Launch announcement

Collect customer leads instantly via lead generation ads

May 30, 2024

What’s launched?

Sponsored Display has launched lead generation ads into open beta for US-based, self-service advertisers who do not sell on Amazon. Advertisers who sell products or services outside of the Amazon store can now grow their business by collecting customer leads instantly with lead generation ads. With this launch, advertisers can measure and optimise for leads to drive real business outcomes.

Lead generation

You can access the new “Leads” feature from Sponsored Display in the advertising console. In the “Optimisation strategy” section, select Leads.

Why is it important?

The customer’s purchase journey often involves extensive research across multiple options and/or trials. Advertisers seek incremental value from customer journey milestones including lead generation from digital ads. Previously, advertisers could only drive Sponsored Display ad traffic to their own websites to generate leads, but were unable to quantify impact on lead generations with Amazon Ads. Advertisers can now optimise for lead generation outcomes. Using lead generation ads, advertisers can use self-service creative building tools to populate privacy-compliant lead generation forms. They can review lead metrics and access customer lead information stored in a privacy-safe database (Amazon Leads Manager).

Where is the feature available?

  • North America: United States

Who can use it?

  • self-service, businesses who do not sell on the Amazon store

Where do I access it?