Sponsored Display (beta)

Introducing a new advertising solution that lets you create display campaigns in minutes with a budget of any size. Use Sponsored Display to reach the right audience for your business both on and off Amazon.

How to get started

1

Select your targeting strategy (audience or product).

2

Set your bid and daily budget.

3

Choose the products you’d like to promote.

4

Your ad is automatically created and will appear on or off Amazon, depending on the targeting strategy.

Who can use Sponsored Display?

Sponsored Display is available for professional sellers enrolled in the Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon. Products must be in one or more eligible categories in order to advertise.

How Sponsored Display works

Reach the right audiences for your business

Audiences are automatically created based on relevant Amazon shopping activities to help you achieve your business objectives

Maximize impact with minimal effort

Without extensive resources you can quickly promote your full product catalog with creatives that are auto-generated and optimized for conversions.

Support your business objectives

Sponsored Display helps businesses large and small measure and meet their goals – from product awareness to consideration and conversion.

Frequently asked questions

How do Sponsored Display campaigns work?

Sponsored Display enables you to quickly—in just a few clicks–set up display campaigns that run both on and off Amazon*. Simply select your audience, set your bid and daily budget, choose your products to advertise, and create your campaign. Ad creatives are automatically generated with the same familiar features as sponsored ads, including a product image, pricing, badging, star rating, and Shop now button that links back to your product detail page, making it easy for customers to browse or buy**.

Sponsored Display uses automation and machine learning to optimize your campaigns. Bids automatically adjust based on likelihood of conversion, while still allowing you to change your bid or pause your campaign. From the list of products you add to your campaign, the Sponsored Display Views strategy also dynamically promotes the most relevant ASIN that has the highest chance of conversion.

How can I reach the right audience for my business?

Reach audiences who showed interest in categories related to your promoted product. Reengage customers off Amazon who previously viewed your product detail page but haven’t yet purchased. You can also target the detail pages of specific products or product categories on Amazon.

Where will my Sponsored Display ads appear?

Your ads may appear both on and off Amazon on desktop, mobile sites and apps based on the audiences or product targeting strategy you choose.

Audiences or product targeting selectedDescriptionAd placement
Views*Engage audiences who viewed the detail pages of your advertised products or similar products within the last 30 days but haven’t yet purchased.Off Amazon on third-party websites and apps.
Interests**Engage audiences whose shopping activities on Amazon demonstrate an interest in product categories related to your promoted product.On product detail pages, or other product-related pages
Products**Target specific products on Amazon that are similar or complementary to your promoted product.On product detail pages, or other product-related pages
Categories**Target a range of product categories on Amazon that are similar or complementary to your promoted product.On product detail pages, or other product-related pages

*This audience is not yet available for book vendors
**These audiences are not yet available for sellers.

Do I need to add keywords to my Sponsored Display campaign?

Sponsored Display uses browsing and buying signals to automatically reach audiences who may be interested in your promoted product.

How much does Sponsored Display cost?

Sponsored Display ads are purchased on a cost-per-click (CPC) basis. CPC advertising is a type of paid advertising where ads display at no charge—ad impressions, or views, are free—and you’re charged only when a customer clicks your ad. There is no minimum ad investment required. Advertisers choose their daily bid and budget.

What results can I expect from Sponsored Display?

Sponsored Display can help you increase product awareness, consideration, and conversion by displaying your ad to shoppers both on and off Amazon. Ad creative includes a Shop now button that links back to your detail page on Amazon. Advertisers can use the same familiar campaign metrics available within our sponsored ads suite to understand campaign performance. Advertisers will soon see additional Amazon Advertising display metrics, such as detail page views, Add to carts, and new-to-brand metrics, that demonstrate how Sponsored Display can further help grow your business.

Who can use Sponsored Display?

Sponsored Display is available to professional sellers enrolled in the Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon in the US.

*Ad creative displays on or off Amazon depending on the targeting strategy and audiences you choose.
**A Shop now button may be included in ad creative based on placement.

Resources