Launch announcement

Language translations are now available for Sponsored Display custom creatives

December 19, 2023

What launched?

In any given marketplace, customers have the option to shop in various languages. For example, on in the US, English is the default language, but we also have a full Spanish language experience for customers who select Spanish as their language of preference. We’ve released a new translation feature that automatically translates Sponsored Display custom creatives to all supported languages within a marketplace. This expands visibility of Sponsored Display, while also providing shoppers with a more seamless experience, enabling them to engage with Sponsored Display ads in the language they’ve selected.

Why is it important?

Previously, Sponsored Display custom creatives ads were only shown in the default language of each marketplace. This feature launch allows for all custom creative ads to be automatically translated, for free, with no extra input required from advertisers, making the ads available for secondary language shoppers to see and engage with.

Where is the feature available?

  • North America: United States, Canada
  • Europe: Germany, Spain, Netherlands, Belgium, Sweden
  • Middle East: Saudi Arabia, United Arab Emirates, Egypt
  • Asia Pacific: India, Japan

Who can use it?

  • Registered Sellers
  • Vendors

Where do I access it?

  • Access to this feature is automatic. Amazon will use the same inputs that you submit for the primary language campaign.