Launch announcement
Optimized targeting for Sponsored Display Conversion campaigns
15 August 2025
What launched?
When you select your Optimization Strategy for Conversions, Sponsored Display will enable cost effective, dynamically optimized targeting to help you reach audiences who are more likely to engage with your ads. By selecting bids with recommendations provided by Amazon, advertisers can now select for ‘optimized targeting’ to automatically reach audiences likely to be interested in your ads, minimizing the guess work and effort to manually select different targeting types. For added flexibility and control, advertisers will also have the ability to select either manual targeting or add manual targeting in addition to optimized targeting. For manual targeting, advertisers will now have options to select Remarketing (exact products targeting based on views or purchases) or Contextual targeting.
Once you select a product and and choose Conversion for optimization strategy, advertisers will now have the option for optimized targeting and manual targeting
In campaign manager, under Ad groups Targeting section, you can view “Optimized targeting” as a separate targeting line item.
By clicking on “Add Targets” button, advertisers can also manually add targeting.
Why is it important?
With minimal campaign inputs and flexible cost structures to fit different needs, Sponsored Display is available for any business to get started in minutes. Through automated, dynamically optimized targeting and cost-effective KPIs, Sponsored Display continues to evolve to help advertisers discover, reach, and engage the right audiences in the right context across their shopping journeys.
Where is the feature available?
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: United Kingdom, Germany, Spain, Italy, France, Poland, Netherlands, Sweden
- Middle East: United Arab Emirates
- Asia Pacific: Australia, India, Japan, Singapore
Who can use it?
- Sellers
- Vendors
- Managed-service
- Self-service