting can spend fast. Start with specific products.
• Ads only run while the product is in stock and winning the Buy Box.

The bottom line

Sponsored Display gives brand owners a simple way to defend their pages and bring back shoppers who did not buy. It will not replace Sponsored Products as your main sales driver, but it is a strong addition. If you want help setting it up, see our Amazon PPC management service or request a free audit.

FAQs

What is Amazon Sponsored Display?

Sponsored Display is a self-serve display ad type for brand registered sellers and vendors. It targets shoppers by the products they view and their recent browsing, on and off Amazon.

Do I need Brand Registry for Sponsored Display?

Yes. Third-party sellers need to be enrolled in Brand Registry to use Sponsored Display.

How is Sponsored Display different from Sponsored Products?

Sponsored Products target keywords and appear mainly in search results. Sponsored Display targets products and shopper audiences and appears on product pages and off Amazon.