Sponsored Display launches deny lists, helping brands control ads

June 14, 2022

What launched?

Sponsored Display deny lists are now available in the Amazon Ads console and Amazon Ads API for vendors and sellers registered within Amazon Brand Registry. Sponsored Display ads serve wherever they spend time on third-party properties, such as websites and mobile apps. The deny list functionality provides you control to manage your brand presence wherever they spend time on third-party properties that don't align with your brand. You can upload a deny list of websites and mobile apps where you don't want your ads to show across all your Sponsored Display campaigns.

Deny list page

The deny list page is now available when logged into your account.

Why is it important?

Vendors and registered sellers are now better equipped to engage with audiences wherever they spend time during their shopping and entertainment journey without concern of their ads showing on websites and mobile apps that are not aligned to their brand. Deny lists provide an additional layer of protection on top of Amazon ads global brand safety policy to allow advertisers to remove websites or mobile apps that are generally brand safe but don’t align with the brand’s value. For example, a vegan food brand may choose to not advertise on websites that discuss meat products to protect their brand reputation, even though the website does not contain sensitive content.

Where is the feature available?

  • North America: United States, Canada, Mexico
  • South America: Brazil
  • Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom
  • Middle East: United Arab Emirates

Who can use it?

  • Vendors
  • Registered sellers

Where do I access it?

  • Advertising console
  • Amazon Ads API